 |
|
|
|
 "How
to Effectively Market & Sell
Weight-Management in a Fitness Environment"
It's all about marketing. The
MediCorp PNT Marketing Manual 2009
is the most comprehensive "how-to" manual for clubs,
personal trainers and fitness professionals who choose to
enhance their businesses through a weight-management educational course
-- one that included nutrition and exercise.
We, in the fitness industry, have developed (almost by
accident) the only credible, long-term, protocol for
weight-management.
That's because as fitness professionals we base our programming on pure
physiological fact: Long-term weight management must include
the 3P's:
- Productive exercise
- Proper nutrition
- Positive motivation
Yet, to this day, the industry has not taken full
advantage of our expertise in this area. Why?
Marketing -- (or lack of it).
Our industry simply hasn't marketed itself.
At MediCorp PNT, we realized that if the industry voices such as IHRSA, IDEA, AFAA, ACE, Fitness Management, Club Industry, etc. were not
going to conduct public outreach information programs -- well, then, it
would be up to you, the individual personal trainer, club owner and health
professional to market your expertise in weight-management programming.
Hence, this Manual.
The MediCorp PNT Marketing Manual - "How to Effectively Market &
Sell Weight Management in a Fitness Environment" - is the most
comprehensive "how-to" guide available for those who wish to successfully
operate a weight-management course.
To your continued Success! - Art Rothafel
The $12 Billion Disconnect!
an article by Art Rothafel
The research is clear. Based on primary
marketing research studies as well as secondary studies from other marketing
research organizations - there is a huge chasm between "consumer demand"
and "service offerings" within our industry.
For 20 years the
fitness industry has been slow to recognize, much less
leverage, the opportunities
associated with weight-management. This is astonishing considering
the following:
Assumptions:
-
The #1 reason
men and women join a club or hire a trainer is to “lose
weight.” (All studies agree on this point - regardless of how the
question is asked, people want to "change" their bodies... and that almost
always means a DECREASE in body size, body weight, body fat, etc.)
-
The fitness industry
offers the only viable set of protocols for successful,
long-term weight-management (proper nutrition, productive exercise
and positive motivation). The industry is in general consensus regarding
physiological protocol.
-
All other quick-fix,
restricted calorie programs, pills and other “magic theories” offered by
commercial weight-loss centers are not based on basic human physiology and
are, therefore, faulty in design and inevitably fail.
In summary:
-
There is overwhelming
consumer demand for weight-management in the fitness
environment.
-
Fitness professionals
are, by far, the most qualified to help consumers attain
long-term, weight-management goals and subsequent lifestyle
through proper nutrition, productive exercise and
positive
motivation.
-
Despite the obvious
match of consumer demand and service offerings, the fitness
industry has failed to "connect" with consumers and capitalize on
the potential revenue. It is a $12 billion disconnect. It begs
the question, why?
Industry Culture
-
With the exception of
3 or 4 major players, the fitness industry is deeply fragmented --
from multi-purpose clubs to circuit training facilities to
day spas to training studios to mobile fitness, etc.
It is a “mom and pop” industry. As a result, the fitness industry
sends thousands of mixed messages to the general public.
There is no cohesiveness of message such as the campaign put
forth by the American Dairy Association: “Got Milk?”
-
The fitness industry
is a low-margin “sales-driven” industry focused on selling
memberships. It is not a “marketing-driven” business focused
on developing brand or defining its purpose.
-
Most fitness
professionals view weight-management as an added service,
not a core business despite obvious consumer demand revealed in
marketing research.
-
Fitness industry
trade associations and trade publications dedicate less than 1%
of editorial space addressing weight-management operations and/or
opportunities.
-
Fitness professionals overwhelmingly believe nutritional guidance
is outside their "scope of practice." It is not.
Advantages:
-
Clubs, Trainers and other fitness professionals who view, sell and
promote weight-management as a core business will be able
to effectively differentiate themselves from the competition.
-
Clubs and trainers promoting weight-management gain a strategic
advantage through "outreach" communications activities
including advertising, public relations, seminars, etc. as it is a
"topic of interest" to the mainstream public.
|
|
|
|
