What Kind of Business Do You Want..?
The truth is, most clubs, studios and independent health professionals do NOT have a pro shop.
And, even if they do, it typically looks more like a small grocery store.
From all kinds of different apparel brands to dozens of supplement brands and even vending machines... it's often a disorganized mess instead of a focused branded profit center.
It's an epic fail considering the lucrative combination of repeat traffic and opportunity.
It is the direct result of our industry being totally "sales-driven" and blind to the long-term marketing opportunities.
It begs the question:
What Kind of Business Do YOU Want?
- Do you want consistent long-term growth and profitability?
- Do you want to increase margins and add value to your BRAND?
- Do you want to attract affluent clients willing to pay premium prices for your services?
- Do you want to differentiate yourself from all competitors..?
- Are you ready to play "big league ball" as a world-class marketer..?
If you answered YES.... then, make it a priority to visit the nearest APPLE STORE!
Because it's the absolute best way for you to witness... and see for yourself... a World-Class Business ECOSYSTEM.
Once inside take a look around. Do you see any products from Samsung? Any Sony? Any Microsoft..? NOPE!
All you see is Apple products... everywhere!
And, for good reason. Apple has everything you need. Apple is more than a brand.
It's a complete ECOSYSTEM.
As a result, most people who purchase an Apple product like an iPhone will most likely purchase an Apple iPad or MacBook and will probably purchase things from iTunes and from the online Apple Store.
Once inside the ECOSYSTEM, it's only a matter of time before they purchase an Apple TV.
Do you see how effective this is? Once you're into the APPLE ECOSYSTEM... you have NO REASON to go anywhere else.
Apple has provided EVERYTHING you need! They've made it SIMPLE for YOU!
Visit a Porsche dealership and look around.
What you'll see is lots of branded merchandise with their LOGO.
Everything from Porsche key chains and sun glasses to official Porsche "driving shoes."
But the truth is, a brand goes much deeper than just "looking professional."
It's a true display of COMMITMENT.
Compare the APPLE ECOSYSTEM and the PORSCHE DEALERSHIP to your own physical location.
- Do you have your own BRANDED line of products?
- Do you have EVERYTHING your clients need and want?
- Have you made it SIMPLE for THEM?
- Does it feel PROFESSIONAL?
- Does it feel like an ECO SYSTEM?
Go to a Walmart. Does it evoke the same feeling you experience at the Apple Store or Porsche dealership?
Walmart, Costco and Target all represent cheap prices on commodity products.
And, in the fitness business, that space is already filled by Planet Fitness, 24-Hour Fitness and other low cost players.
How Prospects and Clients Perceive You...
How you leverage your BRAND will absolutely determine how people will perceive you, as a health professional or facility.
If you believe Client Retention is the "KEY" to a successful fitness business (or any service-based business), then, you understand why we go to such great lengths to help you build your own BRANDED FITNESS ECOSYSTEM.
A BRANDED FITNESS ECOSYSTEM looks and feels more "credible" and "professional" in the eyes of your prospects. Period.
And, as a result, it attracts more high net-worth clients willing to pay a premium for your products and services. Simple as that.
Just think about this one fact:
More than 87% of all health professionals, studios and clubs actually SEND THEIR CLIENTS AWAY to a retailer for nutritional supplements. That's just giving money away.
With your own BRANDED FITNESS ECOSYSTEM you can offer your clients or members your own line of products.
Perception is Reality
Even with all your education, certifications and experience.... if you want to be a premium brand commanding premium prices generating above average revenues for your business.... then, you need to LOOK THE PART.... and it all starts when you COMMIT to your BRAND!
The first thing a new prospect will notice is your LOGO. This is the first IMPRINT of your business on his or her brain.
Most people don't realize how much they use logos as a way to "register" and compartmentalize all the information in their brains. But they do. And, in today's noisy world full of logos, the more simple the logo, the more quickly it registers.
Have you noticed how Nike just uses the "swoop" image. Target just uses the "target" graphic. Even Gatorade has revised it's brand to just the big "G" for its brand ID (logo).
Most people will sub-consciously take note of the professional design and relate it toward the "professionalism" of the business.
Your Branded "Success Tools"
Your Branded Transformation Journal - Talk about creating a "first impression!" Imagine what potential clients must think when you show them your own, proprietary branded fitness "Transformation Journal" (instead of a free app download) to help them achieve their goals.
Honestly, they will be more than impressed!
(Your competitors have nothing but workout cards or downloaded .pdf documents in a folder or free apps. These alternatives are cheap and unprofessional!)
Despite the onslaught of personal trainer mobile apps, the “Transformation Journal” is still the most widely used and highly respected tracking log in the fitness industry.
And, once branded with YOUR LOGO, it speaks volumes about the physiological integrity of the YOU, your business and the entire environment.
IMPORTANT: All BRANDED print materials multi-task as “marketing agents” in that they leave the facility with the client/member and penetrate the local community – with your brand.