Gym management strategy, the gym is a place for everyone to exercise and keep fit, but there are many places in the gym now, and our competition is very fierce. At this time, we need to be clear about our advantages. The following is to share the relevant contents of the gym business strategy for everyone.
Gym management strategy 1 distributing leaflets can be said to be the oldest and most common gym marketing method. Make some leaflets for students to distribute everywhere, publicize our gym and attract customers' attention.
Precautions:
Publicity location: Many people think that crowded places are the best choice, but in fact, pedestrians in these places are in a hurry, which is out of the question. You need to choose a place close to the entertainment center and business center, and look for people with the age of 18-45.
Online and offline publicity, online gym marketing channels, such as WeChat friends circle advertisements, various information flow advertisements, etc. , you can locate the covered population as a business circle within 2 kilometers nearby. It should be noted that this is risky, not necessarily convertible after investment, and it is very expensive. Generally, it takes 1000 to open an account through one channel. The above is paid.
There are many free gym marketing channels on the Internet, such as various forums, some news source, Q&A communities, post bars and blogs. Although this is free, it takes a long time and is mainly used to build brands.
Offline channels are very simple, such as posting posters, banners, and vertical poster display racks. This requires the gym to do its own design. There are also offline gym marketing methods, large-screen projection in business circle, large posters, bus stop signs posters and so on. These are expensive and difficult to achieve, but they have a good exposure to the brand!
Carrying out fitness exhibition activities can show some equipment in the gym, cooperate with some people who exercise regularly and brand the gym, which can stimulate people in need well. This can be designed as a sitcom in the gym, which can stimulate the desire of fitness and make people enter the atmosphere of fitness. What needs attention is the choice of people who participate in the "performance". Choosing a good figure and image is more eye-catching and positive for the image of the gym.
Free fitness experience, through the above three ways to publish the news of free fitness experience, attract people to the gym and create sales opportunities for member consultants. People who come here generally have high intentions and great fitness needs. Relatively speaking, the chances of clinching a deal will be greater!
Offer+ invitation reward is simply to set up preferential policies, such as attracting customers at a price lower than the market price, which is mainly used to attract new customers and cultivate user habits. Combined with the invitation prize, guests can bring guests, further increasing the effect of pulling new ones. This mechanism is also applied to micro health diving torpedoes.
Gym management strategy II. Three-stage marketing strategy of fitness club
First, initialize the operation.
In the early stage of club operation, the club has just opened, the brand has not been established, the popularity is not high, the word-of-mouth has not been established, and the actual operation experience of fitness market is insufficient. All aspects of management are in a running-in period. The management goal of the club is to quickly sell and develop members and expand the club's popularity and brand awareness. At this time, it is necessary to concentrate resources and use all available marketing means to achieve the phased goals, including strict advertisements and news articles, and publicize the club's hardware and software to the target consumer groups through the media to highlight its advantages.
Clubs, and by organizing every public relations activity, including public relations activities, openly improve the relationship with specific targets for the media and the government, thus expanding the visibility of the club and establishing the reputation of the club. Of course, in the initial stage of operation, high-intensity and high-frequency promotional activities will be adopted to encourage members to buy impulsively and quickly increase the number of new members. While constantly using, public relations, promotion and event marketing tools, we conduct targeted market research and evaluation according to each case to understand the advantages and disadvantages of various marketing methods in the practical application of fitness market. The profit rate will remain at a relatively low level or even lose money. This is determined by a large amount of advertising expenditure, activity budget expenditure and low promotion price, and operators should be psychologically prepared for this. This stage will last about 6 months, which is 9 months.
Second, the intermediate operation
After the initial operation, it has a certain brand awareness in the local area. Through the investigation and evaluation of public relations activities, advertising and promotion effects in the early stage, the club's understanding of the local fitness market has also formed an outline, and the management of the club has gradually embarked on the right track. According to the investigation and evaluation results of various market tools in the early stage, the marketing methods that were improperly used in the early stage and had no obvious effect were adjusted, and the price gradually stabilized at a relatively stable level. With the introduction of functions or new card types, at this stage, in order to consolidate the brand awareness and reputation established in the early stage, it is still necessary to continue to invest some advertising and public relations promotion expenses.
However, the marketing focus at this stage should be all kinds of public relations activities and promotional activities as the main means, and the advertising investment should be appropriately reduced to make it in an auxiliary position. At the same time, the intensity and frequency of promotional activities decreased slightly. The goal of sales strategy is still to further increase sales and membership. Due to the relative increase in price and the decrease in advertising budget and management cost brought by market operation experience, the profit will be greatly increased compared with the previous period.
Third, the later operation of this stage.
The popularity and reputation of the clubhouse have been continuously improved, and the card types and prices have been relatively stable, forming a stable business model. The number of members has reached a certain level, but it is difficult to break through the sales bottleneck of members. At the same time, with the number of members reaching a certain scale, various marketing methods are less and less stimulating to the target consumers. It is necessary to integrate internal resources, use existing members to establish various informal membership groups, and often carry out membership activities. Enrich members' cultural exchange platform, make use of members' word-of-mouth communication for sales, and win profits in activities. Of course, the construction of member culture platform should start at the beginning of club operation, but more attention should be paid at this stage. In marketing, we will further reduce advertising and promotion expenses, and form a predictable long-term marketing plan, including various holiday promotions and conventional marketing methods, such as celebrations, and devote ourselves to holding some annual and influential regions. In this way, competition will establish its own brand, thus reducing the cost of brand maintenance.
But at the end of this stage, the management of clubs tends to be modeled, and the application of marketing methods and means has become a familiar framework. Although it can ensure stable operation, it also hinders innovation. At the same time, it is difficult for the club's external market operation to find new profit growth points. At this time, the market strategy should shift from the main focus and external focus to the internal focus, standardize the internal management process, and reduce the operating costs and profit from it while ensuring normal operation and continuity; All aspects of the service are standardized, and the services provided are also very rich. The existing members have deeply explored the potential of consumption.
Gym management strategy 3 Six most common management problems in gym management
Vicious competition in the same industry leads to losses in many ways.
Most gyms have the same business projects, market positioning and marketing strategies. There has always been a saying in the industry that "80% of gyms have robbed 20% of consumers". Coupled with the irregular fitness market, few rules and lack of industry protection, the competitive market is disorderly, and finally, like some household appliances, it enters a dead end of price war.
Gym utilization rate restricts operating income
At present, gyms are overcrowded most of the time, especially at peak hours. In fact, the peak hours of the gym only account for 1/5 of the business hours. Although most gyms have taken some promotional measures such as off-peak discounts, due to the lack of research on the needs of bodybuilders, the services provided are limited to single fitness, which is unattractive and cannot achieve the effect of diverting members and guiding consumption.
Only pay attention to their own functions, not to dig deep.
At present, most gyms have really made great efforts in the development of fitness functions, from hardware environment and equipment selection to group training courses, training methods and supporting facilities. However, members' fitness enthusiasm still cannot be fully mobilized, which is directly manifested in the low renewal rate and high turnover rate of members.
Excessive expansion, capital chain fracture
Most gyms blindly expand and actively occupy the market, as if they can become the backbone of the industry. As everyone knows, the wrong investment strategy and rapid expansion have accelerated it to a point of no return. Before the old store went on the track, it vigorously expanded the new store, resulting in heavy debts. As a result, clubs that are already short of money are even more stretched and insolvent, resulting in an avalanche effect. Gyms keep throwing money at new stores, and the battle line is too long, which makes the overall expenditure increase. In the case that the inflow of funds can't meet the expenses, they have to keep borrowing from banks, delay repayment to creditors, and interest expenses are increasing day by day. In addition, many clubs lack close cooperation with banks in the process of business development, which leads to the lack of bank backing when the company has financial difficulties, and finally it is forced to declare liquidation when the capital turnover is not enough.
Blind development, deviating from the market trend
Talking about the management experience, many gym managers said frankly: "The operating cost is really too high now!" When the fitness industry was just emerging, many gyms chose their stores in the basement. In addition, with the intensification of competition, many clubs blindly compare the size of facilities and space. Therefore, they rented a huge space, but the actual utilization rate was very small. In addition, the rent has risen sharply year by year, which is another reason for the closure of the gym.
The business strategy failed to adapt to market changes and expanded too fast, which was fatal enough, and the mistakes in business strategy accelerated its liquidation.
Most gyms feel the pulse of market profits after their initial success. This strategy may have been very successful a few years ago. However, times have changed. At present, property prices and rents in various places have skyrocketed, and the operating environment of the fitness market has changed greatly. The larger the area, the more the rental costs and the more employees are employed. At the same time, the operation of the fitness industry has its own rules, unlike other industries, the investment will soon pay off. Many operators ignore this market rule, mechanically pursue the original development model and blindly expand the number of stores. Because many newly opened stores lack customers, it is impossible to make a profit within a few years, which leads to deeper and deeper.
Fitness instructors frequently jump ship.
Frequent staff turnover increases the operating cost of gymnasiums: the gymnasiums that dig people should give the resigned fitness instructors more preferential treatment than the original clubs, while the dug clubs should dig people or increase the cost of recruiting and training new people. More importantly, the high turnover rate of coaches has hit the morale of gyms and disrupted the development plans of gyms and clubs. The departure of excellent coaches also affects the shaping of the image of the gym itself, which is not conducive to the long-term development of the gym.
Moreover, due to this abnormal flow, many fitness instructors are waiting for the price, and they choose to change jobs as soon as they have a good opportunity. Some coaches also took away members' information and even the business secrets of the original gym when they changed jobs, which greatly damaged the interests of the gym.
In addition, the market positioning is vague and unattractive, and the investment strategy is divorced from reality and scientific. In terms of investment strategy, many shops are unscientific, divorced from the local environment and blindly developing. Lack of effective risk assessment, weak internal control and difficulty in accountability are also one of the reasons for the closure of gymnasiums.
It must be admitted that the fitness industry is a sunrise industry, which makes many people see the opportunity to invest in the fitness industry. It is this optimism about the fitness industry that has brought more intense competition. If you want to do a good job in this industry, you must think about how to deal with the market and how to operate it. It is an unavoidable problem for all gym operators, and it is also the most important problem currently facing.