"The Formula"- Blueprints for Highly Profitable Fitness Clubs

Introducing “THE FORMULA” The Blue Print For Operating Highly Profitable Fitness Clubs Attract more members Make them raving fans Double your revenue Sleep like a baby Become a celebrity

DECEMBER 2017

The fitness industry is well stocked with marketing professionals who provide fitness club owners with designs and campaigns designed to generate more sales and they are all fine and decent people who work hard for their clients I’m sure.

We, at Momentum do something completely different.

With over 20 years of industry experience performing “in the trenches” consultancy to literally hundreds of fitness clubs of all types and sizes, we have uncovered a comprehensive “formula” that delivers exponential, (yes you heard right, exponential) financial growth using these proven techniques.

We work with a limited number of clubs to coach fitness owners in how to run these great online/ offline programmes and in doing so enjoy the amazing financial results they generate.

The secret of our success has been to develop and link ‘cost effective turn key’ digital solutions into a co- ordinated club blueprint which delivers….

More leads…. converting effectively into memberships…. yielding higher point of sale cash…. longer residual values…. from members staying longer…. and buying more services during their subscription life or enhanced membership options.

So that’s our formula in a nut shell….

• More leads • Better conversion to a wider range of higher paying memberships • Increased joining fees • Longer retention • Greater secondary spend Our clients take advantage of the whole of our programme or a number of the constituent “blueprints” and embed them into their existing business processes.

Oh, and finally and the best part about it….

We guarantee 100% that our stuff works to your satisfaction or you simply DON’T PAY! Have we said enough to persuade you to read on?

Please do not hesitate to reach out to us if you think you would like us to help you take your business to the next level or just want to chat about industry challenges you face - were always happy to help where we can and we don’t even charge for our telephone advice!

Duncan Green (Director) Momentum Business Development 180 Piccadilly duncangreen@momentumbd.co.uk 0207 917 2780

www.momentumbd.co.uk

info@momentumbd.co.uk

Marketing Results Triangle

Media √ Facebook Ads √ Blog Posts √ Instagram Ads √ Data-capture Pages √ Lead Pages √ Google Adwords √ Email Campaigns √ Social Media Posts √ Events - Eventbrite

Online Results Audience

Message

√ Prospects:

√ Data Capture

Gym

√ Offer

Group Exercise

√ Up-Sell

√ Hot / Warm / Cold

√ Refer

√ New Members

√ Invite

√ Existing Members

√ Cross Sell

√ Renewal √ Ex-Member

0207 917 2780

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Fitness Marketing ‘Lifecycle’ Blueprint £

Telephone Enquiry

INTEREST

Cold

8

50%

Tour

Sale

80%

100%

Offline Interest

LIFECYCLE MARKETING

Online Interest

FREE Content Subscription

Low cost/Low Commitment Offers

Medium cost/ Medium Commitment Offers

High cost/ High Commitment Offers

UPSELL OR CROSS SALES

EXAMPLES

Active @ Home

Content Advice

Voucher Schemes

Weekend Warrior Passes

VIP Passes

BUYING PHASES

Sales Phase Trip Wires

Core Product

Profit Maximisation

FITNESS SERVICES

Group Exercise Bundles

Membership

10/20/30 Bundles

VIP Options

4/6 Weeks Membership

Fitness Services

GROUP EXERCISE

MEMBERSHIP

7 ways to burn belly fat

Timetable

Weekend Warrior

4/6 Weeks Membership

10/20/30 Bundles

Membership

Membership/ PT packs

VIP Upgrade

Membership

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Digital Promotions Blueprint Organic search

Facebook Ads

Club Database Lists

Intriguing Blog Post1

Events

Landing Pages • Nomination Scheme • 25/25 Scheme • Health Check • Wear the t-shirt • Reactivation • 12xmas voucher • 50 health check

External Campaign

• Member & Guest Day • Xmas Party ....

Intriguing Blog Post2 Intriguing Blog Post3 Intriguing Blog Post12

Lead Magnet1 Lead Magnet2 Lead Magnet1 Lead Magnet2 Lead Magnet1 Lead Magnet2

Landing Pages

Google Ads

Club Website

• Join now pay nothing more until ...

• Personal Consultation • 1/3 Day VIP pass • 6 week trial membership • Group Exercise • Get more Active (Corporate)

ReMarketing Ads

Internal Campaign

SUBSCRIBE

SUBSCRIBE

SUBSCRIBE SUBSCRIBE

ASAP

ASAP

Customised opt in email

Customised opt in email

ASAP

Members’ friends Database Lists

Customised Lead Magnet opt in email

New Database Lists New Database List

ASAP/ + time Email 1 Optional + time Email 2 Optional

Notification to the sales

Notification to the management

Email 2

ASAP/ + time + time

Email 3

+ time

Email 1

....

Email 9

ASAP/ + time Email 1 Optional + time

+ time

Tour of the club

New Happy Members

Email 2 Optional

Notification to the sales Notification to the management

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Email Marketing Strategies Blueprint

Facebook Ads

Google Adwords Landing Page

Re Ma

rk

et

ng

i

SUBSCRIBE

Data Capture

Marketing Automations Triggers :

1. Subscriber is added to a list + Time 2. Subscriber open an email 3. Subscriber click on a link 4. Specific day (ex. Birthday)

Actions:

Opt In Email Yes I’m interested

1. Send a notification to…

2. Send the subscriber an email…

3. Send the subscriber an SMS… 4. Copy the subscriber to another list…

5. Move the subscriber to a different list…

6. Remove the subscriber from this list…

Receive the offer

Triggered by Subscribe button Time: Automated ASAP Action: Add the subscriber to a list

Triggered by: time delay Time: ex. ASAP Action: send Email 1

Email 2.2 Triggered by: Click on a link Action:

Email 2.3 Triggered by: Opens a campaign Action:

Triggered by: time delay Action: send Email 2 I think you missed out offer

Triggered by: time delay Don’t miss out

Action:

Email 3.1

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Offline Lead Generation Blueprint 1

2

3

4

OUTREACH

REFERRALS

EVENTS

• Leafleting • Fit Street • GMA Cards • Lifestyle Surveys • Gift Cards • Posters/Banners • Bilboards

• New Member • Buddy Referral • 1/4 D.M.

• Member + Guest Days • Corp. Open Days • Reactivation Fortnight • School Fetes • Carnivals

6

7

AFFILIATES

5

TEL. MARKETING

8

DIRECT MAIL

• Member A-Z • New Member Calls • Prospect • Prospect 42+ Days • Ex-Members

• Referral • Reactivation • Newsletter • Birthday offers

9

10

AGGREGATORS

LEADBOXES

CORPORATES

VOUCHER Co.

• Estate Agents • Schools • Shops • Bars • Restaurant

• Club Pass • Incorpore • Move GB • Pay as You Gym

• Shops • Bars

• Win Cards • GMA • Gift Cards • Assessments

• Groupon • Living Social

11

12

13

14

PR

NEWSPAPER

EX-MEMBER

COMMUNITY GROUPS

• Advert • Articles • Contra Deal • Reader Offer • Competition

• Direct Mail • Tele Marketing

• Business Groups • Sport clubs • Scouts / Guides • Womens Groups • Charities

• Press • Radios • Blogs • Web

15 AFFILIATE WEBS • Women • Seniors • Schools • Mums • Weight Loss Sites

12 WEEK PLANNING TIMETABLE January - March

April - June

July - September

October - December

INTEREST

£

Telephone Enquiry

Cold

50% Get More Active Email Sign up

Voucher Card Schemes

Sale

Tour

80% 4/6 Week Courses

Group Ex Bundles

100% Membership

THE OFFER LIBRARY 1. Joining Fee Disc.

2. Extended Term 3. Bulk Buys 4. Bonus Months 5. Delayed Start 6. Accelerated Start 7. Added Value

8. Free Trials 9. Transferable 10. Guarantees 11. Cash Back Offers 12. Term Offers 13. Waiting List

Termination

ReActivation Programmes

Starter Programmes

5

4

3

2

1

if they got away bring them back if not email them...

1. Integrate 2. Educate 3. Achieve Referral 4. Cross Sell 5. Retain

Sell them into membership

No

Ascension Phase

Yes

The Recovery Phase

New Member Support Phase

Commitment Phase

Make sure they show - ideally with a friend

• Confirm Buying Decision • Check Vulnerable Area • Nomination Follow Up • Check Programme Intensity • Check Satisfaction feed • Reprogramme • Regain Trust + Confidence • Take away fear of buying • Congratulate on their good fortune • Extend the hand of friendship • Legitimise future email

Day 1 Thank You Card Day 7 First Visit Follow up Call Day 21 Progress Call Day 35 Nomination & Reprogramme

Day 1 Thank You Card Day 3 Thank You Call Day 14 Win Card/1Day Guest Pass Day 28 + Get More Active Enrolment Day 42 Get More Active Emails Day 42 + Montly Member + Guest Invitation Day

• Thank You Cards • Win Card • Get More Active Video • Active@Home • Email

The 7 Step Process • Establish Greeting • Qualification • Tour • Price Presentation • Ask to join • Nomination & Referral • Follow up

• Appointment Set to Tour Visit • Confirm the Appointment prior to the day

The Tour

• Maintain the commitment to visit • Reduce the barrier to entry • Engineer Partner Referral • Establish Enhanced Authority

Cold Lead to Appointment Set

Aims

0207 917 2780

Deflect Price Build Credibility Build Authority Capture Lead data Initial Qualification Create Appointment

Timeline

info@momentumbd.co.uk

• Newsletter • Email • Reactivation • Upsell Video • Referral Voucher

• Programme Resources • Personal Need Analysis • Starter Programmes • Money Back Guarantee • Transferable Enrolment • Transferable Membership • Price Presentation • Nomination Scheme • New Member Pack

Email Partner Upsell Pre-eminence

�

Email Video

Sales Tools

Indoctrination Phase

Phases

Get them interested in you as a serious player!

Objective

The Membership Sales Accelerator Blueprint

www.momentumbd.co.uk

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Prospect Mgt + Member Follow Up Blueprint Community Networking

Member Renewals Calls/Emails

New Prospect Enquiries

Corporate Outreach

Ex Member ReActivation Follow up

Enquiries Pre-eminence Emails

Appointments Partners Upsell Confirmation Call

Walk in

○ Starter Programmes ○ Nomination Scheme ○ Set up follow up call

Tour

Appointments

Event

THE CLOSE!

Sale

No Sale Day + 1 Thank you Note

Day + 1 Thank you Note

Day + 3 Thank you call

Day + 7 Follow up New Member Call  Nomination Scheme  1st Visit Follow Up + Survey

Day + 14 V.I.P Guest Pass Offer Day + 21 Progress Call

 Progress Update  Nomination Reminder  V.I.P Upgrade

Day + 28 G M A @ Home Scheme

Day + 35 Journey Update  

Online Seasonal Offers

Nomination Close Out Re-Programme Booking

Monthly A-Z Calls

○ Member & Guest Days ○ 1/4 Reactivation Fortnight ○ 25/25 Referrals ○ Corporate Lead Generation

STARTER Programmes Most Popular Option Name

Welcome Session Date

Fast Track You are an experienced trainer, familiar with our equipment and confident in your programming knowledge

Time

V.I.P

Gold

S.M.A.R.T FITNESS SERVICES

You are new or a returning to exercise member who would benefit from additional support.

Instructor

S.M.A.R.T FITNESS SERVICES

For individuals who would like a high degree of service, support, guidance and management.

Personal Progress Pack Boditrax Composition Test Strength Assessment Dietary Analysis Nutrition Consultation 3 Hours Familiarisation New Member Coordinator MyZone Belt 42 Day Nomination Scheme Atrium Clinics University

x2

P.T. Voucher 30 mins Extra Special Fitness Programmes

Launch Programme Fees

Joining Date

x6 Voucher £60

£33 e v sa

£40 e v sa

£95 e v sa

82

149

244

today £49

today £99

today £149

MEMBERSHIP Pricing Most Popular Option The Group Exercise

Standard

YOURClub

No Frills!

Just great value use

Gold

Great facilities with built in Essential Post Workout Protein

VIP Our business Class of options. Invest in your own success. Packed with supervision, motivation to guarantee fast results!

Resistance area Cardio Area Functional Area Free Weights Zone Stretch Zone Studio Class Programme H.I.T Programming System 6 Weekly Reprogrammes Wear The Shirt Incentive Scheme Quarterly Fitness Assessments

Monthly Complimentary Guest Passes Tribe Small Group Training Weekly Class Tribe Small Group Training 2nd Weekly Class Personal Training Discount Voucher 50% Post Workout Protein Shakes 14 Day Money Back Guarentee

Monthly Non Contract Fee Annual Intallment Option (11x)

Categories

Annual Lump Sum (10x)

45

55

75

41.25

50.5

68.75

450

550

750

Multiply Selected Fees by

Multiply Selected Fees by

Multiply Selected Fees by

Couples

x 1.5

x 1.5

x 1.5

Family

x2

x2

x2

Junior / Senior

x 0.5

x 0.5

x 0.5

Off Peak

x 0.75

x 0.75

x 0.75

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

The Fitness Service Accelerator Blueprint Walk-ins

Telephone enquiry

E-mails

Sales Process

Tour Personal Need Analysis Price Presentation Fast Track

Gold

Platinum V.I.P

Sale PAR-Q Medical Screening form

Medical Director

Orientation Session

Greeting

P.N.A

Programme Card

Presentation

Devise Programme

Food Diary

Practical

Nomination

Summary

Newsletter

Follow up calls

14/42 Incentives

Educational emails

￭ Weight Loss ￭ General fitness ￭ Muscle Development ￭ Body Shaping ￭ Seniors ￭ TrimBelly ￭ RemoveMYCellulite ￭ BeachReady ￭ SkiFit ￭ TY06 ￭ Personal Training ￭ Personal Coaching ￭ Weekly Clinics

Need Analysis

▸Intro To Spinning ▸Free Weights

“Wear the t-shirt” On going CRM

Red Programme Cards 1-14 14/42 club Orange PC 15-28 Green PC 29-42 Blue PC 42-56 50 club Black PC 56 + - 100 club

▸Strength training ▸Advanced Cardio Training

▸Vibration Training

▸Stretch Clinic ▸Abs Clinic

Book Assessment

Gym Rituals

Re-Assess Gym Services

▸Functional training ▸Free Weights For Women

ReProgramme

Reactivation Fortnight

Guest Nights

1/4club programmes

Starter Programme Clinics Exercise & Nutrition

Personal Progress Pack

Ongoing Programming

Book Orientation Visit

￭ Group Session ￭ Programmes ￭ P.T ￭ Online Coaching ￭ Nutrition ￭ Assesments

Fitness Age Assessment ￭ ￭ ￭ ￭

Internal Challenges External Challenges Holidays Social Events

Nomination Scheme 2

Yelp/Google + Testimonials Congratulations on Achieving W.T.S Bonus

Educational emails

Day 21

Day 35

Period 1-42 ‘

New Members Night

P.T. Bundle Offer Wear the shirt offer Nomination Scheme

Day 3

Week 12

New Member Newsletter

Online

Offline

New Member Night Invitation

6 Week Call

Progress Call

New Member Call

Starter Programme up-sell sheet New Member Newsletter Nomination Sheet

- Courses - Programmes - Coaching - Group Sessions - Clinics

Day 1 - Membership Sign up

Membership Time-line

New Member Programme

Membership Upgrades Fitness Services VIP Options Group Exercise Bundles Events/Holiday Supplementation Products Home Exercise Equipment Assessments Training Groups Challenges

Secondary Sell Products

May August

April July

July-Sept.

Oct.-Dec.

Re-Activation Fortnight Fitness Service Website Text/Email Campaign

Week 2-4

Member + Guest Day③,

Week 11 Week 12

‘Wear the Shirt’ Promotion Text/Email

Member + Guest Day ② Week 7 Week 8-10

‘TRIBE’ Enrollment Fortnight

P.T. Week

Week 5 -6

Week 4

Member + Guest Day ① Text/Email/Website

Promotional Webinar Quarterly Newsletter Launch

Week 3

June

March

December

Offline

November

August

May

February

Review

0207 917 2780

Repeat ②

Repeat ①

Banners / Posters / Gym Desk / Sign up

P.T. Week

Handouts/ Seminars ‘Shot’ Sessions

Poster / Banners Gym Sign-up Desk

Quarterly Newsletter Launch

September

Week 1

Online

February

January

April-June

Membership Time-line

November

Finalise

October

Planning

Jan-March

Period

Brief

www.momentumbd.co.uk

Existing Member Programme

Up-sell/Cross Sell Sales Blueprint

info@momentumbd.co.uk

www.momentumbd.co.uk

info@momentumbd.co.uk

Quarterly Planning Schedule

Period Event: Launch Finish Date

Email 5

Date

Code

Email 4

Date

Code

Email 3

Date

Code

Email 2

Date

Code

Email 1

Date

Code

Text 2

Date

Code

Text 1

Date

Code

Ex. Text

Date

Events:

20/6/17

Code

TryitTx2Jul17

Wear The Shirt Try It Fortnight Member + Guest Day / Open Day 1/2/3 P.T Week Tribe Enrolment Fortnight

0207 917 2780

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Social Media Strategy

g n i rk o w

Soc i a lI n f l

es ni pa m s the Co n n g tio o in cia ds nd o an Fi Ass br eb + ith l w W cia so

y rit t o th hor u A g s nt) h s li utin onte b ta trib e c s E is bl (D lua va

ing nc ue

s+ g+ d a n Le isti g in ex ts t ra rom ec e n s f osp e G le Pr Sa ew N

So cia lL

ing en ist

il ng l Se

ish n bl io ta at t Es pu er Re m s) to nt us e (C mm Co

So cia l

STRATEGY

S o c i a l N e t

5.6 5.4 5.2 5 4.9 4.7 4.6

5

6

7

8

9

10

1

4

Monthly Attrition %

6.5

6.9

7.3

7.75

8.2

8.8

9.4

2

7.54

8.08

8.7

9.4

10.18

11.1

12.16

3

Windows ( YEARS )

Lifetime Customer Value vs Attrition Value

info@momentumbd.co.uk

7.6

8.4

9.31

10.38

11.68

13.26

15.23

4

www.momentumbd.co.uk

5.582

7.24

9.24

10.1

12.1

14.1

19.23

5

0207 917 2780

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

Cu sto m e

Essential Club Technology Blueprint

e ar C r

Google + Facebook Advert Management

Fitness Services Booking Portal

Group Holiday Bookings

Event Booking Platform

Group Exercise Booking Portal

Food Diary / Calorie Calculator Fitness Assessment Txt In Number

Club Website

Essential Club Technology Blueprint

Outreach Bio-Assessment System

Email Broadcasting

Online Newsletter

SMS Broadcasting

√ Issuu √ Paper

Telephone Line System

Online Video CRM System

Google My Business

Social Media √ Facebook √ Twitter √ LinkedIn

Social Media Footer

Bespoke Landing Pages

√ Consultation √ Group Exercise √ Nomination Scheme √ Referral Scheme

√ Instagram

√ Corporate GetMoreActive Promotion

√ Google+

√ Member and Guest Days √ 12 Days of Xmas √ Gift of £50 Fitness √ Health Cheque √ Lead Magnets

Fit Digital: 60 Day Money Back Guarantee + Club Exclusivity Guarantee Book a 20 minute online demo before your competition do

Call Duncan Green, 0207 917 2780 or email duncangreen@momentumbd.co.uk