Fitness Club Gold Newsletter (May 2019)

MAY

2019 ISSUE

FITNESS CLUB

NEWSLETTER

FITNESS CLUB SUCCESS

Issue 7 - May 2019

2

Greetings from the Team

Creating an Email String to Cold Prospects

3-5 6 - 10

GDPR for Fitness Club Marketers

Getting Point of Sale Referrals

11 - 15

Running an Effective Programming Session

16 - 23

New Member Onboarding

24 - 26

League Table

27 - 29

Xperio: Tribe Training

30 - 31

Case Study: Spin the Wheel Competition

32 - 33

20 Powerful Phrases to Boost Your Summer Marketing Copy

34 - 37

T: 0207 917 2780

E: duncangreen@momentumbd.co.uk

2

Greetings from the Team

Welcome to this months Fitness Club Gold

Deloitte Report: European fitness sector 'growing rapidly

By Tom Walker - 8th April 2019 The country with the highest penetration rate in 2018 was Sweden, with 21.6 per cent of the total population holding a fitness club membership. Other countries with high fitness club penetration include Norway (21.4 per cent), Denmark (18.6 per cent), the Netherlands (17.1 per cent), Finland (17.0 per cent) and the UK (14.9 per cent).

I don’t know about you but when I look at those numbers, I don’t get a warm feeling that we as an industry have done a great job?

A Mintel Report conducted around the Millennium surveyed UK adults and asked whether they were aware of the many benefits to be derived from regular weekly exercise, and training at a moderate intensity.

98.5 % of recipients reported that they were completely aware that working out was a good thing to do with untold benefits for almost everybody without exception.

Interesting isn’t it?

If everyone GETS the exercise habit, why are so few people actually doing it as members of UK clubs?

Only one in 7 according to Toms figures.

I think it says everything you need to know about the way clubs operate. Clearly clubs seem to have lost touch with the market they are designed to serve.

How has this happened? Can it be reversed?

What’s the solution to avoiding it happening again?

Perhaps you can help. Drop us a line if you think you know something that might make a difference.

Enjoy the issue.

Duncan Green

3

Creating an Email String to Cold Prospects

Creating an Email String to Cold Prospects

So you’ve run an online promotion and gathered a good number of leads. But unfortunately, you haven’t converted as many as you would have hoped.

That’s the end of it right? WRONG…

We call unconverted leads Cold Prospects and they are very much worth your time and effort.

Just because they haven’t converted to membership doesn’t mean they aren’t interested. It just means they need a bit more convincing about what you do and can give to them.

And seeing as they have previously opted in with their information, we can follow up on them with an Email Chain of offers to entice them into the club.

We usually class a Cold Prospect as an unconverted lead who has been sitting in your system for over 14 days. We don’t want to completely lose their attention, so we can contact them about further offers to get them into the club.

4

Creating an Email String to Cold Prospects

Firstly, we can contact them about a Complimentary One Day Guest Pass Offer…

After that, if they still don’t act on a one-day pass, we can follow that up with a 3 Day V.I.P Guest Pass…

Finally, if they’re still not budging, we can offer them something they can do outside your club.

We can send them to a registration page for your own branded Fitness at Home Scheme. This sort of campaign will not only keep you engaged with them but it will help build your authority and trust.

For this scheme, should they sign up, they’ll get automated emails on such things as: • • • •

Online Health & Fitness Programmes Walking Programmes How to use Exercise Equipment Nutrition Advice

5

Creating an Email String to Cold Prospects

If after all these offers and free adviceand resources they’re still not showing an interest in your club, then it will be time to forget about them.

Afterall, we want to attract new customers who are serious about improving their health & fitness.

But with this method of communicating with your Cold Prospect list, it’s a good way of engaging with the ones who are a bit hesitant and just need an extra push to join you.

Never underestimate the power of persuasion…

6

GDPR for Fitness Club Marketers

GDPR for Fitness Club Marketers

What is GDPR? GDPR is the General Data Protection Regulations (officially (EU) 2016/679). Although it has new aspectsit is not fundamentally new. It represents the latest evolution of regulations on data privacy and protection in Europe. It replaces the current EU Data Protection Directive (95/46/EC, known as DPD) of 1995 and sits alongside the EU e-Privacy Directives (2002/58/EC and 2009/136/EC) of 2002 and 2009.

What is the current law?

As EU ‘Directives’ the current DPD and e-Privacy are translated into various national level laws. e.g. in the UK these are the Data Protection Act (DPA, 1998) and Privacy and Electronic Communications Regulations (PECR, various revisions since 2004). In the UK these are enforced by the Information Commissioners Office (ICO) – the UK Supervisory Authority (SA) or Data Protection Authority (DPA).

7

GDPR for Fitness Club Marketers

Is it the new law?

Yes. Harmonising fragmented laws and relieving the legislative burden on individual member states is one of the objectives of GDPR. Unlike previous ‘Directives’, as a ‘Regulation’ GDPR does not need separate national level legislation to become law in each member state.

Why is it needed?

The reform of the 1995 Data Protection Directive was proposed in 2012 to address significant changes in the way personal data is now available, collected and used and to reflect the changing nature of the EU and its individual member states.

When did it happen?

The GDPR transcript was published in May 2016 and it became EU law on 25 May 2018. This is referred to as the GDPR ‘effective date’. This allowed the governments of EU member states and EU businesses a 2 year ‘readiness’ period in which to prepare for the changes.

Is it about marketing?

GDPR is not fundamentally about marketing or email. It is a wide ranging policy regarding the privacy and protection of EU individuals, specifically relating to how personal data about them might be collected, stored and used. GDPR refers to these uses as ‘processing’.

Who does it apply to?

GDPR is applicable equally across all sizes of business, public authorities and all industry sectors. It applies to any business located in the EU and to businesses located outside of the EU who are processing the personal data of EU individuals.

Does it make things harder?

It’s not meant to be restrictive to good people. As a defined objective GDPR intends to help and guide those with legitimate business interests, but also to more easily identify and more severely penalise those who deliberately or consistently avoid compliance.

8

GDPR for Fitness Club Marketers

What about the UK and BREXIT? GDPR is applicable equally across all sizes of business, public authorities and all industry sectors. It applies to any business located in the EU and to businesses located outside of the EU who are processing the personal data of EU individuals.

What are the key principles?

Apart from privacy and protection GDPR is based on several fundamental principles, eg. processing of personal data only under specific consent or other lawful conditions, a balance of interests between businesses and individuals and an overall environment of fairness, appropriateness and transparency.

What is Personal Data?

GDPR only applies to ‘personal data’ i.e. data which can or could identify an individual person (the data subject). Personal data includes previous items like name, email address etc and introduces new definitions for biometric and genetic identifying data. It also includes encrypted data and ‘online identifiers’ like cookies.

Here’s the Crux of GDPR… When is processing lawful?

GDPR defines 6 scenarios for the lawful processing of personal data – these are: 1 2 3 4 5 6

-

Legal Obligation Public Interest Vital Interest Contractual Legitimate Use Consent

Of these, contractual, legitimate use and consent are the most significant for most email marketers.

9

GDPR for Fitness Club Marketers

Has the principle of consent changed?

Although the principle of ‘consent’ is largely unchanged, GDPR introduces better clarification regarding what constitutes consent and how it might be obtained and used. These tighten the definition, but they are still largely in line with any existing good-practice ‘permission marketing’ strategy.

How is consent now defined?

GDPR requires that consent must be a clear and affirmative opt-in action, freely given with full knowledge of owner and intended purpose of processing. It can’t be implied, assumed, bundled or otherwise connected and only applies for a specifically identified purpose.

Do I have to renew existing consent?

Consent obtained before GDPR is continuous (i.e. renewed consent is not required) provided the previous conditions of consent themselves were GDPR compliant and the purpose of consent has not changed for future intentions. However, this must still be reviewed, justified and the impact assessed.

Can I email my customers without consent?

The scenario of ‘legitimate use’ builds on previous definitions of ‘legitimate interest’ and allows a scenario for processing where specific consent is not specifically in place. In this respect it’s like the current ‘soft opt-in’. GDPR requires a clear relationship, genuine mutual interest, balance of interests, expected and appropriate processing and without infringement of individual rights and freedoms of the individual.

Is direct marketing a legitimate scenario?

GDPR specifically references direct marketing as a possible scenario for legitimate use, provided that the conditions described above are met. The specific inclusion of this clarification has been welcomed by businesses and marketing organisations.

10

GDPR for Fitness Club Marketers

Do I need to justify my actions?

A major difference of GDPR is the placement of significant responsibility on data controllers (i.e. businesses). Data controllers must ensure that any data related, or processing activity is compliant – that it has been reviewed and justified, including an assessment for its impact and risk, and is fully documented and demonstratable.

Do I need a specialist?

Those businesses either processing data on a large scale or as a systematic course of their activity are required to appoint a Data Protection Officer (DPO). The DPO is responsible for compliance and liaison with the local Supervisory Authority (SA) (also known as the Data Protection Authority (DPA).

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Getting Point of Sale Referrals

Getting Point of Sale Referrals And the Importance of Support Calls

I’d like to look at referrals. Getting referrals from new members and I’d like to focus on the point of sale.

This is the point at which your customer has decided to join, you’ve administrated them and now we’re ready to ask them to give up the names and phone numbers of their friends as a referral.

Now this is an area that is much debated in our industry.

I think it’s something that we must do at the point of sale but one thing I will tell you now is it’s not always successful at the point of sale, its success comes slightly later down the membership route in the first 42 days.

I’m going to tell you about a promotion which we’ve worked with for over a decade. It is our favourite promotion which delivers dramatic results.

Now the reason that referral at the point of sale don’t work comprehensively all the time is because we still haven’t built the trust between the new member and the club.

12

Getting Point of Sale Referrals

They’ve bought into you the sales person, they believe that the club is going to answer their fitness requirements but now they still have this question mark about whether you are completely trustworthy.

Until that moment when you’re proven to be trustworthy, they won’t give up access to their friends and family. The exception to the rule is students. They seem happy enough to do it, but perhaps middle-aged people will not be giving up names of their friends until they trust you.

So, the referral schemes that you use have got to keep in mind that psychological feature that people are not quite prepared just yet.

So here how it goes. It is called a “nomination scheme” and that nomination scheme allows new members of the club to nominate up to five friends who will receive a 14-day guest pass to use the facilities.

Now the other thing that makes this scheme work is because it has a “cap”.

The cap is that the offer must be accessed in the first 42 days of your membership, the first six weeks.

The cap delivers a degree of “hurry up” to the promotion.

We need to force people to act. If we just said, ‘Well you as a new member can just nominate five friends for a seven day pass anytime.’ Then people think, ‘I’ll do that next week, I’ll do that next month.’

What we need to do is to get this to the front of their mind now whilst they’re totally enthusiastic.

13

Getting Point of Sale Referrals

Here’s how we introduce the scheme: You’ve just finished signing up the membership form, they’ve filled out all their paperwork, they’ve paid up and you arrive with this piece of paper or a screen and you say,

“

It’s the last piece of paper for today and I’d like to introduce you to our nomination scheme for our new members.

As a new member of our club you can nominate up to five people for our VIP 14-day guest pass.

Now they’re valued at £55.00!

”

The value is whatever you put on those five-individual fortnights, let’s call it £55.00.

“

Now I know that you’ve got lots of friends and family that you’d like to nominate but we do have to limit it to five people only.

Now if you just want to write down the names and the daytime telephone numbers and email addresses of the people you want to nominate.

I will just go and get your starter pack.

”

Now I’ve asked them to fill out details of five friends, they’re wondering whether they want to for the reasons we’ve just discussed and that’s why I must leave the area.

“ I’m just going to go over there and get your starter pack. ” So I walk away and I leave you to worry about whether you’re going to give me the five names or not – now it doesn’t matter if you only give me one or two but you’ll notice that in the script I put a little pressure on that five friends.

When I said...

14

“

Getting Point of Sale Referrals

Now I know you’ve got lots of friends and family you’d like to nominate, lots of them, but we have to limit it to five people only.

”

What we are inferring is, “if you don’t give me five you can’t have many friends.”

There is a little bit of pressure being brought to bare here so again I must walk away.

When I come back, I need to take the pressure off because this is a new member and I want them to get back into an even keel into our relationship.

I say to them...

“

Oh it’s a shame you haven’t filled them all in because for everyone who decides to join the club then we’re going to give them one of our special member referral offers and normally that is a discount off the cost of joining and for the existing member a fee back either as cash or off the membership.

”

For everyone who decides to join they will get £20.00 off the cost of joining and you’ll get £20.00 off your next membership or as a cash back sum.

Are you sure there’s nobody that you’d like to nominate?’ We’ll leave that last sentence hanging.

So, this is when the final part of that process, the sale process, the follow-up takes place and you say...

“

One thing I must point out to you is that this scheme is only valid for 42 days.

So, we do need to hurry. Now I’ll hang onto your nomination form, but if you want to speak to your friends and when I call you in a couple of days to make sure that first visit has gone okay.

If there’s anybody you’d like to nominate let me know then.

”

So although we present the scheme at the point of sale, the power of the scheme comes when you call them up in the first 42 days.

We use that first 42 days to build the credibility, to build the trust and to get people to feel very comfortable with the club and you, so that’s when you ring them up, (which they know you’re going to), you ask them and you will get the names of their friends.

15

Getting Point of Sale Referrals

The vital thing is you must explain clearly how it works, you put the pressure on, you walk away, see if anything happened, then come back and take the pressure off.

Now this will generate probably two to three nominations off every member that you join if you run it like that and you make the calls over the first 42 days.

So if you’re a sales person selling 50 or 60 a month which is pretty good, then you will get 100 to 150 new leads every single month just on this promotion alone and they will be very, very warm leads, they will be friends with people who are committed members now, who understand the price, who understand the product, so this is something really, really key to your success.

And that’s how the nomination scheme works.

It works supported by a set of calls from the membership sales people who are the only people who have a relationship with your new member at this point.

In time that relationship moves to mentors and to the fitness team but right now the sales team are the anchor with that member, and we must maximise that relationship in the first six weeks.

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Running an Effective Programming Session

Running an Effective Programming Session

The First Programming Session is the ONLY experience that ALL members have to do.

Make sure that the first impression is the best that it can be: Remember that Information retention is likely to be between 10 – 30 % no matter how good you do it.

Effort spent here will improve knowledge down the track and may well be the difference between good member experience and attrition.

Our recommendations are: 1

Create a script: Steal ours if you want.

2

Create a visual presentation: People who learn best visually will appreciate the pictures in the presentation to support your words.

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Running an Effective Programming Session

They will learn more, quicker and thus you need to do less to make them self-sufficient.

3

Create tools to compliment your Scripted Presentation: Carefully design your Programme card to match your member journey.

Introduce a Progress pack for new members to chart improvement.

Sculpt out your first 6 weeks and include the detail in the presentation. You can’t tell your new members enough!

The Orientation Session Script The Greeting: My role today is to show you around the gym and make you familiar with the equipment.

Most importantly I will be setting up a programme for you based around the details of the needs analysis you gave to Diana when you joined.

If you would like to follow me, I will show you where to get changed and then we can sit down for a couple of minutes and go through the itinerary for today.

How does that sound?

The Presentation: Page 2 What I plan to do today is to show you around the gym and set the correct intensity for the programme that I will be devising for you.

After that I would like to just explain a little bit about what you can expect from your membership going forward and the support, we will be giving you.

As I said I have the personal details here that you gave Diana when you joined and from this, I have a programme in mind that I would like to chat to you about further.

You mentioned that you would like to‌

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Running an Effective Programming Session

Can I ask how much weight you would like to lose?

What sort of timeframe did you have in mind to achieve this result?

Are there any parts of your body you would like to focus on?

Thanks. Well we try to regulate your weight loss to around 2 pounds a week so in this initial 6-week phase I think we could achieve a loss of about 1 stone.

How does that sound?

I see that you have followed a programme like this before…

Were there any pieces of equipment that you didn’t like for any reason?

You mentioned that you could find the time to train about 2-3 times a week?

If you can do that and follow this programme, then I think we can be confident of success.

The SMART start programme we offer to our members is a 2-part Orientation and assessment session.

Page 3 I would also like to suggest that we book you in for a Fitness Age assessment so we can establish a starting point for you. I will give you more details on what that entails during the session today.

It’s a free service we provide to all new members in their first 6 weeks of membership.

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Running an Effective Programming Session

Page 4 The programme that I am recommending you follow is geared to ensure you achieve your goal of getting your weight down to 11 stone and to tone up your muscles particularly around the chest and arms.

It is designed around assuming you are training 2-3 times per week which you said you thought you could stick to.

It will include both Cardio (Bikes, treadmills and steppers) and resistance equipment sessions (the weight-based kit).

I would like you to keep records of each session on this red card so that I can follow your progress and I will be showing you how to fill it in as we go forward today.

I would like you to complete a 30-minute CV workout at each visit and a 20-minute resistance session on 2 of your visits. That is a total workout time including warm up, cool down and stretching of approximately 1 hour per visit. Is that reasonable?

Great! This is the area of the card where we manage the Cardio section of your workout.

Page 5 Cardio is great for building heart strength, burning calories and making your lungs more efficient.

To get the most from your workout we need to ensure that your heart rate beats at a certain level throughout your workout. This level is based on your age and exercise history.

This we call your training zone and it’s based on the American College of Sports Medicine guidelines.

20

Running an Effective Programming Session

Page 6 If you open your personal progress pack, you can see how your training zone is calculated‌ This pack is yours to keep. What we suggest is that you use it to monitor your body and fitness changes and there are a range of tests in it, which you can do at home.

Back to the programme card though and in the top right-hand corner of the card please put in the top 2 quarters the zone for weeks 1-4.

When we go into the gym shortly, I will be setting you up on the cardio machines at a level to ensure that your heart rate stays within this zone during your workout.

Over the top of the zone, you are working too hard and too low not hard enough. I think that you will be surprised that you won’t have to work as hard to get the results as you might think.

Its quite likely that we will have to adjust the programme a few times to establish the level, so it is important to keep records. Don’t worry I will show you this later.

Based on your training frequency, this card will manage your programme for the first 6 weeks or so and we would like to take the intensity up after you have been training for about a month hence the change in level.

In the bottom 2 quarters please write 120 & 145.

Page 7 Do you have a pulse monitor?

We can sell you one, supply you one or we can simply show you how to take your own pulse rate using the neck or the wrist.

Which would you prefer?

21

Running an Effective Programming Session

Page 8 The other side of this card is to record the resistance programme.

All our programmes are devised in accordance with guidelines from theAmerican College of Sports Medicine and the latest research has highlighted the benefits of training with resistance equipment to burn fat as part of a weight control programme.

Please don’t worry about getting bulky, as this won’t happen with the regime, I am going to use with you. It will help tone and firm you.

Basically, this type of training speeds the metabolic rate so calories are burned quicker – the secret of weight management.

I am going to prescribe you a programme comprising a number of repetitions on a particular piece of equipment and at a specific speed – both of which I will show you when we go into the gym.

The crucial factor is that we will find a weight on each piece of equipment that you can only repeat a certain number of times before you tire completely that muscle. I will work that out for you and again I would like you to keep records of what happens at each workout.

The protocol I am going to use for your programme is a group of 8-12 repetitions on each piece of equipment. I would like you to perform each repetition at a speed of 2 seconds for the lifting phase and 4 seconds down for the lowering phase and I am going to ask you to perform this in 2 sets.

Now we will go into the gym and work out the right intensity levels for you.

PRACTICAL – Find the intensity and put them in the zone.

During the practical your new member MUST:

• • • • •

Be comfortable completing the card Understand ‘’Training Zone’’ Understand the resistance protocol Understand the content and benefit of Fitness age Know about ‘abs on the hour’

So how does that feel?

22

Running an Effective Programming Session

Are you happy with what we have done?

Do you understand how the programme card works and where you note your heart rate and the weights and reps you performed?

Great!

To finish off I just wanted to let you know a bit about what happens now.

Page 9 What happens after today?

You may find that in 48 hours time you experience soreness in your muscles due to your efforts today.

This is normal and is your body getting used to the new demands you are placing on it so don’t worry.

It won’t occur after a couple of sessions.

Instructors call it DOMS, which stands for Delayed Onset Muscle Soreness.

You might also find that you haven’t remembered all that I have told you today.

Part of what makes our club different is the support programme we offer to our new members.

If you would like me to go through any of the equipment again then please let me know.

We suggest that you have your programme reviewed or totally changed every 6 weeks and one of us will be in touch to make that happens.

We will be in touch by email and text to keep you up to date with any services that we think you might like.

You can find comprehensive details of our programmes and personal training options on our website.

Page 10 Don’t forget to try to make sure you achieve that first milestone of 14 workouts in 42 days and get one of our club t-shirts.

Once you have got that one your next aim will be the 50-workout club.

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Page 11 If you have any friends that you would like to bring to the club as your guest you can nominate up to 5 them for a 14 day trial membership and you can do this anytime in the first 42 days of your membership.

Simply do this by giving your friends details to us on reception when you visit and we will make the arrangements to get them started.

Page 12 Finally, I would like to get you booked in for a session to evaluate your current fitness age. We like our new members to do this to establish a starting point and because its great that we can show you tangible results in only a few weeks.

Would you be interested in doing it?

It will take approximately 30 minutes of your time.

Great well thanks again and I look forward to seeing you in the club soon.

Running an Effective Programming Session

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New Member Onboarding

New Member Onboarding

I spent last Saturday afternoon in the London Museum at an exhibition celebrating the 350 year anniversary since the Great Fire of London.

I’m telling you now because I learnt something on Saturday that’s very useful, and I think that all fitness club operators should think about when designing there new member’s introduction programmes.

Popular Museums understand that people learn in a variety of ways and if you are going to genuinely educate diverse ranges of people (applies to fitness clubs, too right?) then you need to present the information you’re trying to get across in formats that your customers like best?

There are 3 options: 1

Visually

2

Audibly

3

Kinaesthetically

Dress up in the clothes of the time, visual moving footage, touch artefacts from the era, story boards and video footage, quizzes, audio logs and the like.

25

New Member Onboarding

So, when you want to educate your new members in: • • • • • • • •

• • • • •

How to work the equipment How to train properly The science of exercise How to measure personal exercise improvement How to eat the right things How to find everything in the club Where to go if members need support How to book classes

How to use the pool Where to find site information How and when to bring friends to the club Where to meet other people like them at the club Who are the members main points of contact at the club • What happens if they need more motivation • Where can they buy more services

Then perhaps we need to ensure that we provide this essential detail in the 3 ways that people learn in: • • • • • • •

Video instruction Webinars Handouts Seminars Trials Clinics Personal coaching sessions

• • • • •

Audio Mentoring service Repeated sessions Online surveys Telephone support calls

Take a time out and reengineer your new members first 42 days with you.

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New Member Onboarding

Consider exactly what you’d like them to have done and be capable of at the end of the process.

Work out how you can get them from a- b, mindful of their learning style.

Consider a consistent process for you to check that your integration programme is affective. Follow up phone calls are the most effective medium of all.

It’s probably one of the top 3 processes that you need to have mastered if you are to be truly successful.

Here’s a breakdown for when new member’s join your club:

www.momentumbd.co.uk

info@momentumbd.co.uk

0207 917 2780

New Member Onboarding Blueprint

1st 42 Days of Membership

MEMBER SIGN-UP

Good

Better

Best Option

Onboarding CRM

Pre Visit Journey

First Practical Welcome

+1 Day Welcome Pack

Personal Fitness Survey

PPT Presentation Part 1

New Member Survival Guide

Looking Forward To Getting Started

Practical Session

+2 New Member Online Newsletter

Par-Q

Programme Card System

+3 Managers Welcome Letter

Pre-Visit Video “What’s Going To Happen?”

Colours Card Progressive System

Email/ Text Links To Onboarding Website

Challenge & Award Schemes

Greeting Board

Upsell Offer Refresher

Welcome

Friends & Family Nomination Scheme

No Show Follow Up

Thank You Email

Rebook Visit

+7 Day Follow Up Call

Food Diary Friends & Family Nomination Social Review +35 Days Intro To Xperio Re-Programme Session

Onboarding Asset Checklist Offline

Online

New Member Survival Guide Personal Progress Pack Welcome Letter

Survival Guide Programme Tracker Personal Fitness Survey

Welcome ‘Bonus’ Pack Personal Programme Tracker

Par-Q Screen Pre-Visit Video

1st Visit Presentation Follow Up Call Schedule

New Member Website Food Diary Template

Telephone Scripts

Email & Text String

Knowledge is power and the good guys all do it.

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League Table: Offers, Artwork, Stats

League Table Offers, Artwork, Stats

Facebook Monthly Performance Charts See what kind of campaigns performed best with our client base last month:

1

Champneys Spa & Health Clubs at Henlow

Dual Membership Offer - Join on Annual and £150 to spend or Join for 90 days and pay No Joining Fee (aimed at Prospects).

28

League Table: Offers, Artwork, Stats

Budget: £80.00 Reach: 2,675 people Click through rate: 4.18% Leads: 40 COST PER LEAD = £2.00

2

Hutton Moor Leisure Centre

Bump to Baby & Beyond Promotion (aimed at Pre & Post Natal Women Prospects).

Budget: £50.00 Reach: 1,766 people Click through rate: 2.39% Leads: 18 COST PER LEAD = £2.78

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3

League Table: Offers, Artwork, Stats

Parkwood Health & Fitness - Salisbury

Re-Join for £1 plus Free Personal Training session (aimed at Ex Members).

Budget: £50.00 Reach: 1,675 people Click through rate: 1.20% Leads: 14 COST PER LEAD - £3.57

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Xperio: Tribe Training

Xperio: Tribe Training

Introducing Tribe – Small Group Training Sessions.

And why you should be running them at your club…

Tribe Training (small group training sessions) have been one of the most effective member programmes our clients have been running at their sites.

Why? Because it’s a chance for your members to gather their friends and train with one of your instructors in a small group personal training setting.

There aren’t many things more fun and motivating for your members than to train and have fun with their friends at the same time.

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Xperio: Tribe Training

It is a great way to get members of all levels of fitness feeling motivated and appreciated at your club.

Running these sessions is also a good motivator for your trainers, as it can break up the usual routine of 1 to 1 sessions they go through on a weekly basis.

But ultimately, it’s about the level of service you provide to your members and making yourself different from your competitors.

Running sessions like these make you stand out and gets people talking about what it’s like at your club.

You’ll want to contact your members through: • • • •

Emails Texts Facebook posts Posters and Banners inside the club

We recommend running this sort of campaign in a 2-week promo blast, encouraging your members to register and enrol.

As this would be a brand-new concept to a lot of your members, it is a good idea to advertise with their first session being free. So they can get an idea of how it works and then, they’ll be more likely to turn into a paying customer of this service.

With that said, maybe it’s time you joined The Tribe…

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Case Study: Spin the Wheel Competition

Case Study: Spin the Wheel Competition Parkwood Exeter

Running competitions at your club is one of the best ways to generate leads and capture information.

But there is more you can do than just offering a standalone prize for 1 winner.

To engage with your potential customers more, it is a great idea to offer mini/spot prizes just for entering the main competition prize (which could be Win 1 year of membership for example).

The most effective way to do this is to promote mini prizes that GET people into your club, for them to claim them.

In our case study below, they ran various entry prizes such as guest passes, free personal training and discounts off joining. ALL PRIZES THAT MUST BE REDEEMED INSIDE THE CLUB.

See how we promote it...

First, we want to advertise the competition through a landing page, explaining what the prize is and what’s on offer for entering.

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Case Study: Spin the Wheel Competition

Then, it’s time for them to Spin the Wheel and see what entry prize they get for entering the main draw.

This also opens up the possibility to advertise the competition through offline artwork, such as a banner to attract attention.

Once that’s all set up and the competition is up and running, the entries start coming in.

And in this client’s case, they really did.

See what they achieved in just 2 weeks of advertising their competition…

So you can see just how powerful a Competition like this can be not just to attract leads and raise awareness of your brand, but it’s an opportunity to engage with the customers who decided to enter and show an interest in your business.

Hopefully this gives you some food for thought in how to promote your club going forward.

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20 Powerful Phases to Boost Your Summer Marketing Copy

20 Powerful Phrases to Boost Your Summer Marketing Copy

1

Do it for the “Holy Shit. You got hot!”

2

Your transformation is like a relationship.

You can’t cheat and expect it to work

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3

20 Powerful Phases to Boost Your Summer Marketing Copy

Together we will make you the best possible version of yourself

4

Just take it 5lbs at a time

5 6 7

Excuses don’t get results!

If you change Nothing, NOTHING will change

Make it happen. Shock every single one of them

8

You are NOT Hungry. You are BORED. Drink some water. Learn the Difference

9

This Summer Be Stronger than Your Excuse

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20 Powerful Phases to Boost Your Summer Marketing Copy

What you eat in private you wear in public

Be the Somebody NOBODY thought you could be

When you feel Like stopping... think about why you started

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You already know what giving up feels like. Try seeing what happens when you don’t!

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Actually, You Can!

She Believed she could, so she did!

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3 Months from Now you will Thank Yourself

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20 Powerful Phases to Boost Your Summer Marketing Copy

Eat like you give a damn about yourself

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Junk food you wanted for an hour versus the Body you’ve wanted for years, you choose!

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When “I” is replaced by “we” even “illness” becomes “Wellness”

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I can’t but We can!