Building an Effective Fitness Club Comms Strategy
1
RECRUIT RETAIN RETAIL REFER REACTIVATE RECOVER
2
3
4
The Communication Triangle
5
Audiences • • • • • • • •
Todays Prospects Future buyers New Members Active members Inactive members Renewals Ex Members On Demand & At home
6
The Communication Triangle
7
8
9
The 12 Week Planning Cycle
10
Message linked to an OUTCOME …. 1. Convert
5. Refer
2. Educate
6. Recognise
3. Motivate
7. Reward
4. Retail
8. Recover
11
Messages Linked to Your News & Plans….. •
Promotional Activity
•
Marketing Offers
•
Club Events
•
Fitness Services Schedule
•
Retention Promotions
•
Club Timetable
•
External Challenges
• Seasonal Specials
•
Gym Rituals
• Blueprint & Process maps
• Special Training Groups • Recognition Schemes • Member Experience Campaigns • Internal Gym Challenges • Socials , Holidays & Trips
12
How Do People Learn? 1. VISUALLY –
Handouts, Videos, Webinars, Newsletters, Emails, Texts
2. AUDITORY –
Tele-webinars, Audio Conferences, Instruction, Lectures, Clinics
3. KINESTHETICALLY – Trials, Clinics, Sessions
13
14
15
Decisional Balances CONSEQUENCES B E H A V I O U R
GOOD
NO CHANGE
CHANGE
BAD
1
2
4
3
16
Decisional Balances CONSEQUENCES B E H A V I O U R
GOOD
NO CHANGE
CHANGE
BAD
Advantages of Maintaining Status Quo
Disadvantages of Maintaining Status Quo
Advantages of Changing Behaviour
Downside of Changing Behaviour
17
Messages Linked to Your News & Plans….. •
Promotional Activity
•
Marketing Offers
•
Club Events
•
Fitness Services Schedule
•
Retention Promotions
•
Club Timetable
•
External Challenges
• Seasonal Specials
•
Gym Rituals
• Blueprint & Process maps
• Special Training Groups • Recognition Schemes • Member Experience Campaigns • Internal Gym Challenges • Socials , Holidays & Trips
18
Club Events Diary •
Monthly Member & Guest Days - 3rd WEDNESDAY of each month
•
Les Mills Term Launch - 1st Weekend of the Quarter
•
Quarterly V.I.P Launch Night – 1ST MONDAY OF Promotional Quarter
•
Quarterly New member Welcome Night - 2nd THURSDAY of the 2nd Month
•
Quarterly Sweat Works Corporate Open Day – 3rd FRIDAY of the 3rd Month
•
Quarterly Club Sponsors day - 1st FRIDAY of the 1st Month
•
Quarterly Programme Launch Weekend – 1st WEEKEND of Promotional Quarter
•
Annual Charity Events – 3rd SATURDAY in November
19
Messages Linked to Your News & Plans….. •
Promotional Activity
•
Marketing Offers
•
Club Events
•
Fitness Services Schedule
•
Retention Promotions
•
Club Timetable
•
External Challenges
• Seasonal Specials
•
Gym Rituals
• Blueprint & Process maps
• Special Training Groups • Recognition Schemes • Member Experience Campaigns • Internal Gym Challenges • Socials , Holidays & Trips
20
Experience Fortnights 1.
Try It!
2.
PT Fortnight
3.
Know your Numbers
4.
Tribe Fortnight
5.
Wear the Shirt
6.
This Girl can
7.
Charity Fortnight
8.
Reactivation Fortnight
9.
Fitness Crusade
10. Corporate Wellness Fortnight 21
Messages Linked to Your News & Plans….. •
Promotional Activity
•
Marketing Offers
•
Club Events
•
Fitness Services Schedule
•
Retention Promotions
•
Club Timetable
•
External Challenges
• Seasonal Specials
•
Gym Rituals
• Blueprint & Process maps
• Special Training Groups • Recognition Schemes • Member Experience Campaigns • Internal Gym Challenges • Socials , Holidays & Trips
22
• Day 1 - “It’s Coming in 24 hours time!” • Day 2 - “It’s here – The offer” • Day 4 - “Did you Miss it ?” • Day 6 - “Offer Expires in 24 hours” • Day 7 - “Your Last Chance to Get in !”
5 Phase 7 Day Email Campaigns
23
Messages Linked to Your News & Plans….. •
Promotional Activity
•
Marketing Offers
•
Club Events
•
Fitness Services Schedule
•
Retention Promotions
•
Club Timetable
•
External Challenges
• Seasonal Specials
•
Gym Rituals
• Blueprint & Process maps
• Special Training Groups • Recognition Schemes • Member Experience Campaigns • Internal Gym Challenges • Socials , Holidays & Trips
24
25
26
27
28
29
30
31
32
33
34
35
36
• • • • • • • •
• • • • • • •
Your Fitness Club Website Revolution
38
Audience
Future Buyers
Todays Buyers
New Members
Existing members
ON DEMAND @HOME SERVICES .
CLUB WEBSITE
NEW MEMBER ONBOARDING
FITNESS SERVICES
21 DAY PRE GYM PROGRAMME
JOIN ONLINE
CLUB SPONSORSHIP
COLD LEAD FOLLOW UP
GROUP CLASS BOOKING
@HOME
CORPORATE WELLNESS
PERSONAL TRAINERS SITES
COVID 19 REBOARDING
MYZONE
.
The Communication Triangle
39
The 12 Week Planning Cycle
40
Excel Sheet 1 Start with an Excel sheet for the quarter and schedule out when things happen.
41
Excel Sheet 2
What media will you use and parts of your programme and schedule will be covered by it.
42
Quarterly Club Programme PowerPoint Deck Overview of the 12 weeks to come.
43
Fitness Club TV Webinar and Recorded Video
45
Fitness Club Radio Webinar and Recorded Video
• Podcast
46
Newsletter 47
What’s On Guide
48
Offline Support
49
50
51
52
Quarterly Planning Schedule
53
54
55
56
Raise
Raise Your Prices !
Invent
Invent More Products and Services to Sell
INCREASE
INCREASE THE TRANSACTION FREQUENCY
INCREASE
INCREASE the PROFIT from EACH MEMBER
RECOVER
RECOVER LOST CUSTOMERS