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June 2013
The UK’s No 1 fitness industry magazine
Independents in unique position to shape future By Christina Eccles INDEPENDENT operators have the power to shape the future of the industry, according to top American fitness consultant Thomas Plummer. Thomas spoke to an audience of club owners at the IOU event at this year’s BodyPower Expo, telling them they are now in a unique position. He said change within the industry is inevitable, but instead of having to react to what the big chains are doing, independent gyms are now in a position to drive these changes forward themselves – if they get their business models right. He explained: “Change in the industry is not coming from where it used to be. “Change used to come from the big chains down. But now it’s not working that way, it’s coming from you – independent gyms and trainers.” During the talk, Thomas urged independent clubs who want to improve their business models to move away from the idea of constantly having to sell more memberships. Instead he recommended they look at how to get more revenue from the members they already have, by offering different levels of membership and personalised training packages, helping
members to achieve results – and generating more money for a club. He added: “Think about not the number of clients you have but how much each client generates for you. Training revenue is where the growth is. “Most of you are in business for the right reasons but are trapped by your own business model.” Something he believes could work for independent clubs is a three tier membership system, which provides different options to suit members’ needs. The bottom tier costs the least per month and provides basic access to the gym but with few extras. The next tier costs more and gives members access to lower tier benefits plus small group training, large group team training sessions or a combination of both. The top tier comes with the most expensively monthly fee and includes all of that plus a number of monthly one on one training sessions. Thomas also recommended encouraging clients to train for a minimum of eight times per month – believing this is the number of visits someone needs to make to be encouraged to stay – and pay – longer. I For more on this year’s BodyPower Expo, see inside.
No 237 £3
Help us to celebrate our 20th birthday
Taurus is the fittest sign of the zodiac, according to research from payasUgym.com, which claims Taureans are more likely to keep fit than those born under any other star sign. Based on research from over 20,000 users, the site discovered people were nearly twice as likely to participate in a fitness activity if they were a Taurean – like famous sporting stars David Beckham and Andy Murray – than any other sign. According to the figures, Geminis came in in second place, with Virgos named as the least fittest star sign.
WORKOUT readers are being encouraged to get involved and help the magazine celebrate a milestone birthday. Later this year, Workout turns 20 years old and our team are planning a special feature to mark the occasion, which we would love our readers to contribute to. As part of our birthday celebrations, we are looking to hear from any gyms or personal trainers which have been getting the magazine since its launch in 1993, or from anyone who appeared in one of our earliest issues to find out how you’re getting on 20 years later. We’d also love to hear from any other clubs who are celebrating important anniversaries in 2013 and what you’re doing to mark the event. Send us a few details about your gym to ce@scriptmedia.co.uk; contact us via Facebook at www.facebook.com/workoutmagazine or Tweet us @WorkOutUK We’ll choose the best ones to appear in our special 20th anniversary issue, which will be published later in the year.