The Training Gym model works.
As gym owners who understand what it takes for people to reach their health and fitness goals, we know that.
But our potential clients probably don’t.
If they’re looking to lose some weight, get strong, get fit – whatever – they’ll shop around for a way to get this done.
They’ll see the online programme for a £10 one-off fee; the big box down the road for £40 a month. Because we’re providing a premium service, we’re not trying to compete with offerings like this, because we know that our approach is far more effective for the majority of people.
The problem is, the average person shopping around for a solution to their problem doesn’t know this.
In order to help people overcome their anxieties about committing to a higher price point, we need to lower the barrier to entry. We need to help them see that our approach is the most effective one, and good value for money. We need to let them test drive what they’ll be getting, and earn the right to charge them the prices we’re asking.
Introducing: the trial.
The trial is often a paid month of membership at your gym, no strings attached. In some cases, this trial period takes other formats: a six-week programme, for example, or a 21-day challenge.
But whatever the timescale or label, this trial period gives the client a chance to evaluate your service. It also gives you the opportunity to knock their socks off, giving them an incredible ten-star experience that makes the sale a done deal.
Do this bit right, and the ‘sale’ has already been made.
All you need to do is to create the conditions for them to commit once the trial is over.
Once they’ve signed on the dotted line, your work isn’t done: you need to continue to give the client an outstanding experience every time they walk through the door. The first 90 days are your chance to onboard your new client into your gym’s core values and culture, making them a lifelong supporter of you, your team, and your brand.
Beyond those first months, your sales continue: you are continuously selling the benefits of the gym to your current members through the quality of the service and their results.
This in turn drives retention and encourages referrals – beginning the client lifecycle once more.
If your demographic tends towards a more cautious attitude to commitment and spending, even the trial may feel too risky. In this case, you can introduce taster sessions to give prospects a sample of what they might get; and open days to let people check out your facility and begin to build trust in your relationship.
Put all these elements together and you’ll start to see a sales pipeline emerge that will gradually convince your new members that you’re the real deal: and make them want to stay.