3 Steps for Long-Term Success at Your Fitness Business
By KK Hart
We’re just a couple months into the new year, which means you may be still be looking to attract “resolution-focused” clients. However, I want to encourage you to, instead, focus your energy and effort towards long-term goals and clients—individuals who align with your target demographic and with your mission statement—instead of those looking for a quick fix, for a short time. As a Certified MINDBODY Consultant, I call it a “reverse resolution” for your business!
This reverse resolution focuses on sustaining growth all year long—not just in the first few months of the year. Here’s how:
1. Focus on attracting members
Rather than focusing solely on promoting and catering to crowds of New Year’s resolutioners, target your marketing efforts on clients who have the potential to convert to becoming a part of your community with a long-term membership, not just a quick or cheap offer. Show them the benefits of your membership as early as possible and how you can help them reach their goals. A well-outlined sales process will ensure a quality experience that will make conversion simple.
2. Train your staff to welcome first visitors
When things get busy, your team may forget the importance of taking time to make every new client feel comfortable and connected to your studio. Take the time to meet with your team and reinforce each staff member’s role and how it relates to a customer’s first visit. When it comes to retaining new clients, every interaction matters. Develop a sales training manual for your team to reference that explains your sales process in detail and reinforces greeting and following up with first-time visitors.
3. Invest now; don’t be a ‘quick fix’ business owner
This is the time when you’ll likely see a sizeable surge in interest in your fitness business, but don’t let this fool you. The first few months of the year will fade and won’t aid your business goals if you don’t set the foundation and implement key systems needed for long term growth. You’ll want to take time to:
- Review your KPIs. If you don’t know where you’ve been, you can’t plan where you’re going. Take the time to look at the metrics that matter, including revenue, recurring revenue, and retention, so you can set realistic goals for your business.
- Create a marketing plan and budget. When budget gets tight, marketing is often put on the back burner. Don’t make this mistake! Your marketing efforts are essential to combatting inevitable client turnover and growing your business, not only in the first few months but throughout the year.
- Think about retention. Getting new customers in the door is one thing but retaining them long-term is another. Whether it’s a referral program or a challenge, start planning how you’ll keep clients motivated throughout the year now so you can implement well before they start to lose steam.
The takeaway: now is the time to invest, market, and ensure your business is set up for the entire year. Make this resolution to yourself—and your business. You’ll be even more successful this time next year.