Where's the Money? By Art Rothafel
I must be on everybody's e-mail list. Seems like every fitness marketing guru has an angle, a product or a system to help trainers and clubs get more clients.
And, while most of the information is good stuff, the total emphasis on "new clients" or "new members" is too narrow. The real emphasis should be on developing new profit centers -- of which "new clients/member" are just one part.
There are numerous studies that demonstrate the profitability differential between securing a new customer and leveraging an existing customer through expanded products and services. Selling to existing customers is way, way more profitable.
I know this is self-serving but products include: Journals, Supplements, Skin Care, Apparel, HR monitors, Balls, Bands, Drinks, Bars, etc.
Services include: Nutrition and menu planning, paid weight-management education, corporate wellness consulting, in-home gym design, organized fitness events, etc.
Think about this. How many active clients or members do you have right now? What if each one purchased $50 worth of product from you each month? What if even 50% purchased that amount? Do the math.
And, if you have a website, you can reach your most inactive clients and members who may still want to purchase from you.
Now, think about how much you spend to secure each new client!
Here's what I can tell you to be true. The future of successful fitness businesses rests with those entrepreneurs who create and expand their multiple profit centers. Period.
To your continued Success!
Art Rothafel
800-340-7011
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