Keys to Marketing in the Fitness Industry

Running Head: KEYS TO MARKETING IN THE FITNESS INDUSTRY

Keys to Marketing in the Fitness Industry

Melanie M. Smith

University of Phoenix

Marketing 421

Pattye Brown

October 26, 2005

Keys to Marketing in the Fitness Industry

What is it that makes a health club successful? Though out this highly competitive industry health clubs have a variety of choices for their membership. Finding out what the member wants and uses is the key. Talking to the member can retrieve this information. After polling approximately 2,000 health club members it was found that the core members-the diehard fitness enthusiasts- desired, more than anything else, is convenience and quality customer service. (Feld, IRSHA 2005) They did not want a lot of extras. In the fast paced environment that most people live in if was found that health club members wanted to come in, get their work in, and leave. Within the fitness industry it has been found that quality service, location, affordable membership dues and word of mouth referrals proves that the marketing mix of product, place, price and promotion really works.

Product

The key is having the right service for the market that is being targeted. As a health club, being in the service industry, determining whom the target audience is a key component. Knowing what your customer needs is important. With a lifestyle that is becoming more sedimentary putting activity back into society's world can be tough. Quality customer service is exactly what will satisfy the customer's needs. It is critical that outstanding service is provided and expected of the club's staff. The representatives of the health club must be well educated and able to answer and assist the members with their needs. The market can eventually see right through all the exterior stuff and directly to the real product, it is just a matter of time. In the fast pace world today it is about convenience for the member. They do not want juice bars, and personal trainers, and a lot of frills. They want to be able to park right in front, walk into the club, feel comfortable, work out and leave-whenever it suits them. Creating an atmosphere of enjoyment and results for each member will bring them back often. By coming often they will meet their goals and want to come back as long as the clubs doors are open. Customer satisfaction is the key in the service industry. Take a look at the clubs and be sure that it offers the things that the members are interested in. The club needs to be able to meet a variety of needs. From weight training, cardio, swimming pool, sauna, Jacuzzi, and group fitness classes. If a member likes group fitness classes then a staff member should see what classes are available and what the times are. They can counsel the member that if they are interested in group fitness classes then they should try the classes that are available to see if they enjoy it and the instructor. (AARP, 2005) Society, it seems, is becoming more and more narrow, with people working independently, on computers, addicted to passive entertainment, etc. Most clubs work against this trend, trying to get people to interact and to socialize. (Feld, IRSHA 2005)

Place

Location plays a large part in the success of a health club. Being located in the mainstream of the city is the key. Being convenient for a large part of the target audience can positively effect the growth of the health club. One of the most important things a prospective member considers in choosing a health club is where it located. If the club is out of the members way or takes too long to get to this will just become one more excuse not to work out. Prospective members are recommended to find a good facility close to their home or job. By doing so the member will attend more often and see results, which will always bring them back. The entire facility should be clean, safe, and well maintained.

Price

Picking a health club is like buying a new pair of shoes. They should be tried on and walked around in a bit. This is similar to offering a trial workout or even a free week membership to get prospective members into the club and using the facility. Membership rates can be as inexpensive as 24.00 per month to 135.00 per month depending on the amenities. Having several different types of membership will encompass the wide range of dues and meet more of the members needs. If a member can only come to the gym 3 days a week then adjust the rate for a limited membership. Having limited memberships that are inexpensive can work great for some members. Then there are other members that do not want to be bothered with being limited to when they can come and save a little money. These premier members are willing to pay the higher rate for their convenience. They may need daycare and want tanning on their memberships. These different types of membership give a variety to the customer base and help meet more member wants and needs. Most health clubs will have a contract for the membership, always be sure that the club representative goes over the terms and conditions with the new member carefully and answers all their questions. If the agreement is unclear this member could potentially become a discontented member. (West End, 2005)

Promotion

Health

...