Question

Topic: Advertising/PR

Marketing A Boxing Gym / Fitness Center

Posted by holloway on 9/21/2012 at 3:23 PM ET 250 Points
I have been in Advertising, Marketing and Web Development for 15 years. I recently branched out to do something I love and built a Boxing Gym in an upmarket higher income area.

We specialize in Boxing Conditioning Classes. Get in shape training like a boxer trains. Tons of cool equipment, like a full size ring, boxing bags etc. We also offer MMA classes, Muay Thai, Jiu Jitsu, Kickboxing, Kids Martial Art as well as things like Zumba and Yoga. Our emphasis is on our people, we have the best trainers in the industry and although they are group classes, they are small groups and trainers pay personal attention to everyone. Check out www.strikegym.com

We are more expensive but worth it. $89.99 a month. Other 'Gyms' in the area are basically rooms full of equipment and charge from $10 a month to about $40 a month.

My marketing efforts so far have been USPS Every Door Direct mail to hit the zip codes around us. Facebook targeted marketing.
I have steered clear of geo-targeted TV ads (too expensive) and print media. Print just doesn't seam to justify the
cost vs results... although our area has lots of high end magazines delivered. I have also dabbled in the Animated ad before Movie trailers come up at our local theatre.

The first 2 months were awesome. We shot to 300 members and all our members love us. Every trainer knows every member by name and it's like a family. However it has stalled there.

We cannot get over the 300 member mark. We need 450-500 members to stay in business long term.

Also done Groupon, Living Social, Yelp and other deal sites. All have all been a waste of time. We get a sudden influx of 100 members and none of them stay. They are all just bargain hunters.

So, I'm looking for ways to get us over the hump. I know the people are here that can afford us and know about us, I just can't get them in.

We're about to drop another $5000 on 20k direct mails this week.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 9/21/2012 at 6:09 PM Accepted
    If I was one of your prospective members, I would want to talk WITH you, not be spoken to (as with direct mail pieces). Sure, postcards and the like remind people that you're there, but consumers today want engagement.

    Are you involved on social media channels, providing information such as the health and physical benefits of boxing, and do you spend an equal amount of time answering followers' questions and conversing with these people?

    Potential members also want you to be honest with them, especially for $90/month. Will physical limitations keep them from getting the most out of their memberships? What can they do in your gym to replace a complete boxing workout, if so?

    It's nothing new that people connect with individuals and businesses with which they feel connections. Establish bonds and nurture them. The business will follow.
  • Posted by Jay Hamilton-Roth on 9/21/2012 at 6:18 PM Accepted
    What's the activity level of your community?
    How many of your community are already enrolled with other gyms/health clubs?

    As you've seen, by focusing on discounts you'll attract discount-seekers. What you're seeking are people who are likely already active but unsatisfied with their routine, club, or results - and willing to pay for something better.

    How have you leveraged your 300+ members to bring their friends & family into your facility? How can you entice them to do so?

    Regarding your 20k direct mails - what message are you communicating with your community? Why should they enroll NOW with YOU? Can you offer them a discount if they move from a competitor's gym?
  • Posted by holloway on 9/22/2012 at 12:04 PM Author
    Thanks for the input. We are really active on Facebook ( www.facebook.com/strikefitness ) but I am hesitant to 'push' our members too hard to bring friends and family. We ask them to but I don't want to look desperate and I was trying to steer away from the hard sell slimy feeling you get in most gyms. It's for that reason we don't do a contract, it's just month to month.

    Regarding our mailers. I am looking for ideas. To date they have just been cool picture of the gym on the front. Discounted offer like "2 months for $100" and "Free T-Shirt" - In the new one I want to show some members bodies and say something like "Body by Boxing" and "you don't get a body like this in a $10 a month treadmill shed - it takes hard work and dedication and our trainers are here to motive you every step of the way"

    Not the right copy but I am looking for something along those lines. Any ideas ?

    I also thinking of doing a "Bring A Friend" night and get local restaurants and drinks vendors to sponsor some food.

    What are your thoughts on local magazines ? The type that are delivered to every house. I personally never read them but do they work ?
  • Posted by aaroncrocker on 9/27/2012 at 7:12 AM Accepted
    Congratulations on a fast start.

    It sounds like you have a real opportunity.

    I'm proud to hear you are charging more for your services, but honestly think about this: If your current members found your gym worth $89.99 a month, do you honestly think they wouldn't have paid $120, $150, even $200 per month?

    I, too, am about to open a boxing / kickboxing facility here in Birmingham, Alabama.

    Our price point for membership will be $225 per month for 4 months ... $200 per month for 8 months, and ... $175 for 12 months. (and remember, this is B'ham, AL)

    I've built two other fitness concepts over the years here, and they both were w-a-y more pricy than our competition.

    The first concept (private personal training) grew to 6 locations in 3 years with an average price of $2,500 for 4 months. (not a misprint) I ended up selling my shares to my partner and went into full time marketing, and my partner took this concept and eventually grew to 55 locations in 3 states.

    The second concept (a CrossFit affiliate) was the 5th gym of its kind in B'ham when we opened the doors in February. 2010 and were at 250 members by month 8.

    Doesn't sound that impressive, does it? Not until you discover that the average CrossFit affiliate charges $100 - $150 per month ... and we charge an average of $250 per month.

    The average CrossFit affiliate in our area has around 80 - 100 members at their price points, and we have up to 5 times their membership base charging more than double in some cases.

    Do the quick math, and you discover the average monthly membership fees stabilize the business and generates $62,500 per month. And that doesn't include profits centers.

    Same product, advertised better, and now this concept has grown to 4 locations, with 4 more planned. But that's not all. This concept started franchising on the 1st of April, and have already sold 11 franchises.

    The point of this is not to brag. The point of this is to get you to reconsider if your pricing is right.

    You say you need 450 - 500 members to be successful for the long haul. If your price points were double, you'd need half those amounts, and you'd be primed to open a second location.

    Let me leave you with this to consider: Your members will value you at the rate you appraise yourself.

    If you say you are worth $89.99 a month ... well, you are right in the eyes of your members. But if you appraise your business at $150 - $250 per month, then guess what? You are also right!

    Back to how to get more members in your gym. Simple and cheap. Run a "bring a friend day" and reward your current members for bringing their friends if they join.

    It looks like this: Johnny brings in Adam to join him for your Saturday "bring a friend day" boxing class ... just to see what the buzz is all about.

    Adam joins, and you reward Johnny with a free month. If Adam joins for any package, Johnny gets 1 month free.

    If Johnny brings in Adam, and Tommy, and they both join, Johnny gets 2 months free.

    If you get 30 of your existing clients to bring in one person for your "bring a friend day," and they all join, you gain 30 new clients all paying $89 per month for 4, 8, or 12 months.

    So, instead of paying to advertise in a local magazine, you reward your current members to become your advertisements and your advocates.

    We've done this successfully for over 2 years.

    Finally ... if you'd like to see the direct mail letter I wrote to our current members to get this strategy going, you can contact me at aaroncrocker@mac.com and we'll discuss a nominal fee for this successful campaign.

    Otherwise, good luck in your growth, and may you prosper.
  • Posted on 9/28/2012 at 7:52 PM Accepted
    For a guy who has built so many successful fitness centres I'm disappointed with Aaron's comments.

    "Bring a friend day" wow that's original!!!EVERY gym I've attended, and I've been a member at a lot of gyms, has used this marketing idea. It's marketing 101 for fitness centres.

    Also it's easy to say double your prices but let's be honest to get the sort of money you've got to have something that truly differentiates yourself from the competition. Based on what I saw on the OPs website there is no way he can justify charging that much money and the most likely scenario, if he tried to double the prices, is he would lose most of his existing client base. His customers would feel betrayed


    The obvious thing to do is to extract more money from his existing client base, and new members, by offering premium memberships, premium services and more profit centres. Here are just some ideas I've came up with
    that aren't commonplace

    Reserved car parks right at front of gym
    Valet parking during peak hours
    Personal equipment waiting for them when they arrive.
    Storage and cleaning of personal gear
    Personalised matting
    Monogrammed towels that get washed daily and can be picked up at reception
    Get to choose music that will be used in a class
    Get to choose workout
    Get to vote on new equipment
    Access to GENUINE Discounts unique to them maybe set up some contra deals with businesses
    Celebrity trainers
    Exclusive equipment that other members have to pay to use e.g kettlebells
    Ebook library
    Preferential access to on floor trainers, each trainer has their phone on them premium member texts for help


    Anyway, these are just some ideas. BTW I don't think marketing is the OP's problem

    Good luck
    Don Nathan





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