Marketing Simulation #4: Gym

As in any business you should first identify your target market and define your marketing strategy. A gym's imagine is created by the people that go there and that's because the gym is not only a place to work out and lose weight but also a place for socializing. That happens more easily when the people that go there have the same status and values. After you've decided what type of clients you want to have you can start implementing your business strategy and come up with some marketing tactics. Here are some of my suggestions for a gym that addresses to people with an average salary, around 21-40 of age, both men and women.

1. Corporate alliances
This must be the best marketing tactic you can use to increase significantly and relatively easy your number of clients. Make deals with the companies around your area to give their employees the benefit of going to your gym to stay healthy and get these companies to pay fully for it give at least some type of discounts. You can also go to hospitals and ask the doctors to recommend their patients your gym. You could let the doctors come at your gym for free.

2. Free trials
Give 2-4 weeks for free to new members as a incentive to come and test out your gym. If they like it they will stay longer with you. Make sure you promote this in your signs, ads or direct mail.

3. Referral programs
Come up with a referral program for your members that have bought a 1 year membership. Give them a free month for every new member they bring that buys a 1 year membership.That person should also be given that free trial month to see if they feel comfortable with your gym first. Chances are he or she will want to go to your gym too though because their friend goes there already and they can come together.

4. Membership packages
Offer your potential new members different membership packages. The bigger the period the less they would pay overall. For example 1 month-50$, 3 months-120$, 6 months-200$, 1 year-300$. The more they buy the more they will save.Long periods are good for you because you don't have a to worry as much about people that leave after a month and then you have to get someone else to "replace" them.

5. Member retention
Besides giving them savings incentive to keep them longer with your gym you should also make them want to go to the gym because most people give up after some time when they got too tired or lazy or they achieved they goal in either fitness or weight loss. Some of your trainers could keep weekend seminars at special hours about the benefits of going to the gym, eating healthy and so on. You can also have some posters with fit men and women in the gym to remind them of how they want to look like and why they keep going to the gym.

6. Location and visibility
You don't need a very high priced location but it would be good to be around where most of your target market is. For example if most of your members are from companies then you should be near those companies to make it easier for them to go from work to the gym. As for new members they must see where your company is, the yshouldn't go by and not even notice you so put on some big signs so everyone knows there's a gym there.

7. Trainers
Get very good ones and let them work out at your gym for free in their free time. They could bring many new people to the gym so make them happy with your gym. Make sure you have enough of them for everyone and aks them to remember the names of the people they helped when needed. This will be greatly appreciated by the members.

8. School health classes
You can have your trainers teach about staying healthy and fit to kids in school for free and then give them flyers with your gym so they can show it to their parents.

9. Goal oriented programs
For people that want to lose a certain amount of weight or have a certain muscular mass make some programs to follow and then assign a trainer to help and "make" them achieve that goal.

10. Blogging
If you don't have a website you should at least have a blog. This will be a great tool in your relation with your members and potential new ones. Have your trainers write on it about weight lifting, wellness, diet, sports or anything related to that and your gym. This way your members will have something else to show to their friends as well when they recommend you and can lead to more new members to your gym.