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Membership for new club can vary on marketing, advertising and more

This week's question for Best Practices doesn't apply to everyone, right now, but that doesn't make it less important. Opening a new facility can happen in the future to individual and multi-club companies.

Read on to see what Paul Bosley says. 

Q: "How many new members can a start-up club expect to join in the first year of business?"

A: The number of memberships sold during the presales and grand opening marketing campaign varys based upon how aggressive the owner advertises and offers discounted "charter memberships." I personally was involved with companies that focused on this campaign to the point that it was an art. Membership pricing was slowly increased throughout the entire campaign and was full price a week after the grand opening. Corporate sales functions were planned at the grand opening by becoming a member of the Chamber of Commerce the day presales began. Guerrilla marketing with fliers to the local community was a daily activity of the membership sales department. Advertising kicked off with aggressive direct mail campaigns to the 1-3 mile radius over the entire presales & grand opening campaign. The grand opening was a month of different events for members, members families, local corporations, local physicians and the general public. This is a function of focus with no simple answer. If no effort is put in, very little will be realized. With good effort and planning, profitability can be achieved soon after the doors are open.

Paul Bosley
Executive Vice President
First Financial

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