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Entries in Karen Lankford (4)

Wednesday
Jun252014

Do handing out guest passes result in good ROI?

Offering something of value is a great marketing tool. For health and fitness clubs, often it is a guest pass. Issuing one results in very little financial commitment by the club, while the long-term benefits are boundless –memberships, non-dues revenue classes and even referrals.

But some club managers and owners may see handing them out as either a way to lose money or devaluing memberships. For more upscale clubs, it is a free ticket into an exclusive place where their members pay a premium.

Read on to see what a few industry veterans feel about them, and what they employ at their facilities.

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Wednesday
Apr162014

Motivating those who have gone awry

The first quarter of the year is over and for many companies it is time to hit the books and spreadsheets to figure out the upcoming fiscal year’s budget. 

While that is true in the fitness industry, too, it is also the time to look at what happened at the start of the quarter. Specifically, this is about the time that all of those who joined the club at the start of the year, as well as those who made New Year’s resolutions to hit certain goals and to change their lifestyle, might be falling off the wagon.

Many clubs keep a keen eye on these two groups to make sure they don’t slip. Sometimes programs specifically re-motivating members are instituted, other times a health club is diligent on how members are faring and intervene  before they lose them.

Read on to see tips and examples of motivation.

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Wednesday
Oct302013

What is the best ROI when reinvesting in the club?

Image courtesy of Stuart Miles at FreeDigitalPhotos.netYou are a club owner or manager and you have money in the budget to put back into the club. Unfortunately, there is not enough in the coffer for everything on your “to do” list.

So, where do you earmark the funds? Do you reinvest in the physical building – new reception area, locker rooms or flooring. Or, maybe it is finally time to expand to add a new group exercise or yoga room. 

On the other hand, new equipment is always a smart choice. Members certainly notice out-of-date, or, gasp, broken and worn-out, machines and accessories.

Anyone who has sold their home knows the money put into bathrooms and the kitchen is money well spent and comes back two-fold in the home sale price. So, what is the best return on investment in a club?

Read on to see the rest of the stort.

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Wednesday
Oct162013

'What is the best change you've made in the past year?'

A year seems like a good time period to step back to judge and gauge how something has turned out. 

With trends and fads coming and going, and competition cropping up down the road or across town, fitness clubs, now more than ever, are forced to make changes. 

Owners and management constantly have to monitor memberships, retention rates ands attrition, so when something new is instituted it is imperative that it gains traction sooner than later.

We talked to a few owners and asked them, “What is the best change you have instituted at the club in the past 12 months?” and, not surprisingly, received a variety of answers.

Read on to see what they had to say

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