Posted on 26-01-2017
What we see: on an international level and in the U.K. and Ireland, the fitness industry is growing. However, that growth is mainly created by the large chains and the new boutique fitness clubs. The more traditional fitnessclubs suffer more and more from the increasing competition of low-budget clubs, boutique clubs, personal trainers, bootcamp clubs, etc.
These 300+ gyms show improving numbers in leads, in member enrollment, in upgrades of memberships. The numbers you find below, are the true numbers, amounts, percentages, and averages of the 300+ clients of Hidden Profits Marketing in the United Kingdom, Ireland, Belgium, The Netherlands and more. To have a good sense of the true growth, we compare the benchmark results of 2015 and 2016. More data are exclusively available for our continuing clients.
For these 1,281 online leads, our health clubs and gyms show a sales rate of about 25%, resulting in 320 additional newly enrolled members in 2016. On average, the monthly membership fee for our clients is around £ 39.-. Bringing in a staggering £ 149,760.- of additional revenue per gym in first year value alone! That brings a grand total of £ 39 Million in additional revenue for all the health clubs and gyms combined! Not including sign up fee's, secundary spendings, upsells, renewals, member-get-member revnue and so on.
The numbers are solely from our growing group of regular customers. Not included are the results and many tens of thousands of leads for our collective marketing tests and -projects in 200 fitness clubs in a.o. England, Germany, Austria, Switzerland, Italy, Spain, France and more. What would 107 new pre-qualified leads a month, every month, during the next 12 months mean to your profitability?
To keep guaranteeing our now 300+ clients a continuous improving result, we have these top 3 focus issues for 2017:
Optimization means: as an ongoing activity, we make all campaigns work more effective and more efficiënt. A.o. we do this by using A/B testing.
Back in the days, we used brochures, flyers and newspaper ads to generate leads. About 10 years ago we started using websites, e-mail newsletters, and Google. Nowadays we use Facebook, Instagram, Bing and more as well. In the near future, we predict we will use Snapchat or some other online or social platform, that maybe doesn't exist at this very moment.
A pre-qualified lead is worthless, unless you as a gym owner or manager have a focus on helping as many people as possible enroll as a member and get started. Which means: contact the leads as soon as possible, preferrably within a few minutes. We live in a world of 'Instant Gratification', that's why speed in following up is key.
One way or another, the main goal of every healthclubs website should be: generating leads and sales. Just compare your results with our international benchmark. Its's free and no strings attached.
Author: Aernout Leezenberg, CEO Hidden Profits Marketing
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