As markets grow and become more competitive, having a unique strategy to deliver striking, eye-catching designs within your fitness space is vital to ensure customer attraction and retention.

We tend to make judgments on something within nine seconds of seeing it. This is spoken about a lot in business outside of fitness, but chances are it’s no different for people who are attending your gym. So, what do they see when they first walk in? A breath-taking first impression could result in a member for life.

01. SETTING GOALS AND VISION.

Unless you understand and clearly define the characteristics and goals of the people you want to attract to your facility, you will find it very difficult to offer a personalised experience.

Do the ground work on your audience profiling and you’ve got a higher chance of success. You will put yourself in a position where you can offer a more personalised, differentiated experience.

Put your customers centre stage and be clear about the people you want as members. The main priority is to understand who your target audience is and what they really want and need from their membership. Then you can create an exciting vision to meet, and exceed customer demand.

UNDERSTANDING WHO YOUR TARGET CUSTOMERS ARE.

Consider the type of people you want to attract. Once you’ve established your target market, you can then consider how you will position your facility and how you will deliver training.

Bear in mind your location and the competition within the town, city or area. How will you cut through the noise in an ever-growing industry?

Checklist:

Who is your target audience?

What training does this target want?

What will be your USP?

UNDERSTANDING YOUR TARGET MEMBERS’ NEEDS.

Most members will have set some goals for their fitness but by helping them move beyond the more superficial goals, you can determine how your facility offering will fulfil this for them.

Until you understand your members at this level, it is very difficult to set a vision for your facility and create the right experience.

Checklist:

What are your members' goals?

Are you using data for member profiling?

What are the emerging fitness trends?