“Going Out of Business”

May 31, 2012

You know what the polar opposite of a gym is in the retail sense…oddly it’s not McDonald’s. In fact gyms and McDonalds (and really all fast food) are almost identical because both have mavens – that is to say both have people who visit multiple times a week. No the exact opposite of a gym is…

…a furniture store. I warn you before you keep reading, you are about to jump into the rabbit hole that is my mind.

Last night one of the guys in my office asked me to help him move a table he had recently bought. He claims he asked me because I have a big car but we all know he was using me for my muscles. But I digress. I drove him to the store only to find that they were proudly displaying the “Going Out of Business” banner.

First, I’m convinced that these stores aren’t actually going out of business but rather the furniture store consortium has an agreement in place that each store gets the sign for one week a month. Rather than have holiday sales like the car companies (why do they discount cars for Arbor Day anyway??), they have a monthly going out of business sale.

Exactly the opposite of a gym. People join a gym, and sign a contract and have the outrageous expectation that you will still be around next month!

While the furniture store makes every effort to convince people they are going out of business, and hence you will get a great deal, gym owners need to instill confidence. So how do you instill that confidence? The easiest way is to be part of a big brand. That explains the dramatic increase in the number of franchises over the last 5 years. But some people don’t want that.

So I spent some time last night thinking about 5 things that instill confidence in your gym:

1. Staff Retention – Members feel better when there isn’t high turnover in staff
2. A good website – Strong companies invest in their brand and marketing
3. Cleanliness – Keeping your physical location looking clean and welcoming
4. Paper Advertising – Though we are moving to a digital world, something about paper, and direct mail that gives people a warm and fuzzy feeling!
5. Sell Stuff – Selling even a few items that members might need indicates that you have thought ahead about their experience and needs

Join us next week while I try to convince you how your gym is exactly like climbing Mt. Everest. I’ll give you a teaser…to climb the world’s highest peak, you probably need a Sherpa…kinda like a personal trainer!