Archive for the ‘Copywriting for Fitness Centers, Gyms and Health Clubs’ Category

Fitness Marketing.tv Podcast number 2, The first 2 things you must do to reinvent your Gym and Gym Marketing

Wednesday, November 18th, 2015

Fitnessmarketing.tv podcast episode number 2 

How to figure your gym members lifetime value so you know exactly what you can spend to acquire a new member

Also 

How to create your gym’s USP (Unique Selling Proposition), because without it your just like every unsuccessful gym in town

“The first two things you must do before you reinvent your gym and start your new year gym marketing successfully” 

If you’re just starting a gym then the first step won’t apply to you. The first step is Figuring out the Average Lifetime Value of your Gym Member so you know exactly what you can spend to acquire a new member. 

 

The second step is to craft your Unique Selling Proposition or USP

This is as fairly short episode today but its packed with info that every gym I deal with forgets or doesn’t know to start with. See if your doing these two simple things.

I explain in detail how to work and rework your USP until you have one that when someone hears it, it will make them remember it or take action like go to your gym website, sign up for your emails, call your gym, or come in the doors to fins out more, which is the end goal of all marketing ever!

I give you many examples of great USP’s and also lousy one’s too.

TIP: unrelated to this episode but if you haven’t tried EVERNOTE to keep track of all your gym ideas and everything else in your life, go download the app now and it will automatically sync between your computer and other devices so you never lose a thought or great idea again.

 

To find out more about my complete 12 week gym reinvention marketing course:  email Shannon at Shannoncook902@gmail.com

Please leave me a rating in Itunes, it only takes a minute and will bless me immensely and blesses you in return.

To get the book biography of How I took my gym from 50 members to over 300 in less than 3 months and kept them for 8 years then how I sold my gym for over 5 x what it cost to start, go to www.how2ownagym.com

Also check out my website www,fitnessmarketing.tv and sign up for email notifications of new podcast and the latest marketing techniques I can find.

Thanks, Shannon Cook

How to write a Fitness Center Press Release just like the one that helped me take my gym from 50 members to over 300 in less than 3 months

Sunday, November 1st, 2015

How to write a Fitness Center Press Release:

One of the most important things you will ever do is getting your business put into the newspaper or on the local TV news channel. I found out how to write a correct release and whom to get it to, to actually get it published.

When I first opened my gym I wrote a few press releases and sent them to the editor of the newspaper, which I found out later is the last person to send it to. You see, the editors are way too busy meeting deadlines to try to be reporters, they do tell reporters to go after stories, but the reporters are the ones most of the time that go to the editor to tell them they have a story they would like to pursue.

 

After getting no response from my former press releases, I went out and bought all the programs I could on writing press releases, and here’s what I found out.

You don’t want to look like you don’t know what you’re doing; here is a set outline I follow every time I write a press release.

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Temple gym 

24 hour fully automated facility

Union chapel road

Northport,Al

Phone (205)

Fax (205)

Press Release

Contact: Shannon Cook

Phone: (205)000-0000

FOR IMMEDIATE RELEASE

8 A.M. CST, December 19, 2007

Northport gets tuscaloosa’s first 24 hour automated gym & tanning facility.

Northport, AL, January 10, 2008:

 

Temple Gym, located at 902 Union Chapel Road in Northport, off Hwy 69 North. Has been in business since Nov.3 2003, Owners Shannon and Kristi Cook of Northport have ran the gym traditionally with only labor & restricted hours.

 

Starting October, 8 2007 Temple Gym will be a fully automated fitness and tanning facility. Request for earlier openings & later closings caused the owners to respond by turning to the new way of fitness. Now gym members get a card that is read at the door & unlocks automatically & relocks.

 

The gym has security cameras in use at all times and 911 pendants that can be warn by members that, at the push of a button can summon help from emergency responders. The Automated display drink machine is stocked with the latest protein & energy drinks available. Normally drinks were sold at the counter by employees. The lights work off motion sensors that turn on & off automatically.

 

The goal of the owners is to “make fitness so easily accessible, no one would have an excuse to be unhealthy”. With the number of 24 hour gyms popping up across America, Temple Gym is proud to offer Tuscaloosa County a futuristic approach to exercise.

 

Shannon Cook can be reached by email: templegym@gmail.com

-End-

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You can also find more press release outlines on Microsoft.com, but this is the one I like. You’ll notice that I try to interest the reader with the phrase “Automated Fitness Center”, and after talking to the reporter, I know that it was that phrase that got my press release into not just my local news paper, but all the New York Times newspapers.

I have written press releases for many gyms, some get in and some don’t, it’s according to the time of year and the editor of the paper.

Be sure to add a picture only if it’s relevant to what your release is about. Make it as easy on the reporter and editor as possible to run your story. A picture must tell a story, if you put on in there.

You should have a press release written for all major holidays. But there’s one major thing you must have before sending out any press release, “SOMETHING TO SAY”, if you don’t have something to say, then you’re wasting yours and theirs time.

Make it interesting or don’t make it at all, was the best advice I ever got from publicity expert Paul Hartunian, the guy who bought the wood from the old Brooklyn Bridge when they tore it down.

He wrote a press release that got him nationwide coverage and he sold thousands of small 6” pieces of wood for millions of dollars, and now he teaches others how to write press releases. Paul’s website is www.pressreleasesmadeeasy.com

 

Be sure to write a press release at least a month before you open so even if the editor isn’t ready to run your story right then, something may happen to make them want to.

 

Also, I send a copy of my press release to the editor and all reporters that cover anything that has to do with health and fitness, business, or even religion if you have a gym affiliated with religion like mine.

I sent my release out 3 months before they called me to do a story on my gym, they keep interesting press releases in their files for future references, and if any big news happens in your industry, they will have you for a contact for a quote on a story.

 

Here’s the actual article that was in the newspaper about my gym:

———————————————————————————————————————-

Some tap creativity to make resolutions stick

People find ways to fit exercise into daily routines

 

shannon cook press release picture

Staff photo | Dan Lopez

Gym owner Shannon Cook stands inside Temple Gym on Union Chapel Road in Northport. It has become a 24-hour gym but is only staffed during the day.

 

By Sarah Bruyn Jones Staff Writer

Published: Sunday, January 6, 2008 at 3:30 a.m.
Last Modified: Saturday, January 5, 2008 at 10:30 p.m.

Jamie Griffin often goes to the gym while most people are asleep.

Rebecca Kelly often walks miles while on work-related conference calls.

And in two years, Steve Richardson has lost 40 pounds from spinning his wife, Jane, around the dance floor.

With the arrival of the new year — and those inevitable promises to lose weight, get fit or be healthy — experts are pointing to new solutions to the age-old question of how to achieve those resolutions.

Surveys show that more than half of people who make resolutions break them within a few months. As people search for ways to fit exercise into their daily lives, the fitness industry is becoming more accommodating.

From 24-hour gyms to dance lessons, the trend in fitness is to focus on having fun and seamlessly incorporating exercise into a person’s daily life.

“So the trend is, instead of adding another piece to your pie, don’t,” said Kelly, who, as the director of health promotion and wellness at the University of Alabama, tries to identify infrastructure and programs to support healthy living for faculty and staff. “Don’t add more to your life, but try and find a way to exercise within the parameters of what you are doing.”

The “pie” of a person’s life includes everything from work to spending time with family and friends to going to church.

“What we’re seeing is a greater emphasis on trying to find balance within the whole life,” she said. “As a mother of young children, it doesn’t help me to balance my life by taking two hours and go workout. So when I have a telephone conference scheduled, I take my phone and walk.”

All day, all night

For Griffin, balancing his desire to go to the gym with his hectic schedule teaching and coaching wrestling at Tuscaloosa County High School was difficult until Temple Gym on Union Chapel Road in Northport converted to a 24-hour, automated facility.

“For me and my schedule, the 24-hour gym is great,” Griffin said. “I never know from week to week when I’ll be able to go to the gym. During the [wrestling] season my schedule is so busy that in order for me to actually get to the gym, I have to go in fairly late, 9 or 10 at night or early, 4 or 4:30 in the morning.”

Griffin was a member at Temple Gym before it became a 24-hour operation, but said he sometimes wouldn’t go for weeks at a time because he was too busy during the hours the gym was open.

Shannon Cook, who owns Temple, said the $7,000 he spent to install security cameras, an emergency response system, motion-sensor lights and member-accessible doors were well worth it. Gym members get an access card that unlocks the door and 911 pendants so members can summon emergency help at the push of a button.

In business terms, the change has resulted in a boom in membership. Since November, Cook said about 25 new people have joined. With only 125 members prior to opening round the clock, that was a big jump in members.

“All the feedback I’ve gotten from our members is that it is a major convenience that we are always open,” Cook said. “On Christmas Day, 10 to 15 people came in and worked out. The times where most gyms are closed, we’re still open.”

Making time to play

Keeping a wellness resolution for life isn’t just about finding the time, Kelly said. It’s also about having fun, or “playing,” as she called it.

That’s something the Richardsons have discovered. They’ve been dancing for a couple of years and Steve Richardson said the couple dances a minimum of six days a week.

“It’s low impact and heavy on cardio, but mostly it’s fun,” said Sarah Farley, who gave the Richardsons a lesson Friday. “It allows people to get away from thinking about exercise and instead focus on trying to find things that are enjoyable. Besides, how many married couples find time to look into each others’ eyes for an hour straight? There is an emotional connection.”

The American Council on Exercise, in its annual predictions of exercise trends, said the popularity of television shows like ABC’s “Dancing with the Stars” will continue to create a high demand for dance classes. That same trend can be seen in other adult activity classes that are gaining in popularity. Farley’s Ballroom, which Sarah and her husband, Phillip, own, has seen its number of clients double in the past year.

Classes that pair partners together, like dancing, are a growing trend because people want to do things with others, Kelly said.

“I think individuals will continue anything in life were they have enjoyment,” Kelly said. “We have to find some enjoyment and pleasure, and for many of us, it is doing things with others. But there is also the idea of commitment that comes from registering for a class. So we register, enroll or commit and that is the other method of maintaining a resolution.”

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Get the Book “How I took my Gym form 50 members to over 300 in less than 3 months, in exact detail”

how-to-start-a-gym-ebook-cover-in-red1

 

Shannon Cook is a fitness marketing consultant. Contact Shannon at shannoncook902@gmail.com

 

Why Gyms Fail part 2 of 2

Saturday, October 24th, 2015

Part 2 of the “Donald Trump” version of why gyms are failing or going out of business

Ok, if you missed part 1 go here to read it now so you know the ground work and where i’m coming from with my gym marketing mindset and what I see when I go into a gym business, and truthfully any business as far as the issues in this article go.

In the first article I covered INNOVATION and the first few main things to do to start your GYM MARKETING off with to be successful in the fitness business. Now, I’m going to cover Gym Cleanliness, hiring and firing gym employees, and tell you a true story about a gym owner who’s headed backwards and out of business because he refuses to listen and will never admit or own up to any issue his gym has.

I’m going to cover all these topics with one TRUE GYM STORY. The famous Psychologist and holocaust survivor Abraham Maslow said “When all you have is a Hammer, everything is a Nail”. Well, all I have is a hammer.

Here’s the story:

“THE WRITING ON THE GYM WALL”

I got into a huge argument with this gym owner and the following is the true story about what happened and why he is going out of business but still refuses to listen to his customers or his membership numbers

This guy bought a gym and I wanted to try it out because I love the gym business and I want to see what all other gyms do so I can learn more to share with you in my book and on this website.

It started out pretty good the first few weeks. Then the one employee the owner had started skimping on her duties and the owner didn’t say a word to her for months, until she took full advantage of him needing her so much he felt he couldn’t say anything at that point.

He thought she would come around on her own. The craziest part was he bought this gym and never bothered to learn any part of running it himself. I asked him one day what he’d do if she quit or died? He simply said “I’ll figure it out”. Talk about the Ostrich syndrome

What do you think happened? she quit about 3 months into it because the owner text her about her being late and taking off on short notice. Note, some talks you must have in person, not over text or email, unless the other person is crazy, then a text will do. (Also, she had good reason to quit by that point because the owner was trying to get her into bed). Either way, both were wrong but he’s lucky she didn’t sue him but she said she just wanted to leave and move on with her life, god would get him back for her. BOY IS HE!

The owner defiantly needed to have the talk with her because she was taking advantage of him. If you want to know how to have talks with anyone in your life including spouses, read Dale Carnegie’s book “How to win friends and influence people”. I have very productive talks now because of this book, most of the time!

Anyway, her quitting put him into a tail spin that he’s never recovered from because even though she was showing up late and taking off on short notice for dumb reasons, she actually was cleaning everyday and getting everything done, she just liked to show up in the fourth quarter with 2 seconds left and run it in. But she always scored a touchdown i must admit. I had employees just like her, the only difference is I now know how to have the hard conversations about being lazy, slipping into depression, or other factors that affect performance. we all get lazy and Blue at times and need Red Bull Energy Drink Like Words” to motivate us back to the real world.

Here’s where he messed up. He never hired anyone that would clean after that. He hired 3 people that came and went but he never directed them to clean or was a boss at all. He never gave them a cleaning list or even told them what to do. You have to lead by example, if you make a new hire, give them a list and lay out their responsibilities plainly when you hire them. SHOW THEM HOW TO DO IT AND WHERE EVERYTHING THEY NEED IS LOCATED so they cant have more excuses than a virgin on prom night when its not done.

This  gym is absolutely filthy now. It hasn’t been cleaned in 8 months, NO JOKE AT ALL. He’s lost around 100 members in 12 months, not just because of the cleanliness but that is a major cause.

Here’s the deal, break the cleaning down to one area every day so that everything is cleaned once a week at least. I’ve seen 5 local businesses go under in 3 months in my town, all because they were filthy. Unless you own a dive bar and the patrons are too drunk to tell that the bar looks like an ipad screen used by a DRUNK 4 year old who just ate a honey bun. clean your business or hire a cleaning company or work out a barter with a member to do it for a free membership, which is what I did many times.

Now to the EMPLOYEES part of this article

Hiring employees: throw out the resume when they sit down to interview. ask them questions like the following

BTW, I got this list from a club solutions magazine article. Here’s the link to the article to read for yourself.  If your not a subscriber I suggest you go to www.clubsolutionsmagazine.com and subscribe. also club industry magazine at www.clubindustry.com , subscription is free to most gyms

  • what are you reading right now, books, magazines, or listening to if its an audio book. I learned the most form this answer. Not that being 17 and not reading “think and grow rich” will not make them a great employee, but from my experiences it says a lot. It’s hard to lie with that type question.
  • what are you listening to, music wise. This might not be a big teller but it will give you insight. If its Marilyn Manson you may want to think twice though.
  • what are they most proud of in your life that you’ve accomplished, this is a difficult answer I admit, most young folks haven’t accomplished much but you never know, they may have grown up early and had to be the man of the house or help in a family business which can only help their management type skills for you.
  • what is the toughest time you’ve faced personally and how have you overcame it

When I owned a gym I had every new employee sign a contract stating what they are suppose to DO and NOT do and what they agreed would happen if they didn’t fulfill those duties. Then make them list daily or weekly for them to check off saying its been done or why it isn’t done (like, I couldn’t clean the treadmills because they were being used and i’ll do it tomorrow). If they don’t follow the contract, have a talk with them, even offer a second talk and go over the contract again, but then its time to tell them to load up and ease (in a nice way of course)

Sticket notes are my thing. I have them hanging everywhere in my truck and house and stuck in my billfold to remind me of stuff. All my employees use these daily to tell me what they need me to do. I have pink for “stuff to be done today”, orange for “needs done but not today”,  yellow for “future stuff”. The most important things to do get stuck to the edge of my computer screen (only one note though, but everything is listed on that note so I can have a check list).

Or you could do what I heard the other day which is to get two small boxes to put on your desk and lable one “DO TODAY”, the other “FUTURE”, and don’t leave until the stuff in the “DO TODAY” box is complete, that way you’ll not put too much in that box but make everything in that box count.

“WHEN YOU GO TO WORK, WORK, ACT LIKE IT’S THE DAY BEFORE YOUR GO ON VACATION”, the best advice i’ve gotten from any business book is that quote by Dan Kennedy in NO B.S. Time management for entrepreneurs

Time Vampires- employees will suck the most time with crap that anyone could ever take. Have a system for dealing with stuff your employees could take care of. Do like Conrad Hilton did, give every employee the authority to handle any issue up to a certain point. Conrad Hilton told his employees to do anything to satisfy a customer for up to $400 per customer because he knew the lifetime value of each was around $2000 each.

You’ll have to come up with a system for dealing with all normal issues that can be fixed by the employee if given a little authority and respect, which we all crave.

To learn everything about time vampires and how to kill them read the book by Dan Kennedy about managing and employees. Called No B.S. time management for entrepreneurs , its the best book I’ve ever found on dealing with employees and managing your time.

Talk to your employees. Ask them what they are hearing about your gym. I have found that all the complaints I ever got came through my employees. People will tell them if something is broken, needs cleaned, or they are fixing to quit for a stupid reason you can fix easily. You’d be surprised why people quit, and moving to a new gym is a big deal so something must have happened or be happening that they have probably ask to be helped up several times. If they see equipment not being repaired for months, nothing being cleaned and members getting sick and no one still cleaning. Here’s one thing i did once a week while members were there, we would spray everything with Lysol so people could see us doing it and smell it in the air. That took care of it not being clean in their mind.

How to have a serious talk with an employees-

First of all, just have the talk. You’ll have many sleepless nights trying to decide how and why and putting it off. The owner i’m talking about here waited months to do the deal only to get so mad he sent a mean text and the one person who knew how to run the gym quit, all because he couldn’t bring himself to have a talk with her long before about showing up.

When having a talk, always point out their good features first, then get into the main talk, then end with more good features and hope for their future. Most people take this news good because your not just saying “your fired” or “if you show up late again your fired”. You can say those things but always tell them something good before and after you do.

I’ve hired, fired, and had many talks with many employees in my businesses. This approach has worked beautifully the last few years, most of the time with the employee thanking me for bring the issue to light. Even Donald Trump tells the person what they did right and wrong before saying “your fired”.

Now for the GYM OWNERS section, and the mean part of this article

The owner I’m talking about in this story is probably the worst owner of any gym anywhere. He took a great fitness center from what I can deduce, dropped the prices in half, changed all the technology from state of the art to the cheapest stuff made (why I haven’t figured out yet besides maybe he didn’t want to learn the harder system, but a system that kept up with everything for him once entered), then quit marketing, and never tried to rehire anyone who could actually manage anything.

Ok, Here’s what happened in a short paragraph. He ran off the only employee he had worth having, was told many many times by customers about issues with machines, air conditioner, door access, cleanliness, music on stations that were extremely hard rock and cussing every other word (no joke), 10 of 19 lights in the gym were out and have been for 6 months, billed people in the middle of the month because he forgot on the first of month thereby causing many members to have overdrafts on their accounts which caused him to lose many members, tanning beds stayed caked with dust tanning lotion and haven’t been cleaned in 6 months and at least 5 bulbs are blown in each bed, and finally he quit marketing all together.

I knew he was in denial and a complete business idiot when I heard him telling a 50 year old woman one day that the reason she felt hot in the gym was because she was in menopause (when it was actually 86 degrees in the gym and the ac really was broken), and he wasn’t joking when he said it because he went to telling everyone she was crazy (she’s no longer there by the way). Every time someone complained about anything he would always tell the person it was their fault it was broken or they got billed twice in one month.

In short, he was a complete idiot. By idiot I mean he should never own any business.

I decide to tell him everything one day because I wanted to see his gym succeed. I really tried to tell him in the nicest way that he was losing his business. He didn’t want to admit to anything. He said he has never heard anyone say anything about the issues i brought up, to which I broke every issue down for him and said walk around and put your hands on these issues; the filthiness of the gym, the lights out, tanning bed bulbs out and needing taken apart and cleaned, equipment that has been broke for months, employees that are lazy, and most of all the total lack of marketing.

He couldn’t admit to having faults. (I’ve been guilty of this many times, but finally I did some soul searching and really examined my life just as the ancient philosopher Socrates recommended in his trial that led to his death. It took me sometimes months to see something that was so clear to others. Now when I think i’m in the darkness , I have learned to poke a hole in it and let the light in and choose to look from the outside)

He will end up losing his gym business because of this. Don’t be like this incompetent gym owner, ask your customers to honestly tell you what they think either by suggestion boxes or email, or just saying it. Then sit down and THINK ABOUT THEM, somethings you can’t  do anything about due to finances or space to do it. I had one customer who told me I needed to get him a special treadmill so the handles would be at his short height, but the treadmill cost $6,000 and he was only paying $20 a month and I really didn’t have the space anyway. Some things you just can do.

I grew my gym several times by asking for an honest analysis of my business and myself from friends, family, and customers.

You can either hear about your Gym Businesses short comings on a app like Yelp, websites like Google Reviews, or you can ask before it gets to that point and save your self a lot of grief and worry because those reviews will defiantly hurt your business.

These are simple steps you can take to revamp your gym and even gain members once they see your dedication to running your fitness center.

Learn my complete gym biography by getting the complete how to book about “How to open or convert your gym into a 24 hour Fitness Center and Market you Gym once open”

Questions or comments? email Shannon Cook at shannoncook902@gmail.com

Why Gyms fail and go under part 1 of 2

Wednesday, October 14th, 2015

Ok, here’s the “Donald Trump” version of why most Gyms fail

When it comes to these reasons why gym businesses are failing, most gym owners are in denial about everything. They get super mad when I tell them whats really going on. I try to be tactful, but not anymore, Marcu Lemonis on CNBC’s “The Profit” sealed the deal for me. I just have to tell the truth and let it sink in to the gym owner for days or even weeks sometimes. I’ve been there several times and almost went under also, so I had these same talks with myself believe me. But I did what it took to succeed by doing what i’m opening up about below.
  • “When your business get you to a place so dark you have to poke a hole in it to see out”, its time to ask for help
  • You’ve got to hunt down the problem like your looking for it in the daylight with a flash light.

 

  • The problem is most people are like the part of the Conway Twitty song, “He who won’t look is just as blind”. Most gym owners I deal with wont even look to find a problem because they are going to have to have some really difficult conversations with themselves first, then with those around them, and that’s really hard to do.

Here are the “going out of gym business sale” reasons:

  1. No innovation
  2. Getting Out Marketed (which is terrible to start with even with the biggest gyms)
  3. Uncleanliness
  4. Employees are untrained, wrong hires, or unmotivated (which is French for lazy)
  5. Owner is worn out and gives up from not having systems and processes in place.   (I think of these as a guide for my wife to run my business if I died today. She could walk in, open the owners manual or computer videos I made for every aspect of the business and continue on or sell the gym successfully)
Now let me break down every part to prove these are real issues in the fitness industry
  • Innovation: When I went from 120 members down to 50 I knew something was wrong. I had to offer something new and unique. I researched and went to other gyms in my town and out of town.
Then I sat down and ask myself which one I’d do with a very limited budget. By limited I mean $3000
I decide to boot strap a 24 hour gym access system and software because their were none in my town at the time.
I did everything myself except the install which needed an electrician. I ended up spending $3800 all together after I borrowed the $800
That was my one innovation to get started, later on I also automated my tanning beds so they were able to be accessed 24 hours by automation also. BTW, that was 7 years ago and as of yet no other gym in my town has done that with tanning because they cant figure it out for the insurance companies, and there are many 24 hour gyms now. They just don’t try to figure it out.
  • Gym Marketing: I got out marketed by a big gym opening close by. They didn’t even market was the crazy part. I got out marketed by not marketing.
  • I decided right after I Enacted the 24 hour access system and no one showed up to even glance at, that I had to let people know I was alive. Which meant learning how to market my 24 hour fitness center.
  • How? I went on a “how to market a gym” learning spree that has lasted 8 years now. I learned how to build a website, put an email form on the website and write marketing emails that gave great information out first of all then a call to action at the end of every email that got them to come in. Btw, it takes an average of 3 to 6 months after they start receiving the emails before they usually come in or call.
  • Video tour: Then came my video tour I put on YouTube then put on my website. This turned out to be the most valuable sales tool I ever used. It pre sold 95% of my prospects. I pretended the camera was a prospect walking up to the door and took the camera on the same tour the actual person would get. In this way everyone that visited my website got the tour and if we were not the gym they were looking for then we never wasted a second on them. But if they liked what they saw they’d come in, and when we started our sales pitch they’d stop us 95% of the time and say “I know how it works I saw the video, please take my money and sign me up”. Here’s the link to the very normal and cheesy video tour that you won’t believe actually saved my gym from 50 members to over 300 in less than 3 months. https://www.youtube.com/watch?v=5bA3bfNTNzg
  • Radio ads: then I write radio ads that lead the prospect to my website, sign up for the emails, and come in. Always, always, lead them to your website.
  • Then always lead them to sign up on your email form
  • then always include great email info, funny info, that leads them to your actual front door.
  • Then it’s up to you
“If you want to make people think your rich, wear penny loafers with a dime stuck in them”.
  Yes I love doing stand up comedy too, but its true about perception. Be charismatic, yes you can learn this art. Then listen, listen to what they want and need, then try to fill that need. If they need a program to go by, do as I did and make a program about how exactly to use the equipment in your gym and what pieces to use to work certain body parts, or even a basic diet program will go a long ways. Most importantly, when they say their name, burn it into your brain and repeat it several times to them during the conversation, the sweetest thing a person can hear or see is their own name, which is why we love to go to the mailbox even though we know there are bills in there.
I consider myself somewhat an expert now, but I did everything wrong to start with though. Like mark twain said “He who totes a cat by the tail learns something he can learn in no other way”
I’ve toted many cats by the tail, learning every aspect of how to open a 24 hour fitness center and converting mine into a fully automated gym. Then marketing my gym to three times the members, doubled my fees, and finally selling my gym for over 5 times what it cost to start.

Part 2 of the “Why gyms go out of business” will cover cleanliness, employees, and the owners themselves” and how you can change everything just as I did. Be warned though, this article will be very blunt about laziness, time vipers, thieves, and owners who shouldn’t own a gym and exactly why. It will be the Donald Trump portion

For the complete NO B.S. Guide to opening a 24 hour fitness center from scratch and hear the fitnessmarketing.tv podcast about the 24 hour system, go to www.how2ownagym.com to see his book where you’ll find much, much more detailed info of everything in this article.
Shannon cook is an author of “how to open and market a 24 hour fitness center” and former owner of temple gym in Tuscaloosa Alabama and owner of www.fitnessmarketing.tv
Shannon is a consultant to the fitness industry for opening a 24 hour gym and fitness center marketing. Get the book below to learn everything you can about how to open a 24 hour fitness center and market it once open.

Questions or comments? email Shannon Cook at shannoncook902@gmail.com

The best App I’ve found for fitness center’s to get gym prospects in your door

Thursday, May 14th, 2015

I do a lot of marketing for not only Gym’s but other businesses like my Maintenance business,a few restaurants, and a drywall company, the one App I’ve found that is the best that people actually use, like me, i use it all the time to find places around me. Its “YELP”.

YELP is an excellent app and it has a ton of potential customers using it. Two things to do, actually three.

1. Download and sign up for YELP, type in your business and add it to your account. you can then upload pictures, which I highly recommend, take many photos of your entrance and equipment and upload them. add business hours and website and phone number and your done.

2. Go to google business and add your business, you may have to have a google account too before adding your business. they will mail you a verification code in two weeks to complete it.

3. Go to BING and do the same as above, they will also mail you a verification code to complete and how to do it.

The other advantages of having Yelp, Google, and Bing, is that others can now add reviews to all three which puts you higher into the rankings. ask people that you know had a great experience at you business to leave reviews on at least one of the above.

Hopefully you run your business great and you wont get negative reviews, you cant please everyone, but if your good reviews outweigh the bad then you still in good shape. ask for good reviews. it has paid off greatly for the businesses I help.

To get my book “How to open a 24 hour Gym from scratch and Market it once open”, go to www.how2ownagym.com

Thanks, Shannon Cook

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questions or comments email shannoncook902@gmail.com