How to Compete With Large Gym Franchises
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By Sal | March 2, 2011
Successful entrepreneurs aren't afraid of competition and there isn't a business more competitive than the gym business. "Big box" fitness facilities can make life miserable for local full-service gym owners, but these large franchise gyms can be a personal training studio's best friends.
A top-level personal trainer/strength coach can build a successful business where gym superstores dominate the landscape and can compete with full-service facilities on the basis of superior knowledge, expertise and service. Don't compete with a publicly owned/franchised, 40,000 square foot, multi-million dollar operation on the basis of facilities and variety of services.
For the past 20 years I've co-owned and operated a personal training-only gym in an area that has at least 10 full service gyms, including several monster-sized national franchises. I've learned there are plenty of people for whom size doesn't matter and who prefer exercising in a private, personal setting with a handful of other people.
The "big box" gym's obvious attributes - the size, scope and popularity of their facility - can be a liability.
Don't talk down full-service gyms. As a matter of fact, speak highly of them. They have tons of equipment and people, and have a huge parking lot. "They are so popular they are crowded most of the time, especially during peak hours," I tell prospects. Then I mention that we never have more than 6 people exercising at one time in our 5,000 square foot gym.
In central New Jersey crowds of people, full parking lots and annoying traffic are a way of life. I offer people the chance to get away from this condition for their workouts. You can provide this unique service, as well.
If you own a personal training gym join a local "big box" gym and when you workout watch, and listen to, what their training staff does. Find out the certifications their staff is required to hold, ask if the staff is drug tested, get the rate schedule, ask about the over-arching training philosophy - find out as much as you can. What you glean from this experience will improve your message and help you attract the best personal training clients.
You aren't trying to attract clients from the full-service facility, but learning how to differentiate your service from the "big box" gym. As a result, you will be better able to recognize and serve the clients who are looking for what you have to offer.
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Topics: Personal Trainer Coaching, Pricing, Sales and Marketing, Training Education, Training Philosophy, Workouts | No Comments »
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