I know I previously blogged on this topic but its such an important topic I don't see why we can't look at it again. It's surely a great thing that each of us has our own likes and dislikes and the things that we feel are important to us are also varied. Variety is the spice of life, right?? Sure. However, all this spiciness is what makes it difficult for companies to attract our attention. There are so many "groups" of consumers. What businesses need to do (and this includes fitness clubs) is to determine the market (aka: consumer group) to whom they want to target their services/products.
Lets take a simple product like books, for example:
Most cities and towns have at least one used book store. Although anyone is free to walk in to these stores and purchase books, its fair to say that very likely the majority of customers who frequent used book stores are; students, seniors, customers on a low or fixed income and a few environmentally conscious persons.
Next you have small privately owned bookstores, some of which do offer used product but for the most part sell new books and related items. These types of stores often appeal to people like me, who prefer to spend money at locally owned businesses to support the local economy. Other reasons to shop here would be that the customers don't like big box stores, they know the owner or someone in his family or peer group, or they prefer the shopping experience of being in a small shop, where often you receive a higher standard of customer service and attention.
Finally you have your big box stores. The franchises which look the same no matter if the store is on the east or west coast. Just as they offer a generalized overview of books and other related products they similarly appeal to the generalized consumer, one of the masses. I have purchased books at a big box store. Pricing and location being the two reasons. If I had more time to make my purchases, I would have gone to a locally-owned store.
So just as book sellers cater to different markets, so should fitness clubs. You can't be everything to everyone. Its impossible!! My club, Century Fitness has the key things that I wanted in my fitness club;
1) CLEAN CLEAN CLEAN facilities
2)
Fully operational equipment and changeroom facilities
3)
Open early or 24 hours
4)
Nice, clean, quiet boxing studio
5)
Quiet area with padded floor for cool-down stretching
6)
Staff available in the main gym to assist with questions about equipment,
exercises etc
7)
Comfortable facility temperature and ventilation system
Someone whose opinion I greatly respect made a comment about my gym and what they disliked. They said that they felt the equipment was old and not in the best working order and that they had trouble finding paper towels sometimes. He prefers the gym he is a member of because the equipment is "state-of-the-art" (his words) and in better condition.
Personally, I am okay with older equipment, as long as it is kept in excellent working order. It would be nice to see one or two new machines introduced on a regular basis. The advantage to this would be that it would create a "buzz" among the members. They would be anxious to try it out; and more likely to talk to their peers about their gym and the new equipment. When clients talk about their gym in a positive way, it can easily generate new clients simply by the excitement and enthusiasm expressed.
Companies like McDonalds and Tim Hortons do this. They have their standard fare; and then they offer new stuff, usually every 3-6 months. This new stuff is to generate a "buzz", get people talking. And if they are talking about your business or product, other people will hear about it and it will generate more sales.
So this month, I am going to put up another poll and this one will focus on finding out what you feel are the most important features you want in your fitness club. Please vote, your opinion counts. We want to tell fitness club owners what we want, so they will hear us and respond to our wish list.
Until next time...don't sweat the small stuff!
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