The definition of a “disruptive innovation” in the health club industry is an innovation that helps create a new market for health clubs with a value network not only for the health club but for the member as well, and eventually goes on to disrupt an existing market and value network (over a few years or decades), displacing an earlier ideology and/or paradigm. Disruptive innovation is a term used to describe innovations that improve a health club product or health club service in ways that the market does not expect, typically first by designing a health club product and/or health club service for a different set of consumers in a new market and later by making health club membership more affordable to the existing market.
“Affordable Health club membership does not mean discounting!” Affordable health club membership is taking your existing rates and presenting them in a more desirable light. Prospective member’s perception is their reality, and if they perceive the value of your health club less than you are asking for membership then you will always struggle when it comes to acquiring new members. But, you can re-build the prospective member’s perceived value of your health club and charge as much as you feel is a fair price for the value your club delivers if you have the courage to step out of your comfort zone and re-think your business model.
The key component to “disruptive innovation” is to create a “new” health club product and/or health club service for a “new” market. This is exactly what MMC® does and has been developing and refining since 1989. We custom design, no-risk/self-funding health club marketing campaigns to acquire “new” members (not recycle existing members) by innovating health club products and/or health club services for a “new” market. Why is it referred to as “disruptive innovation”, because anything that disrupts the old “business as usual” is always looked at as disruptive. But sometimes, “disruption” is exactly what a health club needs, especially when you are hemorrhaging memberships and revenue.
If you are sick of losing memberships and revenue, then maybe you need to think outside the box and shake some things up at your health club. If you have been doing the same things over and over expecting a different result…maybe it’s time for some disruptive innovation.
MMC®, is a performance-based, data-driven health club marketing company that hits ‘em straight.
Thank you for partnering with MMC® today in growing your health club and your health and fitness career.