- Core Members
- Casual (Non-committed) health enthusiasts
- Deconditioned Segment
Core members – Core members are health and fitness conscientious who train at least two to three times per week. Most core members have built relationships with other members over a period of many years and are less likely to shop for the best deals when selecting a home club. Core members know they are going to “beat the system” anyway by the sheer number of visits they will train each year.
Casual (Non-committed) segment – Casual (non-committed) segment are those who train two to three times per month. These customers are non-committed and will train wherever they get the best “deal”. These customers on average are training where their buddies train and have very little knowledge about the ins-and-outs of the health club business. Internet, newspaper, radio will grab the attention of a few casual (non-committed) health enthusiasts but direct mail is by far the most successful media to get these customers to commit to a membership.
Deconditioned segment – Deconditioned market are those “customers” who have shown an interest in health and fitness through their buying habits e.g., a few training sessions, apparel purchase, subscriptions. This group trains less than 5 times a year and some have never visited a health club. The very best medium to use to capture this market is direct mail.
If you take “core” members and the “casual (non-committed)” segment out of the market and fail to capture the “deconditioned” market you will commit financial suicide!
Core members know the ins-and-outs of spending the least amount of money while getting the most value. The “casual (non-committed) customers” will be members who will want to work out during primetimes (Monday to Thursday evenings) just as your core members and these new “casual” members will also do everything they can to “beat the system”.
You need to cultivate relationships with the deconditioned market who will be more conscientious of their image as well as the rules and regulations because they are new. Because they are image conscientious they will be more apt to spend revenue in your profit centers to fit in. Also, the deconditioned market will be more receptive to work out during slow times and slow seasons.
Besides, if for no other reason, you must capture EVERY prospective member possible in your market because… Every prospective member you remove from the marketplace is one (plus 3, including his/her 3 buddies) less member(s) your competitor can lock-up a relationship with.
If you are not a seasoned health club marketing professional specializing in capturing the deconditioned market, call the experts/innovators today!
Thank you for partnering with MMC® today in growing your health club and your health and fitness career.