Blog 216: Conversion Rates and Health Club Marketing

When I am consulting with health club owners, they hear me talk a lot about numbers and how the numbers will tell us everything we need to know. This is because numbers will tell you the truth about what is going on within your business. I have not always been a numbers guy. I originally was very much a true salesperson/marketer because I just love the idea of engaging the prospective member and getting them excited about the health club product and/or health club service I am representing. But as the years have passed, I have noticed myself coming to the realization that running a business truly is behind-the-scenes and a numbers game. By learning the conversion rate in many areas of your health club, you will begin to increase the revenue in all of your profit centers.

One of the tools we have on MMC®’s website is a free download (https://www.healthclubmarketingmmc.com/health-club-marketing-free-download-registration/). In this free download, you will find a couple of forms, one being an information call sheet and another is a tour sheet. These forms were designed to accomplish many things to help you lock-up the relationship with the prospective member as the desired end result.

One of the things it also gives you is an accounting track record. To give you an idea of a good reason for knowing the conversion rates relative to revenue, let us use the information calls as an example. When someone calls the health club and wants information on health club membership or on tournament or anything else, you should gather every caller’s contact information then at the end of the day, the week or end of the month, you should be able to come up with a conversion rate of how many of those calls were converted into sales.

Why is this important? It is important because it helps you understand where you are dropping the ball or scoring when it comes to growing your health club. Another thing is, when people visit the health club there should be a system set up where the prospective members register every time they come into your health club so you know who are the potential new members of your health club.

By learning how to use and analyze conversion rates, you will begin to increase revenue and traffic therefore you will grow your health club and your health and fitness career.

For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.