Blog 13: Health Club Marketing and Branding

When speaking with GM’s, Owners and Health Club Professionals one of the first issues they raise with doing any health club marketing campaigns is they are concerned with tarnishing their brand.

After we get into our research, we tend to find most health clubs have been tarnishing their brand daily without ever being aware of it. They are doing this by offering discounted health club memberships.

When a health club is constantly going out into the market with discounted memberships, they are in essence telling the market that their health club is valued lower than that of their rack rates.

Basically, health clubs are saying we will never lower our rates…except when we can’t get anyone to buy a membership at our health club for our posted rates. This health club marketing disaster kills your brand.

MMC® does the complete opposite. We have a “CASH PROMOTION” that is designed to go into your market and raise as much cash as possible for your health club within 45 days; all with absolutely no downside for the health club. Then we recommend you to launch our EFT (Monthly Receivables) health club marketing campaign, where, the cost of the EFT health club membership now is more than double the cost of the cash membership i.e. building the perceived value in the market.

At this point we have surpassed (3) three major milestones.

1) We have raised enough cash to professionally market and grow the health club for the entire year.

2) We have raised the awareness of the brand and built the perceived value of the health club in the market.

3) We have secured a monthly revenue stream for the health club for the next (2) two years.

Our third promotion is our ELITE/AMBASSADOR health club membership. This health club membership is priced for the health club member with a price point relative to the value of a platinum health club membership. This health club marketing only targets the elite consumer with expendable income.

MMC®’s business model is set up to continuously increase the perceived value of the health club. The only value your health club has is that which the market perceives it to have…perception is the prospective member’s reality.

Incorporate health club branding into your health club marketing campaigns and 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.