The riches are in the niches. Niche marketing is marketing to a sub-segment part of a larger segment: for example, specializing in one component or one segment of the health club industry. When you look at your health club as separate little businesses or profit centers, you will realize there are many different things that you have to offer the prospective member that can be packaged as a niche product that is attractive to a niche market.
Niche marketing is focusing on one or two of those areas and really being the expert in that field and being the very best at providing that health club product and/or health club service while focusing your marketing efforts on the demographics interested in that niche health club product and/or health club service.
The smaller group of prospective members that want this specific health club product and/or health club service is your niche market. An example of a niche product or service in the health club industry is the member willing to pay personal training. Another niche market is targeting the affluent prospective member who can afford to pay a higher dollar amount for an initiation fee and/or for a health club membership that provides niche services.
Niche markets are a wonderful way to increase revenue. One way of creating your own niche market is by doing a competitive overview of all of your competitors and find out what it is that they are doing and what it is that they are not doing.
You can conduct some little surveys within your own health club and find out what it is your members would love to see you do, what it is that you do well and what it is that they have never seen another health club do at all. Discover these golden nuggets and develop a new health club product or health club service to create your own niche market.
Keep in mind, to go after those prospective members who want that specific health club product and/or specific health club service, it takes a lot of research but never forget,” “the riches are in the niches”.
I say this because there is a lot of wealth in certain segments of the market. You just have to be creative to meet the prospective member’s needs, and if you are able to do that, you will be able to capture your desired niche market.
When you develop niche health club products and health club services, 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.