Blog 126: Health Club Marketing Norms

These are the unwritten rules of behavior that are part of the ideology of the health club industry. Norms in the health club industry tend to reflect the values of the health club business industry as a whole and specify those actions (usually unspoken) that are considered to be proper and those that are considered to be inappropriate.

In some cases, the health club industry leaders will give recognition to those health clubs for their adherence and shun (punish) those health clubs for non-conformity.

The challenge with norms in the health club industry is that health clubs are not equal; there are high-end health clubs and there are low-end health clubs and there are numerous health clubs that are in the middle.

Fees, just as training fees, vary so much it is virtually impossible to set a standard or set the norm for growing a business when it comes to health clubs. All health clubs are not equal and they can’t follow a certain norm. Each health club is completely unique and when it comes to marketing a health club, there are no norms that you have to adhere to other than that of a good moral compass.

You have to take in consideration your competitors, what your market have to say about your health club products and health club services, etc. Keep in mind that everything is based on the market but ye, a lot of times you will observe developers building beautiful health clubs in the middle of a low-income area and then be upset when they can’t market to the high-end prospective member.

Well, this is logical, if you want to market to the high-end prospective member, then you need to put your health club in a high-end area. Most prospective members who can afford a high-end health club membership will want to train in an area where they are accustomed to. Prospective members do not want to drive into the bad part of town to train and pay higher training fees as if they were training on the nicer side of town.

Learn how to market your health club where you are going to be profitable, where you are going to have a successful business and this does not mean to discount and lower your membership fees. It means do the research; find out what your health club can command then set your pricing structure accordingly.

There are no norms when it comes to health club marketing, you just have to present your product based on what your market will pay. The norms of the health club industry are providing great service, being ethical, being responsible, etc. These are norms you can always adhere to; but the norms of health club marketing can be thrown out the window because every health club needs a customized health club marketing strategy.

There are no “norms” when it comes to health club marketing, when you learn this fact, 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.