Range is the maximum distance a prospective member is ordinarily willing to travel to train at a health club or to purchase health club products and/or health club services.
Range is a subject I speak on frequently. I do this because most health club marketers and health club owners fail to realize that it is difficult to achieve success beyond a certain range of your health club. The average health club draws from about a 5-12 mile radius around their health club. If you have chosen to build a health club in an undesirable area, you must be willing to market and draw from that same area.
The range varies from club to club, but not drastically. I always hear health club marketers saying they are going to target a geographical area that is outside of the range of their health club because the demographics are better in that area. But what they are failing to understand about the human psyche is the invisible barriers that keep prospective members from crossing over into certain areas.
If a prospective member can afford a higher end health club membership, the odds are they are going to spend their health and fitness dollars in an area more suitable to their home. But if they do not have a health club available for them and you are the only health club in town within the range of their home, then you have a chance of acquiring them as a member of your health club. You must face the fact that the range for the average health club is no more than 5 miles.
If you learn to market, develop and engage the prospective members within your range 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.