As health club marketers, we must be able to target many different social classes. We want to stay away from the lower end of the scale but we want to have a health club marketing strategy designed for middle-class, upper middle class and the wealthy and elite prospects in the community. The reason why we must have a strategy design for all of the different classes we are targeting is because there are so many different classes and they have different needs.
One of the things that most health club owners fail to realize is, your geographic area dictates most of your possible targets. You must always take in consideration the elite members, members from far away and other criteria similar to that where members are willing to travel to come to your health club. But in general, you really have to look at your local market and take the percentages of the social classes, e.g., different income and educational levels. You must be able to understand your demographics but you can’t just pick and choose the prospective members you want to target based on one social class, unless, you have enough prospective members who are in that social class that can carry your business. You can’t just say, you want to go after the prospective members with this specific income level only or within that specific age bracket only, because in most scenarios, that percentage is so small. No matter what number you choose, the percentage is not going to be large enough to pay the bills and give you a return on your investment.
If you are smart, you will take an assessment of your health club and set aside your prime times when members normally want to train and are willing to pay a premium for those prime times. If you have a lot of elite members, that is great and you can have that revenue as icing on the cake because you can command a higher price from these wealthy and elite classes during those times of the day or days of the week.
Think of some of the other times that you can attract the different classes and put together a health club marketing campaign by creating several different offers for different classes. This way, when you are pulling your demographics, you can separate them into different classes easily.
When you learn how to market your health club to the different social classes, you will learn how to 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.