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Blog 157: Health Club Marketing: Unsought Products

Offering unsought products is one of my absolute favourite techniques to lock-up relationships but yet I very seldom ever see health clubs capitalize on the potential of this concept. An example of an unsought product is a first visit incentive. This is when a prospective member comes into the health club and you are presenting the membership and offering them a discount on their initiation fee or some other form of monetary motivation for them to make a commitment today. I know we don’t want to discount health club fees and I know discounting is a four-letter word in the health club industry. But we are using the accepted word…incentive, in terms of financial motivation to get the prospective member started. It is so easy to explain this to the prospective member so they understand why you are giving him/her an unsought product.

By the way, “product” is a little stretch of imagination but since we are using the term unsought products and it applies to this scenario, we will use it just to stay consistent with the topic.

The average prospective member considers joining a health club membership for one, two, and sometimes even three years before ever stepping foot inside of a health club. But because they feel like they can’t afford the membership or for any other numerous reasons, we want to offer them a first visit incentive, e.g., taking 50% off of the regular initiation fee if they join today. This is a great way to get the prospective member to make a purchase decision on their first visit.

Another example would be, giving out free protein bars, free health club passes, etc. to bring the prospective member in the door. Then when the prospective member comes into the club to claim their freebies, it gives you the chance to offer him/her 50% off of the original initiation fee if they make the purchase today.

Lock-up relationships today and get your prospective member to commit their loyalty to your health club by learning how to use unsought products creatively 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.