Just because a higher price may mean that prospective members perceive your health club products and/or health club business more favorably, it doesn’t mean they will buy it. And since success is based on sales, this approach is still considered a failure if you cannot get people in the door through your health club marketing endeavors at a higher price point.
Health club members are always looking for a bargain, and in today’s world of information, it is so easy to jump on the internet and look for the best deals, e.g., health club memberships. Depending on what the health club member is looking for determines whether or not you earn his/her business including renewal fees, health club membership revenue, revenue on juice bars, food and beverage revenue, guest fees, personal training revenue, etc.
We must be reminded that only 11% of health and fitness conscientious consumers are loyal health club members and are willing to commit to a traditional health club membership. With that said, there is also the primary market willing to part with their hard-earned capital to have the privilege of being a member of a health club that is perceived favorably because of a higher price point. This is not to say some of the 11% (health club members) will not be prospects for your high-end health club; but they should not be considered likely as prospective health club members or loyal members unless the draw is as much social and prestige, as it is, health and fitness.
The majority of health club members/prospective members today have so much inventory to choose from, it is challenging to get them to commit their loyalty to a single health club. The best answer to this dilemma is to start with health club market research, local market research, health club industry research, an in-depth competitive overview of your local health clubs, and then coming up with an attractive offer to get members into your health club and being professionally trained on how to lock-up the relationship during their first visit since you more than likely will not get a second chance.
The bottom line is if you value your health club at X and the public values it at Y, you might want to see if it is ego driving your pricing structure or the market.
Incorporate higher price point offers creatively into your health club marketing campaigns 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.