Spring Cleaning Part 2: Gym Marketing & Finance Tips

In Part 1 of our spring cleaning series, we covered member retention. But, if member retention is the kitchen, then we’ve got the entry way and office to spruce up as well. Here are some quick gym marketing and finance tips to get you started.

Marketing (The Entry) 

If you are using your website and social media to gain new prospects, it’s worthwhile to take a trip to those places as if you were a prospect. Is your site telling the story to a prospect the way you would like it to? Is it clear how they can sign-up or drop in to find out more?

If the actions you want prospects to take aren’t clear, make them clear with simple and clear call-to-actions. Embedding lead capture forms and your calendar into your website are easy and clear ways for prospects to take action.

Learn what business owners in your industry are doing to be successful in our Benchmark Reports.

It’s also important to take a look at your website as if you were investigating the site of a competitor. Take note of what you do well, what is repetitive, and where you need improvement. A few questions to ask yourself when you are reviewing your website are:

1. Do you call out your differentiators?

   If there are things you do different and better than your competitors, make sure you highlight them on your website.

2. Do the images and graphics represent your brand in a strong and engaging way?

   Your website may be a prospect’s first interaction with your business. Make sure the layout and imagery give a great first impression.

Finances (The Office)

This section may be painful, but it’s necessary. Keeping your finances squeaky-clean can help with cash flow, alleviate fitful sleep, and make for a grateful accountant. Start the process with these four finance tips.

1. Use Autopay

   The more members you have on autopay, the better. This means no hunting down membership payments or creating systems of reminders, invoices, alerts, and past-due notices just to manage your billing. If a member has a contract or membership that automatically renews each month, take advantage of the autopay feature in Zen Planner. If your members aren’t on autopay, make it a goal to move over a few every month. Before you know it, your percentage utilization will be something to brag about.

2. Reconcile and Audit Past-Due Bills

   There are countless reasons that a past-due bill might exist, but take a look at the pesky “Past-Due Bills” report that should be located on your Dashboard in Zen Planner. There may be some filtering that needs to happen, but this is a good place to start. There’s gold in them hills!

3. Review Your Discounts 

   For years now, we’ve seen the most successful businesses use discounts sparingly. These businesses are committed to the value of their services and products and can communicate that value to potential leads. When they do discount, they have strict guidelines and don’t discount too much.

4. Freshen Up Your Retail 

   Spring is also a great time to turn over inventory in preparation for summer. If you sell retail items at your facility, look over inventory reports to see how specific products have been selling. Consider restocking the hot items and phasing out the laggards. You could even offer a sale on those slow-moving items to make space for items you know will sell well.

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