Here are the top ten things customers look for when looking for a local Health Facility.
It is going to be essential that the location of your gym is convenient to your customer or they are going to fall off the bandwagon before you know it.
After a long day of work they are not going to want to spend a good hour fighting traffic, another hour working out and then another half an hour driving home. They wouldn’t get back until 10 at night! Instead, customers choose a gym that is on their way home. They will be much less likely to skip it and will feel guilty if they just drive by.
2. Membership Cost
For those who are concerned about finances, the membership cost of your gym is going to be a prime decision-making factor. Gym memberships can vary in cost depending on what type of plan you go on (length of term, type of usage – student or otherwise) and depending on if it is a more exclusive type of club. Choose your membership costs wisely, get to know the location of your gym and see what the majority of potential customers can afford.
3. Membership Demographic
Another factor customers consider is the membership demographic. Some women will prefer going to an all-ladies gym. They do not like the feeling that males are watching them while they workout. For others, a mixed gym is the perfect solution because part of the reason they go there is to socialize and perhaps even meet a potential partner. Whatever the customers needs, try to have a variety of options for your members.
4. Extra Services
Members will want to ask if the gym offers any extra services along with their membership or at an additional cost. For mothers, a daycare service could very well be the thing that sells the membership. If they do not have the money to afford both a membership and a babysitter, the gym that offers this to them is going to win out.
Other services could include massage, physiotherapy and nutritional consultation. All of which can add value to your customers membership.
Always be sure to check the demand of hours of operation of your gym. If you have many early morning exercisers you will want to be sure your gym is open at the time they wish to go. Additionally they will ask about your holiday policies. Many people enjoy working out on the holidays because it is a relaxed day for them when they can really get in a good workout.
6. Personal Trainers
Make sure your gym offers highly qualified personal trainers. Far too often gyms will hire personal trainers more for their sales abilities than their actual knowledge about health and fitness. Having busy personal trainers means higher commission for your gym and will help keep customers coming in your doors.
7. Group Fitness Classes
Offer a variety of group fitness classes scheduled at your gym so you can spark an interest from a variety of customers. Often when their motivation is lacking to do yet another session on the treadmill, a cardio kickboxing class can be just the thing they need to get into the gym that day for their workout.
One very important factor you want to focus on is the cleanliness of the gym. Customers do not want to be working out on equipment that is not clean as gyms are a place where germs are aplenty. Make sure you have towels and spray bottles in various places around the gym to clean up after their workouts and also focus on the bathrooms and change rooms to make sure they are up to standards.
9. Type/Quality Of Equipment
Looking at the type and quality of the equipment offered in the gym is another thing customers are aware of. If you find your members doing a lot of cardio training as part of their workouts you will want to be sure there are ample machines available. Nothing is more frustrating for a customer than getting to the gym after work to find out that there is not a single machine in sight available for you to use.
Give an option and offer a sign-up list where they can write their name and time down to reserve a machine. This is a great solution that many gyms have now come up with to make sure their members can get their workouts in.
Similarly with weight training, if customers are crowded around waiting for more free weights than machines make sure you have plenty of dumbbells to cater to a busy time of the day. If they are looking for a pair of 20 pounders and you only have one set, your customers will get discouraged and upset.
10. Cancellation Policy
Finally set up a great cancellation policy. If a member signs up for a 3 year membership and then ends up moving after a year due to work, what is going to happen? It will be a bad situation if you offer no refund or transfer membership. Remember these customers have many friends in your local area, do you want good reviews around your brand or bad reviews that turn off potential customers.
Some gyms are good about this and some are not so you will have to weigh the likelihood of your cancelling among other things that are discussed above when making your decision.
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