Standing out in a crowd may not be the goal of most individuals, but in the realm of business, it is the goal. The ability to make your business stand out amongst a sea of competitors can often prove frustrating. However, if you truly want your business to survive and thrive you need to be able to articulate what makes your business unique to potential customers. How do you do that?
There is a variety of ways to differentiate your business. Here are just a few suggestions to explore:
Start by looking at your products and services. Do you offer a unique product or service that your competitors do not? Differentiating yourself in the fitness industry can sometimes prove challenging, given the multitude of approaches and products out there, but it is definitely not impossible. Also, think in terms of the experience you bring, or any areas you may specialize in that others may not.
Carve Out a Niche. We can’t be all things to all people, and trying to, can often sink a business. If you are especially successful in working with one or two particular client segments, and have generated great results, then think about specializing in those areas with that client demographic. Often, you can create your own niche by looking for holes in the products and/or service offerings of your competition. Have they failed to address a specific problem? If they have, find the solution and then use your competition to point out the differences.
Make an offer they can’t refuse. Another great way to differentiate yourself is to put out an offer that may garner you a little notoriety. For example, offer a money-back guarantee or the first month of membership free. While making an offer customers can’t refuse is a great way to differentiate yourself, be sure that you deliver what you promise. If not, this unique approach will prove useless and could irreparably harm your good reputation.
Offer outstanding customer service. The fitness industry is a very customer-service oriented industry, but unfortunately, many businesses often overlook this important selling feature. Outstanding customer services – the kind where you go above and beyond for your clients – will generally provide the best word of mouth advertising you will ever encounter. If you can give your customers more than you promise, more than they expect, then you definitely have a unique way of standing out from your competitors.
Once you have pinpointed what makes you stand out from the crowd, you will need to communicate that difference to your customers. Be sure to that all of your advertising and promotion efforts clearly communicate this to your intended audience, and more importantly, be sure that you remain consistent and committed to that message. Keep in mind that you are building a brand, and it will take time. If you wonder off point or head in another direction, thinking the approach isn’t working, when all it needed was time, you may potentially harm your business.
Thursday, December 2, 2010
Monday, October 25, 2010
Curse or Blessing?
It is funny how the slow season for most fitness businesses begins around Halloween. It does seem sort of fitting. This is the beginning of the holiday season where most turn their attentions to how they are going to handle the stresses of the upcoming holidays. Although we as fitness professionals know that exercise is the #1 choice to deal with stress, many find trying to find to exercise as an added stressor. Often times cutting back on their fitness routine is at the top of the list of things to cut whether it is because they won’t make the time or they want to divert funding to the holidays.
Honestly, I think we all have been there and for some still may be there now. But as business owners do you look at this as a curse or a blessing? In the earlier stages of my career the holidays were not something I looked forward too. For me it meant a financial strain. It left me scrambling to find ways to survive on less funding because of clients cutting back and/or leaving for the holidays. I found the more I focused on the fact that clients were cutting back the worse it got. One year I think I ended up on training 10 session in the month of December… it felt like someone pulled the plug out. You know I really felt cursed. I made a commitment then it there that I needed to make a change. I certainly did not want that to happen again, EVER!
The next year as I came into the slow season I was determined to try something different. I recruited heavily in the months of August, September and October so that I could maintain my income. Then I realized I was still going to have some extra time on my hands so I focused on furthering my education and knowledge. I used this time to study/take additional certifications, increase my business knowledge and refocus my energies. I also, took time to enjoy the holidays. It has never been in my nature to work 15+ hour days, but I most certainly work every day of year. So taking time off to enjoy the holidays was a huge step.
Here was the interesting thing. From that year forward the so called slow season was never slow again.
Today I learned that I client I have trained for the past two years dug themselves quite a financial hole and needs to stop for a few months. I will tell you on a personal level this amounts to a $400+ loss per month. But because I have done my recruiting and focused on additional revenue streams this is not a situation that I am stressing. We have two Twist Conditioning workshops coming in November. The licensing program is closing 2-3 new owners over the next few months and we have a host of new projects we are working.
Now don’t get me wrong, I never like to lose a client before they have hit all of their fitness and health related goals, but there comes a time where we have to fly solo and not be dependant on any one thing.
Honestly, I think we all have been there and for some still may be there now. But as business owners do you look at this as a curse or a blessing? In the earlier stages of my career the holidays were not something I looked forward too. For me it meant a financial strain. It left me scrambling to find ways to survive on less funding because of clients cutting back and/or leaving for the holidays. I found the more I focused on the fact that clients were cutting back the worse it got. One year I think I ended up on training 10 session in the month of December… it felt like someone pulled the plug out. You know I really felt cursed. I made a commitment then it there that I needed to make a change. I certainly did not want that to happen again, EVER!
The next year as I came into the slow season I was determined to try something different. I recruited heavily in the months of August, September and October so that I could maintain my income. Then I realized I was still going to have some extra time on my hands so I focused on furthering my education and knowledge. I used this time to study/take additional certifications, increase my business knowledge and refocus my energies. I also, took time to enjoy the holidays. It has never been in my nature to work 15+ hour days, but I most certainly work every day of year. So taking time off to enjoy the holidays was a huge step.
Here was the interesting thing. From that year forward the so called slow season was never slow again.
Today I learned that I client I have trained for the past two years dug themselves quite a financial hole and needs to stop for a few months. I will tell you on a personal level this amounts to a $400+ loss per month. But because I have done my recruiting and focused on additional revenue streams this is not a situation that I am stressing. We have two Twist Conditioning workshops coming in November. The licensing program is closing 2-3 new owners over the next few months and we have a host of new projects we are working.
Now don’t get me wrong, I never like to lose a client before they have hit all of their fitness and health related goals, but there comes a time where we have to fly solo and not be dependant on any one thing.
Thursday, September 30, 2010
8th Annual Fitness Business Conference
We have all returned safely from our 8th Annual Fitness Conference held in Las Vegas, NV at the Flamingo Hotel. This year's event was our best yet (yes, we say that after every year, because that's because every year it gets bigger and better). Our guest presenter were top notch:
With this arsenal of new and in some cases repackage information the light bulbs where going off. When I had the chance to get up in front of the room I could see the light bulb above eveyones head. I was truely excited.
I had the privilage of giving the last presentation of the conference. My topic "Success VS Failure Mode" although not lacking in confidence I am a humble man and I am often not one to brag, but in this case I received a great response. What I expressed during this presentation was this, it is simply not good enough to come and learn: to be successful you must take action, you must take what you learn and apply it!
If you would like to view the power point slides click here
- Peter Twist http://www.twistconditioning.com/
- Scott Colby http://www.theabsexpert.com/
- Kathleen Maier http://www.onlywomentfitness.com/
- Cheryl Westerman http://www.sculptmovesfitness.com/
- Parker Johnson http://www.motionfitness.com/
- And special guest Tracy Yukich, from season 8 of the Biggest Loser
- KFit- Kettlebell Training http://www.rangeoffitness.com/
- Twist Conditioning http://www.twistconditioning.com/
- Bender Academy of Training http://www.bendertraining.com/
With this arsenal of new and in some cases repackage information the light bulbs where going off. When I had the chance to get up in front of the room I could see the light bulb above eveyones head. I was truely excited.
I had the privilage of giving the last presentation of the conference. My topic "Success VS Failure Mode" although not lacking in confidence I am a humble man and I am often not one to brag, but in this case I received a great response. What I expressed during this presentation was this, it is simply not good enough to come and learn: to be successful you must take action, you must take what you learn and apply it!
If you would like to view the power point slides click here
Monday, August 2, 2010
Why You Should Watch for Business Events to Attend in Your Industry
Are you typically the first to know or the last to find out what is going on around you? When it comes to running your business, you had better be the first to find out everything. Keeping an eagle-eye out for business events to attend in your industry gives you the chance to network, hear the latest news, see the latest technologies, improve your business knowledge, and write off a fun trip, too!
Watch for business events to attend in your industry that offer opportunities for; improving your business knowledge. Current standards and practices can change in the blink of an eye, especially in businesses like fitness and health where new research is constantly being unveiled. Attending big conferences allows you to soak up a load of useful information in a relatively short period of time.
Plus, while you are there, you will form new friendships and partnerships with others in your industry. Be on the alert for business events to attend that meet your networking needs. Never knock networking. The alliances and friendships you form at weekend retreats can last a lifetime, and one day you might need a favor.
If “last-to-know-Larry” is your nick-name, then you definitely need to be on the alert for business events to attend. Reading articles and getting newsletters in the mail about new equipment or ideas is like trying to peer through a dirty window compared to going to a large conference where you can see it all clearly for yourself.
You want to attend a bigger event versus a smaller, more local one, because you won’t find as much local competition there. You’ll be more outside your comfort zone, but that’s a good thing because you’ll see fresh faces with fresh ideas.
You will get to rub shoulders with big names in your business, attending their lectures or even talking personally with major movers and shakers. You will get to touch and feel new products and technologies, some of which may not even be on the market yet. Most importantly, you will be able to absorb new ideas that will refresh your perspective, and you can’t put a price on any of that.
What’s more, it might not really cost you anything. What you’re looking for is big business events to attend that you can write off as an expense. Keep it legal, of course, but talk to your accountant and find out how you can turn a learning experience into a relaxing time away.
If you find a business event to attend that turns out awesome and more than meets your expectations, then when it’s over you will walk away from it feeling uplifted and enlightened. Your successful networking will enable you to claim new contacts, and you’ll feel safe in your updated knowledge of your field of expertise. You will feel energized from a tax-free time away and all the good food, good friends, and good fun. You’ll also have information to share with your business team, and you’ll be anxious to bring it all home and make your business better.
Watch for business events to attend in your industry that offer opportunities for; improving your business knowledge. Current standards and practices can change in the blink of an eye, especially in businesses like fitness and health where new research is constantly being unveiled. Attending big conferences allows you to soak up a load of useful information in a relatively short period of time.
Plus, while you are there, you will form new friendships and partnerships with others in your industry. Be on the alert for business events to attend that meet your networking needs. Never knock networking. The alliances and friendships you form at weekend retreats can last a lifetime, and one day you might need a favor.
If “last-to-know-Larry” is your nick-name, then you definitely need to be on the alert for business events to attend. Reading articles and getting newsletters in the mail about new equipment or ideas is like trying to peer through a dirty window compared to going to a large conference where you can see it all clearly for yourself.
You want to attend a bigger event versus a smaller, more local one, because you won’t find as much local competition there. You’ll be more outside your comfort zone, but that’s a good thing because you’ll see fresh faces with fresh ideas.
You will get to rub shoulders with big names in your business, attending their lectures or even talking personally with major movers and shakers. You will get to touch and feel new products and technologies, some of which may not even be on the market yet. Most importantly, you will be able to absorb new ideas that will refresh your perspective, and you can’t put a price on any of that.
What’s more, it might not really cost you anything. What you’re looking for is big business events to attend that you can write off as an expense. Keep it legal, of course, but talk to your accountant and find out how you can turn a learning experience into a relaxing time away.
If you find a business event to attend that turns out awesome and more than meets your expectations, then when it’s over you will walk away from it feeling uplifted and enlightened. Your successful networking will enable you to claim new contacts, and you’ll feel safe in your updated knowledge of your field of expertise. You will feel energized from a tax-free time away and all the good food, good friends, and good fun. You’ll also have information to share with your business team, and you’ll be anxious to bring it all home and make your business better.
Thursday, July 29, 2010
The Importance of Improving Your Business Knowledge
The business of corporate fitness is becoming more and more competitive, which means that improving your business knowledge is crucial to maintaining your bottom line. Whether you are running a franchise in a chain of clubs or an independent gym in a small town, improving your business knowledge will always keep you one step ahead of the competition.
“Business just ain’t what it used to be,” or at least that’s the word on the streets. The economy is in an interesting place and advertising has gone viral. Attracting customers is now accomplished by word on the web, not word of mouth. The fact is that if you’re doing things the same old way, then you might keep the same old customers and members, but you won’t attract any new ones.
Turnover happens. You might be blessed with slow turnover; maybe you only lose members when they die, but it’s not just about maintaining numbers. It’s about raising them. You need new members and possibly some new staff, too, if you want to keep your business flourishing. Improving your business knowledge will give you the tools you need to attract both.
When you are determined to run an excellent business, you will attract excellent staff. When you have excellent staff, you will attract and keep excellent clientele. You see, your passion to pursue greatness is contagious. If you are motivated when it comes to improving your business knowledge and - in turn - motivate your staff to increase their education and understanding of the field, your whole operation will outshine all the others.
The reverse is unfortunately also true. If you don’t care to stay abreast of current business trends and practices - especially in the fitness field where human mechanics often fail and lead to injury - not only will your logo start to lag, but you could very well be sued. In this day and age, lack of knowledge is quickly translated into negligence and liability.
You want your staff to be on the cutting edge of their field. When a member asks them a question, you want them to know the answer. You don’t want your staff looking stupid. As the owner or manager of your business, why should the standard be any different for you? You should be setting the standard for pursuing excellence in your field of work, giving those around you something to reach for.
It’s true that business isn’t what it used to be, so yours needs to be better. People want their dollar to stretch. Consumers expect more quality than ever before, and this economy favors those business owners who are willing to go the extra mile.
You need to attend seminars and conferences at least twice a year and reward your staff for earning continuing education credits. Travel to another city if you have to. Write it off as a work expense, and focus on improving your business knowledge. Bring it back to your staff and hold a meeting to share what you learned. Be the one who knows the answers. Look smart not stupid. Take your product and your consumers the extra mile and make your business shine!
“Business just ain’t what it used to be,” or at least that’s the word on the streets. The economy is in an interesting place and advertising has gone viral. Attracting customers is now accomplished by word on the web, not word of mouth. The fact is that if you’re doing things the same old way, then you might keep the same old customers and members, but you won’t attract any new ones.
Turnover happens. You might be blessed with slow turnover; maybe you only lose members when they die, but it’s not just about maintaining numbers. It’s about raising them. You need new members and possibly some new staff, too, if you want to keep your business flourishing. Improving your business knowledge will give you the tools you need to attract both.
When you are determined to run an excellent business, you will attract excellent staff. When you have excellent staff, you will attract and keep excellent clientele. You see, your passion to pursue greatness is contagious. If you are motivated when it comes to improving your business knowledge and - in turn - motivate your staff to increase their education and understanding of the field, your whole operation will outshine all the others.
The reverse is unfortunately also true. If you don’t care to stay abreast of current business trends and practices - especially in the fitness field where human mechanics often fail and lead to injury - not only will your logo start to lag, but you could very well be sued. In this day and age, lack of knowledge is quickly translated into negligence and liability.
You want your staff to be on the cutting edge of their field. When a member asks them a question, you want them to know the answer. You don’t want your staff looking stupid. As the owner or manager of your business, why should the standard be any different for you? You should be setting the standard for pursuing excellence in your field of work, giving those around you something to reach for.
It’s true that business isn’t what it used to be, so yours needs to be better. People want their dollar to stretch. Consumers expect more quality than ever before, and this economy favors those business owners who are willing to go the extra mile.
You need to attend seminars and conferences at least twice a year and reward your staff for earning continuing education credits. Travel to another city if you have to. Write it off as a work expense, and focus on improving your business knowledge. Bring it back to your staff and hold a meeting to share what you learned. Be the one who knows the answers. Look smart not stupid. Take your product and your consumers the extra mile and make your business shine!
Friday, July 9, 2010
Hospital News
I happen to play some pick up basketball games at one of the local hospitals in the area as we were getting ready to do battle (yes, I said battle I had my chin split open during today's game) I step out to use the restroom while on my I passed an office. As I passed this office a young lady had enter and joyfully announced their patient was up. I must say my first reaction was, "if your patient count is up, how could that be good news? It means someone is hurt!" This served as a great reminder that hospitals are in business. Hospitals are trying to earn a buck. Is there anything wrong with this, absolutely not! But just a warning that we the people need to be aware and do our research when seeking out treatments in hospitals.
Oh, and as an interesting spin the Early Show had a wonderful report entitled "Haggle Your Way to Lower Health Care Bills" click the link below:
http://www.cbsnews.com/stories/2010/07/07/earlyshow/contributors/susankoeppen/main6654097.shtml
Enjoy!
Oh, and as an interesting spin the Early Show had a wonderful report entitled "Haggle Your Way to Lower Health Care Bills" click the link below:
http://www.cbsnews.com/stories/2010/07/07/earlyshow/contributors/susankoeppen/main6654097.shtml
Enjoy!
Thursday, July 8, 2010
The 8th Annual Achieve Fitness USA Fitness Business Conference
Each year Achieve Fitness USA hosts an annual meeting for their licensing program owners and this year is no different, well except for the size of the conference. I have been involved with the Achieve Fitness USA Licensing Program for quite a few years now and reveled in its growth. This year their annual conference brings some of the industries best programs and presenters:
- Peter Twist- CEO & Founder of TWIST Conditioning
- Leslee Bender- Owner of Bender Ball
- Natalie Heckert- Owner NATs Total E Fit
- Scott Colby- The Abs Expert
- Derrick Wilburn- Co Arthor of the Success Express Series
- and much more.
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