Gyms have a couple of rush times. Down Under it's October, as we come out of winter and the weather warms, people emerge from hibernation with their winter coat. They last 4-8 weeks until Christmas/New Year, when the run of office Christmas parties and visiting relatives starts drawing them away. And they go on holidays. And then it's January, and the first three weeks are quiet.Originally Posted by WIldPegasus
They're here from the last week of January. The first week of their resolution they just sit around wishing. The second week they start looking for a gym. The third week they sign up. It's only in the last week of January they actually do anything.
They're all gone by Valentine's Day.
Gyms always offer deals at these times, which I've never understood - it'll be busy even if you raise prices. It's like Pizza Hut having the $10 all-you-can-eat on Friday night. What's the point? Have it on Monday or Tuesday. Likewise, gyms should offer deals in the dead of winter.
I guess it is to compete with the other gyms in the area rather than to entice people to start. Better to have people sign up at a cheaper rate and get those fees for the year than not I guess!
I work in an office in finance and I notice most of the upper execs are thin, tall white guys. However, there are a few guys who are built. They are usually younger and I think they usually look good in a business suit. I think people respect you if you take the time to work on your body and look like you're in shape.
Last edited by Corrie; 12-10-2013 at 03:31 PM.
As long as you make it difficult enough to break the membership contract, you will probably make more money. People are enticed by the low prices at sign-up, which in the US usually amount to a discount off the joining fee, not the monthly membership cost. But gyms make most of their profits off of people who neglect to cancel their memberships after Valentine's Day. So you want to make it easy to join and hard to leave, not the other way around.
That's the theory. However retention is a factor. Signing up a new person requires money spent on advertising, money spent on wages for the person signing them up, money spent on wages for the trainer showing them through things, etc. Once a person's coming regularly and doing it all on their own it costs you nothing to keep them.
Thus, it is better to keep current members than get new ones, where possible.
This is true, too. You can keep members by good service, or by making it hard for them to leave. Recently Australia had some legal changes which makes it harder for gyms to hold people to long-term contracts. Thus, having them actually want to stay is becoming more of a factor.
This is part of the greater interest in things like kettlebells and barbells and group fitness classes, rather than signing people up and leaving them stumble through machine shoulder press and walking on the treadmill. If it's effective (KB & BB) or fun (Zumba) people will stay.
I've enjoyed it (being fat) but, come Sunday, I'm cutting to the 275 class. I WILL break the state squat record!!
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