As a fitness studio owner, you have one primary goal and that's how to grow your business amongst a sea of imitators. With a saturated market, it can be difficult to stand out from the crowd. However, as a boutique fitness studio, you have a unique advantage in that you have a lot more to offer to your members than your counterpart. And getting that message out there is the key to growth. Here are a few tactics to help you become a pro at growing your fitness business.
Before you can grow, you need to make a business plan that outlines exactly what you need to do to accomplish your goals. It’s imperative to have a clear understanding of how much revenue you need to bring in to pay for your space, instructors and other costs while still being able to maintain a living. Create a schedule of how and where to delegate your time to running your facility. By working efficiently, you will leave time to invest in creating other ways to grow while minimizing the common stress factors of being a business owner.
If you own a studio, then you were once on the other end looking to join a gym way back before you were a fitness guru and entrepreneur. How did you make decisions about where to spend your workout budget? Was it a specific kind of workout or the location? Was it the low cost or high quality of instructors? Did you rely on your friends or online reviews before deciding where to go? These are all things that potential customers consider before taking the first step through the door. Thinking like your target audience will help them get a better understanding of who you are and what you have to offer before they give your gym a try or come back.
Some facility owners have a limited budget in terms of their marketing spend, especially if you are a relatively new establishment with little financial backing. However, in the new digital era where everyone consumes media and gets information on the web, getting your brand online is crucial in order to get new customers coming through the doors.
Creating a website is essential for you to keep your current clients and prospects informed of upcoming classes, events, schedule changes and promotions. Having a well-designed website also establishes brand identity and credibility. Using social media, such as Instagram and Facebook, is also essential to interact with your customers and spread the word about your studio. Promotions and giveaways are also a way to engage with your potential and current customers and provide excitement about your studio.
For a business owner with a studio in an area where it feels like there is a similar one on every street corner, develop a niche of classes that no one else offers. While many studios or gyms will have an all-encompassing, cookie cutter class roster, some fitness enthusiasts get excited about trying a class that they can’t do anywhere else.
If you are a cycling studio, create themed spin classes such as one that only plays Beyoncé songs. Yoga studios can do the same by trying out a certain music genre like classical yoga. Exclusivity will attract new clients, and they will tell their friends. Word of mouth does wonders, especially in the infancy of your business.
If you took the steps in your life to own a fitness studio, then it’s clear that you love what you do. Offering your passion for exercise to others to help them lead a more active and healthy lifestyle is a rewarding way to spend your days.
The only problem is that a lot of people don’t like working out. It’s important to make sure that you and your staff provide a warm environment where people feel like exercise is fun, rewarding and an all-around positive experience. Cultivate an open, social atmosphere where students won’t feel embarrassed about working out, especially if they are just getting into or back into a fitness routine. People train with who they trust.
Every business is going to go through periods of change. If you see that attendance is low for a type of class or at a certain time of day, change it up. It’s okay to ask your clients for feedback, especially your regulars. Listening to them establishes a personal connection and a level of trust that is essential to keep people coming back and gives insight into where you can continue to evolve your studio to separate yourself from your competitors.