The fitness industry is both popular and highly competitive. This is fantastic for the consumer for whom choice was once limited but now vast. But for the independent gym, this brings challenges. It is no longer enough to rely on being the only gym in a given postcode, you need to be different to the other gyms that now share your catchment area. Along with being different, you also need to adequately market your gym.
Consider Mixed Professions
A PT studio doesn’t have to only be a studio for personal trainers. Sharing the space with other professionals, like physiotherapists, sports massage therapists, and nutritionists is a great way to offer a well-rounded, multi-disciplinary service. It gives clients the option of different services at once, but also improves the quality of each service if used in tandem. Each service being in-house facilitates communication between practitioners which can otherwise be lost, helping the client feel supported and cared for.
Invest in Specialist Equipment
People are increasingly in strength training. Which means that people are taking it increasingly seriously. It is no longer just the elite that benefit from and desire specialist equipment. For many, specialist exercise equipment is the sole deciding factor on joining a particular gym. They will often travel further out of their way for the privilege. We've included some examples of specialist Commercial Gym Equipment below.
Deadlift Barbell
This bar is not like a normal barbell. It is designed only to be used for deadlifts and is most popular with strongmen and powerlifters. Practise with a Deadlift Barbell is essential for lifters who will have to use a deadlift bar at competition.
Jerk Blocks
These are a rare find but one that Olympic weightlifters dream of. They use them for block snatches, block cleans, and high-volume Olympic jerk training. There isn’t a good alternative to jerk blocks for this so they are a must if you want to attract weightlifters.
Bumper Plates
We love Cast Iron Weight Plates, but for functional fitness enthusiasts and weightlifters, a gym without a Bumper Plate Set isn’t an option. They need to be able to drop weights from a height for energy and safety reasons. It’s an additional bonus if the gym contains drop pads.
Strongman Logs
Whether a strongman or someone that likes varied workouts, a log is a standout piece of strength equipment. It is totally different to lift than a normal barbell and so there is not an alternative for strongman competitors.
Establish a Fitness Niche
If you are surrounded by generalist gyms, establishing a niche can be a great way to build a strong membership base. In this case specialist equipment is essential, along with an advanced knowledge on the niche you offer. The smaller your niche, the higher knowledge level of members will already have when they first enter your facility, so your knowledge needs to elevate similarly.
Build a Community
The gym is more than a place to exercise. For a lot of people, it is a place to make friends and take part in social events. But community is not a passive project. You need to be consistent with your efforts to cultivate a good gym community. Regular community events, competitions, and member socials are a good way to give back to members and encourage friendships and atmosphere that lasts. If you are a small group personal training gym (SGPT), this is particularly important because the interpersonal relations between members directly influences the quality of service, referrals and the length of membership.
Adapt to Your Users
For 1-1 PT studios, being able to treat clients as an individual is super important. Some key things to consider include:
• Different Body Types – body composition and individual differences in limb and torso lengths will affect how people move during different exercises and understanding these differences can help you with exercise selection and getting the best out of people.
• Different Personalities - some people respond well to being pushed hard; other people need a calmer approach.
• Different Goals – tending to different goals is a great way to retain clients long term because you can work with them even as their goals change. A broad equipment arsenal and widely educated coaches is key for this.
Market Your Gym
You can have the best gym in the world, but if the world hasn’t heard of or seen your gym, you have untapped potential. There are many ways to market your personal training gym, but these are some of our favourites.
• Testimonials – every gym owner thinks their gym is the best gym. Hearing from members is much more powerful. Capturing relatable and authentic experiences makes other people want to join your facility. Testimonials from current members is great but also from members after they leave because leaving the gym while maintaining a love for the facility, is a great sign.
• Referral Schemes – referral schemes are a great way to bring in new members while building strong community. When someone brings a friend or family member, the new recruit has familiar faces from the first day, reducing the bedding in period into the community. You can also hold several taster days throughout the year to encourage people to bring their friends along.
• Social Media – regularly posting content of your studio or gym is essential in today’s day and age. A mixture of educational and informative content to establish authority, engaging content to get more eyes on your page, and clips of your PT sessions and/or group classes to show people what your services look like.
• Hosting Competitions – federation run competitions, like in weightlifting or powerlifting, are a great way to get your gym out there. When you run a federation level event, your gym is promoted by the central website of the federation.
Whether you have been running your PT studio for years or are in the planning stages of opening a space, it is important to look at what other gyms do well, but you shouldn’t copy other gyms top to bottom. Aim to be unique to your area, while servicing real wants and needs of your target market(s). Want to build or expand your PT studio? Get in touch with our Mirafit Commercial Sales Team who’ll be happy to answer your questions.
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Tags: Misc. > Gym Planning
