Tag Archives: gym clients

Don’t do manual systems! 6 reasons the “long run” is shorter than ever.

You’ve heard the expression “I can run my business on the back of a napkin”? Well, not quite that bad these days but, it is still pretty common to hear people tell of how they “can get along just fine” with Excel and/or Word to keep everything in their small business running smoothly. Now.. as with many things just because you can doesn’t mean you should. This is especially the case with a modern 21st century fitness and training facility / business. It will cost you in the long run, a long run which is substantially shorter today.


There are 6 KEY REASONS why you should commit to formal systems that are specially written for the health and fitness industry:

1) Cost – Software is not only much cheaper today than it has been in the past but mostly it is also available as an ongoing service type arrangement or “Software as a Service” as us technical folks like to call it. Pay for it as you use it and ensure your vendor is actively engaged in your success as you do so.

2) The Cloud – You no longer need any material hardware and physical technology to use or consume your software services. Most leading systems today are available from the cloud. All you need is the laptop and/or tablet you probably already have. This aspect also obviously makes point #1 more compelling.

3) Ubiquitous Connectivity – It is rare these days for anyone to be without a connection to the internet and therefor your cloud based systems. Whether it is an incidental connection at your favorite coffee shop or in your gym or home you always have access to your systems. Historically this was not possible unless you had connections into your facility exposing your systems to the outside world.

4) Security – The vendors of all cloud based system are really focused on providing secure private systems and data for hundreds and in most cases thousands of clients and their users. This means that they invest heavily and constantly in high level security platforms way above and beyond what you would have as a small business with limited technical and financial resources.

5) Ongoing upgrades – The competitive landscape demands that leading software vendors ensure that they are always abreast if not ahead of their competitors and retain a high percentage of their existing customers. Keeping existing customers happy is cheaper than finding new ones. So, for the same monthly price you are assured that you are never left behind on an old version of the software and become outdated or worse unsupported.

6) Clients expect it! – The big one, most clients deal with many of these aspects in their daily lives in some way, shape or form and know what’s possible AND expect the best from you. It’s a competitive aspect because if you don’t have it “the guy down the street” will.

In short… software is now not expensive, available on vendor hardware not yours, always available to you no matter where you are, very secure and certainly more secure than you could have provided for and your software is always up-to-date. Win win win win win and #6 WIN!

Examples of the types of systems available include Gym Management software (training schedules, billing, classes, training resources etc.) and ii) Emailing and “Customer Relationship Management” software. Also available are services companies like Xperformm Inc. who specialize in Web Site and Social Media services specifically for the health and Fitness industry.

All that is left for you to do? What you do best – providing 21st century fitness and wellness services with passion and energy that clients will love.

Our technology and services are aimed at you the very fitness coach referred to above



Existing Customer vs. New Customer

Like many industries the difference between an net new customer and an existing one is… well, HUGE. The cost,effort and time required to gain a new customer can range anywhere between $500 and $2,500. In the the gym and fitness world it is easily the old saying “you have to spend a $1 to make $1”, these days maybe even more like $1 to $2. So… it is well worth planning and working at both i)acquiring net new customers and ii) keeping the existing group happy and coming back for more.


Now, most health and fitness professionals will tell you “that is all well, fine and dandy but…..” prices are tough with anyone able to setup up shop down the road for at least a while, just long enough to do damage. Price is a motivator. Training and fitness is usually harder than it seems for customers who continually start and stop repeatedly. AND a trainer and client also have to form a bond, a personal relationship for it to work repeatedly which is not always easy to do. So, yes the gym and fitness world has some particular challenges and that is why many try but few survive.

It is to these survivors that these words are important. Believe in your products and services and treat existing customers as though they are family and….. don’t give your stuff away.

This is where your website and social media capabilities come in. It is a fast moving and very interactive/reactive arena with short time spans for engaging with people. BUT, it is well worth the effort and also quite simply not an option any longer, it is a must.

Key points:

  • Have a plan, a written down plan.
  • Share and educate freely.
  • Be patient and provide info in “Part I, Part II and Part III” fashion.
  • Share customer success stories.
  • Always ask for email and phone number for opt in lists.
  • Have a referral plan.

Organic business growth lies somewhere between 12%- 20% but, revenue growth through existing customers can push your annual growth ate north of 35%. All you have to do is keep them interested, keep them engaged and keep them coming back for more. Fitness results are easy to sell.

Make sure your website and social media contacts point are responsive to questions and live chats. Surveys have shown that people will buy immediately if they feel they have been treated well, responded to quickly and given the right information. It is less and less the case that folks will pick up the phone and call from the “Contact Us” page. They prefer the “send me info” option or “live chat’ right now or will even “Register” to get at the information (cost, contract, time/schedules, facilities and services available etc.)

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