Shannon Fable

3 Steps to Take Your Facility to the Next Level

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At Power Systems, we pride ourselves on being a trusted partner to our customers. We provide the tools, you provide the results. With all the options available, we want to be a complete solution by helping you choose the right product for the fitness experiences that YOU want to create. Whether you are opening a brand new facility or updating an existing one, check out our latest blog on how to select the right tools for your members and your space.

Competing for fitness followers is tougher now than ever before.

With multi-use big boxes in every city, low-cost clubs on every corner, multiple boutiques in every strip mall, and more fitness apps than you can count available on a smart phone in every pocket, developing a strategy that gets you noticed has become increasingly complicated.

Right now, like most, you’re studying the trends, listening to potential clients, watching what everyone else is doing and trying just about everything you can to cast the widest net and capture the largest number of customers possible. But, what might be better is to step off the merry go round for a minute to do some soul searching. Then, create the perfect game plan for you.

First, it’s important to identify your target market – the specific group of people you serve. Be sure your target market is small enough and specific enough that you can easily demonstrate you are there for them. You want to be a big fish in a small pond.  If you are in charge of a bigger operation that has multiple ‘departments’, you may have a target market for your overall business and smaller groups you service in each area. Finally, if you’re already in business, it’s important to think beyond who already buys what you’re selling; but, rather, start with who you are perfectly suited to serve.

Next, you need to identify the number one result you provide for your target market. Of all the things this group is running towards or away from, what do you do better than anyone? It’s important to note, this shouldn’t be aspirational, but rather actionable. And, it shouldn’t be something you have to convince a customer they need, but something they’ve already decided they need. You are the best supplier.

Now that you know whom you serve and what you do for them, you should build your sales cycle.  A sales cycle is a continuum of products and services that you provide to meet the needs of your target market. With each product or service, regardless of price, you should strive to over deliver.

You’ll need at least 3-5 different ways for people to experience all you have to offer. The options should exist on a continuum of risk and reward (e.g. price and barrier to entry). People purchase proportionate to the amount of trust they have in a product or person; it’s important to provide options that can meet the customer where they are currently and then build trust and credibility along the way to enhance the monetary value of the relationship.

Finally, once you know what you want to provide, you need to choose the perfect tools to complement the programming. Here are a few tips:

  1. Consider your target market

While you may be tempted to choose products simply based on the ‘cool’ factor or in hopes to stand out, you should begin with your target market in mind. Will this product enhance the experience for those you serve? Will it be easy for your participants to use? Will those you service feel successful with the tool? What will the learning curve be?

  1. Research and Review

Begin by using a reputable vendor. A good vendor will do most of the heavy lifting for you; vetting the product, ensuring its quality, and considering its application before you ever see it online or in a catalog. Consider the number of applications for the product and think towards the future; will it stand the test of time … not just from a warranty stand point, but is this a passing fad or something that will bring your clients joy for years to come?

  1. Take it for a test drive

Follow up by putting the new product through your own filter; purchase one and see how it feels, looks, and performs. Put the new product in your workouts sparingly and see how your clients react. Ask for feedback. Allowing those you serve to weigh in will highlight your role as ally versus tour guide, thus enhancing trust and credibility.

Avoid jumping on the bandwagon with every new product you see … just because everyone else is using it, doesn’t mean it will be right for the market you serve.  Take the time to follow these three tips to maximize your return on investment.

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About Shannon Fable

Shannon Fable, 2013 IDEA and 2006 ACE Instructor of the Year, is a fitness business and programming consultant who has helped impressive brands such as Anytime Fitness, Schwinn®, Power Systems, ACE, and BOSU® over the last 20 years. As an experienced educator and certified Book Yourself Solid® Business Coach, she helps fitness entrepreneurs navigate the industry and make more money. Fable, a member of the ACE Board of Directors, is the owner of GroupEx PRO®, a cloud based group fitness management tool, and Balletone®.