I have worked with many gym owners that have had success with this simple formula I’m about to give you. Now, this formula will work no matter what stage of your business you’re in; 1) if you’re barely keeping your head above water; 2) if you’re stuck in the middle and have become stagnant; 3) or if you’re rolling right along and want to capture more market share.
The first thing you need to do is set goals. Yes, I know, many of you already have goals, but many don’t. I talk to many gym owners that just know they need more sales, but no real goals. So, set very specific goals. So, no matter what goals you have set for yourself; bump them up….you decide how much bigger you’ll choose to make them. Double them if you like, but you decide. Here’s why I suggest you do this, way too many gym owners will sell themselves short and the goals become too small…it cost absolutely nothing to think bigger.
Here’s the second thing I want to suggest; prepare a plan of action to match these new goals. So, if your new goal is 100 membership sales for example….write out what would have to be done in order to hit it. In short, raise your action level to match the new goal you have set for yourself.
4 Things to Consider
- What are you willing to give up to reach your goals? I was telling this to a gym salesperson recently and he said he would be willing to give up going out to lunch and instead he would eat lunch at his desk. By doing this, it would add an additional 5 hours per week for lead follow up and an additional 20+ hours per month. Now that’s a difference-maker. Of course, this won’t be for everyone, but just imagine if one person did this. Naturally, there will be other things you may choose to give up.
- What will you have to change to hit your goal? Really give this one some thought. I’ve done this exercise many times with gym owners and staff and something that always comes up that seems to need to be changed….is the people we choose to associate with. Be sure you are hanging around positive people and those who are aligned with your goals. If this is not happening; this change to make right away. I have one client that chose to join an entrepreneur network in their local area that meets once a week – this allows him to associate with high achievers and people who are getting things done.
- What will you need to learn in order to reach your goals? In so many cases, this one seems to be universal….many need to learn the proper implementation of sales and marketing or re-learn it if you have not stayed current in the sales process, tracking, and marketing. Of course, you want to revisit this question on a regular basis.
- Write your goals down twice a day…and maybe three. You need to keep your goals at top of mind. Here’s what other gym owners have found to be effective; 1) write down your goals at the start of each day; 2) write your goals down at the end of each day; 3) and write down your goals any time you experience disappointment.
Do this and watch your business and production improve, but it will take discipline and perseverance. And to you owners out there – be sure and inspect what you expect.
Now, watch your business grow!
An Outsourced CEO, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his website at:www.fmconsulting.net orwww.jimthomasondemand.com.