Marketing Health Club Memberships in Quieter Times

Health and fitness clubs have often recognised the differences between busy and quiet times by the promotion of off-peak membership programmes, which are generally aimed at mid day periods but can also be applied during weekends in city centres.

But are reduced fee rates during quieter periods the only option?

Offering a low fee and selling on a cheaper price is a tempting option if only because it is a ‘one-size-fits-all’ solution. Other options are more time consuming, though will ultimately lead to a club becoming more distinctive in the market place as it is recognised as a solution provider rather than a ‘general centre’.

Where to start? The essence of finding any market opportunity is to ask the simple question – ‘What do people want and how can I/we give it to them?’

So it is with finding alternative ways to fill a health and fitness club at quieter times. Look for groups of people with similar identifiable needs. People who can be catered for at your club and who can be easily found.

One obvious market during day time periods are stay at home parents, looking for a way to keep fit who would appreciate a venue offering a crèche, or at least a supervised play area. At the other end of the scale over-55 memberships can generate significant levels of activity – though be careful with the pricing policy as many older people like to maintain their lifestyles even when retired and ‘get up to get on’ thereby arriving during peak morning periods. And don’t just think of the over 55’s as a single market. It isn’t and can include many different types of people with a wide variety of needs.

Thinking more laterally, what about memberships or tailored programmes arranged for those recovering from operations or other health problems?

Other ideas include short term courses for Winter holiday planners or occasional, recreational divers; pre-Spring programmes for gardeners; purpose designed programmes for golfers and other seasonal sports enthusiasts; special training plans for people in certain physical jobs such as emergency service employees – the list is endless.

All that is needed is a fertile imagination and a good life style database supplier. Find out how to use your membership data to find new members here.