ClassPass Is Not The Marketing Enemy
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+++ SUMMARY +++
Why all the hate for ClassPass and Groupon?
To hear some people tell it, these marketing services are the death of our industry. No way!
Our failure to understand marketing poses a way bigger threat.
These services are: Lead Generators.
They bring people through the front door.
Which last I checked was a problem most studio owners, bootcamp owners, and trainers have.
Instead of hate, what you need are solid strategies to turn those low margin members into big margin sales!
Here are four strategies on how to use these lead generating services to grow your fitness business profitably.
Strategy #1: Have Multiple Streams and Offers
One marketing source, one staff member, one client, one revenue stream, and one system are all dangerous ways to build a business.
If you only have one of anything, you are pretty vulnerable.
Classes, group training, and private training should be considered one kind of service that you’re simply offering at different prices. You need to diversify.
By creating other revenue streams, and selling your members more once they are inside your doors, you increase the value of each member that walks through your door and hence, your profitability.
Strategy #2: Be Willing to Acquire Clients at a Loss or Break Even…at First
It doesn't matter that you use these services to get more clients in the door. That's not where your profits lie.
The real profits begin with the products you market after you have their attention.
If you have multiple streams and programs, not just classes and sessions, but actual programs offering actual personal solutions that you’ve developed for specific markets, you won’t be at the mercy of price sensitivity nor small losses on the front end.
Sell them on the backend. But get them through the door. No people, no sales. It’s that simple.
Strategy #3: Develop a Stacking Revenue Model
Stacking Revenue is the strategy of thinking through what you are offering your specific audience to optimize your business and their results over time.
Basically, it’s as your clients come to you with problems, you have ready-made solutions and services that benefit them that also add to your overall revenue by increasing the value you deliver as you progress them through programs.
A smart savvy business owner is constantly adding residual income streams to these stacking revenue model programs.
It’s a results oriented strategy to add clients and provide relevancy to their lives regardless of price fluctuations and market trends.
Strategy #4: Create Specialty Programs
The future of a successful fitness business owner will be creating a model that isn’t price sensitive.
They will fill their business with people they love and who love them in return because they can get targeted solutions to their problems that they can’t get anywhere else.
ClassPass can’t target people with specific solutions, they can only get them through the door based on classes and other common services every studio and gym has.
But, you on the other hand, can introduce these people to member specialty programs like a Waistline Solution program, Train to Run, etc. and move them through your various offers.
By doing so, you’ll create more solutions that speak to your specific client base. That means mo’ money for you, and mo’ results for your clients.
Don’t hate ClassPass.
Instead just improve your marketing and business strategy and use them to your advantage!
+++ ABOUT Vito LaFata +++
As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business & personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline and online marketing strategies that deploy customer value optimization systems in order to create as much benefit and offering for the customer and as much profit and lifestyle for the company as possible.
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