Fitness company ideas (something different)

[em_coles]

Hi all!

I’ve been running a fitness company for almost 4 years, we have indoor and outdoor classes to suit everyone but regardless of the amount of advertising I do, incentives for members to refer people, etc, it’s not making enough money. I’m at a crossroads now due to the pandemic and need to make some decisions. I own a trademark for the name and I’m wondering if anyone has any genius ideas of where to go from here? There’s a chance that after lockdown is lifted, we’ll be busier than ever but I’d like to explore other options too. A couple of ideas I’ve had are an app to bring all fitness providers together for the user or a fitness event that tours the country. The trouble is, the fitness industry is so competitive and if I decide to use the name, it really needs to be something unique.

I’m open to the idea of collaborating on this if anyone has any amazing ideas!

 

[Mr D]

If not making money then alter your processes. Figure out what the missing elements are or what you are doing that is not contributing to money making.
Subscription
Price
Location
Time
What is being offered
What is being paid for

 

[MOIC]

Hang on in there (and stay fit) until things get back to some sense of normality, then decide which way to go.

Look at new technology within the fitness industry and use that in your business to attract new customers.

 

[ExoPaul]

What sort of business is it at the moment? Is it an actual gym, or a brand, or a programme of activities that can be franchised out, or just an exercise class in one location where you get people meeting up and paying for it? Or is it a fitness app?

Knowing a bit about what exactly you have got is probably going to get you more input as to idea of what to do with it going forward. There is going to be a lot of people wanting to get fit both now and after lockdown, so while things are up in the air right now you can turn it around. I predict fitness will see a boom once reality turns to a new sort of normal, next year if not this year, and now is a good time to try and get plans in place to cash in on it.

Happy to discuss things in a private, friendly brainstorming if you would rather do it away from the forums.

 

[em_coles]

Thanks, I hope you’re right! We have 11 classes per week in just one area (3 actual locations)- Bootcamp, BOXfit, Pilates and beginners fitness. We could franchise it out and that was the original idea but we’ve found it more competitive than we first thought and need to get this business making more money first. We literally offer something for everyone but the problem I’ve found is that most people automatically contact a gym rather than us when they want to get fit, even though they’d get better results with us because each session is run by a personal trainer but they don’t realise the significance of that.

What sort of business is it at the moment? Is it an actual gym, or a brand, or a programme of activities that can be franchised out, or just an exercise class in one location where you get people meeting up and paying for it? Or is it a fitness app?

Knowing a bit about what exactly you have got is probably going to get you more input as to idea of what to do with it going forward. There is going to be a lot of people wanting to get fit both now and after lockdown, so while things are up in the air right now you can turn it around. I predict fitness will see a boom once reality turns to a new sort of normal, next year if not this year, and now is a good time to try and get plans in place to cash in on it.

Happy to discuss things in a private, friendly brainstorming if you would rather do it away from the forums.

 

[JEREMY HAWKE]

I agree a customer will always get better results with a proper coach The problem you have is that the gym looks flashy but they might not know how to use it

As a customer (so to speak) of the industry I train on my own but I did two years of city and guilds in sport in the eighties and have been a distance runner for 38 years among other things . I think a app that is designed for you and giving a one to one to your customers with add ons for personal sessions would be a good idea .If possible
Many PTs fall to impress on customers the importance of using a PT both on web sites and on blogs and more traction would be gained if this messaged force across more .
I always follow the advice from boxing coaches Mark Tibbs of the peacock gym is one I always take notice of .He has been uploading his training session in his back garden while under lockdown. It is an advantage to employ people from a proffesional background

How do you plan for your app idea to make money ? Have you gone much further in your plans with this

 

[Julia Sta Romana]

Thanks, I hope you’re right! We have 11 classes per week in just one area (3 actual locations)- Bootcamp, BOXfit, Pilates and beginners fitness. We could franchise it out and that was the original idea but we’ve found it more competitive than we first thought and need to get this business making more money first. We literally offer something for everyone but the problem I’ve found is that most people automatically contact a gym rather than us when they want to get fit, even though they’d get better results with us because each session is run by a personal trainer but they don’t realise the significance of that.

I can see what you mean.

For beginners, it's often easier to just contact a gym. It's easier and it's less of a commitment than contacting a personal trainer directly.

I have a few questions:
1. Do you have a referral program in place? Like giving discounts to your loyal customers who can get their friends to sign up?
2. What marketing campaigns do you have in place to reach out to those who are looking to work with personal trainers?
3. Are you directly competing with gyms? Or do you also work with them?

 

[dotcomdude]

We literally offer something for everyone

This could be where you're going wrong. You don't offer something for everyone. Most people won't pay for fitness instruction and many won't pay for it in a class with other people.

Your ideal client is cash-rich, time-poor and piling on the pounds. Think middle-management or above and business owners.

Many of these will not have seen any impact on their finances at the moment, but they will have heard the message that coronavirus is worst for those who are unfit and overweight.

Market to these people directly in your local area, and once you get that cracked you can franchise it out.

 

[Alison Moore]

We literally offer something for everyone but the problem I’ve found is that most people automatically contact a gym .

Could you liaise with a local gym and provide personal training through them? I know my old gym used to run a referral program for personal trainers.

 

[ExoPaul]

The type of App that is needed would be one that is a little like Pelaton where you offer online virtual personal training classes. The bonus of this is one trainer in a single location can handle hundreds of people paying to join in on a session. Think Joe Wicks sort of thing, but longer term, not just for Lockdown.
Once you have the personal training sessions on offer for a small fee per session you can re-invest in further things like diet and nutrition, or a subscription service, and try and sell branded merchandise like weights and other "stay at home and exercise" equipment. The additional avenues for selling once you have a brand and a concept are limitless.

The big issue with this is that you are going to have to invest heavily in getting an app developed and one that can robustly handle live streaming. You will also need an "office/studio" for your PT's to be offering the class (good lighting, robust technology, HD camera setup, microphones, etc).