by Dave Kenyon, Gold’s Gym Hudson Valley
So you have seen the Gold’s Gym Challenge marketing materials last year or you didn’t even open them because you thought it was another promotion that Corporate was doing that you didn’t want to. If you opened them and took part in this amazing program then you know how well it works. If you didn’t open it let’s consider a few things about that decision. Yes it would have taken some effort for you and your staff. And yes you would have had to have done a few new things that you haven’t been doing already. Which reminds me of a saying – the definition of insanity is doing the same thing over and over and expecting different results.
But let me remind you that this is not a corporate promotion; this comes to you from a handful of your fellow Franchisees that have had unbelievable success running this program for years. So why would you not want to make more money than you already do??
Now I know that every January we have better numbers than the rest of the year based on the influx of new members looking to change their bodies as part of New Years Resolutions.
So how do you take advantage of this and keep them for more than 3-6 months? Because we all know that they start strong but don’t succeed because they have no clue what they are doing and quit.
But the Challenge gives them a plan and motivates them to change which means you will keep more of these people longer.
And how do you get these new members to spend money on Personal Training or other programs that you offer? I can speak for myself and a few others when I tell you this is big and you wouldn’t believe the far reaching effects of this program in your clubs. So here are some numbers that might help; we do about $8,000- $12,000 more in personal training per month based on members taking part in the Challenge. The other things that the Challenge effects are our shake bar sales for protein shakes and our tanning sales. We have beaten our previous year’s sales numbers in these 2 areas each year for the last 3 years during the Challenge.
The other factor of the Challenge is that you are changing people’s lives and that is what we do. This is something that our competition doesn’t do, so the Challenge makes you the place to be in January for all those people looking to change their bodies. So that means more memberships than you would normally do and I don’t know anyone who wouldn’t want a few more members. This also means more referrals which we all know are one of the best ways to acquire new members.
So if you have read this far, then let me also tell you that there is a ton of support and help for you as you take this on. The GGFA and GGI are here for you to answer questions and give you all the help you need. You can also call on any of your fellow franchisees that have done the Challenge for advice.
Now the only question is why are you not taking advantage of such an amazing program???
Regional Fitness Director
Hudson Valley Gold’s Gym Organization
Dave Kenyon is the Director of Fitness with the Gold’s Gym Hudson Valley Organization. He has participated in the Gold’s Gym Challenge for the past 11 years and offers valuable experience and insight into the benefits of the Gold’s Gym Challenge.