How to Steal Clients
I'm in the beginning of my planning stage of getting my own gym started. In the area where I live, there are a crapload of Snap and Anytime Fitness facilities (24 hour places) and a few larger commercial gyms. There are only three gyms that are powerlifter-friendly. I'm a veteran in my early 30's, I hate my job and working for someone else. I want to start a gym like Iron Sport, TPS or OBB. I know I'm not going to be a millionaire, I just want to be happy with what I do. That being said, aside from opening up a cheap crossfit place, how do I "steal" clients from these other places?
The best way to "steal" clients is by offering a better service.
We get a lot of Crossfitters in here for the equipment, and Olympic lifting. Our Oly coach is better than anyone around here, as is our equipment and environment.
Market yourself with integrity, offer a product or service that is better than the competition, and priced correctly for your zip code. Or, meet a need that is not being met.
Boot Camps ALWAYS sell, even the bad ones. Offer a good one and make people fit and get them results. The word will spread.
Use Facebook, Craigslist and other local sites to promote at no cost. Google's Adwords costs money, but works. Set a budget and stick to it.
TPS is in the wrong zip code for personal training. If we were in Downtown Boston, we could charge double to triple what we do. We are in the middle of three blue collar communities and our price reflects that.
The best way is to have integrity, something a few of my competitors do not have, don't misrepresent yourself and make sure to provide excellent customer service, all the time. I have one competitor that has a bunch of lies on his site about prior accomplishments, media etc. He does not realize that Google exists and people use it. He will be found out, and has been a few times. The importance of being honest and having integrity is overlooked by many in the industry.
TPS started in 900 square feet as a hobby and grew into a big boy business of over 40,000 square feet.
We always operated with superior customer service, offering the best training, and meeting a need that is left unfulfilled by other gyms.
If it works for me, it will work for you.