When you open a business, you want it to be more than just a place to work out – you want it to be a destination: a place your community recognizes as the best of the best. So, what does it take to separate yourself from the rest to earn this title. My guest, Matthew Januszek, takes us through the process to make your studio the one the rest are trying to compete with.
What You’ll Learn from this Episode:
What are your clients looking for in a gym?
Build your business around your client avatar
Common qualities in successful owners
Here’s the Complete List of Tips:
1. The color & texture of your equipment (straying from the traditional black) can make it more inviting, sexy, and exciting to use. Example: instead of a tough, hard, black tire, choosing a softer, red tire that makes it look less intimidating.
2. The studios that stand out have leaders that truly think and care about the people as an individual rather than overall numbers and treating people like clients. They train their staff to focus on cleanliness and continue to evolve the programs in thought of the people involved in their business.
3. Keep a team mentality. As a business, you must invest in your employees. The front desk staff must be engaging, the cleaning staff has to pay attention to small details, and the instructors should partake in continued education.
4. What are the key things your clients want? Design? Technology? Communication? Challenge? Educated instructors? What classes? Ask the questions. Put together the data to find what their top 5 priorities are in choosing a gym. They may surprise you!
5. Try to be a step ahead of your clients. Assess the needs and address the desires they didn’t even know they had. If you’re able to provide this without waiting for them to ask for it, that takes you to the next level. Start by imagining the type of person you want in your gym, and what those people would want – that is what you provide.
6. Be prepared to accept that not everyone will react positively to your model. Stay true to your mission, know who you are trying to attract, create your model around this demographic and continue to grow for them.
7. Don’t do things simply because it’s the right thing to do financially, as hard of a decision it may be.
8. Provide your instructors with the best educators as financially feasible. Take their resources and as an owner, decide how to string them together to provide a great workout for your clients. From a programming perspective, make sure your clients are leaving accomplished and uplifted rather than as though they are overchallenged and as though they’ve failed. The entertainment factor, a new side of fitness, comes in once you have the program down so well that you can now focus on the audience – are they getting it, are they interacting with you, are they understanding the message?
9. “What do you see in successful studio owners that contributes to their success?” Number one, passion. Next, understand what you are good at. If you’re an artist – the instructor – own that, be comfortable with that, and partner with a strong manager to handle the day to day part of the business, and pair with an entrepreneur that will get your business out there to be shared.
10. If you’ve already opened a studio and you’re looking to go to the next level, start to build your audience & communicate your story with them. Once you have people looking at you & giving you attention, then it will develop. It doesn’t matter how great the product is if no one knows about it. If you’re naturally a good trainer and your product is strong, start to ask how are people going to find out about you and how can your concept stay in their head?
11. It takes many years for the financial side of things to fall into place, which makes it easy to get discouraged. However, you will get little supportive comments along the way that help keep you going. Often, this isn’t something that is going to bring in a lot of money but its the right thing to do for your audience and they recognize this.
Other References in This Episode:
Escape Your Limits Podcast with Barry Ennis
FCM 004: How to Develop a “Persona” with Shay Kostabi