An Exercise in Attracting New Customers

When you're a new gym or fitness facility setting up shop in a neighborhood, people will likely be intrigued by your presence. Fitness is a healthy and growing obsession among stressed-out Americans, and for many, their work out spot is as personal a choice as where they get their latte each morning or have their hair done. In other words, this is a business where preference is more than a passing fancy, it's an investment in a lifestyle. To successfully forge a relationship with the potential new member, keep three key things in mind:

- Know your market. Are you a small operation with some weights and bicycles, or a large business offering a dynamic range of equipment? Are you strictly a self-serve, get in/get out option for busy exercisers or a place that encourages the visitor to engage in classes, workshops and other ongoing activities? Are you seeking contract or month-to-month patrons, and do you accept both?

- Distinguish your gym or fitness center from others in town. Focus on the competitive advantages you have (types of equipment, personal trainers, good location, extended hours, etc.)

- Develop a local business marketing strategy that targets those who are most likely to use your facilities -- people who live and work in the neighborhoods nearby. Direct mail can a good, cost-efficient way to execute this element.

It's also important to let new movers know you're in the area, as they will often be looking for a new place to run, swim, lift or ride. The recently moved-in are looking to build relationships in the local area, just as you are.

Moving the Movers

Surprise -- people new to your area, new movers, want to give you their business. Why? Because these new residents have just left all of their old supermarkets, gas stations, coffee shops, oil change facilities, restaurants and more behind in another state, city or part of town. Simply put, you are more convenient. But how will you get the recently moved-in stampeding your way? Think about that time-honored local business advertising strategy of direct mail. Put yourself in a new mover's mailbox to get that new resident in your door.