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.