Samuel Ciancutti

Jessica Kiss

ExSc 4500

10/27/19

Business Plan Part 2

Marketing Your Facility:

When looking for the optimal kind of marketing that could be used for getting people to come to

my fitness facility, the type of marketing that I would focus on the most would be through a

radio script. Although it does seem as though the radio is not as big and popular as it once used

to be, there is still a large following of radio listeners in society, especially if the local

community is the main audience for my marketing. Ideally, since the setting of my facility is a

little more hardcore than the average gym, I would choose a radio station that ideally matches

that setting, probably opting for a local rock station to really set the tone for how my facility is

set up. Assuming that this has been situated with the radio company, I would then give off a spiel

about the quality and atmosphere of my facility, while simultaneously comparing my facility to

those surrounding the area without specifically targeting them. Although this may be considered

an aggressive strategy to winning over my clients, it may be a necessary step in achieving

numbers due to the competition in the area. The transcript for the ad would be very straight

forward, although the tone of the message would be jokingly overplayed, not taking itself too

seriously at any point in the monologue. It would challenge my potential clients to really ask

what they expect from a workout facility and the training staff that surrounds them. “Are you

tired of spending countless hours on the treadmill watching reruns of local soap operas, not

making any changes in body composition and seemingly wasting forgotten about dollars on a
membership that isn’t benefiting you? Maybe it’s time to find a trainer that will keep you in

mind as his/her client, remember important days and ask how you’re feeling on any given day,

all while still keeping you on track of your goals. This may sound too good to be true, but we

promise you, you aren’t dreaming. Come out to (insert company name here) at (address) so that

we can talk about your future as a stronger and better you.” The success of this advertisement

will be extremely dependent on the time of year that this is delivered, being much more

dependent on the large amounts of audience that listen to the radio. Ideally, using this

advertisement during the summer would be the most optimal time to have it be released, as the

majority of people will be listening to the radio due to better weather conditions and the ability to

do more activities during that time of year. Also, with young adults being out of school for that

particular time will also make the benefit of being used in the summer thrive. The same tactic

could be used again in the winter, as most people do listen the radio a decent amount during the

holidays, and it’s the time when most people wish to make changes in body composition.

Another tactic that would be useful would be getting involvement with the local community in

having coupons for a free training session at the facility. Giving those that may want to make

body composition goals a reality after the use of a free facility session to see what it’s all about.

The spring and fall would both ideally be more communal in their forms of marketing the

facility, as the weather typically allows for comfortable activity during these times of year.

Especially in the fall, having public workouts or challenges that are free to the general

community can help to raise awareness about the facility.

Increasing Sales:

An extremely important aspect of succeeding in the respective business that someone chooses to

go into is built on the foundation of staying true to themselves and what they wish for their
business to reflect. Those that are attracted to the business that I supply will be attracted to that

idea of the business, otherwise they would not any interest in the facility as is. The most

important detail about staying true to the original business idea is to try an use the facility that

you have to best fit the situation that somebody would like to bring to you. For example, if my

personal fitness facility was targeted at a more hardcore weightlifitng scene, but an elderly

woman is in the market for a trainer that will let her be able to play with her grandchildren,

although the atmosphere of the facility is not built for that, it’s more than capable to be that for

her, and that’s the selling point that my facility would have over a lot of other facilities in the

area, the ability to be whatever you want out of what we have. First and foremost, the main

concept would have to be building a solid foundation of members that are more attracted to the

atmosphere of the facility for being more against the grain in terms of facilities, from there

creating credibility as an efficient trainer and staff. Having the foundation of a few members that

really buy into the facility helps to show the effect that it has on a person’s life, which alone can

be enough to convince someone to buy in. After that gets taken care of, then it becomes the job

of me and my staff to decide what the best way that the facility would apply to certain clientele,

regardless of the goals they wish to achieve. This would essentially be the needs analysis for the

individual, as the capability to achieve whatever the client wants is the main goal of the training

staff. By getting this information, the tour of the facility can be tailored more to the needs of the

individual, if someone is training for a marathon, then showing the potential client some of the

best cardio equipment that we have would be the best option for creating interest. This is also

where having the foundation of members comes into play, as if one of the members was also

training similarly, then they could share information about the benefits of the facility. The

hardest part about the tour would then be to introduce the price, although there are ways to
combat the problems that may be associated with these situations. One scenario would involve

discovering how much interest the client has in the training and then offering one week of

training for a slightly reduced price to see if the client is willing to sign up for the full

membership. Another option could be to set up payment plans based on the amount that it would

cost for the facility, or having a reduced rate for paying for the year rather than monthly.

Focusing on Customer Service:

Having the memberships is only part of the battle in retaining our clients, customer service is the

most important aspect in the retention of clients for the future. I think that one of the best

practices for training the training staff to deal with clients of all personality types is to use the

action of role-playing and seeing exactly how the trainer would treat the particular client in that

situation. This would be done in more of an orientation setting as the ability to get all of the

trainers on the same page as soon as possible would be the most beneficial in the full

development of the training staff. The orientation will establish the standards of the facility and

what is expected of the training staff in terms of treating all clientele with respect and proper

mannerisms. The goal of the training staff is to become friends with the clientele, making them

feel as though they are a part of the facility itself. We want the clientele to feel as comfortable as

possible at all times, feeling greeted by the friendly mannerisms of smiling when seeing their

client, standing upright with their shoulders back and actively listening to the current mood of

the client in order to make necessary changes. Although at some point, we will run into a

particularly rude client, they will still be treated with respect unless they are being simply too

difficult for the trainer to do his/her job. At this point, a personal meeting will be set up with the

client and the manager to discuss the future of their membership at our facility. Termination of
the client’s membership will come as a determination of the intentions of the client after the

personal meeting.

Retaining Members Through Program Management:

Through the use of the three steps to customer retention, creating the value of the client is the

most important aspect, helping them to realize exactly what they offer us as members rather than

simply what we could offer them. The first step in creating retention is to help them realize that

they are noticed while they are at the facility. Oftentimes at facilities, people come in and out

without ever talking to anyone inside the facility. This can make some members feel alienated

from the place that they may be spending a decent amount of time at, while at our facility, we

will be sure to learn a client’s name and then remember it. That’s what separates a facility simply

looking for profit and one that cares about the well being of its members. Secondly, trying to

offer involvement in the family that is found inside the facility, further integrating them into the

framework of the facility itself. This could range from being offered a free class with a certain

group, such as the bodybuilders or powerlifters and possibly finding a new found interest in the

facility itself. This may make them more interested in showing up to the facility due to the fact

that are now part of a community of like-minded people. Thirdly, by this point in the

introduction process, they may feel more like a part of the facility rather than simply a member.

Due to the interest that they may have in the respective class that was previously offered, signing

them up for that class or matching them with the best fit trainer would be the next step in

retaining them for the future. Therefore setting up future goals and endeavors that may not have

been thought of previously.

Generating Profit Through Profit Management:

The most sensible profit center to have included in the facility is a child care center, this would

then allow a much larger population of people that may not have been previously able to train

due to time constraints can now bring their children to the gym with them. This works as a two

way street as they are coming in more often, therefore increasing the overall profits that the

facility is making, while simultaneously keeping the membership of the client.