How to navigate increases in membership fees amid ongoing economic pressures.
Sales & Marketing
Sales & Marketing Strategy & Finance
18 Best Practices to Develop Sales & Customer Acquisition Processes
Selling more memberships is key to expanding your business. These 18 tips will help you develop a top-notch sales process.
Making Healthcare Referrals Profitable (Part 2)
In this follow-up from last month, we go deeper into the healthcare insurance reimbursement system and shed light on the complex processes that operators will encounter in providing this vital service to members.
Making Healthcare Referrals Profitable
While medical referrals offer potential new member and revenue opportunities, you need to approach building provider relationships strategically.
Research Reports & Publications
The Marketing Overhaul: Three Actions to Drive Profitable Growth
Learn the three pillars of marketing strategy and dive deep into marketing tactics that will allow you to implement each marketing pillar without a large marketing budget.
Marketing Strategies to Generate a Sense of Community at Your Gym
Gain a few takeaways from this IHRSA 2024 session that will share how to generate extra engagement every month, ensure members are committed, and foster a sense of community.
IHRSA 2023: A Historic Show, an Unforgettable Experience
Records were broken, champagne was popped, and nothing will be the same for the health and fitness industry again.
Step One in the Health Club Member Journey: Your Website
While social channels and other digital marketing matters, your website is likely the first place prospective health club members encounter your brand and experience. Make it count.
Fitness Veterans Explain How Gyms Can Attract All Generations
With 30+ years of experience between Sarah and Sal Pellegrino, their joint session at IHRSA 2023, 4 Gens by 2 Gens: How to Drive Four Generations to Your Gym, is sure to leave you with a toolbox of ideas to attract consumers of all generations.
Leveraging the Health Club Member Journey
A good platform accounts for the right contact at the right time and gives members the tools they need to help manage their own memberships.
Talks & Takes: Medical Innovations, Relief Expectations, & More [VIDEO]
This edition of Talks and Takes with fitness industry experts Brent Darden, Bill McBride, Blair McHaney, and Sara Kooperman, in collaboration with IHRSA and REX Roundtables, broke down the most recent news around marketing trends, the bounceback of the industry, medical breakthroughs, and more.
33 Marketing Best Practice Guidelines to Help Boost Your Brand
Good marketing can be the deciding factor between a successful business and a failed business. Ensure that you are following these best practices.
3 Marketing Strategies Gyms and Studios Can Use in 2022
Marketing to and reaching your target audience in a post-2021 market can be confusing. We’ve gathered a few tips and data to help you connect with new and existing members.
5 Must-Have Videos You Need to Promote Your Fitness Brand
Are you looking to revamp or add personality to your fitness brand? Ryan Snaadt, owner of Snaadt Media Group, shared a few tips on how to get started at IHRSA 2021 in Dallas.
Keys to Motivating Your Health Club’s Sales Team
Staff and members face a new, post-pandemic reality. Here’s how to take the changing club sales environment into account and lead your team to success.
Boost Gym Revenue & Retention with Corporate Sponsorships
Working with corporate partners offers a range of benefits for operators, sponsors, and members.
Building Health Club Revenue through Metabolic Testing
As clubs look to rebuild revenue in the coming year, metabolic testing offers a number of innovative ways to create new streams.
How Health Clubs Can Navigate the New Meeting Landscape
As face-to-face meetings give way to more video and streaming gatherings, what do we risk losing and how can we maintain connections? How does the lack of hands-on interaction with the latest equipment impact facility planning?
Optimizing the Upsell Opportunity for Health Clubs
Cross-selling and upselling compose a revenue stream health clubs can tap right now. Clearly, members already see the value in coming back to your facility—so why not leverage the opportunity?
How Gyms Can Carve Out a Competitive Edge in Uncertain Times
If there was ever a time to have your gym and brand truly stand out, it’s now. These strategies will help you to carve out a competitive advantage in your market.
How to Master the New Sales Landscape for Health Clubs
You need to adjust your lead generation strategy—and that’s just a start. Here’s what your CRM should be doing for you.
What to Communicate in a Pandemic to Engage Your Gym’s Members
As your members adjust to all the changes in your club, communicating and maintaining relationships with your members is more important than ever. Here’s what to communicate to keep members engaged, informed, and confident about coming back.
5 Ways to Make Omnichannel Marketing Work for Your Gym
Forget making a buzz, you need your brand to be a superstar. The key: Think local!
Keeping Your Club’s Image Safe & Clean
Keeping your physical club safe and clean with new COVID-19 protocols is imperative. As media reports scrutinize the industry, now is the time to ensure your club image is just as protected.
How Health Clubs Can Be a Force for Good in an Uncertain World
The industry’s unique position as a unifier under the banners of health and well-being can help bring people together for a common purpose.
How Can Gyms Develop & Protect Their Brands During a Crisis? [VIDEO]
If you want to protect your brand and keep your members engaged during a crisis—be it a pandemic or social—then Diva Richards, owner of Hard Work No Excuses, has some advice for you.
New Membership Sales Strategies Clubs Are Using to Reopen
Health clubs around the world are seizing opportunities for new and exciting strategies to regain membership and revenue.
Through Video, Health Clubs Show How They’re Safely Reopening
Health clubs are using video to show members how they are cleaning their facilities and to give them a glimpse of what it will be like when they return to the club.
How Clubs Incentivized Members to Stay During Closures
We talked to IHRSA members around the world about the new ideas they put in place to keep their members on board through pandemic-related closures. Here are their success stories.
Curated Sales & Marketing Resources for Your Health Club Staff [LIST]
Check out our selection of sales and marketing webinars, e-books, and articles that your staff can use to strengthen their skills while your health club’s doors are closed.
Why Health Clubs Should Embrace Earth Day
Sustainability and conservation are a growing concern in an uncertain world. Here’s how clubs can help provide stability and a hopeful future to their global membership.
Why Health Clubs Should Try ‘Emotional Marketing’
Consumers want to feel good and do good. Give them a meaningful experience and you’ll enhance your brand.
5 Millennial Consumer Habits That Can Make or Break Your Gym
Here’s how health clubs can capture the most important demographic in the industry.
Budget Brand Boom Moves Health Club Market in New Direction
Know when you should consider converting your health club to a high-volume/low-price business model.
Why Your Health Club Needs a ‘Personalization’ Strategy
The trend toward biometrics and individualized health interventions are on the rise. Here’s how to take advantage.
5 Ways to Boost Your Club’s Digital Marketing Results
Here’s how you can enhance your club’s digital strategy without wasting time or money.
How Health Clubs Can Capture the ‘Values-based Consumer’
Attracting Millennials and Generation Z are critical to your success. Here’s how taking a stance on sustainability will bond them to your brand.
How Chatbots Can Boost Your Fitness Business
The technology is an increasingly popular communication tool for companies and consumers alike. But is it right for your health club?
Why CRM Onboarding Is Crucial to Your Club’s Digital Strategy
Customer service and operational efficiency suffer when your staff doesn’t understand your club management software. Here’s how to fix it.
Outside the Box: Digital Marketing for Health Clubs
New digital marketing tools and shifting consumer habits have changed the game. Learn how The Claremont Club is playing to win.
Using Chatbots, AI, & Virtual Reality in Your Fitness Business
Should your fitness business implement chatbots, artificial intelligence, or virtual reality? Here’s what you need to know.
Positioning Your Gym’s Yoga Offerings for All Generations
Yoga is the top group exercise activity at health clubs nationwide. Here’s how to position your offerings to each generation, from kids to Millennials to seniors.
Are Your Health Club Sales Drowning in Digital Noise?
Poor integration will cost you revenue. Here’s how to get the most from your digital sales tools.
3 Keys to Understanding Health Club-going Millennials
Millennials account for 28% of total health club members, according to the IHRSA Health Club Consumer Report. Find out how to attract this prime demographic with insights from our research expert.
Top 5 Profit Centers at Multipurpose Health Clubs
While membership dues/fees revenue is the lifeblood of health clubs, top-tier clubs also generate a significant portion of revenue from non-dues services—including profit centers.
How Your CRM Software Can Be Your Best Sales Tool
A fully integrated, automated system should take advantage of three distinct sales pipelines. Does yours?
Boost Your Health Club Brand with a ‘Green Zone’
Creating an eco-friendly section in your gym can have a huge impact.
5 Ways Artificial Intelligence Can Transform Your Gym’s Sales
Artificial intelligence-assisted CRM may become your gym’s best sales tool—and sooner than you’d think.
Embrace Digital Tools to Boost Membership Sales at Your Gym
From geo-targeting to custom audiences, social media, CRM, and other digital tools have enhanced the membership sales process in endless ways.
Should Your Gym Capitalize on Social Responsibility?
By harnessing the power of consumer activism, your gym can build a fiercely loyal following.
Rethinking Retail: Your Gym’s Untapped Non-dues Revenue Source
The world of retail has changed dramatically, especially for health clubs. Here’s what’s working today, according to three industry leaders.
Evolution Architect: Gold’s Gym CEO Shares Secrets to Success
Brandon Bean was given the task of evolving the world’s most venerable brand while protecting its unique legacy.
Give Your Health Club a ‘Millennial Makeover’
Attracting younger consumers requires that you pay attention to values as much as price.
Why Sending a Text Has Big Implications for Your Health Club
Before you send that text blast about your club’s seasonal discounted classes, make sure you are in compliance with the Telephone Consumer Protection Act (TCPA).
Small Group Training Attracts Economically Diverse Customers
More than a quarter of health club consumers engage in small group training, making it a valuable revenue source to consider cultivating at your club.
The Unique Challenges of Running a Gym in Northern Sweden
Believe it or not, it isn't easy operating a fitness business in a region that experiences 24 hours of sunlight during the summer. But 360 Träningscenter is up for the challenge.
Fitness Industry Veteran Shares Philosophy of Sales & Business
Jason Reinhardt, founder of Go M.A.D. Fitness and IHRSA board member, shares his ideas on success and talks about his passion for fitness.
The Global Fitness Industry Prepares for GDPR
The European Union’s new data protection policy has universal implications. Is your fitness business prepared to meet the new standards?
7 Tips to Build a Successful Social Media Strategy for Gyms
Ready to engage with your members and grow your fitness business? We've got seven easy tips to help you plan a successful social media strategy.
Vital Behaviors to Skyrocket the Success of Your Health Club
During his IHRSA 2018 session, Don Murphy of Gold’s Gym Newburgh shared insights gained from his 30 years’ experience, from member onboarding to marketing strategies.
Boost Your Health Club Customer Conversion Rates
How CRM tools can improve lead management and overall revenue.
Is Your Locker Room Harming Your Gym Brand?
Learn how to provide a high-end locker room experience without breaking the bank.
5 Things Gym Operators Need to Know About GDPR
The new European Data Protection Regulation, going into effect on May 25, will impact more gyms than you might think.
Sell More Gym Memberships by Uncovering People's Needs
No two membership pitches should be alike. Learn how to identify prospects' needs and craft tailored-made tours that are sure to close.
Maximizing Facebook (and Leads) for Your Health Club
By taking the time to craft a Facebook strategy, you can increase referrals and leads for your health club.
How Keep Cool Plans to Bring French Fitness to North America
The popular smart-cost chain has nearly 200 clubs in France, and is now setting its sights on Canada.
3 Ways Health Club Managers Can Target Generation X
Now a more rooted segment than in their younger days, the Gen X consumer is primed to be a long-time member. Here's how to get them to join your club.
Derek Gallup's Fitness Marketing Magic
The chairperson of IHRSA’s board of directors discusses hurricanes, multi-brand management, and saving the world through fitness.
5 Ways Going Green Can Transform Your Health Club
Becoming more environmentally friendly can be a boost for any gym seeking to differentiate themselves from the competition.
How to Make Your Gym’s Brand Work as Hard as You
Clubs have found they can expand brand recognition inside and outside the facility by engraving their logo on exercise equipment.
Your Health Club Members Have Gone Digital. Why Hasn’t Your Marketing Strategy?
Bryan O’Rourke, president of the Fitness Industry Technology Council, details three basic steps to any successful health club marketing strategy.
Building Your Fitness Business’ Social Media Muscle
Before you can create great content you have to start with the basics—the three levels of the social media funnel.
6 Steps to Improve Your Gym's Sales Process
Tighten up your gym's sales strategy with these six steps from Jeff Houghtaling, membership director for VillaSport Athletic Club and Spa.
Member Exclusive
Why You Should Rethink Your Gym’s Member Referral Rewards
How you reward your gym's members can impact both the member experience and your bottom line.
How Blink Fitness Is Redefining the Meaning of ‘Value’ in the HVLP Segment
Blink Fitness is living proof that low-price gyms don't have to come with a bad member experience.
Why Your Health Club Should Be on Social Media (Even if You Don't Want to Be)
People of all ages are using social media to connect. Failing to be a part of the conversation can negatively impact your club's business.
7 Steps to Create a Powerful Social Media Strategy for Health Clubs
Here are seven steps to leverage your club's brand advocates, draft sharable content, and create a more powerful social media strategy.
Health Club Branding Can Be Tough—Here's How to Make It Easy
Shannon Malooly, membership and marketing director for The Claremont Club, explains how to differentiate your club without losing integrity.
4 Tips to Increase Non-Dues Revenue at Your Health Club
The Atlantic Club COO Kevin McHugh offers four strategies to increase your club's non-dues revenue and, ultimately, your bottom line.
What’s the Difference Between Marketing and Advertising Your Health Club?
Marketing and advertising are two different things—and knowing the difference can make or break your communications strategy.