In this period, it is right that every fitness centre should make every effort to react to the trend that leads to a drastic decrease in club presence and the flow of spontaneous people who present themselves independently to ask for information.
- decline in frequency of visits
- reduction in turnover from new sales
Activities planning for winter holidays
Organising activities at the start of the year, that you want to develop throughout the course of the year is therefore essential to combat the changing seasons and their inevitable changes in user motivation and habits.
So the Clubs' proposal to contain the decrease in winter must therefore take good account of the forces on the pitch.
Masterclasses during holidays
Each type of service is once again addressed to a different audience, depending on whether it is organised inside or outside the club, in recreational or sporting contexts; these decisions must therefore also be aimed at targeting the right audience.
First of all, we identify in broad terms what these activities consist of; they are lessons planned differently from the usual daily classes that are held in the clubs.
Where are the lessons organised?
Within the clubs, it is possible to present the structure, invite people who are already somewhat interested to know the reality of the centre thanks to marketing initiatives or personal motivations and those members already registered.
In order to develop these classes in the best possible way, it is necessary to structure marketing actions aimed at making the event known both internally and externally, and to gather memberships.
Inviting outsiders to understand the culture of the club is certainly positive, in this way the newcomer is able to see with their own eyes if the club could be a good fit for them, and if they see a future there.
The importance of engagement
In this relationship the sales cycle begins, which slowly opens the prospect towards a new environment and a lifestyle that they can start to change and improve.
Understanding the levers that move the users behavioural changes will then allow the commercial in the second phase to deepen the real motivations.
Masterclasses play a decisive role because they offer the club the opportunity to present itself to an extremely wide range of people thanks to the possibility of establishing a relationship with instructors, to propose and combine different disciplines and moments, increasing the chance of success in an extremely significant way.