Your business doesn’t need more customers, it needs more loyal customers. Loyal customers are the megaphones for your business. They’re the ones who will spread the word about your gym for you. They’re the ones who welcome new members and bring them into the fold. They’re the ones who post on social media about how your business has changed their life.
The average customer will still be on the lookout for better deals or offers; loyal customers don’t worry about what it costs because you’ve proven that you’re the best.
The good news is, you can transform existing customers into loyal customers. But it doesn’t happen by chance and it doesn’t happen overnight. It takes a focused, sustained effort to drive your service and your product value ever higher. To get loyal customers, your service can’t be good or even very good, it has to be exceptional.
People don’t write a review on Yelp when an airline flies them from here to there because the product did exactly what it was supposed to do (even if it is absolutely amazing that we can fly around our planet!). People only post when something goes terribly wrong or exceptionally well. Your job is to create exceptional experiences, something that is post-worthy.
Offering you own branded supplements makes your business unique among your competitors. Every gym will market its service, its new equipment and its great coaches. And every gym harks on the importance of nutrition. But very few take the
extra step to create their own products for their members. This shows that your business walks the walk of nutrition.
Selling your own branded supplements also improves your brand's value. They're not sold at the online marketplaces. they're not available at the grocery store. They're only available at your gym. Meaning that even if a competitor offered a special discount, members are less likely to leave because your supplements aren't available there.
Your members are at your gym only ~one hour each day. What are you doing to stay connected to them during the remaining 23 hours? Supplements take your physical brand beyond your gym's walls. Every time someone takes a scoop of your
protein, whether it’s at home or at the office, they're connecting with your brand. Now you’ve taken your brand into people’s homes and made it a part of their personal lives. Deeper connections yield long-term member retention.
We ask every gym we speak with if they sell branded apparel. And every gym answers “yes.” They also admit that apparel is a huge pain in the butt and it doesn’t make them any money.
So why does every gym think they need to offer apparel? Because it’s marketing and because members want it. But more than a cool tee, your members want results. Branded supplements bring together your brand with a product that actually helps your members reach their goals. And as we said in our Results article, member retention always comes back to results for the customer.
Ready to start keeping more of your members, longer? Contact us and let's get started.
Founder of Affiliate Supplements. Long-time CrossFitter (L1) and fitness nut. New-time dad.
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