New Year’s Resolutions V Gym Memberships!
It is the time of New Year’s Resolutions. Many people will have a fitness goal (weight loss) on top of their resolutions list. And gyms know this!
A high percentage of a gyms’ sales are converted in January!
Most big chain gyms have well trained membership consultants ready to sign up these new members. They have well practiced scripts designed at converting prospects into sales. Their aim is to sell a year long membership with monthly direct debits. These contracts are hard to get out of. They know that a lot of these new members will attend for only the first few weeks of their membership, and will then lose motivation. This can be a disappointing side of the fitness industry and leaves a lot of people with bad experiences, turning away from the fitness industry.
We need to also remember that these gyms are a business, and need to sell memberships to survive.
Is there a better model? Maybe a model where clients pay for results?
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