Every business, in today’s competitive environment, must have multiple entry points.
No I’m not talking about physical entry points, access control is an important issue, but what I am talking about is even more important… your customer’s psychological entry points.
Remember that, today, the market is more diverse, more demanding, and less expert than at any other time in the history or our industry.
Recent competitors with new business models have, each in their own way, demonstrated a new entry points for members into the industry.
The micro-clubs such as Curves demonstrated how a very basic offering could attract the beginner market by reducing psychological risk (no men, no complicated equipment, no mirrors, and no very fit women).
The low-pricers such as Anytime Fitness demonstrated how a stripped down offering at a low price point could attract the beginner market by reducing financial risk (no contracts, no joining fee, and low monthly fees).
The training clubs such as CrossFit demonstrated how a supervised and controlled small group training environment could attract the beginner market by increasing self-efficacy (access to expert instructors, high supervision, results focused).
Traditional health clubs are struggling to compete because of their continued adherence to a “one-size-fits-all” approach that worked in the past but is under increasing pressure to stay relevant today.
The only way health clubs can stay relevant today is to provide multiple entry points into their business. Learn the lessons from the micro-clubs, the low-pricers, and the training clubs and provide an entry point for your markets based on price, expertise, and risk.
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