Most owners and managers still don’t get it… its hard being a beginner. Thom Plummer wrote this tongue in cheek exposition of the typical big box experience. Of course, not every club experience is like this every time but there is certainly elements of this experience in every club, and probably more often than you’d like to admit.
I see it all the time… maybe you are too busy to see it.
It starts right from the beginning, with your advertising, and continues down the line until the beginner leaves defeated and demoralized.
And we scratch our heads wondering what we can do to improve or marketing, sales, and retention.
It all starts with improving the beginners experience… how we market to them… how we encourage them into the club… how we sell to them… how we overcome their information asymmetry… how we support them throughout their membership… and how we ultimately get them to stay.
It requires a dedicated strategy to move them through this process and your ad hoc marketing, customer service, sales, and retention tactics won’t get it done… the pieces just don’t fit together in a way that consistently and systematically moves the beginner up the expertise curve.
iPOS is designed specifically to market to beginners, remove the barriers beginners have to working out in a club, support them while they are in the club, and get them to stay and pay longer.
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