It's All About Attendance

Spring Three | Fitness Studio Consulting

Most wellness and fitness activities need to be a regular habit to get the top benefits.



(I know - I’m stating the obvious here!)



The more your clients visit your studio, the more comfortable they feel, the more progress they make and many of the initial feelings of hesitation and intimidation (and all the other things they tell themselves like: Is this going to work?Is this worth the money? This is too hard) diminish or even disappear.



To help your clients get the most out of their sessions they must, must, must become a regular face inside your studio. 



And 2 times per week seems to be the sweet spot - a great goal for you to aim for.



So what goes wrong for most people? How can YOU as a studio owner get your clients in the door more often?



I see two places where there is usually an opportunity to do better:



  1. Recommending to the client how often they should come to get the most out of their sessions

  2. Pricing your packages to encourage attendance



For #1 - this comes down to your ability to talk about the workout or service in a way that is compelling to your clients. I’ve got tons of articles (and programs) geared toward this. Get in touch and I’ll send some your way :)



It’s under #2 that I actually see the biggest disconnect.



I’ve heard people say: 



“I like it when clients buy a 5 pack - I make more per session!”


Or: 


“I don’t want to sell unlimited class package. What if they come every day - I’ll lose money!”


While both points are not wrong - it is a rather short-sighted approach to business building

(Btw - most clients on an unlimited do not come every day. In fact, it’s always amazing to my studio owners at how infrequently their clients visit - even on an unlimited monthly class package). But, I digress… let’s get back to the point…



When I ask studio owners what type of clients they want, they tell me they want clients who are loyal, clients who visit not just week-after-week but year after year. They want clients who tell their friends to come too. They want clients who show up on time. They want clients who pay on time. 



They want these clients because these clients are worth so much more.



They are less hassle and… guess what?!



They spend MORE over their lifetime as a client.



If you look at your client spend over the last year… it’s usually the person that comes most often the has spend the most (again - I’m stating the obvious if you are an appointment based business - but this is also the case for a class based business!)



So, if you are interested in growing your business, increasing your revenue then focus on getting your clients through the door MORE frequently over a LONGER period of time.



Think about how much your client is worth to you over the life of their time with you (lifetime value). What do you want this to be? What do you want your clients to spend at your studio on average over the entire year? 



I’d love to hear your thoughts on this. Have you checked out your Biggest Spenders report? Or perhaps your average client spend? These are other useful numbers to look at on this topic!




With Gratitude

Dear wellness pro, fitness entrepreneur, wellness revolutionary, dedicated instructor, inspirational business owner and valued member of this community,

THANK YOU

Thank you for taking action to improve wellbeing 

Thank you for your dedication to teaching quality movement

Thank you for bringing together a community

Thank you for your compassion

Thank you for releasing stress

Thank you for your guidance

Thank you for your energy

Thank you for bringing joy

Thank you for your empowering words

Thank you for enabling more fulfilling lives

Thank you for bringing light

Thank you for investing in your self and your knowledge

Thank you for the constant encouragement

Thank you for giving mental clarity

Thank you for allowing freedom 

Thank you for building confidence and courage

Thank you for creating a space that welcomes everyone


I am grateful for the impact you make every single day making the lives of your clients happier and healthier. 

Some days you may not know exactly what you are a part of, or how you have helped turn a day around, or what hope you have given a client. 

But, you are more powerful than you know. You’ve helped so many on their journey to a healthier, happier and more fulfilling life.

You make a difference. 


And, on behalf of all those people, thank you.

With gratitude, 

Seran

Spring Three | Seran Glanfield

State Of Wellness: Trends Report

Spring Three | business trends

Did you know that the 10 markets that make up the wellness economy are now worth $4.2 trillion!



Over the past 2 years this has grown 12.8% and represents a whopping 5.3% of global economic output.



These are big numbers. As you know - there has been a shift toward integrating movement and wellness into everyday life and this move towards prioritizing wellness is changing the shape of our industry and the habits of consumers.



So… what makes up wellness?



The Global Wellness Institute focused on 10 specific categories for their research:



Personal care and beauty: $1.082 trillion

Healthy eating, nutrition and weight loss: $702.1 billion

Wellness tourism: $639.4 billion

Fitness / mind-body: $595.4 billion

Preventive and personalized medicine and public health: $574.8 billion

Traditional and complementary medicine: $359.7 billion


Wellness real estate: $134.3 billion


Spa economy: $118.8 billion


Thermal / mineral springs: $56.2 billion


Workplace wellness: $47.5 billion


Spas, wellness tourism, and wellness real estate were shown to be the fastest-growing sectors over the last two years. But, many of the categories above blend together as the industry moves even more towards delivering a complete and rounded experience for it’s consumers. Just like you might have contemplated adding spa or nutrition services to your studio offerings.



The big players are doing the same. 



With Peloton bikes inside hotel rooms and Exhale (barre and spa) being purchased by Hyatt Hotel group, fitness and travel are merging because of consumer demand and habits.



Another area prime for big growth is workplace wellness. Some large companies recognize the benefits (think increased productivity, less time off) of integrating fitness and wellness into the workplace, but there is so much more that can be done.



What we know is that people who engage with group exercise feel more fulfilled than those who do not by nearly 30%



You can relate to this - you know your clients feel this way about your business.



Regular group fitness participants also report closer relationships with family and friends, enjoying their work more and finding time for play and having fun.



We know that consumers are seeking a more connected and holistic approach to balance the stress and pressures of every day life - perhaps this is why Yoga has grown in popularity - the number of people practicing yoga has increased 54% in the last 10 years!


Let’s dive into some more details on the fitness industry:


The average age of Yogis is 36 and nearly 20% are male.

We know also know that a younger population favor more intense exercise with HIIT being the most popular amongst the millennial generation and a low impact spin class is a firm favorite across all ages.



The average American spends $87/month on health and wellness, but those who engage in regular workouts spend significantly more. Top spenders are CrossFitters spending an average of $187/month on health and wellness, Yogis average the lowest of those surveyed - but still spend $131/month. 



The average income of those in the survey was $73k - with top earners choosing HIIT as their favorite workout and averaging $82k in annual income. 



On the boutique business side, there is more really interesting data… 50% of boutique wellness businesses generate in excess of $300k in revenue every year with 16% making over $500k. The average revenue for boutique fitness studios was $289,000. Nice work folks!



What about spending? I know many studios spend $249/month or less on marketing - that makes up 18% of studios. But the average marketing budget each month is $783! On average in fitness, the marketing budget is 3.4% of total revenue. Perhaps that will help guide your budget for next year?



How about staff? These are the numbers that really surprised me… of those fitness studios surveyed, the average staff size was 14 in total, with around 8 full time staff and 6 part time staff.



One last piece of data for you - only 27% of American adults visit a group fitness facility regularly - even less visit 1:1 fitness services.



So, despite these big growth numbers, there is still plenty of opportunity to continue to engage with new clients and growing your studio business.



Of those who use the MIndBody app, 80% go to group classes 2-3 times per week or more. Making booking as simple and easy as possible really helps to get your clients to be more engaged in your business.



Personally, I love to see data like this. I think seeing the bigger trends can help us all understand consumer thinking and behavior across the industry and help drive and guide better decision making within business. It can inspire us all to create more innovative methods to help clients further engage with wellness and help you become an industry leader who stays ahead in this multi-trillion dollar industry!



What do you think of these numbers? Do they represent what you see? What questions do you have?





Sources: MindBody Wellness Index Survey 2018, Global Wellness Institute,


Secrets to a stress-free holiday season

And so it begins…. the festive season is coming our way fast and with it, a great opportunity for small businesses to shine!

The Secrets To A Stress Free Holiday Season

Yes - really! 🌟

You might feel like this time of year is tough to manage because of late cancels, increased travel and frankly, because you are probably quite ready some time off yourself!!

But, if you can plan early - you can get ahead of the game, stop being reactive to the challenges of the season and actually turn it around to make it work for you!


Address schedules

It’s possible that your teachers and your clients will be traveling during the holidays. Probably pretty likely actually. Start early and be proactive about finding out how you can manage teaching schedules. Communicate changes in class schedules early and consider adding in extra sessions or classes before or after your clients travel to even out the potential loss of revenue (and progress for your client)?

Promotions

The goal for all your promotions at this time of year is retention, retention, retention. Your focus is on keeping your clients beyond the end of the year (in the new year your focus shifts toward those new clients!). So, what can you do to keep them coming back in the new year? How about an early sign up for a challenge or a bootcamp or special workshop event in January... perhaps 20 classes in 30 days? Or a 1 month unlimited special offer starting Jan1?

Show appreciation

This is the time of year to give thanks to your team and loyal clients. Whether this is a gift, a hand-written note, a holiday card or a text! Invite your clients and teachers to share their appreciation of each other too. Actively cultivating gratitude will help reduce stress and strengthen the bonds of friendship and community inside your studio.

Gifts cards

Help your clients take the stress out of their holiday shopping - and boost your business too! Gift cards can be a great revenue generator for your business (suggest your clients give the gift of wellness to their favorite friends!) or offer special bundles of classes and merchandise - such a neat way to help out your clients while getting your studio name out to friends of your clients!

Marketing Campaigns

Put in the effort to “seasonally brand” your business and you will be connecting with your clients and their friends. Dress up for Halloween and put an Elf on the shelf and your business will come alive oline! Don’t forget to show up on social media consistently - you don’t want to let the world forget about you. That extra nudge to make it into the studio will help your clients stay on track!

Throw a party!

Holding a staff party or even a holiday party for staff and clients is a great way to show everyone a good time. It could be themed, filled with games or a simple open house event in the studio. You decide!

Carve out some me time

Just like summer, December and January are unpredictable months. As a business owner, be conscious of your energy levels especially if you have big plans for the upcoming year (and I know many of you do). Be sure to build in time for yourself to rest and energize when your schedule allows. This is crucial to your ability to manage your team, your clients and your business!


What else do you do at this time of year to make sure you end the year strong and filled with gratitude?

10 Ways To Boost Your Customer Experience

I recently wrote about the importance of creating a wonderful customer experience. (If you missed - you can read more about that here).

SPRING THREE | Studio Business Tips


As a follow up, I wanted to share with you some ideas that I’ve seen work really nicely to create that sense of community, nurture and appreciation within your studio.


So, if you are a little stumped about what you can do to up your game, this list might offer some inspiration.



Offer all your clients towels. If you are a studio that get people super sweaty cold towels are a really nice touch!


Staying hydrated is crucial to wellness. So why not offer your clients water. This could be via a water cooler, bottled water OR a jug filled with water and infused with lemon, or cucumber. When the the temperatures start to drop, why not offer warm tea instead?


Speaking of warm… nothing is more important than a warm welcome! A big smile goes a long way. Your clients should be made to feel as though they are in the right place from the moment that they walk in through the door.


And then - don’t fear the follow up! Just as the welcome is super important, following up makes all the difference especially for new clients. This could be a simple text after class or a phone call to new clients asking about their experience.


Celebrating your clients birthday doesn’t have to mean giving a huge fancy gift, but if you ask for your clients birthday when they sign up, why not make them feel extra special on their big day. A simple email, a little give away like a pair of socks or water bottle is all that is needed.


People love a give-away! Why not invite your clients to enter a challenge with a prize draw? The challenge could be taking an extra class, taking a session with a different instructor or even a bingo style game. Participants have the chance to win some studio swag!


A referral program can be as formal or as informal as you like. Personally, I like letting your clients know that they can bring a friend along to their sessions early on in their relationship with your studio. Your current client gets a nice reward for bringing in a new face and the new client will get your fabulous intro offer!


Do you know their name? Combine a warm welcome and greeting your clients by their name makes you a winner in customer service!


If your clients are foodies, sharing your favorite restaurants or even your favorite recipes can be a really nice way to get people talking in the studio about something else that they love :)


Or having a book club can be really fun to get people talking about life outside the studio. The more your clients talk with other clients, the stronger your community will be. A book club can be as formal or informal as you like. It could be as simple as a  book recommendation or you could make it into a real social event!


Once you start to think about all the things you can do to develop the relationship with your clients, there is always so much more! And… often it’s the smallest things that make the biggest difference.


What do you do to make your clients feel valued?