There are nearly 4000 gyms in the UK. With such a competitive market, it can be difficult to stay ahead of the competition and make sure prospects are coming to you first. Understanding the competition can help you come up with new services, selling points and identify your unique selling points.
So, we’re going to discuss how you can stand out from the crowd without becoming consumed by what your competitors are doing, allowing you to define your club’s strategy and get more customers in the process.
Be market-led, not competitor-led.
Although it may sound counter-intuitive, avoid reading too much into what your competitors are doing. Research is important, of course, but checking up on what other gyms in your area are doing daily can distract you from achieving your business goals. Before you know it, you’ll be trying to run an identical business to the club across the road.
Why is that a bad thing? Because they’re already fulfilling the demand for their offering. That’s not to say you can’t offer the same services at a better quality or more competitive price point, but you should only go down that road if you’ve identified the potential.
Instead, concentrate on what the market is lacking and what your niche is.
Focus on your niche.
Every business needs a niche. If you try to be every kind of gym for every kind of customer, you’ll struggle to position yourself within your market. It’s better to focus on one thing and do it well rather than focusing on too much and executing it at a low standard. If you know you can deliver your service to a high standard because you have the right expertise and resources, that puts you in a very good position.
For example, if you’ve been a Crossfit trainer for ten years and you have a team made up of more Crossfit trainers, it’s a safe bet that you’ll be able to build a reputable Crossfit gym that helps its members get results.
Maintain a high level of customer service.
You’ll never be able to fully control your customers’ buying decisions, but how you respond to their behaviour is entirely in your control. That’s why providing a high level of customer service is so important; though it’s commonly an area that gym owners let slip.
Manage your customers’ expectations, stay in touch with them regularly and always maintain a people-first approach. In doing so, you’ll develop a strong sense of loyalty that will be hard to break. For more tips on how you can nail your customer service strategy, read our guide.
The best approach to standing out from the competition is to keep an eye on what your competitors are doing, but don’t let it become the focus of your business strategy. Don’t undervalue your offering by trying to sell the cheapest membership on the market, either. Focus on being the best at what you offer, market it effectively and watch the customers roll in!
Struggling to implement ideas that’ll help you stand out from your competitors? Get in touch with us and we’ll show you how ClubRight makes it possible.
ClubRight is the best-rated, best-value member management software on the market right now. It’s been created by people with real-life experiences of owning a gym and operating in the fitness industry. To work with us, contact one of our product experts at +44 (0)203 884 9777 or get a free virtual demo to see the software in action.