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Index
Cover
Title page
Acknowledgements
Introduction
There just has to be a better way to do business in the fitness industry
SECTION ONE: Conceptualizing the fitness business
1: If you’re lost, it’s because you’re following the wrong path
2: Many owners are so busy bobbing and weaving in reaction to their competitors, they don’t have time to make money
3: It’s a business, not a baby
4: What kind of business are you running anyway?
5: There is no business plan in the world that can overcome poor renewals
SECTION TWO: The club business starts with the financial foundation
6: Don’t repeat the biggest mistake ever made in the fitness industry
7: If your financial foundation is right, you can make a lot of mistakes and still stay in business
8: But getting cash from the members seems like so much fun!
9: Short-term debt has killed more fitness businesses than bad breath in salespeople
SECTION THREE: Real member service is the next big step for the fitness industry
10: Hiding from your members isn’t usually considered a good form of member service
11: Beware: The members have this secret urge to get even
SECTION FOUR: Multiple profit centers lower the dependency on new sales while increasing a club’s daily cash flow
12: Competitors with gas station price war mentalities can be beaten with the use of multiple profit centers
SECTION FIVE: Staffing will be the most difficult issue you’ll ever have to deal with in the fitness business
13: Why is that employee just standing there staring at you with nothing to do, and no hope of ever finding the first clue?
14: If your employees were as good as you are, they would have your job
15: Learning to live with a stranger in your business
16: Staffing a fitness business is more complicated than seeing how many hours a week your relatives can work
17: If it ain’t in writing, it ain’t real
SECTION SIX: Marketing is a learned skill based on a few easy-to-acquire concepts
18: There is a naked fat person out there who would just love to meet you
19: You don’t have to be a marketing dummy just because you’re in the fitness business
SECTION SEVEN: Sales in the fitness industry are based on 20 years of bad habits
20: When they take you into the office, you know the bad news is coming
21: You can’t sell a million-dollar gym with a six-cent brochure
22: Even if you give it away free, you still have to have a system
A final thought
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