Making Money in the Fitness Business by Thomas Plummer

Author:Thomas Plummer [Plummer, Thomas]
Language: eng
Format: epub, pdf
ISBN: 1-58518-709-7
Publisher: Healthy Learning
Published: 2011-08-10T04:00:00+00:00

Most owners

concentrate on

what’s called survival

gear (basic workout

clothing) and accessories

that a member would

most likely impulse

buy while in the gym.

• The trend is moving away from setting up fully stocked pro shops with a variety of clothing lines. Most owners concentrate on what’s called survival gear (basic workout clothing) and accessories that a member would most likely impulse buy while in the gym.

• For men, basic survival gear would include: basic white socks, black shorts with pockets or a short tight in a solid color, workout briefs, a basic non-logo T-shirt, a tank top if your gym allows them, a long-sleeved T-shirt, sweatshirts, baseball caps, gloves, water bottles, wraps, an economical gym bag and personal items such as razors, personal mouthwash and toothpaste, combs and other items a member would impulse buy, rather than miss a workout because he forgot an item.

• For women, basic survival gear would include: basic socks in two or three neutral colors, black tights and leotards and one or two other basic solid colors, workout bras, overshirts and overshorts, and most of the same personal items as the guys would wear. Keep it simple and generic when you first start and remember the concept of impulse gear. A member is in the locker room, forgets a T-shirt, and has to make a decision to buy one from you or skip the workout. We want to stock the basic items, so the members will impulse buy from us.

• Go easy on your logos. Once the members have a collection of shirts with your company logo, they will be less likely to buy another on impulse. Offer a wide selection of shirts, either plain or with a different logo, that are sold cheaper than your regular shirt.

• Look for the special shirt or offer. If you can find a shirt or top that’s not available in the local discount stores, buy a limited supply and do a onetime offering. If you’re right, you’ll make some quick money and be gone. If you’re wrong, the damage will be limited.

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