How do you change business locations without losing members or decreasing revenue in the short term?
My gym's building is getting old and is at the point where it is unmaintainable. We are starting to put business plans together and move forward with changing locations to a more functional and larger space. How can we transition locations without losing a lot of our gym members or without decreasing our revenue in the short term...say the next 12 months?
Branding your new location is important and offer special goodies to your regular members while implementing specials to new members. Also have open house for both and open to the public for touring. Keep you attention focused on the positive points that your new location is the right move and a better one. Keep your name an location out there, Brand, Brand and Brand some more. Market as much as your budget will allow and make your business POP. Best of Luck!
several factors will have to be considered
1. Where is the new location and what is your Gym Unique selling point that will ensure members remain loyal
2. In transiting it is also important you carry your members along and seek their opinions ,they are the reason why you are in business
3. You ability to retain and increase revenue will also depend on your marketing efforts and offers to clients in your new location. certainly not all members will move with you so.
The answers up to now give you most of the clues to get done. Location is truly important in decision making when you are talking about the place where you spend most of your free time with friends. The relationship with a coach is very valuable as well as the distance from work or home. Someone has mentionned a personal communication and implication is essential. Also an easy access will probably increase your clients if you are sure to maintain your quality standards and know-how. Premium options is an idea.
Make the transition public and a big entrance, if you are sure that it is the right decision, and you can't make a new start where you are.
You might lose some, but gain others...Also, if you notice the gym being old, rundown, and difficult to maintain, you can bet your customers feel the same way. You will lose them anyway unless you go forward with a better gym and fresh plan...Learn from your past mistakes and fail forward fast...
1. Give a long-playing discount for all the old members to smooth inconvenience.
2. Make a very agressive marketing in the new block to attract those who live there.
I read some where once that location is important for business sales, growth and development. Will this new location drive the business? I once experienced same a few years ago, where I moved houses. In my former place, I had put up a viewing center where people paid to come watch the EPL football matches on a big screen. Before I moved I had started informing my friends and clients. I had also offered to buy free cans of beer for the first 15 people and used my SUV to transport friends to the new center for free. All this i did only for the first 2 months. I made up all the cost later since the viewing center was now bigger and contained more people. maybe you could adopt same
Can offer pick up and drop at nominal charges, which could be exclusive service
I think changing locations should be done carefully by chosing stronger locations so that your clients feel proud being part of your organisation ,You should plan How to attract your clients by giving them discounts for the coming periods , make them feel that are esteemed & valued clients , they will come to your new locations with good feeling in order to support thier organisation for sure .
Consider having both locations open at the same time so you can refer people from the old to the new. (May be difficult or impractical to have two leases).
I'd promote the new location as much as you can with posters in the windows (of the existing location)...Do this far enough in advance that the majority of your existing customers see it. (i.e. if they come 1x a month, promote awareness at least a month ahead).
Take advantage of the switch (because you'll be getting NEW clients in the new location because you'll be convenient for a new neighborhood). Perhaps offer an introductory rate for new members...but also extend that to existing members as a "thank you" for being loyal.
See about offering a referral program to the new location...if an existing member brings in a new member - let them both get x-months for free. Make it really special...worthy of people remarking about it...remarkable!
If you can take input from your customers and apply it, ask them what they want in the new location...and build it in...let them be a part of the new place...You MUST MUST MUST have a Grand Opening Party! But, don't do a ribbon cutting...instead cut an exercise band...or have someone do the first official bench press as your opening! At Starbucks we used to have the "first press" of a press pot of espresso.
Best to you!
Richard Stern-(3) months prior to changing locations sstart sending weekly email blssts with photos of the new location with directions. Also a positive reasson why making the move.
Offer an incentive for patrons to visit the new location.