We’ve hit that time of year where offers from conventional gyms are coming in thick and fast.
I heard two separate radio adverts today that offered of the rest of 2022 for half price.
I’ve received several texts from local gyms offering me some sort discount for signing up right now.
And I get that.
The end of the year is a notoriously difficult time to sign up new members for gyms.
Despite it not actually making any sense when you think about it, people often think “I’ll leave it till the New Year” now.
It doesn’t make sense because usually the times that we think are best to leave it, are actually the best times to do it.
Looking after our mood and mental health at this time of year is probably the best time to do it.
Doing something that will help somewhat counterbalance the heavy eating and drinking of this season is definitely the best time to do it.
But I’m digressing.
This blog is about conventional gyms ability to offer discounts.
People sometimes ask if they can get a discount on membership with us.
They can’t.
We don’t do them.
Because our model is built very differently to conventional gyms.
Conventional gyms build their pricing on the assumption that the majority of members won’t go very often.
It’s simple maths if you want to check.
Local Globo-gym has 5,000 members.
If they all went three times a week, that’s 15,000 member visits.
That’s an average of about 150 people in at all times.
Probably twice that in peak times and less in quiet times realistically.
I don’t think I’ve ever been in any of those Globo-gyms where there’s more than about 30 or 40 people there.
Sometimes way less than that.
And, in most cases, there’s not a chance to be able to fit that many members in, even if they turned up.
Their pricing structure is built on the vast majority not going and, therefore, essentially subsidising it for those that do.
If membership numbers were limited to the number of members they could properly support, the cost would be significantly higher.
And offering a discount to someone who, on average, won’t come all that often, is not a problem.
Our whole system is built on people coming regularly and getting amazing results.
And of us being able to support and coach them and give them accountability.
The total costs of running the business have to be divided by the number of people we can actually support.
We don’t have that luxury that conventional gyms do.
And we do want it.
So if you’re being inundated with offers to join conventional gyms over the coming months………..
It’s worth questioning how they can discount their prices and how their pricing structure in general works.
If it’s based on the assumption that most members won’t come and therefore won’t get results…………
Or if it’s based on people coming regularly, being supported and getting amazing results.
And then you deciding which of those you like the sound of more (if it’s the results one, here’s where you’ll find that –> www.myrise.co.uk/apply) .
Much love,
Jon ‘Half gone’ Hall
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RISE in Macclesfield was established in 2012 and specialise in Group Personal Training weight loss programmes for those that don’t like the gym and find diets boring and restrictive!
