Virgin in Portugal
Filed Under Small Businesses
Rumor has turned to reality; Richard Branson’s mega gyms Virgin Active are now confirmed for Porto, Lisbon, Coimbra and Faro.
With expectations of an additional 10+ health clubs across the country, the Virgin Group also plans to open more gyms in areas in the Iberian Peninsula where there are more than 50,000 residents.
Now how will local small gyms compete vs. a mega brand like Virgin? As things stand, local gyms here in Faro will have a hard time when Virgin arrives and flexing it’s financial muscle. You can expect, Virgin Gym’s will be big facilities with the latest equipment, fancy machines and other membership perks such as a spa, great design, etc.
If I owned a Gym, here are 5 actions I will take immediately … like today:
1 }Identify my targeted clientele and focus on establishing a name for my Gym through strong brand identity — good signage, logo shirts for staff, etc.
2 } Launch a user friendly website with tips, exercise videos and a community supported network which enables my trainers and members to interact with one another … include diet tips, video exercises, blog, newsletter, and allow members to track their diet and workouts, etc.
3 } Set a budget to refresh the inside my gym (a new coat of paint, mirrors, improved lighting, and a plan to replace old machines with new machines over-a-specific time frame … for example, one new machine per month or quarter. Also look into new exercise forms if my facility allows it, like an indoor rock climbing, boxing classes, etc.
4 } Turn my trainers and staff into key stakeholders, so you keep good staff from going to the competition. Establish a program where trainers and staff receive incentive when Gym meets membership goals. Give each staff member a business card which they can use to hand out to friends. (Goal: would be to ensure the business cards are fun, different and one that staff would be proud to share with others)
With an improved member experience, motivated staff, and a fresh look, my member’s experience should improve greatly and lead to positive word of mouth.
5 } And then from here, what I would do is look into alternative marketing channels by creating buzz:
- Organize once a month activities with members and have members bring a guest or two with them. Events could include beach volleyball, cycling, and roller blading; out-door cardio class, outdoor spin classes.
- Start a 90-day fitness challenge for my members and get local sponsors to cough up the prizes
- Experiment with some alternative street marketing ideas. Here are two … one here and another here.
And bonus, I would definitely try a couple of fun marketing campaigns at Faro Beach over the summer when there’s a captive audience.
There are many ways a gym here in Faro can differentiate and build a better experience for their members, the above are just some examples. And if all fails, I would look into targeting an entirely new clientele such as ladies only, heavy duty gym or maybe even a… gym just for kids!
Do you agree or disagree. Love to hear some of your ideas.
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8 Responses to “Virgin in Portugal”
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Optima noticia para toda a gente que utiliza ginasios em Faro. Os que existem grande parte estao parados no tempo.
Vamos aguardar para ver que reaccao tem eles a chegada da Virgin.
[...] nobody@flickr.com (avainthefield) wrote an interesting post today onHere’s a quick excerptYou can expect, Virgin Gym’s will be big facilities with the latest equipment, fancy machines and other membership perks such as a spa, great design, etc. If I owned a Gym, here are 5 actions I will take immediately … like today: … [...]
I have a company in Portugal..Rejuvenate lda
We sell the Genie Complete.
Quote:Jane Breeden(Virgin Atlantic Touch Salon,Heathrow Airport)-”Our Passengers are extremely pleased with their Take Ten treatments and they can visibly see the firming and lifting results.
We are delighted with the Genie complete.
Dear Sir,
I agree with you about the tips that you mentioned to market a gym.
I would like to have more ideas as I’m in my way to innovate a gym.
Waiting for your reply.
Best regards,
Samah
All of the above has be done many times before.. you will still be struggling in a very competitive market.
hi i ve personal training studio i making loss.please can u help me making good gym marketing
HI I HAVE A GYM IN RUSTENBURG IN A CONVINIENT PLACE WITH A TOTAL OF 300 MEMBERS MY PROBLEM IS THAT I AM FAILING TO MANAGE THE PLACE PROPERLY
HELP WITH TIPS…
You are right on in many of your ideas. I am a health club marketing consultant and collectively the industry could always use a shot in the arm. I am always trying new strategies to improve member experience and while most of these ideas have been tried in the states with varying degree of success the next great trends will surely be from outside our industry and be geared toward building communities and relationships that touch people beyond the walls of the club.