How to Generate Leads for Your Health Club

In today's world of search and social networks, a lot of users take sales out of the equation when considering different health clubs. For this reason it's important for users to be able to a get physically aquainted with your health club before making a decision.

Prospects will be eyeing more than one club or gym, that's a given, so it's important to make sure your website is set up to bring users into the front door on their own accord. 

A website that generates leads reduces the cost of acquiring new members and increases their lifetime value

Intro to Lead Generation

Simply put, lead generation is the exchange of an offer for contact information. A quick example could be a free trial of your health club (but we'll get into more examples later). In order to take advantage of an offer like that a user visits a landing page explaining the offer in detail, enticing them to fill out the form within. 

Why do we want to generate leads? It's an easy way to keep an eye on potential customers and gauging their interests. Better yet, we can continue to nurture those leads with offers they may find relevant or helpful in terms of making a decision on which club to be a part of. 

If you haven't started generating leads for your health club, don't worry; their are already a few different ways you can right away.

Types of Offers 

We already mentioned a free trial, but let's take a few steps back and think about folks that might not be committed enough to take time out of their day to drive down to your location and start exploring the space.

Content Offers

EBooks, checklists, or templates are perfect ways to educate prospects on what it is you're all about. Here are some examples:

• eBook: The Ultimate Guide to Safe Strength Training
• Checklist: Keep Healthy Living in Check
• Template: Weekly Workout Routine Template

These types of content are are bit more "entry level" and help the lead in finding more about how they can acheive their goals.

Program Demos

What better way to expose leads to your programs than having them reserve a spot in a program launch, or demo. Not to mention, you can even use demos to test the interest of a potential new program. Expose your leads to your awesome instructors or trainers. The more you do this, the more they can truly see themselves putting together a routine at your health club.

Seminars

If you have an in-house expert on nutrition, or injury prevention, why not share the wealth of knowledge with your leads? This will allow them to be more educated and ultimately better suited to be a success are your club. 

Free Consultations

This is the perfect opportunity for a fitness or athletic expert to wow your leads. I used to be a swim coach at a health club and I allowed anyone to request an Aquatic Consultation with me, 1-on-1, for 15-30 minutes. I did not use that time to tell them about the different programs. I used that time to teach them something they couldn't do before, like a flip turn for example.

If they are able to make such progress in under 30 minutes, think of what they could do in a full program with me. See what I did there?

Free Trial

I have noticed this more and more these days, which is great, but often times it is just for a day. When I worked at a health club I changed our trial offer from 1 day to 1 week. You may think that's a bit too generous, but there is a method to the madness. 

When a lead requested a free trial, they met with sales to discuss their goals as well as the different amenities and programs that they could take advantage of. Sales was able to put a potential program for the week. This was key in terms of creating a routine for them. They would be much more inclined to sign on keep that going after a week of feeling the endorphines pumping. 

As you can see from this example, lead generation can be a powerful way to help your club close more membership sales. Take a look at your current programs and staff to see how you can start creating lead generation opportunities. 

Have you experimented with lead generation? Where have you seen the most success? What has been a struggle for your club?