Sabri Suby advises a gym owner to target people eager to get back in shape after lockdowns. Focus on weight loss and fitness goals, offer outdoor and group classes to expand capacity, and avoid weak promotions that signal fear.
Hey guys. This week on HeySubree, I'm going to be answering Yojess Rathi's question. He said, hey Sabri. I've opened a gym in November last year and it's been closed from then due to COVID 19. Now I just want to ask you how to generate sales after this turnover because people will be afraid to join and in fact won't be allowing too much clients because of social distancing. So what do you suggest? Alright, so first of all, you're looking at it from a negative lens. Okay. So you want to think about, look at it from what is the opportunities that have arisen. Well, people have been depending on where you are in the world, have been confined to their house, sedentary, not moving for three months now, right. And they've probably been ordering from Uber Eats or whatever these food delivery services are wherever you are in the world. And they may have packed on a few pounds and everybody. Five months ago the vast majority of people wrote down their New Year's resolutions and like the most popular one is like I want to lose weight and I want to make more money. Right? So that is still there, that problem is still pressing. And, and if anything it's more pressing than ever because they might have let themself go and they still have that ambition to solve that problem. But due to all these restrictions, it's actually made that that problem even more pressing and even bigger. So that's what you want to focus on and you want to really talk about that in all of your offers and in everything that you do. You want to be talking about like, hey, have you been stuck indoors, have you been sedentary or all of that kind of stuff. And there is going to be a huge V shaped bounce back. Like yes, there are going to be restrictions of how many people can sign up to your gym. So there's going to be way more people out there than you can actually service. Right? So you, when there's all these restrictions lift, you don't want to be communicating to these people in the same way that you always have, like, oh, two weeks membership, $27 or first week free or refer like no, no, no, none of that crap is going to work. You need to go straight for the jugular and talk about sp, specifically how everyone's been locked up at home. Don't let your goals go away on you. If you're in the northern hemisphere, like you know, we're going into summer or it's just turned summer. If you're in the southern Hemisphere. We've just gone into winter. You can look at different marketing angles for both of them with owning a gym. But you definitely. I think there's going to be, you know, a starving crowd of people that are looking to get out there and start working out again. And I think that that is much more. More of a big thing to go out there and solve rather than people being fearful of going to a gym and, you know, getting COVID 19, for instance. There are going to be a percentage of people that do have those fears, and that's going to be real. Right. And they're not going to be in your target market. We don't want to talk to those people. Right. We don't want to overcome that objection. We want to go for the people that, you know, the reason behind going out and working out in a gym. That end result is so much more important to them than, you know, potentially them catching a virus. And they're not even thinking about that. Right. So it's not even a really big concern for those people. And because you can only take limited numbers on once all these restrictions lift, I think that you're going to have the opposite problem. I think there's going to be too much demand and you're not going to be able to supply that demand. And you're going to need to look at, you know, can you do out outdoors, group exercises, and other ways that you can bring revenue into your business. So when all these lift, you need to make sure that your offer speaks exactly to the pressing problems and the conversations that are already taking place in the minds of your prospects. You need to make them a really strong offer and serve that starving crowd of people that really want to solve that problem. And don't focus on all the people that are super fearful of leaving their house. Right. I hope that helps you. Hey, guys, if you enjoyed this video, make sure that you click the like button and subscribe. We're dropping a video on YouTube every other day, and if you've got any questions about any of the content that I covered in this video, just basically leave a comment with heysubree in the comments section. And every week we're also trying to go through all those questions and get them answered. So go ahead, click subscribe, and we'll see you in the next video.
