Amerishape ....FITNESS LIFE MARKETING.......Gold's Gym to bring 100 New Jobs

Amerishape ....FITNESS LIFE MARKETING.......Gold's Gym to bring 100 New Jobs



Gold's Gym to bring 100 local jobs


Chesapeake, VA - A new state-of-the-art exercise facility just opened in Chesapeake. Gold's Gym Family Fitness Center at Chesapeake Square is a brand new, multi-million dollar, 60,000 square foot facility. Some of the amenities to be found at that facility include: a movie theater style cardio cinema room, sauna, steam room and an aquatics center with three pools. The center also has a pool designed especially with kids in mind, as well as video games and a kids playroom.
Amerishape ....FITNESS LIFE MARKETING.......Gold's Gym to bring 100 New Jobs

In addition to the significant investment in the City of Chesapeake, the club will also employ as many as 100 local residents during a challenging economic time.

"We have great belief and confidence in the City of Chesapeake. Our first Chesapeake club in Greenbrier has offered the Ultimate Fitness Experience to thousands of members since 2004.

Amerishape ....FITNESS LIFE MARKETING.......Gold's Gym to bring 100 New Jobs

Not only are they on the cutting edge of fitness and health, Gold's Gym Chesapeake Square is also environmentally conscious. Golds's worked with a "green" consultant to incorporate an environmentally friendly building design.

"Our goal is to improve the communities we operate in by helping our members live happier, healthier and more energetic lives. Especially now, we believe that if businesses are going to improve their communities, they must lower their energy consumption and usage of natural resources and work towards a cleaner planet," said owner Kirk Galiani. The new building incorporates many green initiatives, including a white roof that dramatically increases energy efficiency. A black roof is a natural "heater" and can reach temperatures in excess of 150 degrees. A white roof, on a 90 degree day heats up to only around 96 degrees.

Amerishape ....FITNESS LIFE MARKETING.......Gold's Gym to bring 100 New Jobs

FITNESS LIFE MARKETING More Sales and Marketing Articles The ‘Magic Triangle’ of Marketing

More Sales and Marketing Articles The ‘Magic Triangle’ of Marketing

What, you might wonder, is the Magic Triangle? It’s a phrase that describes the coordinated use of your Website, offline marketing, and e-mail marketing to create and nurture relationships with people who are thinking about lifestyle change, and who will some day become your customers. Our company, the Radial Group, developed this approach to help health and wellness businesses tailor their marketing strategies to their prospects’ readiness to make lifestyle changes.

The five key principles underlying the Magic Triangle are:

Capitalize on all three marketing channels. “Marketing is additive,” notes Don Muchow, Radial’s client services director. “Why bother sending just one e-mail newsletter or postcard? People will forget it in five minutes. Instead, send them a monthly e-mail newsletter with links to a ‘diet myths’ article and a customer video—and include an invitation to a complimentary seminar—and you’ve created at least three different connections with that prospect. Chances are good that one of them will pay off.”

Understand each channel’s unique strengths. E-mail is the glue that connects your Website and offline marketing to potential customers. Nearly every club should consider offering an informative e-mail newsletter that isn’t blatantly self-promotional. Think of your Website as a toolbox of inexpensive, confidence-building resources, such as informative articles, handy tips, audio and video clips, interactive quizzes, and more. Include links to these in your newsletter. Use offline marketing—events, direct mail, and one- on-one contact—to close the loop with prospects who already know your site and newsletter. For example, mail a postcard invitation to everyone who clicks on a newsletter link to a competitive comparison; this will bring them into your one-on-one sales process.

Market to all buying stages . Many health club marketing strategies have a fatal flaw: they target only prospects in the “near sales” stage, where people are just one step away from handing over their credit card. Why is this a fatal flaw? Because the inactive and overweight people who will eventually become customers start thinking about their health long before they take a club tour or visit an open house. In fact, their buying process starts long before your selling process begins. E-mail and Web marketing are cost-effective ways to connect with potential customers long before they’re ready to join.

E-mail and Websites connect with contemplators.’ People who evaluate healthy lifestyle options are contemplating a future change. These “contemplators” consider all of the possibilities. They’re pondering the pros and cons of making any lifestyle change at all, and they’re facing myths and misconceptions, issues and obstacles. “To help connect your Web and e-mail marketing to contemplators, your free newsletter could link to articles on your Website that debunk exercise myths, as well as to a video of a current member who’s successfully made lifestyle changes,” suggests Lucy Miele, a Radial program specialist.

Add offline marketing to reach ‘preparers.’ Contemplators may eventually take steps to prepare for more decisive action. Effective marketing helps “preparers” narrow down options, compare clubs, try before they buy, and make preliminary moves toward significant future change. For example, in your newsletter, you might promote online registrations for a complimentary healthy living seminar where attendees receive 100-calorie snack packs to help them take baby steps toward a healthier lifestyle. By Leslie Nolen