Get creative to up your corporate membership numbers.

BY MIKE JAMES

"Two additional key selling points in today's marketplace should be convenzence and camaraderie"

People in the fitness industry usually share one common goal. Whether we are owners, managers or personal trainers, our dream is to have a steady stream of corporate clients with lots of cash to spend and plenty of new member referrals. How do we attract corporations to our clubs? And, after they join, how do we encourage them to stay and to sing our praises to their colleagues?

First things first

The marketing brochures are printed and the leaflets, flyers and sales pitch are ready. But who is our point of contact at the corporation, and how do we make the initial approach?

Ask this question at a fitness industry conference and the standard answer will likely be "Arrange a meeting with the human resources director." A few bolder types may suggest the CEO or owner, but the HR director is usually the appropriate go-to person.

But in today's highly competitive market, HR directors are extremely busy people in high stress positions. Sometimes, no matter how well you market your facilities and services, you will be placed at the bottom of his or her priority list. If you are lucky enough to make the list.

Find the connectors

Rather than attempting to gain access to overworked CEOs or HR directors, the people we need to contact first are "connectors." Malcolm Gladwell, in his best selling book The Tipping Point, describes connectors as "people who link us up with the world, who introduce us to our social circle ... people with a special gift for changing the world together ...the kind of people who know everyone."

Nearly every corporation and group has a connector. Connectors may not even hold a particularly high position the company.

To find a company's connectors, start by researching company websites. There may be a company social club, sporting team or special charity event. Find the people who are prominent in these types of sub-groups and you are likely to find the connectors within an organization.

You can also take a more novel, direct approach. Find out where the employees gather for social events. It might be a pub or restaurant. If you observe from a distance, chances are you will soon find the group's connector - the person who is the centre of the conversation. Once you have determined who the person is, pick the right time to stroll over and introduce yourself to the group. If you find this too confrontational or beyond your comfort zone, remember that you are in the fitness business and you should have the skills to do this with confidence. And who is going to say no to free club passes?

Stay connected

You may find this approach works wonders and that your club is soon buzzing with plenty of corporate clients. But remember that connectors often move on. People with their unique social gifts are very marketable and they can easily move to greener and more lucrative pastures. When connectors leave an organization, your relationship with that company may disappear.

To insure against this, seek a formal arrangement with the company so that you become one of its regular trusted service providers. Early in the relationship with the connector, arrange a meeting with the company's key decision makers. Use this meeting to tell the company power brokers all about your club. Let your relationship with the connector and employee word of mouth support your presentation.

Again think out of the box. Rather than meeting these key people at their company, consider providing them with a free one-week membership.

Your two key selling points

The two key selling points for a corporate fitness program have traditionally focused on decreased employee absenteeism and increased productivity. While it is advisable to be familiar with some of the research that supports these findings, it should not be the cornerstone of your marketing. It is simply common sense that regular exercise makes for fitter, healthier and more productive employees.

If you have to spend a large amount of time convincing people of the merits of exercise, they are probably not interested and your time is probably be better spent elsewhere. It is almost like trying to convince a smoker about the effects of nicotine. The evidence is there, but they really don't want to hear it.

Two additional key selling points in today's marketplace should be convenience and camaraderie. Whether you are in a busy downtown area or in the suburbs, a convenient and easily accessible fitness facility provides a great way to promote team spirit and healthy lifestyle habits.

The Cheers concept

A big mistake that many clubs make is that once a company signs on, the corporate members become just more member. Corporate members, especially at executive level, like to be recognized. Many clubs are hopeless at doing thiS, and this can build resentment within corporate ranks.

Solving this is as simple as knowing people's names and acknowledging them as they arrive and leave. If you can't remember their names, create-a sign-in system that alerts you to their company details. A smile and a warm hello and goodbye makes people feel appreciated.

Obviously, it is a given that you have a clean facility, good equipment, strong management and have negotiated a reasonable corporate discount. (Note that a towel service is one of the most requested features for corporate clients.) Add to this a place where everyone knows your name, and you will have a strong, loyal, corporate alliance that will bring plenty of cheers to both you and your customers. FBC

Mike James is a freelance writer with over 20 years of corporate fitness centre management experience in Australia and the USA.