progressslideshow

Progress FitnessHealth & Fitness Club

Marketing PresentationSeptember 26, 2007

We are here to help your business

succeed

A few thoughts

You don’t need a video or a

commercial or an ad

You need cash-flow

Cash-flow is provided by members

So, you really need members

You will need advertising support to attract

members

So what does Progress sell?

A place with equipment, classes, and training to help you get into shape

nope

you sell human potential and

dreams

Sure, getting fit is good for our health

It’s even better for our ego

Why is that important?

Mazlow’s hierarchy of needs:

If you want a predictable response, know what the

triggers are

So what’s unique about Progress?

Not a lot, but that’s not really a surprise

Most clubs are capably equipped

Most clubs are similarly priced

Most clubs thrive on location and access

Many clubs discount during off-peak

seasons

most clubs ads look like most clubs ads

So, it comes down to location, and pricing

model

or does it?

We think there is more

For example:

Students are located cross-town, and get a discount for the Y

That means they are not your audience

location and price, remember?

So who should you seek?

People who are mobile

People who have time and money

People who don’t want to compete

with ‘hard bodies’

People who can afford a membership

In priority:W25-54M25-54A45+

Not the sexist of audiences

Just the richest

Best part:

Most gym’s don’t do enough to

attract or keep them

That’ opportunity!

So what might a video to these folks

look like?

in a word...

Freedom!

Video open:

testimonial, female, 26 yrs:

“I like it here at progress. It feels different. It’s not

like other gyms.

There’s no pressure here, and I exercise next to people just like me.

That makes it easier for me to stay and reach my goals”.

Progress. The workout spot for the rest of us.

Visual: - Gym pan, subject exercising (flattering angles)

- subject post workout completing her comments,

- Progress logo, website and telephone #

Rationale for the approach:

You should only compete where you can win

The Y owns students

Adults who need to get in shape hate the pressure

attached to clubs

They want to try again, but they don’t want the pressure of youth.

This market is cash and mobile.

location and discounts matter less to them

We aren’t getting any younger

Challenges

Advertising is a 52 week a year

activity

You can’t predict when a decision will be made.

you must carve a position of recall in a prospects

mind

That takes time and consistency

Don’t advertise if you plan to stop

You have to be consistently exposed over the course of 52

weeks

Thanks for considering our thoughts

If you are interested in working with an enthusiastic group

that “gets it”, and wants to see you succeed

We’re happy to get started

Next steps:

- establish agreement on purpose of exercise

- establish time frame- develop work plan

- get started