Gym Chain Fitness First Sheds Staff

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As a result of a $1 billion loss in the year to October 31, 2012, Fitness First will cut 120 jobs in total from its gyms located in Australia. Marketing for Gyms, an online marketing firm focused on gym and personal trainer marketing, comments on the recent news.

“Since people are spending more and more of their time online, gyms who can go where their audience is—online—can use the Internet to keep in touch with existing customers and gain new ones."

Fitness First, a gym chain based in the UK with locations in Australia, will cut 120 jobs among its Australian gyms due to a $1 billion loss in its previous fiscal year. An online gym and personal trainer marketing firm comments on the job cut announcement.

“It’s a competitive market out there, with more and more gyms sprouting up to compete with one another. As the competition stiffens, gyms will need to market themselves better not only to attract new customers, but also to help retain their existing ones,” said Sean Bridger, co-owner of Marketing for Gyms.

“Since people are spending more and more of their time online, gyms who can go where their audience is—online—can use the Internet to keep in touch with existing customers and gain new ones. You can use a combination of email marketing and social media to keep in touch, provide special offers, and garner feedback from customers and prospects,” said Mr. Bridger.
Fitness First’s job cut will make up almost 3 per cent of its work force. According to the Sydney Morning Herald, 81 jobs will be cut from 77 clubs, and 39 jobs will be cut from the Sydney head office.

According to Fitness First’s Managing Director, there had been a 5 per cent decrease in revenue and an 8 per cent decline in membership in Australia in the past two years due to new competition from budget gyms and from weak consumer spending.

“It’s not always about money, though. The businesses that do well know that competing on price can only get you so far. Fitness First can focus on things like internal training to make sure their staff is attentive, their gyms are clean, and that they are responding to members’ needs appropriately,” said Mr. Bridger.

“It can be tough for a big chain to keep a pulse on what customers want, but if they have a good social media community manager, they can keep in touch with customers virtually and ask for feedback. They can also send out surveys to their email list to ask for feedback. Then, more importantly, act on their findings. It’s a way of doing continual market research, and also to make customers feel heard and appreciated. That’s good marketing,” he continued.

Gyms who want to implement effective online marketing strategies to retain and gain customers can go to Marketing for Gyms.
About Marketing for Gyms

Marketing for Gyms was established by Brad Cusworth and Sean Bridger after they identified a huge opportunity to educate Gyms and Personal Trainers about effective online marketing strategies to generate more members and retain current clients. After doing some extensive market research they soon realized that a very small percentage of Gyms and PT's were effectively using online strategies in their business and many were still using very outdated marketing methods such as letter box drops, flyers and banners to promote their services.

Marketing for Gyms offers a wide range of services including Website Creation, Custom Facebook Fan Pages, YouTube Channel Design, Twitter Backgrounds and Video Tutorials teaching effective marketing strategies. Marketing for Gyms has also teamed up with other leading professionals in the areas of Offline Sales & Marketing, Search Engine Optimization, Filming & Photography, Video & Mobile Marketing, Direct Debit Payments and PT Business Systems.

Marketing for Gyms has worked with Les Mills, Australian Fitness Network, Genesis Health Clubs, Contours, YMCA, Anytime Fitness, Re-Creation as well as a number of private clubs throughout Australia and the United States. Marketing for Gyms has also worked with Adro Sarnelli and Bob Herdsman, winners of The Biggest Loser Australia series in 2006 and 2009.

Marketing for Gyms is a total online & offline solution to take your Gym or Personal Training Studio to a whole new level using a combination of simple but incredibly powerful strategies.

Gyms and personal trainers can consult Marketing for Gyms for a comprehensive online marketing strategy.

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Sean Bridger
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