Because studios appeal to such a small market, it can be difficult to achieve and maintain a profitable client base. Marketing, advertising, and word-of-mouth referrals all play a role in obtaining new clients. You will likely spend a significant amount of time in the beginning marketing yourself and the studio. Successfully retaining clients will enable you to devote a smaller amount of time networking and advertising, and more time actually training. Keep in mind, however, that there will always be a need for new clients, because people will stop or take breaks from exercising. Therefore, even if you feel your schedule is full, you should spend about 20 percent of your time trying to increase your client base.

Types of Clientele

People who will pay the premium for working out in a studio do so because they enjoy the privacy and special treatment they receive. A small portion may also require individual attention due to special physical needs. Due to the significant financial commitment, most of your clientele will be quite well-off financially. They are typically business owners, self-employed, business executives, investors, etc. There are also people who make modest incomes but sacrifice and save in order to be able to afford this service. It is important not to prejudge potential clients. If someone is interested in buying a package, sell it to him. You never really know what people's financial situations are like. Your bread and butter clients, however, will tend to be those who are financially sound. They can afford to train for extended periods of time, and if the economy slows, they're insulated enough that it won't deter them from continuing to train.

Where Do I Find My Next Client?

Potential clients are all around you. Every person you encounter may be a future client, so always be prepared to market yourself. Even when you are out of the studio, you should have brochures and business cards with your contact information on hand. Strike up conversations with people wherever you go. While they may not need or be able to afford your services, they may know someone who does need them and can afford you. You are your own best advertisement, so be professional and courteous at all times.

You will also need to do some actual advertising. Some will be free and some will require a small investment. You can begin by creating flyers to hang in public places such as libraries or supermarkets. You may also ask local businesses such as restaurants you frequent if you can post your information. Many times nail, tanning, and hair salons will allow you to put out information, especially if you personally give them business. In turn, you can put their business information in your facility.

You may need to periodically place an ad in a local newspaper or magazine. You could also send out a mailing or leave pamphlets door-to-door. These options are more costly, but can generate interest in and knowledge of your services with the surrounding community.

Promotions

Promotions are a great way to attract new clients. There are numerous ways to go about doing this. You can offer your current members a free session for referring someone who purchases a package. You could also offer a free half-hour session to the first twenty people who come in for a tour of the facility. You could give a free nutritional consultation or $50 worth of supplements to any new member who purchases ten or more sessions. Offering specials around major holidays and the New Year is a great way to sell gift certificates and pre-sell training packages. The possibilities are endless. You simply need to be creative. Remember that while people love feeling like they're getting something free, be sure that you are not giving too much away.