Jim Thomas's white paper argues that fitness businesses should leverage their trainers as "local celebrities" to build a strong brand. The author posits that in today's market, authenticity and human connection are crucial, and trainers embody these qualities. The paper outlines three core strategies for achieving this: featuring trainers in content marketing, using live events to build their fame, and securing local media coverage. Ultimately, focusing on trainers can lead to increased member loyalty, referrals, revenue, and a stronger community.

www.fmconsulting.net

www.linkedin.com/in/jimthomasconsulting

Jim Thomas's white paper advises gym owners to look beyond digital advertising for new members, highlighting five often-overlooked local lead sources. The paper details strategies for engaging with HR directors, school organizations, apartment complexes, salons, and real estate professionals. By forging community-based partnerships and offering tailored incentives, gyms can tap into high-potential networks and cultivate lasting member relationships without significant ad spending. Actionable steps and benefits are provided for each of these underutilized avenues for growth.

www.fmconsulting.net

www.linkedin.com/in/jimthomasconsulting

Jim Thomas's white paper, "The Netflix Gym Model," presents a strategy for fitness businesses to enhance member retention. Drawing inspiration from Netflix's subscription success, the model emphasizes building long-term engagement over short-term sign-ups. It outlines six key principles: bundling value, creating exclusive content, using behavioral nudges, employing tiered pricing, fostering a community identity, and consistently offering new value. The core idea is to shift from selling basic gym access to selling a comprehensive and indispensable lifestyle. By focusing on experience, belonging, and continuous value delivery, gyms can cultivate memberships that members are reluctant to cancel. Ultimately, the paper advocates for a fundamental change in how fitness businesses operate and perceive their offerings.

www.fmconsulting.net

www.linkedin.com/in/jimthomasconsulting