For those interested, I posted the 2007 fitness trend predictions on my fitness-health blog. If you're a fitness professional looking for ways to increase your business by taking advantage of these trends feel free to contact me directly. I'm providing a limited number of marketing plan strategy reviews for readers of my fitness-health blog.
I attended a business development workshop in DC earlier this week hosted by Shipley Associates, leaders in the field. I'm also a Capture Planning/Bus Dev and Proposal Consultant for Shipley. One of the themes concerning the process of linking your service solutions (i.e., customer benefits) to understanding customer issues was, "Don't guess – ask!" We're glad to help so call us or send us your questions (complementary plan reviews are on a first come first serve basis).
Most of my client's in the fitness arena have completed their 2007 marketing plans. If you would like an unbiased review of your draft let me know. My contact info is here.
Endorphin Fitness hired us to help market their Grand Opening event. Given a very limited marketing budget, we recommended and ran a sensible Word of Mouth (WOM) marketing campaign for the event. The campaign included:
Writing and distributing press releases to local media, publishers, key contacts (or connectors), associations, and sponsors
Regular website updates to keep relevant content front and center; and, most importantly, consistent with all other event communications
Preparing compelling content for the company’s email newsletter
Numerous “one-up” email communications, etc.
Planning and marketing FREE seminars
Managing a part-time marketing assistant
Preparing several handouts and fliers
Although no money was spent on print or television advertising, more than 300 people attended a very successful event. If you would like more inforamtion on effective and economical WOM campaigns, please contact eoecho at your convenience. We’ll be glad to help you plan and implement a WOM campaign. Continue reading
The power of marketing is evident in the $10 billion dollar bottled water industry. On the outside you see a pristine mountain glacier and on the inside, â€œtap waterâ€ from Greenville, Tennessee. Thatâ€™s the case for â€œGlacier Clear Water,â€ but we shouldnâ€™t just pick on them. The situation is similar for many bottled water products.
So is bottled water a better tasting, healthier, and safer product than your municipal water supply (i.e., tap water)? Numerous scientific studies have been completed and the conclusions are clear. Continue reading
Youâ€™ll often read that your target heart rate goal should be from 60 to 80 percent of your maximum heart rate when you exercise. And, to obtain the health benefits gained from cariovascular exercise your workout plan should include a goal of three to five workouts per week – 20 to 60 minutes (excluding warm-ups).
Although athletes often exceed the 60-80 percent target to build endurance, the average person gains little additional value when their heart rate exceeds this range. Exceeding the target range puts undue stress on your body and increases your potential for injury. The heart is simply working too fast and your body has a difficult time replenishing oxygen. On the flip side, exercise below the 60 percent target has fewer benefits for those exercising on a regular basis. Continue reading
US Olympic Committee Names Chris Witty to Carry U.S. Flag
The U.S. Olympic Team elected five-time Olympian Chris Witty as the flag bearer to lead the USA delegation into Friday night’s Opening Ceremony in Torino.
“To be able to lead the U.S. Team into the Opening Ceremonies is a great honor,” said Witty, a three-time Olympic medalist. “My peers elected me … I’m honored to represent them and I’m honored to represent our country.”
Witty, who was abused by a family friend for seven years as a young child, is an inspiration for all abused children across the country. She is actively involved in fund-raising and awareness campaigns for Good Touch, Bad Touch, a child abuse awareness program.
At this year’s Winter Games, Witty will compete in the speedskating 500, 1000 and the 1500-meter races. Her first competition is the 500-meter on Tuesday, Feb. 14.
Itâ€™s no secret. The biggest challenge for you and I is finding the motivation to begin an exercise program or continue one recently started. Together, how can we inspire each other to make fitness a priority everyday?
Our health is so important. Letâ€™s get started. First, weâ€™ll both need to accept the fact that living a healthy lifestyle is a process and not an event. Fitness is the end result of our daily habits and our everyday behavior. We rarely question why we do certain things, its just habit. So first of all weâ€™ll need to alter our habits. How? Continue reading
Franchise 500 – 2006 Ranking
Two fitness franchises rank within the Top 25 on the Franchise 500 – 2006 Ranking, as reported by Entrepreneur Magazine. Curves, a well-known chain of women’s fitness and weight-loss centers, comes in at number 3 on the list. Jazzercise Inc., a chain offering dance fitness programs, ranks at number 25.
With over 8,000 franchises worldwide, the growth of Curves has been impressive. Based in Waco, Texas, the firm began franchising in 1995. The average total investment required to open a franchise ranges between Continue reading
Exercises and workouts to prepare you for skiing Heading to the slopes soon? A little prep can go a long way to enhancing your enjoyment and avoiding injury. If you plan to ski in February or March, now is the time to get started. I'll be heading to Colorado to ski Beaver Creek, Breckenridge, and the surrounding slopes. Where do you plan to ski this winter? It takes 6-8 weeks to build the muscular strength and endurance you'll need for hitting the slopes. As most of you know, the key areas to focus on are your legs and core muscles. There are numerous websites, but we found the link above to be a good general reference. The site does a great job with explaining the exercises, the content is presented well, and the recommendations are sound. You can print the page of exercises and bring it with you to the gym. Several of the exercises can be performed at home.
Millions of Adults, Teens Fail Fitness Test – Washington Post
Rob Stein of the Washington Post today (Wednesday, December 21, 2005) reported a large proportion of Americans are out of shape, with teenagers in particular being the ones likely to be unfit. This report is somewhat surprising given most teenages tend to be more active than most adults.
According to Stein,
“Treadmill tests on a representative sample of more than 5,300 Americans ages 12 to 49 found that about one out of every five had poor cardiovascular fitness, including about one-third of teenagers and 14 percent of young adults. Based on the findings, an estimated 7.5 million adolescents and at least 8.5 million adults are out of condition, the researchers found.”
Read the full article at the Washington Post link above.
Top 10 Best Opportunities in Fitness
Rapid, double-digit growth is readily apparent for the health and fitness industry. Double-digit growth in the number of fitness facilities is expected to continue into 2006 and beyond. I spent a month in Phoenix this past summer on a project. There were fitness facilities and private studios in almost every shopping center. It seemed like every corner had a Yoga studio or one of the dozens of fitness franchises. Expect the same here on the east coast within the next two years.
Will we have more than 31,000 health clubs by the end of next year? Will membership actually top 44 million by 2007? Continue reading