Franck Giganot shows small clubs get massive results from Group Fit. He seized the opportunity to acquire new members with a week-long quarterly relaunch as his acquisition vehicle. ROI was off the charts. Club Bodylook’s costs were €3300 and revenue from the 82 memberships was an impressive €38540.
The key was getting the word out to non-members, so Franck took a gamble. He spent €2300 of his budget on advertising. While the local newspaper had a disappointing response, his radio campaign was a huge success. For two weeks before and during the week of the event, Club Bodylook ran a radio game.
- 82 new members
- Payback > 11 times
- Advertised using radio game
- 7 day free guest passes
- Week long relaunch
- Celebrity instructors
- 20% discount for membership
- 2 sales staff 24/7
- Spaces booked in advance
- 62% guest conversion rate
They offered free passes for event week to the first caller who rang the radio station each time the game was aired. The 60 free passes were snapped up and had an enormous impact on the financial success of the week. A total of 132 non-members came to the event and 74 became members during the week, with 8 converted within 7 days of relaunch.
The week-long show required great organization and it was critical that club staff took class bookings for two weeks in advance of the event. This was even more important because Club Bodylook had secured two special guests for the show. By investing €800, two national celebrity instructors performed 3 classes each on Friday and Saturday evenings. Space management in the single studio was meticulous and access to the classes had to be well policed!
To make sure it was more than a great party, Franck had to provide a strong financial incentive for people to join rapidly. He equipped his sales people with a great offer to promote for the week. Normal membership was discounted from €588 to €470 per annum – a 20% reduction. So the front desk always had 2 sales people throughout the event to receive any membership queries and close any potential sales.
We believe the show was a huge success for both attendees and business development. Franck is fairly happy but is planning another event. He failed to meet his very ambitious target of 260 non-members attending during the week. Given his 62% conversion rate, he feels he wants that extra revenue from a further 79 new members! Franck may own a small club of circa 600 members in the South of France but he thinks big. Bonne Chance Club Bodylook!
Club Bodylook is an independently owned gym in Toulon, near San Tropez, France and has 6 Les Mills Programmes.