10 Jan 534 Navigating the Strength Training Boom, Enhancing Customer Service, and Innovative Marketing Strategies
With a staggering 181% increase in strength equipment usage between 2012 and 2022, as reported by Track My Gym, strength training has become the hottest trend in the fitness industry. In the first episode of the new season of the Fitness Business Podcast, host Justin Tamsett explores this trend with key expert Paul Byrne, as well as explores other key strategies with industry experts Jennifer Poljacik, David Steel, and Lauren Becker. The episode covers enhancing leadership, driving innovation, and boosting profits through developing a growth mindset, creating a strong culture, investing in team members, and leveraging technology to improve the member experience.
ABOUT OUR GUEST
Paul Byrne is a leader who helped shape the direction of the fitness industry. Early in his career, he co-founded and helped take public the first chain of franchised exercise equipment stores, pioneering a new channel in fitness equipment distribution.
Later, Paul joined Precor when it manufactured and marketed primarily one product, a rowing machine.
key takeaways
- Paul Byrne discusses the strength training trend and its implications for gym businesses. This trend is driven by social media, influencers, and changing consumer preferences.
- Delivering exceptional customer service is crucial for gym businesses. Key strategies include defining service standards, understanding customer needs, and going the extra mile to create raving fans.
- Modern marketing in the fitness industry requires a shift from linear CRM processes to more organic and responsive interactions. Utilizing texting, AI, and retargeting ads can automate and speed up the marketing process, focusing on convenience, reviews, and ease of membership to attract and retain customers.
Our favourite quotable moments:
“Consider making your gym [micro] influencer friendly. You have a room in the back where you have good lighting, you have the equipment you need. They can go back there and make it a place where they like to come and shoot their content.” – Paul Byrne
“Creating the best customer experience can only benefit your bottom line and increase customer retention and staff satisfaction… One of the most helpful tools that I have used with my teams over the years is a wonderful book called Raving Fans by Ken Blanchard and Sheldon Bowles.” – Jennifer Poljacik
“It’s time to rethink the way we think of our prospects and how they interact with us, to get them from looking at us – to membership… We need to make it better.” – David Steel
RESOURCES
- Fitness Business Podcast’s LinkedIn Community
- Mystery Shopping for Fitness Businesses – Website
- Paul Byrne – LinkedIn
- Harrison Co – Website
- Link to Strength Training Report – Access Here
- Link to GLP-1 Report – Access Here
WISE WORDS
In The Trenches With A REXer
Suppliers Pitch
Merch Sponsor
REX Trusted Suppliers
MEET OUR HOST
Justin “JT” Tamsett is a seasoned fitness industry veteran and passionate advocate for promoting physical activity. His mission is to reduce the health care costs across the globe by having more people move and move more often. JT’s hope is that his daughter Zoe can grow up in a world full of opportunity rather than one where governments and communities don’t have the burden of an ageing and sickening population. With over 30 years of experience, JT has owned gyms, coached fitness classes, and now specialises in business coaching for fitness entrepreneurs.
Through his company, Active Management, JT provides guidance and support to gym owners worldwide, empowering them to build successful businesses and contribute to a healthier society. He also leads 8 REX Roundtables in the US and Australia, spoken at over 40 conferences in 23 countries, and consulted with gyms worldwide. JT’s commitment to improving health extends beyond his professional endeavours, as he has also dedicated himself to coaching various sports and actively participates in industry organisations.
