Friday 4 - Could Gyms be the Solution for Dying Malls? 10/4/19

Published: Fri, 10/04/19

Here's some recommended reading to either wrap up your week, or kick off your weekend.

Let's start things off with a blog I published on my own website:

Turn More Free Consultations Into Paying Clients With This Quick Tip - People who don't incur an initial fee for a service will often have a difficult time reconciling the expense that follows when asked to sign up. One of the best ways to get ahead of this problem is to be more intentional about the language you use while delivering the training experience. This blog elaborates on the concept.

My Friday FOUR:

Four pieces of content I've consumed this past week that will influence my future blog material and challenge me to think differently about how I manage Cressey Sports Performance - as always, I'm looking to bring you some business-specific information from outside of the world of fitness. Enjoy:

Malls Are Dying, But There's a 3-Step Plan That Can Save Them - Current and aspiring gym owners frequently complain to me that there's a shortage of potential gym space in their markets. Could "class-b" or "class-c" malls be the answer to their problems? I've heard that Planet Fitness has recently made a habit of taking over spaces that were previously anchor businesses in dying malls at significant discounts with some success, but little to no talk about the smaller operations like mine taking a stab at the mall model. Worth a look? Just spitballing here, friends.

The Marketing Decision That Helped Land UGG Boots in Teens' Closets Across America - You're going to want to read this one if you're a fitness professional who has made a habit of using stock fitness images for your content strategy. There's a great lesson in the importance of authenticity in here.

Your Price Determines Your Brand - When it comes time to define and support your brand, the price you choose to charge can tell an even more impactful story than even the best marketing campaign money can buy. Remember, you're never going to credibly sell the Rolls Royce of fitness if you've established a reputation for being the go-to Kia guy from the start.

3 Questions to Ask Yourself Before Launching (a business) - This is more of a series of imperative rules to follow than it is questions to ask yourself, but valuable nonetheless. Don't sleep on the importance of applying each of the three suggested tests for challenging your idea before going all in.

Make sure to let me know if you come across any material that you think I'd enjoy. More importantly, have a great weekend.

- Pete