Build Your Club’s Brand in 6 Steps

Anna Sims

|

May 5, 2023

|

category

minute read

PUblished

May 5, 2023

Man sitting at desk working on his computer

It’s been a difficult time in our industry, to be sure. In an effort to offer guidance and support to the people in our industry, Club Automation and CSI Spectrum partnered with IHRSA to present the webinar “What’s Your Story?: Shaping Your Fitness Club’s Brand & Value.” This presentation was spearheaded by Joe Grieshop, the Chief Marketing Officer of Daxko, the parent company of both CSI Spectrum and Club Automation, alongside President and Co-Founder of U! Creative Inc. Ron Campbell. The two focused their discussion on concepts of positioning your club to attract members though emotional engagement, the key to successful branding. Joe and Ron came to this conversation armed with a combined 60+ years of experience, and with this, they were able to guide attendees on how to leverage a club’s existing relationship to continue to grow through even the toughest of times.

What is a Brand?

A brand is a holistic embodiment of how your club is perceived. From your overall image and communicative style, your members and prospects gain a real perception of your story and purpose. Ultimately, this informs how you align with their personal goals. A well-crafted brand identity makes your club’s importance non-negotiable. It is essential to construct an intentional narrative that demonstrates your place within your community.  

Your Members Buy Your Promise

When building your brand, it’s important to remember that “people buy the promise before they buy the product.” Everyone has an outcome they want to achieve, and they are seeking the best solution to reach that goal.  Your job is to communicate how you can help. This is the foundation of building your brand and telling your club’s story.  

Six Evolutionary Steps to Building a Brand

Here’s Ron and Joe’s 6-step guide to crafting your brand narrative:  

  1. Differentiation: What is your unique outlook that sets you apart?  
  2. Authenticity: What experiences are you giving your members that stem from an intrinsic and trustworthy place?
  3. Impact: What effect are you having in helping your clients meet their goals?
  4. Alignment: How are you aligning yourself with the promise your clients are seeking to fulfill?  
  5. Depth: Where can you deepen that impact and alignment?  
  6. Loyalty: How can all of these steps combine to structure your club as a non-negotiable entity in your client’s journey?

People are increasingly interested in collecting memories, not material goods. In this sense, a final pointer from Joe and Ron is to consider your brand in terms of experiences that make an emotional impact. Clubs are full of opportunities to create memories their members couldn’t find without it. On top of that, clubs provide a healthy way to reduce stress and fuel positive growth. You know this, and you’re equipped with the tools to turn this knowledge into a compelling brand that drives more member signups and promotes member retention. It’s time to put it into action!

Thinking about how you can incorporate these principles into your club? Contact us today to learn how we can help.

What’s a Rich Text element?

Thi sis a

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dadasd

Static and dynamic content editing. A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

ddddd

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dsadadasdas

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

  • Just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection
  • Any collection and then connect
  • This i any collection and then connect

Into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

other articles

continued reading

How to Boost Gym Revenue with Personal Training the Smart Way

read article
No items found.

How to Boost Gym Revenue with Personal Training the Smart Way

Read Article

Win Back Your Gym Members: How to Create Successful Win-Back Campaigns with Data Analytics

read article

Win Back Your Gym Members: How to Create Successful Win-Back Campaigns with Data Analytics

Read Article

Software Buyer’s Guide: How to Choose Your Fitness Club’s Management Software

read article

Software Buyer’s Guide: How to Choose Your Fitness Club’s Management Software

Switching club management software is a big decision, but it can be the right one if your current software isn’t meeting your needs. If you’re considering switching software, start here.

Read Article

10 Steps for Evaluating Your Fitness Club’s Website

read article

10 Steps for Evaluating Your Fitness Club’s Website

In a crowded online landscape, regularly analyzing and optimizing your website can help your fitness club stand out. Use these 10 steps to evaluate your website and identify adjustments you can make to increase conversions.

Read Article

Introducing Our Newest Partner: Easalytics, the Analytics and Data Science Platform for Health Clubs

read article

Introducing Our Newest Partner: Easalytics, the Analytics and Data Science Platform for Health Clubs

The Club Automation team is thrilled to announce our partnership with Easalytics, the ultimate analytics and data science platform for health clubs. With Easalytics, health clubs can gain deeper insights into member behavior and improve the member experience, value, and retention.

Read Article

How to Generate Team Buy-In When Switching Club Management Software

read article

How to Generate Team Buy-In When Switching Club Management Software

Transitioning to new club management software is a big decision, and getting your staff on board is critical. Follow these steps to encourage confidence and team buy-in during the transition.

Read Article

How to Launch a New Group Fitness Program at Your Health Club

read article

How to Launch a New Group Fitness Program at Your Health Club

Introducing a new group fitness program at your club may seem like a quick and simple process. You add the new classes to your schedule, post some flyers and classes get booked. Right? As a club leader, you know that’s not the case. However, if it’s not that easy, is there really a right way to introduce a new group fitness program? We think so, and this post outlines a blueprint to successfully starting a new program at your club.

Read Article

Ready to outrival
the best?

Talk to our team and unlock your full potential.

Get a Demo
Get a Demo