TORONTO--(BUSINESS WIRE)--As the second week of January comes to an end, sales teams of gyms around North America are still reaping the benefits of the reoccurring trend of new-year-fitness resolutions. However, according to Andrew Stalteri, CEO and owner of High Octane Training and Therapy (HOTT), this is a short-lived victory.
“Much of my fitness career was developed around big gyms,” says Stalteri, “It’s a well-known fact that gym membership sales peak in January, but over 30% of these memberships are canceled within the first 3 months. In fact, many gyms rely on people not attending regularly because that’s where most of their profit comes from.”
Andrew claims that the clients he has retained for over 8 years have been key to his success. “People are becoming more educated and concerned about their purchases. This flawed model of earning off individuals that aren’t coming to the gym is becoming less effective each year. Many gyms realize this and are even offering contract-free signups. But what they don’t realize is being locked in a contract is only part of the problem.” Stated Stalteri. “You won't see paid Google, Facebook or Instagram ads from us because we would rather invest in giving our clients the best experience and have them talk to other people about it. There’s literally no better advertising than word-of-mouth.”
This investment hasn’t just resulted in attracting clients, but also staff members. Although their trainer and client turnover rate is extremely low, HOTT is always being approached by some of the top trainers in the in the industry, many of which have joined the team and have clients that have followed them over from a mainstream big box gym. “If you’re going to fire a trainer, you’re also basically firing your client.” Claims Stalteri, “We get approached by industry leading trainers because we offer safety in the work environment. They don’t feel like they’re going to be fired at any second. The big gyms have one problem that they don’t even realize. And it’s that the gym may attract clients, but it’s the people making the difference that keeps them.”
As the upcoming generation becomes a major part of the market, consumers signing up for gyms and personalized training are looking for more than just a membership. HOTT is effortlessly competing with big chain gyms because it’s not just giving their customers a reason to join, but a reason to stay.