Beckwith’s Gym (Part 3)

[continued from yesterday]

…one, you can do the ‘country club’ model.  Take your operating expenses and simply divide that by the number of powerlifters.  I don’t know how many PL-ers are willing to pay $500 a MONTH to train here, but then again, I don’t really understand why golfers sink so much money into smacking a dimpled ball around a park.

Or two, expand your ‘menu’ to include other markets.

Obviously, I was strongly leaning toward the latter.

Out of the first 400-ish postcards I sent out, only a half dozen or so came back as undeliverable (possibly something to do with my chicken-scratch scrawl where a name and address should have gone), nearly a dozen made the plunge to the next step – going to the website and subscribing to an auto responder series.  The other 300+ are still on my list of follow-up-to-do, but I’m gonna have to adjust my marketing strategy now that the ‘free gym membership + free personal training’ offer can’t be fulfilled (not at Beckwith’s anyway).

While Beckwith’s DID connect with another gym across town and arrange for their members to ‘transfer’ their memberships over, the fact is, for those living in the more southern range of their local market (towns like Jenison, Wyoming, Grandville, Byron Center or Hudsonville), the commute would now be as much as 30 minutes each way.  “Official” backup plan or not, Strength Beyond Fitness (on Plainfield Ave) just wouldn’t meet the needs of every member affected by the sudden closure of Beckwiths.

Hence my promoting of Flex Fitness Center just down 196 in Holland (only half the drive time of Strength Beyond) as an alternate option.  As I mentioned in the video back in Part 1, my friend and Flex owner, Shawn Miller, kindly offered to take stranded Beckwith’s members under his wing and honor the remainder of their membership  – obviously with the hope they’d continue as paying members down the road – but moreso as an attempt to put a band-aid on the ‘black eye’ that is often cast when the public gets the (perceived or real) shaft from some branch of the fitness-industry-at-large.

To further expand on my video from Part 1, here’s Shawn personally extending his hand to any who may have been left without a place to pump iron…


[to be continued…?]



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