About Jim Thomas

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"The Way We See The Problem Is The Problem"
February 2021 - I'm guessing you've heard this Stephen Covey quote before. Do you agree with it? What if I told you that there are clubs that are breaking company sales records? What if I told you there are clubs that did better revenue and profits in 2020 than they did in 2019? What if I told you there are clubs that are getting 20+ prospects a day on a consistent basis? What if I told you that there is a new 15,000 square-foot independent club being planned for New York? What if I told you there are clubs in California that have done more sales while conducting workouts outdoors than they did when they were indoors? Read Article...

10 Reasons Your Gym Business Could Stagnate
August 2012 - We work at both ends of the fitness industry, with those gym owners who are just starting out and want to shorten the learning curve, and those who have been in business and are in need of a turnaround (and, everything in between). Read Article...

A Simple Approach to Membership Sales Training
May 2016 - The biggest mistake we see over and over with sales training is that it's done just every so often, every 30 days or longer. Gym owners get so busy putting out fires and handling operational issues that sales training gets pushed down the priority list until it becomes an emergency. Any sales training that is done is many times done in a half-day or full-day format and is typically not specific to the fitness industry. When done in this fashion, sales training is not the focal point of the sales team and becomes ineffective. Read Article...

Are You A Struggling Gym Owner?
December 2016 - You're not stuck. There is a better way. But, you'll need to make some changes. You have the greatest product in the world. I can't think of anyone who wouldn't like to look better, feel better or live longer. And, before you start thinking that new equipment will fix things, or dropping the price to match the new guys around the corner, remember this: if you want to change others, you'll first have to change yourself. Read Article...

Are You Ready to Grow Your Business?
February 2015 - I just recently completed several different gym projects that all had one thing in common. They wanted to improve sales performance. They wanted to improve profitability. They wanted growth. They all wanted their version of Gym Rescue. Read Article...

Are You Working Hard But Not Getting The Results You Seek?
October 2018 - This is what I frequently hear from gym owners and operators: "I'm working hard; we have a great facility, but we're just not getting results we need." Then, they look for a marketing silver bullet to help drive some traffic. That is always short-lived, and they still haven't learned how to properly run their business. Here are some foundation-building items that must be in place in order for your business to have sustained success... Read Article...

Begin Preparing Now For Your Fall Marketing Campaign!
July 2018 - When you think of growing new leads, you are more likely to think of outside customers rather than your own members as a source of steady new leads. The members using and getting results in your gym are the flesh and blood of your brand. The actual people in your building make up your best marketing team. The chances are that, if your members are having a positive experience and getting results, they will be the diehard ambassadors of your brand. We know word-of-mouth is still extremely relevant with millennials in the age of social media. So, how do you convert that buzz into sales? Make sure that you are communicating the right message and creating the right space for your members, so they feel compelled to share their experience. Read Article...

Behaviors of the Best Health Club Salespeople
September 2011 - I have had the opportunity to witness many different health club salespeople in many different situations, and I have seen some common habits and traits that, over and over, will define the best salespeople in the health club industry. Many times, it's these small differences that separate the winners from the losers in the fitness business. Here is what I have seen. Read Article...

Branding Ideas You May Have Forgotten That Will Work for Every Gym
February 2020 - No doubt that we live in a digital world with many opportunities for branding and to create awareness of a gym or studio. But, with that said, there are many opportunities to brand and promote your gym outside of digital. In the end, your goal should be to be known by everyone in your trade area, so you want to utilize every option you can. Here are a few ideas that tend to be forgotten... Read Article...

Club Marketing Tips For Incorporating Video
February 2017 - The health and fitness industry is huge and continues to grow. One of the biggest challenges facing individual gym owners in such a growing and competitive industry is attracting a steady stream of new members. One of the best ways to do that is incorporating video into your marketing strategy. Consider the following statistics on user interaction with video... Read Article...

Create A Plan That Works
March 2006 - Read Article...

Do You Have a Culture of Sales Accountability in Your Gym?
July 2016 - Are you and your managers doing everything you can to create a culture of accountability in sales and sales management? I hear this frequently from gym owners... Yes, we hold them accountable, but the job is still not being done. Of course, it begs the question: What exactly are you holding them accountable for? What are the consequences? Are you even holding them accountable for the right thing? Read Article...

Do You Have Success Apathy in Your Health Club?
September 2006 - Read Article...

Do You Operate Your Gym With A Sense of Urgency?
October 2020 - A quick check shows the definition of urgency to be: (1) to act promptly; (2) act with intention to make things happen; (3) doing what needs to be done immediately. Here's what I see frequently in gyms... Many times, there are a lot of good things going on, but the business and staff have become stagnant because of a lack of urgency. Here's the deal. Without urgency, it simply doesn't matter when something is done... it could be tomorrow, the next day, next week, next month or even next year. However, acting with urgency can make all the difference in getting your business back on track or maximizing the opportunity. Here are some things to consider if your gym needs a kickstart with urgency... Read Article...

Does Your Gym Have a Club Concierge?
How to Maintain a Healthy Retention Rate
March 2019 - Club Concierge. That's my term for a Retention Manager. Depending on the facility, this could be a shared position, or if payroll and activity will warrant it, this could be a full-time person. Before I get into a strategy, please consider the following... Read Article...

Doing Well by Doing Good
How Positive Changes Can Impact Your Gym Business/Work Culture
August 2022 - Positive gym business culture is characterized by a sense of caring, comfort and collaborative effort. This type of work environment fosters an atmosphere where employees feel like they can bring their whole selves to work and know that they will be accepted for who they are. It also helps establish clear boundaries between personal and professional life, which allows people to take care of themselves outside of work without feeling guilty or anxious about the consequences at the gym. The Result: Happier employees, more focused workers, higher levels of productivity and better results in general. This is how positive changes impact business. Read Article...

Eight Ideas for Getting More Active Monthly Gym Members
November 2017 - Interested in getting more members at your gym or fitness center? Here are a few tips for increasing your sales, members and revenue... Read Article...

Everyday Things You Can Do To Improve The Bottom Line In Your Health Club
January 2011 - Whether you own, manage or you're a sales rep in a health club, it's important to keep your focus on the primary activity that keeps your health club growing, and that's new member prospecting. New membership sales and membership renewals will never happen if you don't have anyone to talk to. However, health club prospecting is not meant to be just waiting for the phone to ring. Read Article...

Five Keys To Successful Gym Ownership
July 2014 - It's been a busy Summer so far. We have had the opportunity to visit numerous clubs and help them get their business back on track. While each gym is very different, the issues are always strikingly familiar. The following will include things we are seeing with clubs that are not reaching their full potential and how to find the solution. Read Article...

Five Things Every Gym Owner Must Do
June 2019 - It doesn't seem to matter if it's a big box, studio, boutique, martial arts or yoga operation, the challenges are all similar. Whether you've recently opened your gym or you're a seasoned gym owner, now is the perfect time to take a fresh look at your operation by reviewing the first half of the year and making the necessary adjustments as you plan for the future. Independent gym owners are typically spread thin, and even the most diligent ones may find themselves behind on their planning. If this scenario sounds familiar, don't worry, it's not too late to tackle the important items. Here are the top five important to-dos for any gym owner to help ensure smooth sailing throughout the rest of the year. Read Article...

Five Ways of Driving a Culture of Innovation
January 2023 - We can all agree that a business must be innovative and revolutionary to thrive. As a company's CEO, you must find and implement every strategy to create a culture of innovation and facilitate a healthy company atmosphere. But, how to create a culture of innovation? What department can you start with? Read Article...

From Day Job to Dream Gym
Eight Essential Steps to Building Your Own Fitness Empire
June 2023 - Embarking on a new gym venture can be an overwhelming prospect, whether you are an aspiring entrepreneur or simply an individual pursuing your passion. While the idea of leaving a day job you despise to start your own business may be enticing, it requires careful consideration and thorough planning to increase your chances of success. Before taking the plunge and purchasing your dream gym, there are several things to think through as well as steps to follow. Below are eight essential steps to guide you on your journey towards quitting your day job and acquiring your dream gym. Read Article...

From Rookie Rollercoaster to Sales Superstar
Avoiding Common Salesperson Blunders
January 2024 - Stepping onto the gym floor as a salesperson can feel like entering a coliseum gladiator match. It's a high-pressure arena, fueled by competition and demanding quick wit, empathy and an understanding of diverse motivations. But, fear not, aspiring fitness warriors! Just like any battle, navigating the world of gym sales requires awareness of your weaknesses and strategic maneuvering to avoid common pitfalls. So, rookie gladiators, heed these warnings and emerge victorious! Read Article...

Growing a Successful Gym Requires Consistency in Marketing
February 2016 - The biggest problem your gym has is obscurity. No one knows who you are, and those who do don't have you at top of mind. Job one is to be sure the door is swinging, the phone is ringing and the email is dinging. Most gym owners know the importance of marketing and promoting their gym on a consistent basis, but so many gym owners really struggle at delivering on that promise. What keeps gym owners from marketing consistently? How can owners put a plan in place to make consistent marketing easy? Read Article...

Health Club Sales Management Mistakes to Avoid
September 2010 - Too many health clubs lose money because their sales management team continues to make the same mistakes over and over. These all-to-common mistakes result in poor membership sales. Here are some of the sales management mistakes we see in health clubs... Read Article...

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