By Rob Woodbridge
HOW TO
UNDERSTAND THE ROI
OF GYM EQUIPMENT
F
ew things impact
the gym member
experience more
than the equipment inside
the facility. Sure, we’ve
seen pricing—both high
and low end—attract or
repel members. Location
absolutely plays an
important part as well.
But once the dust settles,
the member pays their
fees, and they are set free
inside your facility. There,
it is the sea of machinery
that will make or break
their experience with your
brand.
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It’s one thing to know that the gym
equipment is being used, it’s another
thing to understand if your equipment is
earning its keep.
Knowing what
equipment
is most resilient
will help make
purchase
decisions
easier.
You measure new sales and when it
explodes, you know your marketing has
worked. The industry laments attrition,
and when it increases, everything is
under scrutiny and second-guessed.
The point is these things are measured,
along with every other metric that is
available to you—except one little
thing: How effective is all your gym
equipment?
How is it possible that the things that
earn the loyalty and member longevity,
the things that fill up the floor, the
things that generate the revenue—the
equipmen —are not measured?
How can a business operate without
understanding the return of such a huge
capital expense? How can any decisions
be made or strategies determined
without seeing ALL the data available?
It can’t.
To understand your business fully is to
understand the impact that all your gym
equipment has on your members. Here
are five things to measure in order to
understand just how much each piece
of your equipment is earning for your
club:
WHAT’S NEW IN FITNESS - SPRING 2017