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Ready to stand out in the corporate health and fitness market... Part 2

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There’s no quick fix to winning new corporate health and fitness clients, and it’s possible the nurturing process could take a few months. You need to consider a whole host of things, and a far more professional approach is required when it comes to promoting your health and fitness club, gym, or leisure centre to a large business, SME, or multi-national organisation. It’s not easy attracting new corporate health and fitness clients; however, with some careful thought and preparation, as well as a targeted campaign and attractive proposition, the rewards of your persistence, motivation and hard work are there to be had.

Furthermore, whilst there’s little doubt that standing out in the corporate health and fitness market can be a challenge, it can also deliver tremendous rewards for your hard work, patience and tenacity.

Last week I discussed the reasons why it’s important to stand out from the crowd in the corporate health and fitness market. So with appetite whetted and motivation levels high, here are the in-depth strategies and ideas you can employ in order to achieve results in the corporate health and fitness market, as well as what you can do in order for your gym, health and fitness club, or leisure centre to be recognised as a corporate wellness specialist.

Here’s your top 10 tips on how to stand out in the corporate health and fitness market:

  1. Start by making a list of what your health and fitness club, leisure centre or gym can deliver to the corporate market, and how each point shows measurable results.
  2. To entice your first corporate health and fitness client, why not offer a pilot corporate wellness programme free of charge. For example; take 10 corporate members through a 10-week intensive programme and measure the results. Use your new client as a success story and promote using testimonials.
  3. Alternatively, or additionally, why not invite companies to ‘experience your centre’ and offer fun fitness tests, group fitness sessions, or an early exercise class and breakfast.
  4. Introductory membership rates should be competitive, and include add-on services such as nutrition advice, smoking cessation, and health and wellness coaching.
  5. Research: Learn as much as you can about corporate wellness and the current economic benefits of corporate wellness so that you can talk confidently and knowledgeably on the subject. Surely prevention is better than cure!
  6. Refer a friend scheme: Work your relationships with current members. Provide an incentive, and ask them to complete some information about where they work, whether their company has a corporate wellness partner in place, and relevant contact information.
  7. Networking is essential to building any business. So get out there, join local networking groups, and promote your corporate wellness package to businesses of all shapes and sizes.
  8. Education: Create an education pack or brochure on the benefits of corporate wellness, and ensure your prospective corporate partner has plenty to distribute to employees. Post messages and success stories via Twitter, Facebook and blogs. Companies want to see a return on their investment so shouting about proven results is the way forward. Furthermore, why not offer virtual wellness assessments on your website – it’s a great way to educate, as well as capture potential corporate members’ data.
  9. Manage your corporate numbers: Know who is a member from each company and record as much information as you can so that you’re able to run concise monthly reports.
  10. And finally, post-sale it’s important to thank your corporate partners and build on relationships. So why not hold a quarterly or six-monthly pamper day and invite feedback on what you’re doing well, and what you can improve upon.

To find out more about how your health and fitness club, gym or leisure centre can stand out from the crowd in the corporate health and fitness market, or for further information on the importance of leadership and sales coaching, training and mentoring, please call +44 (0) 7815 800 939 or email This email address is being protected from spambots. You need JavaScript enabled to view it. today.



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Guest Wednesday, 23 June 2021

Your knowledge, passion and expertise in helping us to find the right front of house staff has been invaluable. You have trained, inspired and developed our front of house staff to deliver exceptional service. How do we know this? Feedback about customer service from our tenants have improved and we will continue to work with you in the future. Thank you Nurturing Skills.

Rob Court, Training development for Guardian News and Media

Since the training has been delivered by Nurturing Skills we are monitoring sales and the process more closely. For example sales targets, enquiries to appointments, appointments to sales, and sales to referral are all monitored daily and as a result of the process we have increased.

  • Sales by 30%
  • Enquires to appointment by 70%
  • Appointment to sale by 55%
  • Point of sale referral by 45%

Barnsley Premier Leisure

For anyone looking to improve the sales performance, customer retention or customer service within their organisation, then there is no place better than to start with Lesley Aitken. Not only is she a charismatic trainer who is commercially astute but she quickly understands the needs of your business and puts them first before considering any monetary gain for her own organisation.

Trafford Community Leisure

Lesley Aitken is a very professional influential and highly passionate speaker. Highly interesting and motivational group coaching skills. Lesley has the ability to improve all major aspects of selling and the latest techniques to dramatically improve your business in just one day. An expert in her field and will get you and your colleagues the vital KPI's to improve your business.

General Manager at The Gym Group