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Stand out in the corporate health and fitness market… Part 1

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Standing out in the corporate health and fitness market can be a challenge. There are many things to consider, and a professional, organised approach is required when it comes to marketing your health and fitness club, gym, or leisure centre to large businesses, SMEs, or multi-national organisations. So that’s why I thought I would share with you my top tips on how to stand out from the crowd in the corporate health and fitness market.

Over the next couple of weeks, I’ll be discussing the in-depth strategies and ideas you can employ in order to achieve results in the corporate health and fitness market. Week one focuses on reasons why it’s important to stand out from the crowd in the corporate health and fitness market. And week two focuses on what you can do in order for your gym, health and fitness club, or leisure centre to be recognised as a corporate wellness specialist.

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.

Want to be a corporate wellness specialist?

It’s a well-known fact that countless gyms, health and fitness clubs, and leisure centres up and down the country are so caught up with focusing on increasing private membership sales that they overlook targeting the all-important, and very lucrative, corporate health and fitness market.

Furthermore, the gyms, health and fitness clubs, and leisure centres out there which are sensibly focusing on trying to attract new corporate health and fitness clients sadly give up at the first hurdle. Many apply a scattergun approach to their marketing activities, hoping that some of their work will come to fruition. However, this unfortunately is not viable and certainly won’t deliver the results you are looking, or hoping, for.

Standing out from the crowd in the corporate health and fitness market requires a really well thought-out plan of campaign, with the right marketing and membership sales tools in place to ensure you achieve the results you want.

The health, fitness and leisure market is becoming increasingly competitive. Every day, we are subject to press reports which state we’re not exercising enough, or that our sedentary lifestyles are at the root cause of a whole host of medical problems and complaints, including obesity, stress and anxiety, certain forms of cancer, type 2 diabetes, stroke, heart disease, high blood pressure, and high cholesterol levels.

So it comes as no surprise that businesses of all shapes and sizes are seeking ways in which to keep their employees healthier and happier. It goes without saying that if we are in good health and shape then we are able to manage stress better, we sleep sounder, and we’re able to focus and concentrate more effectively.

Furthermore, the impact that good employee health has on a business is tremendous. Not only do healthier and happier employees take fewer days of sickness leave which, consequently, has an enormous impact on a business’s productivity levels and finances. But employees that are offered access to a corporate health and fitness membership are more likely to stay with their employer, thus increasing commitment levels, and reducing staff turnover and recruitment costs.

Surely it’s better to prevent illness and medical complaints than it is to fix them. And what about offering smoking cessation services, nutritional advice, complementary therapies, and health and wellness coaching too as add-on services.

The corporate health and fitness market is ready for you to target. Positioning your health and fitness club, gym or leisure centre as a corporate wellness specialist requires a great deal of thought, consideration, patience and tenacity. However, offering a fully comprehensive corporate wellness service to organisations is a great place to start – and will deliver the rewards you deserve.

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 Thursday, 24 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