Anticipating an onslaught.

Our postcards will start hitting mailboxes today, according to the account manager at our WG-approved marketing company. That's a few days later than I had hoped, but was told that the holidays slowed things down.

So a week from now, I hope to report a noticeable upturn in traffic and membership sales. The offer runs until the end of January, so as long as it drives in enough traffic (and sales) to cover the expense, I'll consider it a success.

I've been told that it takes a repetition of 3 mailings to ultimately produce the intended results. This means budgeting about $10,000 for marketing over your first 3 or 4 months after converting or opening a club. I'm sure we agree that this is a figure that makes you pause. And yet, marketing your business is a must. Just imagine how much money car dealers spend on advertising!

The new look continues....

The painters began repainting the club yesterday. They should be done with the tanning room, foyer, and office by the end of next week. Then they'll start on the club itself. I plan to have pictures posted by the end of next week. The colors are a change, but very nice. The tones are warmer than those harsh "in-your-face" colors popular in most fitness centers over the past decade.

Possibly you already know that Planet Fitness acquired World Gym over a year ago. Planet Fitness is known for its motto "The judgement free zone." And you may have heard about them in the news when they kicked out a member for grunting too loudly while lifting weights!

In developing the World Gym 1440 All Axcess concept, the company converted one of their smaller, corporately owned Planet Fitness clubs in Manchester, New Hampshire, to a 24/7 club under the World Gym brand. If you visit http://www.worldgym.com, and click on the state of NH, you'll be able to see pictures of the re-branded club.

Watch for pictures of our club, and an update as to the success of the postcard mailing.