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New Offerings: Start With What You’ve Already Got




Last week on the EQUIP blog, I wrote about new trends in the fitness industry as well as trying to decide how and when to make changes to your service offerings.   Today I want to think about another practical aspect to expanding your offerings: How can you do more with what you already have?

Obviously, if you’re going to start with what you’ve already got, taking a good inventory of your equipment is an important first step.  If you are a mobile trainer, you’re likely well-versed in the usage of small apparatus like dumbbells, resistance tubes, Bosu, medicine balls, balance disks, and the like.  If you own a gym or studio space, you may already own larger equipment such as stationary bikes, rowing machines, treadmills, or elliptical machines.  Give yourself a challenge and think about how you can use the equipment you already own in new and different ways.

How can you combine exercises to create new and challenging circuits that you could market as semi-custom training programs?

Think of equipment that you own that doesn’t get used a lot.  Is there a way you can incorporate it into a group class to make more clients familiar with it?  Familiarity will make it more likely to be used even out of class settings.

Also, think about how you’d like to fill in the holes in your equipment selection.  While the equipment catalogs are chock full of exciting new ‘toys’, being judicious with what you buy is imperative.  Not only does buying more equipment directly affect your bottom line, but you have to have a clear understanding of how you are going to use it before you buy it.  If you devise a new group exercise class that needs a particular piece of equipment– and you’ve run the numbers to determine how many participants and classes you need to attract in order to make your investment worthwhile— then definitely go ahead with the purchase.  Just don’t go all kid in a candy store and order everything you need.  Most importantly, market your new offering in a way to highlight the exciting features and benefits of the new equipment.  This is a good way to demonstrate to your clients that you are keeping on top of innovations in the industry.

Coming up with new service offerings doesn’t have to be expensive or completely reinvent the wheel.  Rather, think about what you have, determine what your clients really want/need (remember the post about client feedback?), and then put your thinking cap on.  The more creative you can be with what you already have will help you stretch your offerings without stretching your budget.


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