Dear Frustrated Club Owner,

If you’re still using the same ol’ run-of-the-mill health club promotions you’re DEAD in the WATER and don’t even know it!

In today’s overcrowding market good just doesn’t cut it anymore…

 I should know.

I’ve watched the standard promotions of the industry go full cycle.

From bringing in members like gangbusters…to DEAD SILENCE from the prospects you’re marketing to…

The sad truth is: The way the health club industry gets members has slowly died.

And it’s only going to get worse.

Like a river full of starving piranhas…other health clubs are waiting for new members to enter the health club market…so they can ravage them with the old-timey high pressure sales pitches…

But These New Members (Coming Into The Marketplace) Are Getting Smarter And Smarter…

They’re not jumping in like they used to.

They’re testing the waters.

“Just looking around!”, they claim.

Look at what happened to Ballys.

Even with their huge amount of resources they STILL went into bankruptcy.

Because I’ve always been kind of a one man show in this industry (and other fitness industry businesses) I was lucky enough to escape unscathed.

Sure, I’ve got my share of battle scars…

But I was able to take what I learned...from each of my “crazy and unusual” experiments in the fitness events (I’ve managed)...and apply them with OUTSTANDING SUCCESS to the health club industry.

Through trial and error I’ve developed a whole new “bag of tricks” I call The No-Discount Marketing System…

And I’m Willing To Share These Tricks With You If You’ll Give Me A Fair Chance To Explain Myself And Why I Want To Help You…

My name is Brian Cannone and I’ve been the behind-the-scenes guy of some of the most successful health clubs in the Connecticut area, the producer of mega-events like the Fitness Atlantic, and more than 20 bodybuilding and fitness shows.

I have worked every position in the clubs from floor trainer, personal trainer, nutritionist to fitness director, and also sales to sales manager to general manager.

And through all these adventures I’ve been lucky enough to get a cutting-edge view of what works and what doesn’t in this industry.

I’ve even had to step beyond this edge at certain times.

Let me share a story from this edge with you…

The Amazing Story Of How I Sold More Than 1000 Memberships Without A Health Club…And The High Jinks, Balls-To-The-Wall, Kick Butt Marketing That Made Our Health Club an Instant Success…

In 1998, I was put in charge of launching a health club in Shelton, Connecticut. The owner had picked out the perfect location in a shopping center on a busy street. I was put in charge of the team which would lead the presale period.

And by “team” I mean just me.

All by myself.

And, I had a few more obstacles standing in the way:

 No gym was open because the owners were unsure if it would work.

 No phone line (in the beginning) on the premises.

 And no way to take money.

Oh, one more thing…

It was at the very end of summer. (One of the worst times to open any fitness business.)

Just one of these were enough to murder the pre-launch of this health club.

I thought to myself…

“How in the Hell Was I Going to Launch This Health Club Without Any Resources?”

Then it dawned on me.

I had a large bag of tricks at my disposal.

One that I had developed over the many years of battling it out for new members.

From boosting the personal training EFTs to $10,000 a month in less than 30 days at the In Shape Fitness Center in Branford, Connecticut…to turning around the Gold’s Gym (in Norwalk, Connecticut) from a money pit to a cash cow…I was fortunate enough to experiment with a lot of tips and tricks.

After looking at the location and my bag of tricks…

The one that stood out to me was my “Intrusive Visibility” Concept.

Here’s what I did to get this gym on the way to its launch: I went to the local sign shop and had a simple sign made up with a web address.  

Story side note: The phone number was NOT on the sign originally. I added it later when I finally got a trailer and a phone line on the lot. (But that comes later in the story).

You can see the sign directs passer-bys to go to the website. When they went to the website there was a simple form designed to capture the name and contact information of every one that visited.

Nothing fancy.

It cost a couple of hundred dollars to implement.

Phase One of my launch was complete.

And I still had ZERO prospects sign up for a membership.

It didn’t look good for the health club and I was beginning to have serious doubts about whether it would work.

But I didn’t panic like other health club owners do…

I could have started discounting new memberships to “give-away” prices…but I knew it would destroy any chance we had at becoming a long term success.

Instead, I did something unique and unusual to try and get the pre launch going…

I’ll tell you exactly how I did it, but first let me ask you something…

Do You Have A Consistent Way To Bring In New Members To Your Health Club, Gym or Fitness Studio-WITHOUT Being Forced To Discount Your Memberships?

If you don’t you’ve got a big problem.

In these changing economic times it’s getting harder and harder to attract new members to your club.

Add the competitors who keep jumping in the marketplace and you’ve got to do everything you can to compete for new members.

It can get very frustrating and tiring very fast.

Even worse: According to the IHSA, the health club market is booming each and every year!

And you’re left thinking “Where is my share of this booming market?”

It’s getting harder and harder to stand out in the crowd.

The solution?

Finding a marketing and sales system that sets you apart AND brings in high quality members--like clockwork.

There is no shortage of promises in the marketplace…so to protect you I’ve listed 6 of the biggest health club marketing mistakes…

Health Club Marketing Mistake #1: Hiring A “Questionable” Marketing Company To Generate New EFTs For Your Club

You’ve seen these companies advertising their services all over the Internet. Promising up to $250,000 in new revenue by using their services.

The big question is:

How do they generate these new revenues?

Are they using swarmy high-pressure sales tactics?

Tactics that could quickly send your health club into the business ICU never to return.

Before risking your entire business, make sure you’ve done due diligence on the company you are considering. Talk to other health club owners who have used their services in the past.

SCAM ALERT: A lot of these businesses change names and pop up again (under a new name) to fleece another health club…after each and every scam.

Buyer beware!

Health Club Marketing Mistake #2: Trying To Severely Discount Your Membership Prices

A lot of health club owners actually consider this a marketing strategy.

They mistakenly believe the consumer is strictly price driven…when it comes to picking out a health club.

Now, there is nothing wrong with offering a discount to get people to take action…but not at the expense of your overhead.

There is a membership formula (to measure your club’s profitability) you can NEVER violate if you want to stay in business. (I’ll reveal how you can get this formula later on in the letter).

Communicating value in your marketplace will separate you from the rest of the herd.

But there is a right way and a wrong way to communicate value. Educate yourself so you know the difference…

Health Club Marketing Mistake #3: Believing a One-Shot Promotion Will Be The “Magic Bullet” That Saves Your Health Club

Sending out a postcard is not going to be the savior of your health club.

No one-shot promotion will.

We live in an over communicated society and you need to cut though this clutter.

You need an orchestrated event type of promotion so you get maximum exposure and “top of the mind awareness” for your health club.

Imagine being the ONLY health club in your market people think of when they consider joining one.

Becoming the go-to health club is one of the keys to long term success. I’ll show you how later on in this letter…

Health Club Marketing Mistake #4: Not Marketing Extra Services To Your Current Members

If you’re not marketing additional services to your members then you’re leaving money on the table.

This is a big mistake in business.

The biggest asset of any business is its customer list.

So the question is: Are you maximizing the cash flow from your list?

The answer: Become a trusted advisor in the eyes of your members.

Remember, your member base has a life outside your club and uses tons of services and products on a daily basis. 

So in addition to selling the “obvious”:

 Personal Training

 Nutrition Programs

 Supplements

 Training gear

You could also sell them things like:

 Tax prep services

 Physical Therapy Services

 Lawn Care services

And much more…

You just have to approach them in the right way…and the best part is they’ll tell you how in my system…

Health Club Marketing Mistake #5: You Don’t Have A Proven Sales System In Place To Sell Them When They Walk In The Door

I can show you how to create a stampede of prospects into your health club…shattering your building’s fire code.

But it won’t put a dime in your pocket if you can’t sell them once they walk in your door.

That’s why you need a PROVEN sales system to convert them into members in just minutes after walking in.

From the greeting to the closing, I’ve got a step-by-step system that will turn prospects into members…without using high pressure sales tactics.

A marketing and sales system which will help you compete with the larger chains and literally force them out of your market.

Here’s what makes my system unique:

 No one shot do or die promotions

 No shady discount your memberships consultant companies

 No more drowning in a sea of bills

 No more becoming a victim of every new club that opens in your are

 Works in unique and unusual markets

I’ve put together my unique style of promoting any kind of fitness business. It’s not like anything you’ve seen before.

The Goal: Get Your Gym Up To MAXIMUM PROFIT POTENTIAL IN MINIMUM TIME!

Here’s just a sample of what you’ll discover from my system:

 “My Break-The-Building-Code Formula”: The creative accounting technique all successful businesses use to turn their advertising expense into an investment. It’s completely legal and ethical! And it allows you to turn on the prospect flow as high as you want.

 The 7 key components of bringing in a flood of new clients and members with your marketing system. Most clubs never even scratch the surface of what I talk about in this section. You’ll be light years ahead of your competitors and have them scratching their heads in confusion wondering what in the hell are you doing to bring in so many new members and why their members are flocking to your club.

 The one trick you can use to steal customers away from your competitors without them even knowing it…peek over my shoulder as I rattle “killer ideas” off the top of my head.

 The 4 Step “No-Discount Positioning Formula” which positions your club as the ONLY SOLUTION to your prospects problem and forces their unconscious to pick you over all other clubs in your market because “it feels rights.”

 15 different ways to bring in massive amounts of prospects and members…this is the crème de la crème of advertising techniques. From postcards to TV advertising I show you every way to bring in prospects you can imagine.

 The easiest way to increase your membership without spending a dime on advertising.

 The newspaper insert idea that allows you to bring in a flood of new members on the cheap…Now you can pinpoint your target market without wasting a ton on advertising.

   Discover the 5 ways To “X-Ray” through your competitors business and steal their success strategies right from under them.

 The 4 cheapest ways to advertise which will bring in the most members…you don’t have to spend a lot of money to get people in your gym.

 Run your website through this 4 step checklist to see if you’re bringing in maximum members in minimum time

And much more!

Just one of these tricks can turn your health club, gym, or fitness studio into a cash flow ATM machine.

I only used a couple in my prelaunch…with outstanding results.

Which reminds me let’s get back to the story…

The Pre-Launch Really Began To Pick Up Steam When I Got A Trailer Backed Up Onto The Lot (Complete With It’s Own Sewer Line) and Phone…I Was Officially High Tech…

With the sign up I was getting a steady flow of prospects going to our website and filling in their contact information.

But that wasn’t bringing in any members. I had to think up something quick. I was getting deeper into the launch and nothing was happening yet.

I had to make a decision. Abort or keep on going…

I decided to begin phase two…

I decided to take a little bit of a gamble and rent a trailer to place on the lot. (You can see the pic of it to the right)

I now had a place to sign prospects up.

Here’s what I did: I took the phone numbers I had gotten from the website and called the prospects to offer them a FREE T-shirt to come and visit me.

This brought them to my trailer where I could show them our plans for the club and sign them up with our billing software.

But it wasn’t active yet…so all I could do was capture their information…and HOPE they would follow through on opening day.

I was getting a lot of interest, but the big question was: Would they show up for the grand opening or would it be a big bust?

I had to think up something to make sure they would stick.

I had to go back again to my bag of tricks.

Tricks like these: