Posts by JP Richard

The primary market for a ‘Boutique Club within the Club’ is existing members. Clubs need a proven consistent marketing plan to launch all new ‘pay extra’ boutique experiences to their members. Members consistently have to see, feel and hear the difference.

Consider outsourcing.  By licensing established brands, programs, lesson plans, marketing and systems gives the club “speed to market” and can simply focus on the members experience and system execution and member recruitment.

Old thinking was that the success of any new programming was exclusively dependent on the fitness training modality. But for consumers (your members) it’s about the total package: the brand, the presentation and especially the systemized outcomes.