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Posts by JP Richard

The 6 Step ‘Boutique Club within a Club’ Plan – Part 4

By JP Richard | August 24, 2018

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.

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The 6 Step ‘Boutique Club within a Club’ Plan – Part 3

By JP Richard | August 17, 2018

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.

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The 6 Step ‘Boutique Club within a Club’ Plan – Part 2

By JP Richard | August 10, 2018

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.

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The 6 Step ‘Boutique Club within a Club’ Plan – Part 1

By JP Richard | August 3, 2018

Creating that boutique experience in your full-service facility is a smart play for many big box facilities, however, dedicating space, time and money to this project may cost you way more than what you get out of it.

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