How to Market Fee-Based Programs and Services

The 'solution' is it's not enough just to create fee-based programs and services. You have to market them in order to produce a profit. Here's how.

Fee-based programs and services in fitness centers are nothing new. It is estimated that more than one-third of a facility's revenues should be coming from profit centers or non-dues revenue. That is why we are increasingly seeing more retail services and programming that involves sports training, special populations, and more advanced fitness and motivational training programs making up fitness facilities' offerings.

In the following pages of this special report on profit centers, we provide ideas for growing your non-dues revenues in three areas: special event sports training, disease-based programming and retailing. Yet, while offering these profit centers is the first step, the second is ensuring that your current members take advantage of them, and that they are also bringing in new memberships, both of which will bring in additional dollars. This means that the most effective way to market your fee-based programs is to combine both in- and out-of-house, as well as web-based, strategies. Here are some ideas from two industry professionals that provide some promotional ideas to start producing a profit.

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