When it comes to growing your business, it’s easy to focus on in-house marketing strategies like referrals and social media. But the importance of forging real relationships to form a gym partnership can’t be understated.
We live in an online-dominant world that sometimes makes it easy to forget how valuable in-person relationships can be. The truth is, when it comes to selling everything from memberships to merchandise, we’re dealing with people.
Therefore, a key piece of the puzzle is forming partnerships. As “old school” as it may sound, networking and cultivating genuine relationships can set you apart. In various ways, a gym partnership can add value for members, improve retention and generate revenue. Plus, you might even get some fun perks or discounts along the way!
Seven Types Of Gym Partnership To Consider:
1. Sports Recovery.
With any fitness program comes the need for recovery. When your members push their limits physically, they’ll want solutions for soreness. Seek to set up partnerships with sports recovery businesses that offer services like massages, cryotherapy and saunas.
Bonus idea: Recovery services make a great gift for members! When someone is celebrating gym milestones or a gym anniversary, give them a recovery gift card. Ask your recovery partner business to donate a few gift cards or give you options to buy them in bulk.
2. Meal Delivery Services.
Meal delivery services help your members save time and eat healthier by taking the work out of meal prep. Your clients can control portion size and know the macros of the foods they’re consuming.
Therefore, it stands to reason that businesses like this have grown exponentially in recent years. And it’s both logical and beneficial to make this a gym partnership.
Your goal is to make it as simple as possible for your community to order online and pick up at your gym. The only thing you’ll need to become a drop-off hub for the meals is a fridge in your lobby.
It could work like this: You have 15 members who place an order on Sunday. On Monday, the meals get dropped off at your gym. Members get delicious, healthy meals. The meal delivery company makes a profit. You get free meals or a discount for being the facilitator. Everyone wins!
3. Doctors And Rehabilitation Centers.
Gaining the trust of a local doctor or network can take time, effort and patience. But over time, building those relationships can lead to a mutually-beneficial referral gold mine.
For example, let’s say a local doctor is working with a Type 2 diabetic client. He recommends that the patient starts exercising and eating less processed foods. When the client asks where they should start working out, your partnership puts you at the top of the referral list.
On the other hand, physical therapists and chiropractors are other great options for a gym partnership. When a physical therapist is in the latter stages of helping a client’s rehabilitation, they’re likely to send them your way for continued training.
4. Supplement Stores.
Similar to recovery, supplements are a natural partner for any fitness program. For everything from pre-workout to protein, it’s beneficial to have a trustworthy place to send your members.
This is a gym partnership in which you’ll want to set up the details in advance. If you’ll be sending business to the store and driving sales for them, it should be beneficial for you as well. For example, you could get a discount on your own supplements, or your members get a discount on theirs (making your membership more valuable).
Another option is for the supplement store to consistently do “free sample” nights at your location, so members can try before they buy.
Pro Tip: Spread the word about discounts and events to your whole gym quickly and easily! Book a demo with the PushPress Grow team today to find out how!
5. Local Restaurants And Food Stores.
Developing a relationship with a local restaurant, store or even coffee shop can lead to a variety of community-building opportunities.
For example, you could set up a trade where baristas get a discounted membership rate in exchange for members getting discounted coffee. For local restaurants, servers could receive a membership discount in exchange for being able to host your holiday gym party at their location. It’s a win-win for all.
The same could be true for a local produce store, butcher or smoothie shop. If you send clients to buy meat or smoothies, perhaps the influx of business is enough for them to offer a discount to gym members. It helps both businesses and makes your community feel like they get extra perks.
6. Martial Arts.
As we discussed yesterday, many gyms have blocks of time where the gym sits empty. And as a result, they’re looking at options for renting gym space.
A recent trend in gym partnership between CrossFit and martial arts studios has become more prevalent. For example, a Brazilian Jiu-Jitsu business could rent space from you, significantly decreasing their cost to run classes. This would create passive income for the gym and may even bring in some new members.
7. Yoga Studios.
If there’s one thing most active athletes could stand to do more of, it’s mobility. As a gym owner, partnering with a yoga studio is another way to promote physical recovery.
On the surface, it might seem questionable to promote another gym membership to your community. But yoga is supplemental to intense training and you can rest assured your athletes aren’t looking to replace those workouts.
Another bonus: For those athletes who won’t take rest days, yoga at least offers an “active recovery” option. And you might even get some yoga clients coming to check out your gym as well.
In Summary: When In Doubt, Partner It Out.
Investing the time and effort to launch a gym partnership can be beneficial for you, your members and the other local business. Some partnerships are a logical fit, such as recovery options and supplements. Others are simply a great way to form relationships and get new people in your door. Have an end-goal in mind for each partnership and get creative. Then watch your membership value, retention and revenue escalate.
