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What fitness facility doesn’t struggle with an annual summertime drop in membership enrollment? Cooper Fitness Center did what all facilities would like to do — it found a way to counter the annual slump and, at the same time, provide guests with a great opportunity to try out the facility.

The “30 Daze of Summer” program offered a 50 percent discount on guest fees. Guests could use this discount for 30 days of their choice between June 1 and August 31. Guests received unlimited access to the entire facility, as well as group orientations and instruction by a certified personal trainer.

Because current members use the facility less during the summer, members were not inconvenienced by additional people using the facility. This is important, as the facility has a waiting list for memberships.

People on the waiting list also were able to take advantage of the program, which allowed them use of the facility earlier than planned. Thus, satisfaction was increased among the general public, as well as those on the waiting list.

Cooper’s goal was to generate revenue during a slow season, while meeting needs of current members and guests. As a result of the program, Cooper Fitness Center sold 100 passes and brought in $15,000 in revenue — a 137 percent increase in summertime revenue. All profit centers of the facility saw increased revenue, especially personal training. Moreover, 15 new members joined the facility as a result of the program, and 33 people on the waiting list contributed additional monies for the pass.

Fitness products, program, satisfaction