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Niche Facilities Abound. Part 2

by on May.24, 2012, under Fitness

There’s no end to the markets that can be served with fitness.Any new or existing facility has the ability to grow its business by identifying niches within the markets it plans toor currently serves. Taking on a new niche can be a low-risk way to grow your business. But, to do so, you need to first be sure to tailor your facility to meet the needs of your niche. Adam Sledd, in his article “Specializing for Success” (p.40), shows how The Fitness Connection identified services that would appeal to a specific demographic in Richmond, Va. They recognized a need for people with diseases, such as fibromyalgia and chronic fatigue syndrome, to work out to specialized programs such as yoga and Jazzercise, and who would enjoy services such as massage.

Second, be sure to speak the language of your niche market. Language applies to marketing, programs and even your facilities. As Sledd says, The Fitness Connection offers people with fibromyalgia an escape from the often frantic pace of multipurpose facilities. And, it’s not just the programming and services you offer; the design of your facility is especially important. Heather Peavey, in her article “Keeping Your Club Currentand Classic,” states that members are the major force driving design trends (p.36). So research who your members are to determine what they want, but don’tfall prey to designfads that will limit the niches you may target in the future.

Fitness Management is the only industry publication that serves everyone of these niche markets. We have always reported on what’s going on in these markets, and all of our articles focus on meeting the needs of these markets. This month, however, you’ll notice that we have a new section titled “Fitness Onsite,” which specifically covers the news of government, university and hospital onsite fitness centers (p.24-25). If yours is one of these facilities, be sure to send information our way.

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