1. Launching Successful Club
Programs
By Greg Maurer
It is important to have a
formal process in place to
evaluate, plan and then
execute effective program
launches including a
detailed timeline with tasks,
responsibilities and dates to
ensure that a new program
is successful.
www.fitnessprofessionalonline.com
3. Who is the ideal customer
for this program (age, sex,
profile, member, non-
member)? The more specific
and clearly defined the
better!
www.fitnessprofessionalonline.com
1. What is the Market for the new program?
Launching Successful Club
Programs
4. Internal marketing to members
What marketing vehicles? Email,
posters, club T.V.’s, newsletters,
member referral incentives, program
presentation page, etc.
Who will design the marketing for the
program?
What is the required lead time to
prepare all the marketing materials?
www.fitnessprofessionalonline.com
2. How will the program be Marketed and Sold?
Launching Successful Club
Programs
5. External Marketing to prospects
Internet Marketing – Facebook,
Linked in, Club Website Banner,
etc.
Newspaper – only recommended
for “Free Fitness Study” programs
Direct mail
Signage
www.fitnessprofessionalonline.com
2. How will the program be Marketed and Sold?
Launching Successful Club
Programs
6. Who will be directly responsible
for this program? It is critical to
have a passionate program
champion for any new program.
What department/s will be
involved in delivery of the actual
program services?
What are the details of the
program delivery?
www.fitnessprofessionalonline.com
3. How will the program be managed and delivered?
Launching Successful Club
Programs
7. Spreadsheet with following line items:
List your assumptions and logic for all
projections in spreadsheet
Program Fees/Revenues per
person/couple/family
Monthly program sales projections
Start-up costs
Materials and Equipment
Marketing materials creation and execution
Other start up expenses
www.fitnessprofessionalonline.com
4. Last but not least what is the Projected Program Profit and Loss?
Launching Successful Club
Programs
8. Staff Costs
Sales commissions
Salary expense for program delivery
Total Costs over projected program period
Total Revenue over projected program
period
Net Program Margin
% Margin (Projected profit divided by
projected revenue) – MUST be at least
40% to be worthwhile!
www.fitnessprofessionalonline.com
4. Last but not least what is the Projected Program Profit and Loss?
Launching Successful Club
Programs
9. As you can see there is a lot to consider BEFORE launching
any new program. A general rule of thumb is that a new
program launch will require about 3 months of planning and
preparation in order to have a successful and profitable
outcome.
However if you systematically answer the questions in each
area above you can rest assured that your new programs will
go off without a hitch!
www.fitnessprofessionalonline.com
Launching Successful Club
Programs
10. Share your PASSION and KNOWLEDGE
with world.
Get published on
Fitness Professional Online
www.fitnessprofessionalonline.com
