Behind the scenes fitness expert finally reveals his
secrets…
Discover
How To Instantly Create A Stampede Of New Members Into Your Health
Club, Fitness Studio, Or Gym…With These “No Discount Street Tactics”
Invented By A CT Man Who Created $59,845 in New Billings
Out Of Thin Air…And How He Did It Again 4 Years Later...
The Best Part:
He’s put these
tactics into a complete step-by-step system anyone can follow to
launch a new health club, re-launch an old one, or get a bunch of
new members on the cheap. Read this special online report to
discover more…
Dear Frustrated Club
Owner,
If you’re still using the same ol’ run-of-the-mill
health club promotions you’re DEAD in the WATER and don’t even know
it!
In today’s overcrowding market good just doesn’t cut it
anymore…
I should
know.
I’ve watched the standard promotions of the industry
go full cycle.
From bringing in members like gangbusters…to DEAD
SILENCE from the prospects you’re marketing
to…
The sad truth is: The
way the health club industry gets members has slowly
died.
And it’s only going to get
worse.
Like a river full of starving piranhas…other health
clubs are waiting for new members to enter the health club market…so
they can ravage them with the old-timey high pressure sales
pitches…
But
These New Members (Coming Into The Marketplace) Are Getting Smarter
And Smarter…
They’re not jumping in like they used to.
They’re testing the waters.
“Just looking around!”, they
claim.
Look at what happened to Ballys.
Even with their huge amount of resources they STILL
went into bankruptcy.
Because I’ve always been kind of a one man show in
this industry (and other fitness industry businesses) I was lucky
enough to escape unscathed.
Sure, I’ve got my share of battle
scars…
But I was able to take what I learned...from each of
my “crazy and unusual” experiments in the fitness events (I’ve
managed)...and apply them with OUTSTANDING SUCCESS
to the health club industry.
Through trial and error I’ve developed a whole new
“bag of tricks” I call The No-Discount Marketing
System…
And
I’m Willing To Share These Tricks With You If You’ll Give Me A Fair
Chance To Explain Myself And Why I Want To Help
You…
My name is Brian Cannone and I’ve been the
behind-the-scenes guy of some of the most successful health clubs in
the Connecticut area, the producer of mega-events like the
Fitness
Atlantic, and more than 20
bodybuilding and fitness shows.
I have worked every position in the clubs from floor
trainer, personal trainer, nutritionist to fitness director, and
also sales to sales manager to general
manager.
And through all these adventures I’ve been lucky
enough to get a cutting-edge view of what works and what doesn’t in
this industry.
I’ve even had to step beyond this edge at certain
times.
Let me share a story from this edge with
you…
The
Amazing Story Of How I Sold More Than 1000 Memberships Without A
Health Club…And The High Jinks, Balls-To-The-Wall, Kick Butt
Marketing That Made Our Health Club an Instant
Success…
In 1998, I was put in charge of launching a health
club in Shelton, Connecticut. The owner had picked out the perfect
location in a shopping center on a busy street. I was put in charge
of the team which would lead the presale
period.
And by “team” I mean just me.
All by myself.
And, I had a few more obstacles standing in
the way:
No
gym was open because the owners were unsure if it would work.
No
phone line (in the beginning) on the premises.
And
no way to take money.
Oh, one more thing…
It was at the very end of summer. (One of the worst
times to open any fitness
business.)
Just one of these were enough to murder the pre-launch
of this health club.
I thought to myself…
“How
in the Hell Was I Going to Launch This Health Club Without Any
Resources?”
Then it dawned on me.
I had a large bag of tricks at my
disposal.
One that I had developed over the many years of
battling it out for new members.
From boosting the personal training EFTs to
$10,000 a month in less than 30 days at the In Shape
Fitness Center in Branford, Connecticut…to turning around the Gold’s
Gym (in Norwalk, Connecticut) from a money pit to a cash
cow…I was fortunate enough to experiment with a lot of tips
and tricks.
After looking at the location and my bag of
tricks…
The one that stood out to me was my “Intrusive
Visibility” Concept.
Here’s what I did to get
this gym on the way to its launch: I went to the local sign
shop and had a simple sign made up with a web
address.
Story side note: The phone number was
NOT on the sign originally. I added it later when I finally got a
trailer and a phone line on the lot. (But that comes later in the
story).
You can see the sign directs passer-bys to go to the
website. When they went to the website there was a simple form
designed to capture the name and contact information of every one
that visited.
Nothing fancy.
It cost a couple of hundred dollars to
implement.
Phase One of my launch was complete.
And I still had ZERO prospects sign up for a
membership.
It didn’t look good for the health club and I was
beginning to have serious doubts about whether it would
work.
But I didn’t panic like other health club owners
do…
I could have started discounting new memberships to
“give-away” prices…but I knew it would destroy any chance we had at
becoming a long term success.
Instead, I did something unique and unusual to try and
get the pre launch going…
I’ll tell you exactly how I did it, but first let me
ask you something…
Do
You Have A Consistent Way To Bring In New Members To Your Health
Club, Gym or Fitness Studio-WITHOUT Being Forced To Discount Your
Memberships?
If you don’t you’ve got a big
problem.
In these changing economic times it’s getting harder
and harder to attract new members to your club.
Add the competitors who keep jumping in the
marketplace and you’ve got to do everything you can to compete for
new members.
It can get very frustrating and tiring very
fast.
Even worse: According to
the IHSA, the health club market is booming each and every year!
And you’re left thinking “Where is my share of this
booming market?”
It’s getting harder and harder to stand out in the
crowd.
The
solution?
Finding a marketing and sales system that sets you
apart AND brings in high quality members--like clockwork.
There is no shortage of promises in the marketplace…so
to protect you I’ve listed 6 of the biggest health club marketing
mistakes…
Health
Club Marketing Mistake #1: Hiring A “Questionable” Marketing Company
To Generate New EFTs For Your Club
You’ve seen these companies advertising their services
all over the Internet. Promising up to $250,000 in new revenue by
using their services.
The big question is:
How do they generate these new revenues?
Are they using swarmy high-pressure sales tactics?
Tactics that could quickly send your health club into
the business ICU never to return.
Before risking your entire business, make sure you’ve
done due diligence on the company you are considering. Talk to other
health club owners who have used their services in the
past.
SCAM ALERT: A lot of
these businesses change names and pop up again (under a new name) to
fleece another health club…after each and every
scam.
Buyer beware!
Health
Club Marketing Mistake #2: Trying To Severely Discount Your
Membership Prices
A lot of health club owners actually consider this a
marketing strategy.
They mistakenly believe the consumer is strictly price
driven…when it comes to picking out a health
club.
Now, there is nothing wrong with offering a discount
to get people to take action…but not at the expense of your
overhead.
There is a membership formula (to
measure your club’s profitability) you can NEVER violate if
you want to stay in business. (I’ll reveal how you can get this
formula later on in the letter).
Communicating value in your marketplace will separate
you from the rest of the herd.
But there is a right way and a wrong way to
communicate value. Educate yourself so you know the
difference…
Health
Club Marketing Mistake #3: Believing a One-Shot Promotion Will Be
The “Magic Bullet” That Saves Your Health
Club
Sending out a postcard is not going to be the savior
of your health club.
No one-shot promotion will.
We live in an over communicated society and you need
to cut though this clutter.
You need an orchestrated event type of promotion so
you get maximum exposure and “top of the mind awareness” for your
health club.
Imagine being the ONLY health club in your
market people think of when they consider joining
one.
Becoming the go-to health club is one of the keys to
long term success. I’ll show you how later on in this
letter…
Health
Club Marketing Mistake #4: Not Marketing Extra Services To Your
Current Members
If you’re not marketing additional services to your
members then you’re leaving money on the table.
This is a big mistake in
business.
The biggest asset of any business is its customer
list.
So the question is: Are
you maximizing the cash flow from your
list?
The answer: Become a
trusted advisor in the eyes of your members.
Remember, your member base has a life outside your
club and uses tons of services and products on a daily basis.
So in addition to selling the
“obvious”:
Personal Training
Nutrition
Programs
Supplements
Training
gear
You could also sell them things
like:
Tax
prep services
Physical
Therapy Services
Lawn
Care services
And much more…
You just have to approach them in the right way…and
the best part is they’ll tell you how in my
system…
Health
Club Marketing Mistake #5: You Don’t Have A Proven Sales System In
Place To Sell Them When They Walk In The
Door
I can show you how to create a stampede of prospects
into your health club…shattering your building’s fire
code.
But it won’t put a dime in your pocket if you can’t sell them once they
walk in your door.
That’s why you need a PROVEN sales system to
convert them into members in just minutes after walking
in.
From the greeting to the closing, I’ve got a
step-by-step system that will turn prospects into members…without
using high pressure sales tactics.
A marketing and sales system which will help you
compete with the larger chains and literally force them out of your
market.
Here’s what makes my system
unique:
No one shot do or die promotions
No shady discount your memberships consultant
companies
No more drowning in a sea of
bills
No more becoming a victim of every new club that
opens in your are
Works in unique and unusual
markets
I’ve put together my unique style of promoting any
kind of fitness business. It’s not like anything you’ve seen
before.
The
Goal: Get Your Gym Up To MAXIMUM PROFIT POTENTIAL IN MINIMUM
TIME!
Here’s just a sample of what you’ll discover
from my system:
“My Break-The-Building-Code Formula”:
The creative accounting technique all successful businesses use to
turn their advertising expense into an investment. It’s completely
legal and ethical! And it allows you to turn on the prospect flow
as high as you want.
The 7 key
components of bringing in a flood of new clients and members with
your marketing system. Most clubs never even scratch the surface
of what I talk about in this section. You’ll be light years ahead
of your competitors and have them scratching their heads in
confusion wondering what in the hell are you doing to bring in so
many new members and why their members are flocking to your club.
The
one trick you can use to steal customers away from your
competitors without them even knowing it…peek over my shoulder as
I rattle “killer ideas” off the top of my head.
The 4 Step
“No-Discount Positioning Formula” which positions your club as the
ONLY SOLUTION to your prospects problem and forces their
unconscious to pick you over all other clubs in your market
because “it feels rights.”
15 different ways to bring in massive amounts of
prospects and members…this is the crème de la crème of advertising
techniques. From postcards to TV advertising I show you every way
to bring in prospects you can imagine.
The easiest way to increase your membership without
spending a dime on advertising.
The
newspaper insert idea that allows you to bring in a flood of new
members on the cheap…Now you can pinpoint your target market
without wasting a ton on advertising.
Discover the 5 ways To “X-Ray” through your
competitors business and steal their success strategies right from
under them.
The
4 cheapest ways to advertise which will bring in the most
members…you don’t have to spend a lot of money to get people in
your gym.
Run your website through this 4 step checklist to
see if you’re bringing in maximum members in minimum
time
And much more!
Just one of these tricks can turn your health club,
gym, or fitness studio into a cash flow ATM
machine.
I only used a couple in my prelaunch…with outstanding
results.
Which reminds me let’s get back to the
story…
The
Pre-Launch Really Began To Pick Up Steam When I Got A Trailer Backed
Up Onto The Lot (Complete With It’s Own Sewer Line) and Phone…I Was
Officially High Tech…
With the sign up I was getting a steady flow of
prospects going to our website and filling in their contact
information.
But that wasn’t bringing in any members. I had to
think up something quick. I was getting deeper into the launch and
nothing was happening yet.
I had to make a decision. Abort or keep on
going…
I decided to begin phase
two…
I decided to take a little bit of a gamble and rent a
trailer to place on the lot. (You can see the
pic of it to the
right)
I now had a place to sign prospects
up.
Here’s what I did: I
took the phone numbers I had gotten from the website and called the
prospects to offer them a FREE T-shirt to come and visit
me.
This brought them to my trailer where I could show
them our plans for the club and sign them up with our billing
software.
But it wasn’t active yet…so all I could do was capture
their information…and HOPE they would follow through on opening
day.
I was getting a lot of interest,
but the big question was: Would they show up for the grand
opening or would it be a big
bust?
I had to think up something to make sure they would
stick.
I had to go back again to my bag of tricks.
Tricks like these:
How to avoid the “discountitis plague” of
the fitness industry by fixing the number one problem ALL health
clubs face when trying to get new members or
clients.
The Ultimate
Fitness Club Formula shows you the 5 parts to grow your membership
and client base. Others will claim there are only 3 ways to grow a
business. With this formula you get huge jumps from small changes
in each part.
How to instantly bring all your salespeople
up to the level of your top salesman with this one trick. Think of
how many sales you can bring in once you’ve got everyone selling
at the top level.
The upside down
approach to managing your fitness business which can double your
sales in the next few months-minimum.
The shortcut way to market research in your
area. Forget dry statistics! This simple technique will help you
hone in on what your market wants. New products and services can
easily be discovered with this
technique.
Brand advertising vs. Direct Response
advertising. Which one to use and when? Knowing the difference
could mean the difference between bankrupting your business or
opening a bunch of new branches.
The secret to obliterating price resistance
from your customers. No more discounted rates. Leave your
competition in the dust with this one
trick.
Discover more than
7 unique and unusual product ideas you can sell to your customers
and members. Think of 7 new profit streams engorging your bank
account like clockwork each and every
month.
The stupidly simple way to increase your
retention rates by at least 10%. You’ll kick yourself for not
thinking of this “obvious” strategy…but you’ll be glad you know it
now.
The exact billing system I used to generate up to
$60,000 opening day of the Ultimate Fitness Club in New Haven
Connecticut.
And much more!
Listen
Up: If You’re Even Considering Hiring One of Those “Boost Your EFT”
Companies Then You Need To STOP And Read
This…
Do you really want to risk your fitness business on a
do-or-die promotion?
I’ve got plenty of mom and pop health clubs in my area
who face the same problem.
How do you bring in a flood of new members
WITHOUT discounting your membership prices to “give away”
levels?
I had the answer but I knew it wouldn’t be easy to get
out of my head and down on paper.
I needed to make something they could go back to again
and again.
I couldn’t let them down.
They didn’t want to rely on an outside consultant to
come in and take over. And they wanted a way to compete with the big
box chains.
I decided to give them a “brain dump” of everything I
knew about running a successful health
club.
When it was all said and done it ended up being a
229-page monster resource on marketing and running a successful
fitness club…
Introducing
The “No-Discount” Guide To Fitness
Marketing
It’s a jam packed 229-page manual on everything you
need to know to promote a successful 
fitness business. It takes you step-by-step on
how to bring in more members and clients than you will ever need.
It’ a NO B.S. Guide to marketing and sales for your fitness
business. Street tested and approved by some of the biggest fitness
events in the country.
Imagine having your own marketing consultant
“on call” 24 hours a day/7 days a
week…
Frankly, it’s easy to be overwhelmed and confused with
all the information out there. It seems like we’re getting bombarded
each day with new ways to promote our fitness
businesses.
If you’re like me you want just the meat and potatoes
of what works and what doesn’t. Something you can follow from A-Z
and doesn’t require heavy thinking…because let’s face it we’re
busy.
Here’s what’s in this A-Z
system:
The “Subliminal Advertising Trick” to sell more
personal training services to your current members. They’ll hunt
down your personal trainers and beg them to train them when you
put this trick into action.
How to easily
boost the cash value of each new customer you bring in the
door
The McDonalds Secret for creating the most
successful franchise in modern history and how you can use it to
build your business as big as you want.
A simple way to
“spy” on your competitors delivered right to your door.
How to systemize your fitness club so you can go on
vacation, play golf, or enjoy your free lifestyle while your
business churns out cash on autopilot.
The 3 Things You
Must Do before selling any prospect on becoming a new member of
your club…nothing happens until you set off these key
triggers
How NOT to be at the mercy of your employees . If
your business depends on any one individual you don’t have a
business.
A secret resource
for getting a professionally designed TV commercial for only
$1,999. You can play with the big boys in your market and appear
just as big.
The 9 critical gauges which measure the pulse of
your health club and how well you are doing compared to others in
your industry.
How to top all
your competitors offers in less than 5 minutes with this Internet
search strategy…you’ll be able to constantly one up them in your
marketplace.
"Most health club owners, studio owners, or independent personal
trainers get into the fitness business because they love helping people.
The reason that personal trainers struggle to open their own facility
and existing health club owners find it difficult to maintain their
profitability is because they've rarely been given as much education in
terms of business planning as they have in fitness program design.
Brian's Fitness Sales Training helps personal trainers begin to think
more like managers and entrepreneurs and lets you take control of your
business, rather than guessing and struggling with dead end promotions.
All facets of your business planning are laid out in an
easy-to-understand and easy-to-read format. Implement each section just
as Brian suggests and you can look forward to a prosperous future in
the fitness business."
David Bohmiller, BS, NSCA-CSCS
Founder - My Personal Trainer School LLC
http://www.my-personal-trainer-school.com
|
"Brian Cannone has put together an excellent sales guide for any
fitness professional. I use his approaches daily in my facilty to
continuing growing in numbers unseen by other like fitness centers and
gyms. I have doubled my members in the last year utilizing the
principles he lays out in his e-book."
Marc Snyder
Snyder Athletics - Marion, OH
|
Whew!…That’s a lot of tricks in one
bag…
But you’re going to need every one of them to compete
in today’s marketplace.
Add in the tough economy it gets harder and harder to
survive.
But with this ebook you’ll be able to thrive and take
away members from your competitors.
Which reminds me, let’s finish up the
story…
T-Minus
1 Day To The Opening Launch Date Of Our Health Club and We Were
Shocked At The Final Results…
Ok, you wanna know how the grand opening
was.
Let me tell you I was nervous.
You’re never sure if something will go as planned.
And all along I had been taking membership
applications without processing the credit cards.
Basically they were just reserving their spots...AND
NO MONEY WAS COLLECTED.
The big day arrived.
And slowly they started
coming…
Then a little more…
And finally, a LOT more!
It was literally a STAMPEDE OF NEW MEMBERS
CLAMORING TO BECOME A PART OF OUR HEALTH
CLUB.
When the dust settled I had signed up over 500 new
members at $49.95 a month with an enrollment fee of
$99.00…
That’s more than $60,000 in billings from the
launch!
Hey
Wait A Minute! You Said You Sold Over 1,000 Memberships At The
Beginning of This Letter…You’re
Lying?
Whoa Chief!
I know you’re upset and skeptical of all the B.S.
thrown around in this industry. It can be cut throat at times…so I
don’t blame you one bit for being
skeptical.
In fact, I encourage it which is why I offer my
no-questions asked 60-day money back
guarantee.
The truth about the 1,000 member
claim is: I took my bag o’ tricks and did it again in 2004
by launching a second health club.
Proof my first attempt wasn’t luck and these
No-Discount methods were here to stay.
And if that kind of number scares you a little bit I’ve
added ways to slowly build up your
membership…
New Health Club Promotion “Emergency Brakes” Added:
You don’t have to worry about overcrowding your
gym with these techniques. I’ve included “emergency brakes” on these
full-throttle promotions to give you the all the new members you
want…at a pace your club can
handle.
And if you order right now I’ll throw in these
exciting bonuses…
Bonus
#1: The Audio Files from the "No Discount Guide To Fitness Marketing" ($50
Value)
mp3s from the entire book, chapter by chapter.
Burn your own CDs to listen in your car.
Put the files on your ipod or mp3 player to listen anywhere, at your own convenience.
Get instant access to the mp3s right when you check out. Easily share the info with your key managers and partners.
Bonus
#2: Personal Training Profits($97
Value)
In 1998 I was personal training director of a club in
Connecticut. After taking over, I took the club from $0 to $20,000
in less than 30 days.
How did I do it?
You can read about it in this special bonus
report.
Bonus
#3: 1-Hour Phone Consultion ($199
value)
Normally, if you walked in off the street I would charge you $199 of phone time just to look at your situation.
But if you order the guide, I'll waive the fee....
Get on the cutting-edge of what works for your specific situation.
Ok,
Brian How Much Is This Going To Set Me
Back?
Imagine hiring a consulting company. How much do you
think this would cost you?
Sure, some of them say you don’t need any up-front
costs but that means their going to take a huge chunk of your
profits.
At least 10% may be more!
So for every $50,000 in revenue their fee will be at
least $5,000.
Now, think about one advertising promotion.
You could easily spend 2-3 thousand dollars on a TV or
radio campaign, something that could be hit or miss.
Risky at best.
I could easily charge $197 and people would be
happy.
But I’m not going to charge you that…because I want
the mom and pop operations to have no excuse for not getting their
hands on this manual.
For them and you, I’m discounting it as a prelaunch
offer to $47.
That means if you only spend this $47 on your club
this year for educational purposes you’re investment is only 13
cents per day. (You can even write it off as advertising or
professional development in your
business)
"I don't like to put my personal stamp on many products, but Brian's guide deserves it. It's half
the price of a personal training session. I told him not to sell it this cheap, but he did not listen.
Having worked in fitness sales as a membership consultant, personal trainer and studio owner I feel
confident saying this guide is a solid investment that you shouldn't think twice about buying. Brian
is as cutting edge as they get in the field."
Mike Westerdal
Fitness Marketing Consultant
|
"I became friends with Brian when I was purchased my first health
club in Farmington, CT in 1993. The club I had aquired was poorly
managed and was going out of business and deeply in debt. Brian visited
the club and within a few minutes saw changes that would positively
effect the business. We turned the club around within a short time took
the club out of the red and started making money. After eight years we
sold the first health club for a healthy profit.
In 1997 I wanted to open a brand new franchise with a high-end club
in Fairfield County I called Brian to be the General Manager and we
opened the first club from a sign on the road to become a million dollar
a year business with only 12,000 square feet. We then went on to
purchase a Womens Only fitness club and the property in Fairfield, CT
and over 3 years flipped the real estate for a profit and opened another
start-up in New Haven County. In 2008 we merged our two full service
clubs with a chain of 14 becoming part of the largest chain of fitness
centers in Connecticut.
Brian is passionate about the fitness industry and is able to present
creative marketing ideas and communicate the benefits. Brian had
successfully developed all of the marketing plans for our company that
have resulted in increased revenue. Brian created a staff manual for
operations and trained the staff to sell memberships as well as creating
the personal training program."
Matt D'Amico,
Owner, Ultimate Fitness/Planet Fitness
|
"With the economy at its worst I was losing members and looking for
answers. Brian Cannone's No Discount Guide to Fitness Marketing taught
me to put my members and marketing first, which helped me to get Orlando
Barbell back on track."
Brian Schwab,
Owner, Orlando Barbell
|
And on top of that I’m throwing in
a…
A
60-Day Money Back Guarantee
If for any reason you are not satisfied with the
manual you can ask for a refund; no questions asked. I believe in
the power of this system that much and want to give you the no risk
way to implement into your fitness
business.
"When it comes to following systems that makes my business
run smoothly, I don't take any short cuts. Unlike so many
small businesses and gyms that fail to thrive in today's
economy... my gym has doubled in membership and I have
a steady flow of new prospects calling daily. Without the
systems and guidance available in The No Discount Guide
to Fitness Marketing."
"Having been intimately involved in many aspects of the fitness
industry as a Gym Owner, Exercise Physiologist, Certified Personal
Trainer, Fitness Software Developer that fitness and the lifestyle that
comes with it is priceless, I can assure you that there is tremendous
truth published in this book "No Discount Guide to Fitness Marketing."
"This e-book is an awesome tool that is a must read for both new and
established gym owners. The information compiled has put us on a path to
better market our facility and substantially increase our number of
members. From the large fitness facility to the small hardcore gym
Brian's blueprint will deliver!!"
"In this economy it takes some guts to open a new gym. With the help
of Brian's eBook, The "No Discount" Guide to Fitness Marketing I feel
very confident that my gym will be a success. I've wanted to do this my
whole life and appreciate the help that Brian's manual gave me too look
at it not just as my passion but also as a profitable business."
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