Gym owners know proper nutrition is vital to their clients reaching their goals. The problem is most gym owners don’t know how to convey that message to their clients beyond “nutrition is important.” Therefore, their clients do not make it a priority in their plan.
It is one thing for members to know nutrition is important; it is another for them to value it enough to invest their money.
How you develop the culture at your facility that determines if and how much both members and non-members are willing to pay for nutrition services?
Shifting your culture to focus on nutrition is not as challenging as you may think.
You cannot focus on nutrition when it is convenient.
If you consider the various times of years members think about nutrition – new years, pre-summer to be beach ready and right before the Open – that still leaves nine months of the year where they may not even think about it.
You can make steps to shift the culture of your gym to make nutrition a priority in four easy steps.
Members who focus on nutrition for the entire year see exponentially better results, and are more likely to stay with you.
You can do this by posting on social media as you cook or meal prep. If you are eating at the gym in between classes, make sure you pack meals you would recommend to your members. Also, only sell or promote items at your facility that fit into your nutrition philosophy. It is hard for your members to buy in if you are ordering pizza after your Friday night classes or at gym events.
Start by asking your staff about nutrition. Did they answer the way you have? If not, hold a mini-seminar where you get everyone on the same page. If your Coaches are promoting different programs, your members will end up confused. Conveying the same message in a concise way will make your entire team look more knowledgeable.
This can be done thematically, including: healthy recipes, tips and basic nutrition education. Use a variety of social media, as well as email, to get the information out there. Members and non-members will find value in what you provide and understand the importance of putting nutrition first.
You will be surprised to find even your long-term clients are not fueling correctly throughout their day. Maybe they are eating too much fat right before their workout, or are not consuming carbohydrates and protein after their workouts. These small tweaks will make them feel amazing, but how would you know if you did not ask? Don’t take basic nutrition knowledge for granted. Most people do not know how good they can feel.
The word “culture” seems like something that cannot be conquered, but cultures change all the time. It doesn’t take a complete revamp of what you are doing, it just takes changing what you are talking about.
If you want more tips on how to shift your culture, Nicole Aucoin, CEO of HSN Mentoring, discusses culture in this video. Nicole also recently did a podcast all about culture on Two-Brain Radio. You can listen to that here.