Overwhelming. That might be the best word to describe the current state of the gym industry.
And that’s not just for the member, but also for those who own gyms. “The biggest thing for gym owners is there’s so much content out there, they don’t know what’s good content,” said Blake Ruff, a co-founder of LASSO as well as the company’s marketing expert.
The content Ruff is referencing goes along the lines of marketing. Just like clients who are looking for a trusted gym to go to, Ruff said fitness businesses want trusted resources for sales and marketing. That is why LASSO started.
Sherman Merricks, the other founder and chief of sales, said LASSO is a marketing and sales company that looks to coach business owners on both of those areas. He noted while there’s been a lot of talk about marketing, it’s mostly been about getting 500 leads and ignoring the quality aspect of those leads.
“We want to create simple marketing that works for them so they can focus on the things they are good at,” said Ruff.
LASSO’s offerings mean Ruff will build out the marketing for a gym, including the social media strategy and calendar. He said finding out clients’ biggest struggles is where he starts. Then it’s determining what you want to be talking about based off of that finding, as well as making sure one’s website reflects the social media content.
On the sales side, Merricks offers up his specialty in sales training. Owners, or Coaches who the owners have designated to sell, will be trained by him in this program. It’s an area of growth he sees in the microgym market. “We’re really focusing on training the staff to become successful at helping clients get to where they want to be, and that’s what it’s really about,” said Merricks. “Most buying decisions have nothing to do with the money; it’s about people getting what they want. Because you know as well as I know that if you get what you want, you’re going to pay for it.”
One example of a sales tactic Merricks will teach is objection handling. He mentioned how in America we’ve been taught that if someone says they can’t afford it, you should back off. However, we have all purchased something we didn’t expect to spend money on, meaning we could be sold on what we said we couldn’t afford. It’s just one of the many tactics Merricks is looking to teach LASSO clients.
In the end, the goal of LASSO is simply to help businesses be better. Whether it’s highlighting members in marketing, or focusing on simply serving a small number of businesses, both Merricks and Ruff simply want to help gym owners.
“We want to help businesses attract the right type of clients,” said Merricks.
And as Ruff noted, if you’re not marketing, you’re dying.