Alternative Membership Options Create Revenue and Conversion
2023 Issue 3 | GearedUp
38
With inflation impacting consumers and franchisees alike ,
Planet Fitness ® franchisees continue to explore ways to generate revenue . One avenue has been adding alternative membership types , such as corporate memberships . More and more franchisees are launching different program options to attract members through their place of employment .
Benefits of Alternative Memberships When it comes to corporate memberships , the benefits they provide are endless . For one , these programs offer a growth opportunity by driving new joins with almost no cost for franchisees . Another benefit is this membership type helps increase brand awareness . Corporate memberships can drive member growth based on the personal marketing done by those taking advantage of the offering .
“ This program truly grows from word of mouth and does not require a large investment for promotion . Most companies are thrilled when they hear that their staff can receive such a generous discount ,” said Vice President of Marketing at EPIC Fitness Group Mary Scott .
Employees who enroll with a program option are more likely to tell others about the benefit , and companies who have a corporate membership with PF ® are more likely to share information about Planet Fitness with their teams . This marketing tactic helps drive conversion since people are more likely to trust what they hear from people they know .
“ As existing companies grow , our monthly memberships will grow . Many businesses purchase a membership for all employees . Businesses within a territory will speak about their corporate plans at chamber of commerce events and refer more businesses to us ,” said Wade Samples , member services manager for Ohana Growth Partners .
Since the pandemic , there has been a stronger focus on health and exercise , leading many to take a deeper interest in health programs offered through their job . Additionally , employers are
looking for benefits to provide to employees in a competitive labor market .
“ We find the most success working with human resources departments because they are looking for long-term employee perks that can be built into their employee benefits ,” said Director of Corporate Sales for National Fitness Partners JohnPaul Bennett . by Julia Sanders
Employers may also want to offer a corporate membership to their employees because of the benefits of exercise , such as increased concentration and memory , as well as improved mental health .
“ Now , maybe more than ever , companies are wanting to help promote wellness in their organizations – both mental and physical . Offering employees a discount to Planet Fitness helps promote that wellness initiative for companies ,” said Corporate Sales Area Manager at United Fitness Partners Wendy Cox .
Additionally , corporate memberships are a great way to find new members and reach people where they spend much of their time – on the job .
“ Our corporate membership program allows us to reach people where they spend most of their day – at work – and connect with an untapped audience that otherwise may not consider joining Planet Fitness . Our program is an effective way to have organizations promote Planet Fitness to their employees in an ongoing , long-term way ,” Bennett said .
Corporate memberships create more opportunities for local and national partnerships , and it goes well with other PF programs such as High School Summer Pass and Perks .
In 2018 , PFHQ launched a corporate membership program , but in August 2020 , PFHQ discontinued the program . With a national corporate membership program out of play , a group of franchisees came together to support franchises operating corporate membership programs . The group meets once a month to discuss