Competing with the Home Market

Do you know who your competition is? Because now, more than ever, it may not be just be the fitness center across town. It may also be the homes of every potential member in your market. According to the National Association of Home Builders, a Washington D.C.-based industry trade group, about one-third of new and potential homebuyers cite a home exercise room as either essential or desirable.

People who want a private workout whenever they choose are bringing the fitness center into their homes. Real estate developers and builders say homeowners increasingly are choosing to build in-home gyms as a must-have amenity. “The home gym is one of the top amenities that homeowners want to incorporate into their homes,” says Gabe Pasquale, vice president and chief marketing officer of WCI Communities’ Northeast region, Valhalla, N.Y.

In 2006, 25.7 million Americans said they worked out in a home gym. That is almost a 30 percent increase from 19.8 million in 2000, according to the Sporting Goods Manufacturers Association, Washington, D.C.

Convenience is the big motivator for these homeowners, but there may be some who are uncomfortable working out in front of other people, or those who simply don’t like the atmosphere of the facility near them: loud music, the “pick-up” crowd, dirty or cluttered, bad customer service, etc.

You obviously can’t offer the convenience of a home gym, so you need to give these potential members something else: a non-intimidating, social atmosphere that offers motivation and results. Emphasize the benefits of commercial-quality equipment, your many entertainment options, results-based programming, experienced trainers, etc. The things they can’t get at home.

Another idea is to create exercise programs that allow members to work out at home a couple times a week, but then encourages them to come into your facility to work with a trainer, participate in a class or use a certain piece of equipment. It could be like home-schooling for fitness: a group of these home-exercisers come in a couple times per week and work out together. You could even offer some sort of discount, or give away T-shirts with the group’s motto.

Knowing your competition is an important part of your sales and marketing program. If your competition is people’s home gyms, don’t think that you can’t compete with that. There are many advantages to working out in a fitness center - you simply need to emphasize your strengths.