We won't do business with anyone if it endangers your bottom line.
Many clients are curious to know if we work with competing clubs in the same market. It may seem that any two health clubs sharing a market are automatically direct competitors. But rather than accepting the simple surface-level answer, we approach this situation like any other: by looking at the data. The solution is what we call Client Protectionism. We’ve found is that what anecdotally sounds true, is not supported by the data. There are myriad more elements that influence a prospects’ decision about which gym to join. Understanding the details about how that choice was is made is where the true power is.
Current and Former Members are two of the most obvious areas of concern. These populations need gatekeepers to protect them from other club’s marketing efforts and to ensure market overlaps are respected.
Demographic elements often suggest fewer similarities than geographic overlap. When testing and analyzing Market Overlap, we created waterfall routines to show protectionism and gatekeeping in action.
We then developed automated reports to monitor cross-pollination between competitor clubs; however, this doesn’t mean we always give the green light to work with multiple clubs in the same market. During our analysis, if we uncover club offerings and member profiles have critical overlaps, we will respectfully not engage a new club, with deference for our existing client.
We approach this situation like any other: by looking at the data.
Results-Focused analysis is only half of the equation.