Transforming the Fitness Industry with Amanda Bracks

Welcome to Episode 26 of the ‘Profit Made Simple’ podcast. In this episode, we had the privilege of hosting Amanda Bracks, affectionately known as “Bracksy.”

Amanda is a seasoned veteran in the fitness industry with a wealth of experience, having worn multiple hats—from owning her own clubs, serving as a GM in major clubs, and becoming a bestselling author to being a renowned presenter, consultant, and coach.

Amanda brings a unique perspective to the table, shedding light on the current challenges and opportunities within the fitness sector.

Amanda Bracks kicks off the conversation by discussing the major shifts she has witnessed in the fitness industry over the past few decades. She identifies three key changes:

• Shift from Big Box Gyms to Boutique Studios: The fitness landscape has evolved significantly, moving away from large-scale “big box” gyms to more specialised, boutique studios. This change has allowed for a more personalised approach to fitness, catering to niche markets and specific client needs.
• Decline in Service Quality: Amanda notes a concerning decline in the quality of service provided by fitness centers today compared to 20 years ago. She emphasises the importance of bringing back the personal touch and customer-centric approach that once defined the fitness industry. According to Amanda, fitness businesses should focus on creating meaningful interactions with members, much like a personal training session where the client’s goals are at the forefront.
• Shift in Marketing Tactics: Amanda highlights how marketing strategies have shifted from community-based engagement to predominantly digital marketing tactics. She believes that fitness centers need to return to grassroots marketing efforts, such as local outreach and community events, to build stronger relationships and a more loyal customer base.

The Importance of Customer Experience

Amanda states that fitness businesses are not just in the business of fitness—they are in the business of creating experiences. Amanda points out that many fitness centers have lost sight of this by failing to prioritise the customer’s experience. She suggests simple yet effective strategies, such as asking more meaningful questions upon check-in, like “What’s your focus for today?” instead of the generic “How are you?”

Additionally, Amanda shares a nostalgic example from her time managing a big box club, where themed events like Halloween brought excitement and community spirit into the gym.

These events not only enhanced the member experience but also fostered a sense of belonging and fun.

Bringing Back Traditional Marketing Techniques

One of the most enlightening parts of this episode was Amanda’s discussion on marketing. She advocates for a return to old-school marketing methods, which involve more direct, personal engagement with potential customers. Here are a few strategies she recommends:

• Lead Boxes and Community Boards: Placing lead boxes in local businesses such as coffee shops or salons can help capture leads and increase brand visibility. Amanda explains how this simple tactic can make a big difference in customer acquisition, especially when digital ads are becoming less effective due to oversaturation.
• Local Outreach and Event Sponsorships: Amanda encourages fitness businesses to get back into the community by participating in local events, sponsoring local sports teams, or simply engaging with nearby businesses. These efforts can yield high-quality leads and foster strong community ties.
• Personal Outreach: Amanda recounts a story of a personal trainer in her gym who went out with just a piece of paper and pen and came back with 15 new leads in under an hour. The key takeaway here is that sometimes the simplest methods can be the most effective.

Sales and Customer Acquisition: Where Are We Going Wrong?

Amanda emphasises the importance of having a structured sales system in place. She believes that many fitness businesses fail because they lack a clear process for customer acquisition and retention. Here are her key insights:

• Understand the Customer’s Needs: Fitness sales are all about selling hope and transformation. Therefore, it’s crucial to understand the customer’s pain points and aspirations before presenting any pricing or package. Amanda stresses that this approach builds trust and increases the likelihood of conversion.
• Utilise an Upper Hierarchy System: Amanda introduces the concept of an upper hierarchy system, where unresolved customer concerns are escalated to more experienced staff members. This ensures that potential customers receive the attention they need and that no lead is lost due to a lack of expertise or authority from the initial contact person.
• Ongoing Training for Staff: Consistent training is critical for maintaining high standards of service and effective sales strategies. Amanda is a strong advocate for regular, even daily, training sessions to keep the team sharp and motivated.

Building a Successful Team

Amanda Brack’s insights in this episode provide a wealth of knowledge for anyone looking to thrive in the fitness industry. Her emphasis on returning to personalised service, utilising traditional marketing techniques, and maintaining a strong sales process highlights the importance of staying connected to the roots of the fitness industry while embracing innovation.

Becoming an exceptional manager requires a shift in mindset and approach. By moving from transactional management to transformational leadership, setting clear KPIs, mastering delegation, and addressing underperformance with a structured framework, you can build a more effective and empowered team. Remember, your success as a manager will not only increase your impact and income but also provide you with more freedom to enjoy the things you love.