When I co-founded Flow Athletic with one of Australia’s well-known Yoga teachers, Kate Kendall, we envisioned a fitness studio that would bring a local community together. Fast forward 6 years and our business has expanded and exceeded our expectations. In 2015 we were stoked to win the Telstra NSW Business Award in fitness, which confirmed we were doing something right.
At the core of what we do, we always strive to create unique experiences, high quality service and strong relationships with our clients, which relies on a few key business strategies.
Keep it Familiar
Although we have expanded our offering and acquired additional studio space to do so, we have remained a studio who values their community. Reputation is such a crucial part of a successful company and with the increasing number of boot camps and franchise gyms popping up, we need to maintain strong relationships with our clients. One of the ways we have done this is by creating online programs, such as the 30 Days Clean, where our clients were invited to commit to a challenge and interact with instructors, health professionals and other participants all online. Traditionally, gyms are seen as bricks and mortar, but this was a way of delivering our service digitally, as well physically.
Hire Good People
We have an amazing family of instructors who have been with us for years. When you have long-term employees, the clients establish strong relationships with them, which adds to their experience at the studio. Therefore, we make an effort to hire the right people, who reflect our values and who we believe the clients will learn something new from.
Have a Vision, but be Adaptable
In a market that’s estimated to be worth $2.4 billion, it’s important to differentiate yourself. We have our core values of who we want to be and what we want to achieve, but we are constantly adapting to reflect fitness demands. For example, I regularly travel overseas and experience what’s going on at the front-line of fitness in other places. For example, next year I am taking a group to Los Angeles to train at LA’s most well-known fitness spots and experience the latest fitness classes and workshops. Some of the latest trends to come out of America that we have adopted is smash boxing, which is water-filled, tear-drop punching bags, which is a more intense and effective workout than regular boxing. We have also started offering classes that are half spin and half yoga to meet the demand for both aerobic and anaerobic exercise with a touch of meditation.
Develop a Marketing Plan
Knowing who you are servicing or developing a product for is arguably one of the first steps in business planning. Once you have an idea of who you want to target, you can develop your marketing plan. Be targeted and spend your budget wisely. For example, we offer trial passes as a form of marketing. We may not be spending money in the traditional sense, but we know that once we get people through the doors, they’re likely to become ongoing clients. We also like to host lots of events and workshops which we will advertise as they’re unique experiences, which we have become known for.