To understand what Athletic Nation- Men's Personal Training Gym means from a brand standpoint you need to understand our target demographic:
Male, 30-64 years old, married (85%), economically middle to upper middle class , successful in his personal and professional life...but lost his way in terms of his health and fitness.
That said, here is what we know he won't do:
- Walk into a Big Box gym like Bally or 24 Hour Fitness and have some 21 year old 100 pound girl train him on a big bouncy ball.
- Go to a Yoga or Pilates class.
- "Sweat to the Oldies" ala Richard Simmons.
- Be accountable to himself to work-out on a consistent basis.
Here is what we know he will do:
- Lift free weights and bring his heart rate up to a level he hasn't felt in decades...and like it.
- Go to a gym that respects his privacy and allows him to work-out like a man.
- Be made accountable by his trainer and show up two days a week for an upper and lower body free weight work-out.
- Feel the pain afterwards from using muscles he forgot he had and paying money for it...and not complaining about it.
This is our brand- No B.S. No Hype, Just Results. |
Our Direct Mail Postcard Campaigns to recruit new members-
As you can see by the sample direct mail postcards in this email, we take a satirical approach to getting our message across to prospective Athletic Nation clients. From the "Guys in the Weight Room Miss You" attempting to touch on that nostaglic sense of youth to "The Miracle Rubber Band" exercise contraption (above).
My favorite though is the "Before and After" pictures postcard where we reverse the traditional approach...just a gentle reminder that they may not be able to look like California's Governor but they can get back to their high school or college weight and build.
We at Athletic Nation invite you to learn more about our vision and franchise opportunity.
The men's personal training sector is untapped in the fitness industry and if you believe that you can "walk the talk" we would love to disucss our opportunity further with you.
A few reminders about our franchise opportunity:
- $50K investment for your first gym of which $15K can be financed- net approximately $35K cash required.
- Second and all subsequent gyms are approximately $20K-25K if you finance the equipment.
- Our average charge to a client for personal training is $291.15 per month includes GPT (Group Personal Training) 2 clients one trainer.
- Our gyms average 1200 square feet and fixed operating costs are averaging $2,750.00 per month nationwide...you do the math- breakeven is fast.
- You DO NOT have to leave your current career or job to be a gym owner...yep, true.
- You DO NOT have to have personal training experience- we certify and train you and/or your staff.
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