Yes, contracts are a necessary evil in many businesses. Virginactive are going to change that and make it easy to join and cancel their memberships. This is proving to be very popular in Australia where clubs can get bad reps because of TV programs investigating complaints, etc. Sir Richard Branson is quite popular in Australia and recently was in the news launching his new fitness club in Sydney. I think consumers are interested in what Sir Richard is up to so come along and have a look. When they see the quality on offer they quickly sign up. Imagine how easy it is to sell a membership there? The salespeople tell you that all it takes to cancel a membership is 3 days notice. That is going to change how gyms do business in Australia. It is about time, too, because so many people join up with good intentions and then drop out soon after only to find they have to keep paying or have lost the rest of their membership if they joined for 6 or 12 months. If clubs can get sufficient volume they will be fine. Sir Richard knows his model works because it operates successfully in Europe and South Africa.
I can tell you that word of mouth is spreading and the word is out that Virginactive is a great place to go to. That is what every gym owner dreams of.
Every one of us probably has an idea about how to set up a great fitness club. It isn't as easy as you think. I would still cater to the big lads by having a heavy duty area where they can train. What I have seen in the latest fitness clubs in Sydney is that they are catering to about 95% of the population and not worrying about muscleheads. One wonders, then, what happens to the members who manage to build themselves up using their premises. I guess they will have to put up with what is on offer or go elsewhere. Fitness First are committed to trying to get everyone to join them. Their dumbbells go up to about 145 pounds. That is heavy. Virginactive have db up to about 90 pounds. Therein lies a big difference. It is clear Virgin are not looking for the bodybuilders. I think many gyms believe that muscleheads deter others from joining or are intimidating. I don't agree because my big guys are nice to everyone. However, when it comes to business it is about perception and emotions and not always about facts and reality. I still can't believe they set up a gym without a biceps or triceps machine nor a standing calf machine.