Moscow Work

It is important to be close in all the fitness clubs are constantly fighting for loyal customers, since they bring a basic income. – The client base is formed at the club for 3-4 years, – says Elena Dari. – At the end of this period, 70% of all visitors to the club are regulars, while 30% – new. Marina Vasiltsova of Wotld Class leads other figures: – Value for regular and new customers, depending on the level and location of the club is 60:40. Most customers choose the club today on the territorial grounds – far from home or work.

Spend precious time on long journeys, and sitting in traffic jams people no longer want. – I remember four years ago, an American expert on fitness told us: “Your target audience – those who live or work in 6-8 minutes drive from the club “- says Elena Dari. – We laughed about it together, remembering the Russian proverb: “In a mad dog 100 miles is not a hook.” But little time has passed, and all changed. If before, people came to us from the other end of Moscow, now regular customers – those who live or work nearby. Proceeding from this, many fitness centers have changed advertising strategy. If earlier advertisements placed in national glossy magazines or on billboards installed around Moscow, now the advertising has become a point.

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