How do you make a deep and lasting relationship with your clients when your company is a gym? This is the question that arose the International CEO of Curves, Mike Raymond. His response: launch a women’s magazine distributed exclusively in the clubs of the brand. A successful initiative indeed!
Clients only go to his fitness club 2-3 times a week – for the most serious of them. This short amount of time they spend on the premises makes it difficult to establish lasting relationships, which incites them to be faithful to this gym in particular.
So it was with the aim of retaining its customers that Mike Raymond launched Diane, a women’s magazine purchased by different franchises of the brand and distributed free of charge to clients. The magazine talks about sports of course, but also dieting or shopping – in short, a variety of topics around the theme of well-being. The Curves brand without being omnipresent, is frequently cited, for example, all customers who visit more than 500 times are entitled to a mini-portrait in the magazine, thereby accessing national recognition – a celebrity for a day that encourages attendance.
The Women were immediately seduced by the idea, and the quality of the content of Diane. So much so that group session attendance at Curves groups increases significantly each time the new magazine is released!
In 5 years, enrolment and retention has increased significantly, but that’s not all: « The magazine was also established to create emotional connections between Curves and the client, not just make them come to exercise regularly to help fight cellulite! « Said Mike Raymond. And the results are unexpected: the magazine has attracted a host of new clients attracted by … the magazine, which had been lent to them by one of their friends!