Take it to Heart - DIFFERENTIATE !

June 23, 2010

Feature Article

Since most of my customers realize I sell floor coverings throughout the country to a varying customer base; and possess a strong background in the health club and fitness equipment venues. I am consistently asked, "how do I compete against these low priced health clubs? The economy is still weak and I have competitors charging $99 a year and $10 a month. They are killing me".

We're all in the same boat.... We can't do anything about the economy and if we dwell on the negative we will certainly be out of business in no time. My suggestion---take it to heart- DIFFERENTIATE . If you offer the same "widget" as your low priced competitor you lose. How do you DIFFERENTIATE? Start with your business model. The low priced guy typically does not offer customer service; group x; nursery, programming; amenities, etc. If you do offer such staff, programming and amenities you cannot charge $99 a year or $10 a month. How about your fitness equipment? Why would you possibly offer the same name brand equipment as your low priced competitor? First they are most assuredly purchasing at better price points than you and second offering the same product makes you more comparable to that low priced competitor. When looking to add new equipment consider alternative, quality functional product that will assist you in supplementing your programming and amenities. How about your physical plant-when it comes to floor coverings most low priced competitors feature low color percentage rolled recycled rubber throughout their entire facility. Functional, inexpensive and not appealing to the customer. You can offer options that are customer appealing yet still cost efficient. For example LVT Plank or Tile in walkways and locker rooms. Gives the look of hardwood and tile; yet they are constructed of vinyl and are extremely durable at a fraction of the cost. Sport Weave polypropylene carpet tiles in lieu of recycled rubber within your cardio and selectorized areas. Sport Weave offers the look and feel of carpet with the durability of rubber at a very economical cost.

I can not over emphasize to you that if you DIFFERENTIATE from your low cost competitor by offering responsive and informative customer service; programming; amenities; alternative name brand functional fitness equipment and floor covering upgrades you will endure the price battle and win in the long run.

I feature a sampling of pictures from Fit World in Cranston, RI. Cranston has been hit very hard by the economic downturn and Fit World has its share of low priced competitors. General Manager Cynthia Pena spent a lot of time designing her club to DIFFERENTIATE from her competitors. She had a philosophy that she would offer strong customer service oriented staff, amenities, programs and work only with vendors that supported her with customer service, strong product mix and fair and equitable pricing. Cynthia has a focus and desire to win and she gets it!

Contact me or any Centaur sales reps. to discuss your specific needs.

Regards,


Gregg Maloley
VP Sales
Cell: (781) 727-8250
Fax: (781) 453-0165
Email: greggm@centaurfloors.com
Web: www.centaurfloors.com