It’s imperative that gym owners understand the impact that proper data management holds in applying the right methods to boost sales and accelerate business growth.
Put simply, you have to make the correct efforts to ensure that your business is heading towards the preferable path – success.
In business, you don’t always have the guarantee of what the future market can bring. But if you have the data, and the problem is that you don’t have any idea on how to use it to your advantage in making more sales for the business, we might be able to help you with that.
Let’s dive into a discussion based on one of the recent webinars we published: “The Process and Impact of Managing Your Data.” It’s all about gathering, processing, and managing generated business information to predict success.
How Gym Owners Can Use Data to Increase Profitability
There’s a process of using data to increase business profitability. However, the foundation of this process involves gym owners relying primarily on data to validate facts and predict probable outcomes.
Some may argue that there is also an error in data, but it can provide more directional insight than having 100% intuitive-based hypotheses. So, where do you base your business decisions?
Data-Driven Decision Making
“This is the process of making organizational decisions based on actual data rather than intuition or observation alone.”
Initially, you need to place data into a system where you can visualize it and make an actionable plan. Once you collect leads in one place and deliver informed and improved decisions on what to do next.
Step 1: Identify Your KPIs
Sales funnels are directly correlated with the customer buying cycle. For easier understanding, let’s use the basic factors in a general sales funnel, which might be applicable to most industries: awareness, consideration, and conversion.
In every stage of the sales funnel, you have to identify the key performance indicators (KPIs) that influence them.
First, you need to get information from the people in your team who directly experience and witness the process of sales conversion. The general managers and supervisors can personally attest to the daily, weekly, and monthly business operations. They most likely have valuable insight into the strong suits of the current business process and which areas the company needs improvement.
From the awareness stage, take note of the customer impressions and external communications that affect the connection between your brand and the customers.
After planting awareness, you shall have additional data on the targeted audience who show interest and consideration in your brand through powerful digital marketing campaigns and other advertising means.
When you get to the conversion stage, you have to identify the triggering KPIs that lead the customers to let you reach that close rate.
Step 2: Understand KPI Sources
You can understand the various KPI sources and your point of sales (POS) systems from the data report provided by the management software. If you do this, you have to find out how to get the KPI sources and find the applicable solutions.
List down all your revenue streams and monitor all the internal and external data sources you can utilize, enhance, or discard.
Step 3: Establish Reporting Tools
Now, you’re going to need a tool that can visualize data charts and graphs, preferably with a combination of manual and automated features.
The reporting tools will allow you to create quantifiable and comparable charts from different periods. It can give you a bigger perspective, with specified information that makes the data educational and valuable.
Step 4: Determine Format and Frequency
The next step is to determine the frequency of reporting and ensure that you’re on track with data monitoring to call out the red flags on time.
Huddle with your team and create daily, weekly, and monthly report formats to discuss and develop strategies as you move from one meeting to another. The acquired data can significantly help provide a pattern and continuously show the most effective KPIs and POS, which you can leverage for your business decision-making process.
Step 5: Translate Data and Draw Insights
Drive effective decision making by drawing concrete insights and translating data. Look for the peaks and valleys of the charts.
This step is probably the critical point for decision-makers. However, everyone should participate in making an in-depth analysis to arrive at a comprehensive, reliable evaluation.
The team might have to undergo training to learn how to understand reports and analyzing data, especially the operations and sales team. And oftentimes, they will be providing experienced-based information for overall and detailed performances of various business aspects and data sources.
The Makings of A Successful Gym Owner
There is plenty to consider about what it takes to run a gym, much more how to make it profitable. You should have the right attitude when you decide to become successful in this business. But most importantly, it’s imperative to focus on working with a team that values efficient customer relations.
Ensuring quality member experience is the best way to expand your client base and improve stable profitability. Many gym owners have failed because they overlooked making their customers the highlight of the business process. By making them feel like they are valued, they feel more motivated as a gym member. And when you successfully retain then, they will be the ones to tell their friends about your constantly evolving services to ensure client satisfaction.
You will face problems each step of the way, even with the best-proven strategies considered. Nonetheless, data-driven decision making is directionally reliable rather than depending on intuition and “gut feelings.”
Despite occasional caveats, gym owners will find it easier to achieve desired results if they focus on the process. Make sure that you identify your KPIs and understand how to source them. It is also vital to establish reporting tools with the right formats for systematic analysis. Ultimately, this part of the process is foundational for the success of achieving the objectives.
Conclusively, proper data management steers gym owners to look at the right angles for much higher business profitability and further growth. Find somewhere to get started according to the steps discussed above and use data to guide your decisions.
Do you need more advice on how to achieve fully integrated business processes for increased profitability? Reach out to us today!