Sep 2, 2011

Posted by in Ask Europaman, Business | 0 Comments

Product Placement

Dear Europaman,

As a gym owner, I’m not having much success selling sports supplement products. I’m thinking it has to do with what I’m carrying and where we’re placing the product. Any suggestions on product placement in a gym and what types of products we should concentrate on with such limited space? Any layout that works especially well?

Bob R., Gym Owner

 

Hey Bob,

Wow! What a killer question and one I get asked often. You are on the right track in recognizing that where you place the products in your gym, a place where space is often at a premium, is just as important as what you carry.

First of all, sports drinks will always be a top seller at a gym, so the cooler has to be where members can get to the drinks (You ARE keeping your drinks in a cooler, RIGHT?). Make sure the cooler is placed where quick access is a prime consideration. Your members shouldn’t have to go very far nor should they have to enter any area cordoned off for members.

Impulse buys, just like any other retail venue, need to be at the counter staring the customer right in the face. Energy/Protein bars are a perfect size and price range for impulse buying-their portability and handiness are their biggest selling point, so take advantage of that! The best moving bars change every 3 to 6 months usually, so stay current with what is today’s “IT” bar and several other hot ones.

Your gym can use shelving to display other products, but I would put the shelving next to the cooler-you want as many people walking by the product as possible. It helps me to think of it as a typical grocery store layout. You want to keep the like items together so customers can look at them comparatively at the same time. Clear, well-labeled pricing is important too. Save your employees the hassle of having to answer a ton of questions about how much something is. At the very least use clear shelving labels, if not prices on individual items.

Now comes the tricky part-what to stock. This is going to factor heavily on who is your gym’s clientele. If your gym is in a high rent district, with lots of young professionals, you can try several “hot, new” products with some measure of success. If you have a hardcore, serious bodybuilding clientele, forget fads. Concentrate on a good balance of “tried and true” formulas from respected brands and keep to the basics. And it never hurts to ask your members, especially your frequent visitors, what they’d like to see. Asking for feedback on products in an unobtrusive way is a great contact point with your members and a way to show them that you are catering to their needs.

Hopefully, these suggestions will get you started in the right direction. Never hesitate to ask your Europa Sales Consultants for their suggestions; many of them run their own gyms or do personal training and most of them have years of experience in the industry!

Yours in Good Health,

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P.S. Got a question regarding your buisness or the industry? Email

europaman@europasports.com.

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