According to Jim Thomas, author of "Beyond the Membership," gyms relying solely on traditional memberships are facing unsustainable challenges in the competitive fitness industry. Thomas argues that experiential events like workshops, seminars, and specialty classes offer a potent, underutilized growth strategy. These events serve as brand builders and lead generators, attracting potential clients not ready for long-term commitments while also engaging existing members. Thomas details different types of events and provides a blueprint for profitability, emphasizing strategic pricing, targeted promotion, and lead capture for conversion into full memberships. Ultimately, the text posits that meaningful engagement through these events is key to success, differentiating a gym and building a sustainable business model beyond just membership sales.www.fmconsulting.netwww.linkedin.com/in/jimthomasconsulting

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