Creative Fitness Marketing has been helping operators attract new members for 26 years. Director Dean Godfrey explains how it can make your business more profitable

What does CFM do?
We help health clubs, leisure trusts and multi-site operators to attract new members through our innovative Memberdrive campaigns. We sold more than 30,000 memberships last year alone.

What does your Memberdrive campaign involve?
Our Memberdrive is a marketing solution that aims to increase your membership base, boost your monthly cash flow and ultimately improve the profitability of your facilities by tapping into the inactive population in your local community.

Running for four to six weeks, we provide a complete package for your sites incorporating telemarketing, direct mail, guerrilla marketing and a corporate outreach programme.

The campaign is run by a dedicated CFM marketing manager working on-site alongside a CFM sales person.

Our marketing campaigns are strategically developed to tap into new markets and maximise your brand awareness. This unique sales and marketing programme generates additional monthly cash flow for your health and fitness clubs and provides security from local competitors.

As national partners of the government’s Change4Life scheme, we can also use Change4Life branding on all advertising materials and can foster direct relationships with other partners such as Tesco and Asda who may be located in your area.

I already have a membership team – how would I benefit from CFM’s sales consultants?
Recruited for their experience, education and work ethic, our sales consultants have worked in clubs of all sizes and demographics, overcoming the specific challenges faced by each particular site to attract hundreds of new members in just six weeks. This gives them unique insight and experience that your own sales team can learn from.

The role of the dedicated CFM marketing manager is to manage the promotion, implement guerrilla marketing initiatives and give regular updates to the club manager on the day-to-day progress of the campaign.

The assistant’s role is to meet, greet and to enrol the prospects generated from the marketing campaign onto a long-term membership. Together, they manage the entire process leaving the club to work with their new members.

How many new members are you able to attract?
On average, our campaigns attract 200–500 new members in six weeks, generating our customers between £2,000 and £10,000 per month. We agree a promotional membership price and terms with you. Memberships are for a 24- or 36-month term, giving you regular, long-term income. We take a share of any monthly income generated, which will depend on the pricing structure agreed with you.

What are the risks?
There is no financial outlay for your club. We pay for all the marketing costs and as our model is self-funding, there is no financial risk for you.