When owner Steve Cowley set up The Body Fit Centre he wanted to create a different experience for visitors. One which would overcome the commonly held perception of independent gyms as sweaty places, full of intimidating body builders, in the pursuit of physical perfection. Originally called the Body Shack, ex teacher and regular gym goer Steve bought the facility in 1999. His vision was to create a family focused fitness centre, geared to all age groups, with a holistic approach catering for all aspects of the mind, body and spirit. This aspiration came from Steve’s dedication to martial arts and the fact that the new centre housed a purpose built Martial Arts Centre. Classes in yoga, meditation and Pilates complemented the dynamic pursuits on offer.
To increase awareness, Steve advertised in local newspapers, on local radio and ran his own leafleting campaigns but found, due to the sporadic nature of the campaigns, that the results were hit and miss. Then in 2004 he tried Dor-2-Dor. For six months between eight to twelve thousand leaflets were distributed on a monthly basis, promoting the unique facility incorporating the Steve Cowley Martial Arts Academy. The delivery radius was tight and targeted persons living or working within 2 miles of the facility.”
Results were impressive. Referrals from leaflets generated an average of 50% of all new membership, accounting for 2% of all revenue. This became an average of 10 new sales a month. This equated to an extra £6K in revenue.
Future plans are to purchase and develop another community focused facility. Body Fit will continue to be successful because of the very high level of service and facilities provided and, very importantly, the inclusive club atmosphere. In the words of one sixty three year old member “Body Fit is the most helpful, friendly and fun gym I have ever been to.” By all accounts, The Body Fit formula seems to be working wonders for residents in High Wycombe.
Steve Cowley said:
“It has been good for us; My concerns about delivery were unfounded. Peter the local franchisee is very approachable and does his best to ensure you get what you want. DOR-2-DOR have the system and process in place to promote my business.”