EFM Health Clubs race into 2012 with membership spike

By Sarah Stowe | 29 Oct 2015 View comments

EFM Health Clubs franchisees have started 2012 with a flood of membership enquiries, with January group membership sales eclipsing by 13 percent the single month record set in January 2011.

Two established franchise sites at Frankston (VIC) and Herston (QLD) recorded a massive 28 percent membership increase last month, with further growth expected in February.

EFM business development manager, Greg Nunan acknowledged thesignificance of the membership spike.

“WeÕre not talking about start up franchises here. Our Frankston and Herston clubs have been operating for nearly five years and three years respectively.These are exceptional results are just two of many on the back of a well executed group marketing campaign.”

Nunan said a number of factors accounted for the exceptional growth.

“Our strategy over the past three years has been to execute a January group marketing plan that combines a compelling New Year membership offer with comprehensive local area and group marketing program. WeÕve positioned ourselves really well with a 18 months of ongoing franchisee sales workshops since mid 2010. This gave our franchisees the required skills to capitalise on the spike in membership enquiries, turning those enquiries into paying members.”

The campaign was structured with the goal of capitalising on the traditional surge of interest in gym memberships in the New Year period.