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As a part of its new HeartMindBody health club program, Iron Grip has doled out some 10,000 bags in a lightweight drawstring knapsack to about 35 clubs around the country at no cost — all aimed at helping the clubs to encourage and retain members.
“It helps the clubs bring in more members or retain more members,” Iron Grip President Michael Rojas told SNEWSÂ®. “If we can give these members a head start on their gym experience, they might have a higher retention rate.”
The drawstring sacks given to the clubs, which are all Iron Grip customers, have the Iron Grip logo and name on them, but inside the contents have nothing to do with the weight company. Inside are incentives to patronize or discounts for purchases for four other companies: Men’s Health magazine provided a two-for-one deal on subscriptions to its publication; General Nutrition Centers (GNC) has given a “Gold Card For a Day” discount program for club members and sample packs of its Men’s Mega Men and Women’s Ultra Mega multivitamin; Polar Electro included a rebate on the purchase of a Polar Heart Rate Monitor; and the National Academy of Sports Medicine (NASM) has provided NASM-approved workout guides with tips on how new members can maximize their experience at a new health club during the first 30 days of membership. As a part of the NASM materials, Iron Grip has also designed and included a workout log that members can use to track their progress during the first few weeks of a workout program. Â
Most of the clubs that were invited to be part of the giveaway program were either new or had just completed some kind of renovation, Rojas said, and offered the bags as an new-member incentive, a thank-you to new or returning members, or a gift for filling out a survey.
“It’s always nice to provide a little something extra for our members,” said Ken Marshall, Spectrum Club at Howard Hughes Center in Los Angeles. “We want to show that our club is concerned for members’ overall wellness, and the HeartMindBody program does that while promoting a healthy lifestyle beyond the club experience.”
The program began in December and is continuing through January or until bags run out. Iron Grip is taking a look at what it can do for a similar program later this year, including providing even better offers from additional educational-oriented companies. Â
“This project has been an experiment for us in ways to support our customers beyond the initial sale,” said Liz Bianchi, Iron Grip marketing director. “We hopeâ€¦we will be able to provide a better experience for our customers, as well as for the members in their clubs.”