Total Body Experts, Marina del Rey, Calif.
What is the biggest challenge facing specialty fitness retailers today?
Having staff well versed in all of the latest product offerings that are new to the market. Our customers want to be well educated about how products can best help them reach their long-term fitness goals. Customers are looking for product that they can realistically work out on over the course of their lifetime.
What would you say are some solutions to that problem?
Having sales staff actually try and test out [products] for a period of time, where they can give real and accurate information on the true pros and cons of the various offerings. Instead of focusing on sales promotions, we focus on the true benefits having a great piece of equipment will truly enhance their lives in reducing stress and adding more enjoyable years to their life.
What are some of the more popular items in your stores?
Our most popular items tend to be the high-end commercial units.
What are some things customers are asking for that you don’t carry yet?
We market directly to consumers for the products we currently carry. Occasionally we get calls for infomercial type product or for a person looking for a treadmill that “costs less than $100.”
What is your favorite thing about working in the fitness industry?
Being a part of helping individuals live a more happy and healthy life — this never gets old.
–Compiled by Ana Trujillo