So you have a competitor. Maybe you’re in a small town and you have a couple competitors. Big gyms, small gyms, cheer gyms, gymnastics gyms…it doesn’t matter, you’re all vying for the same kids within your city.
So how do you handle the following:
- Athlete poaching
- Copycats
- Social media slams
- Kids being mean to one another at school
- Staff poaching
- Rivalries at competition
If you’ve got competitors, it’s possible you’ve dealt with one or more of the areas above. Last night during Fireside Chat, Justin and I talked about how to deal with your competitors. If you’re the underdog, it’s hard not to focus on what the others are doing. If you’re not the underdog, but your content and brand-style is being replicated by your competitors, you might be frustrated.
I’m here to tell you – having competitors is a good thing. I’ve been in business for 10 years. I’ve not only owned a cheer gym, but I’ve owned a restaurant, a website company and a wholesale liquidation business. In each of those businesses, someone else is vying for the same customers. But, one other thing I’ve learned in all four industries is that competitors are a good thing. They make you better.
Years ago the cheer gym down the street closed. I was legit sad to see it happen. When you have a competitor who is marketing well, focused on recruiting your athletes and has decent teams, a few things happen.
- You work harder. Most of us are in this industry because there is some level of competitive nature in us. Otherwise, you’d likely coach rec cheer and never stress a day in your life. But we don’t. We love and look forward to the competition season. When you have a good competitor, you’re always in competition season with your business. I’ve never been more creative, more engaged with our customers and more on fire with my efforts than I am when I have a good competitor.
- You focus more on the things that really matter (usually). In a very small percentage of situations, parents will follow the win. They will leave your gym to go to a gym that’s winning more. That said – they’re unlikely to leave your gym if you’re consistently improving and providing a remarkable experience. Most people will stick it out with you until you can reach the caliber of competition they’re looking for – as long as they’re seeing the needle move. If they’re seeing improvements in your level of customer service, attention to detail (on and off the mat) and focus, they’ll usually stick with you.
- You treat your staff better. Is there a constant reminder that you’re not the ONLY place they can work and still do what they love? If that’s the case, you’re going to focus on building stronger relationships with your staff and consistently providing a better work experience for them. Gen Z is more focused on a job they love than an extra $1 per hour. If you can give them a job they love until you can afford that extra $1 per hour, they’ll stick with you and the gym down the street won’t even be an option in their minds.
- You get more creative and become a planner. “If I were the gym down the street, what would I be doing to beat me?” I’m not saying you should focus on your competitors all the time – but take a minute and imagine you’re the owner there. How would you beat your gym at their own game? (I really don’t mean on the mat, but rather in terms of success.) It’s a question I think about from time to time because it shows me what our weakness is as a gym. (When you recognize your weakness, you can consistently be improving!)
So, while I don’t think it’s a wise use of time or resources to focus all your energy on visiting their Facebook and Instagram pages three times a week, I do think you can see your own gym from another perspective. I think you can find your weaknesses and find a little extra motivation to succeed.
Tomorrow I’ll talk to you about how to squash rumors effectively with professionalism. I’m in a small town. This is something we’ve had to deal with over the years when it comes to competitors. I’m sure you have too!
See you then!
