How To Capitalize On The Olympic Year

The Olympic games are right around the corner! As the excitement is building around the world, think about what you can do for your business to capitalize on the hype.  Historically, the Olympic games will help create a bump in enrollment for your business – but are you doing enough to capitalize on it?

We’ve compiled a list of ideas to spark your brainstorming. What else are you doing? Share with us in the comments below.

Big Themes from Jeff Lulla:

  1. Make the connection between the Olympic Games and our elite gymnastics stars and your gymnastics programs. While parents and children are focused on the sport of gymnastics, market the benefits of gymnastics participation and offerings of your club. Gymnastics is not just for the talented elite athletes, it is a healthy and fun activity for all children. Gymnastics helps to build a foundation in fitness as well as other social and character aspects of development. Gymnastics teaches children skills they need in order to succeed in gymnastics or in life – Begin here. Go anywhere.
  2. Get your club name and message out in the community. Focus on the grassroots level of the sport, emphasizing the benefits of gymnastics participation during the Olympic Games. Use word of mouth and traditional marketing to be at the front of the Olympic buzz.
  3. Educate your clients. Take the time to educate parents on the positives of your club such as safety aspects, well-trained and certified coaches and instructors, cleanliness, character development initiatives, various participation opportunities, your club’s mission, and more. Also, educate your clients on the happenings of the Olympic Games. Explain the scoring system, what’s happening in the Olympics this year, and names and bios of the gymnasts on the U.S. Team. Relate some of these events back to aspects of your program.
  4. Prepare for longevity. Once the Olympics are over, attracting new clients and retaining existing ones will fall back to what’s happening in your gym. By providing great curriculum, terrific programming, and strong staff you will set yourself up for success. Get in tune with what the parents want for their children and work to meet their needs.
  5. Focus on customer service. Ensure that your facility will make a positive impression on new and existing clients. Have well trained staff, including front office staff as well as instructors and coaches. Establish client-friendly policies for enrollment, payment, and make-up lessons.

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Practical To-Dos from Patti Komara:

  1. Tuition: Raise tuition before Olympics to increase revenue.
  2. Music: Make an Olympic playlist on Spotify to play at the gym or swim school. Include sports songs, Olympic themes, Rio movie track, etc. Put them on a Spotify playlist so you can share the list with parents to play in their cars or homes.
  3. Email: Send out “Did You Know” emails about the Olympics and athletes competing. [Patti Komara sends once a week.]
  4. Instructors: Get them to start wearing any red, white and blue they have. If you can fit it into your budget, get them an Olympic themed shirt or leo to practice in.
  5. Pro Shop: Buy leotards, tshirts, water bottles, etc. in Olympic colors to sell.
  6. Flowers: Plant red, white and blue flowers in front of your building.
  7. Decorate: Decorate gym/swim school with flags from other countries and a lot of Olympic & USA decorations.
  8. Olympic Torch: Buy Olympic torches and medals from Oriental Trading Co. [$4 a torch.]
  9. Light your torch: Light the torches in your business on the day of the Opening Ceremony. Take pictures!!
  10. Add classes: Prepare for the bump in enrollment by making new beginner classes in August.
  11. Lesson Plans: Incorporate the Olympics into all Lesson Plans starting in July.
  12. Facebook Ads: Start Facebook Ads for classes in your area starting right after the Olympics are over in mid-August.
  13. Postcard Mailing: Send out a postcard to local families in mid-August with a promo code for a class.
  14. Facebook posts: Create posts with inspirational quotes to share on Facebook one day a week.
  15. Schedule: Print out the NBC Sports Schedule and hand out to families when they come in.
  16. Marquee: Let the general public when to watch this great sport on television on your marquee.
  17. Scoring: Create posts, email, flyer, etc. explaining the scoring so parents can help teach their children and understand what’s going on.
  18. Olympic Open House: Search Pinterest for ideas on decorations and Olympic ideas for an Olympic themed Open House in August. Get newspapers and local media to cover this event.
  19. Staff: Get red, white and blue bracelets for them to all wear. Then sell them in the Pro Shop for students to show their pride.
  20. Countdown: Use a countdown clock on your website set for the time of the Olympic Opening Ceremonies.
  21. Adopt a gymnast – have your business follow the progress of an Olympic team member – especially if they are training in your facility or near you!
  22. Good luck poster: Make a poster and have everyone sign it. Hang it up in your gym to cheer on Team USA and share on social media.
  23. Preschool Mini Olympics: Right after the Olympics [Sunday August 14th] have a mini olympics for kids to ample all kinds of Olympic Sports and get a gold medal.


By |June 20th, 2016|Teaching|0 Comments

About the Author:

After studying graphic design at the University of Georgia, Jill held several positions in media and marketing including Art Director, Editor and Marketing Director. As a student of dance, she has spent plenty of time in children’s activity centers and puts that experience to work for her in the work she does with Jackrabbit. In addition to her interest in dance, Jill also enjoys sports, gourmet cooking, entertaining, singing and spoiling her five grandchildren.

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