Attracting new athletes is a crucial part of gym success, but what’s the secret to doing it right?
By Jen Jones
CBN June/July 2009
During this time of economic downturn, effective recruiting may be more vital than ever to the continued success of all-star gyms of all sizes. Yet how far is it acceptable to go to keep your gym afloat? Although extreme measures may be tempting, it’s important to preserve integrity and keep your ethics intact when reaching out to prospective athletes.
Yet questionable practices persist: “We have gyms in the area that bad-mouth us left and right with the goal of taking our kids,” says Lea LaGrou-Hébert, owner of Elite Cheer in Chesterfield, MI. “It can be frustrating to see parents buy into that. Do they really want their children to be subjected to such people? I’ve seen a lot of these situations recently.”
Stephanie Beveridge of Copperas Cove, TX–based GymKix agrees. “We’ve had issues with people standing outside our gym and handing out fliers for competing programs, as well as tumbling places identically copying our fliers and changing the contact information,” says Beveridge. “I think it’s a horrible representation of gyms on the whole, and it also teaches improper manners to children. We should all work together to boost the sport of cheerleading and increase the love of it—not work against each other.”
Noble (and needed) aims, indeed—but how can gym owners protect and grow their own interests while also respecting those of others? With the help of coaches who’ve been there and done that, we’ve compiled a list of creative (and ethical) recruiting ideas to get you started:
Capitalize on public curiosity about cheer culture.
From MTV’s “Paula Abdul’s Rah! Cheerleading Bowl” to Lifetime’s “Cheerleader Nation,” cheerleading has had no shortage of prime television exposure in recent years. So why not explore the idea of promoting your gym on a national media platform? When such an opportunity arose for Elite Cheer, it was a no-brainer for owner Lea LaGrou-Hébert. “One of the producers of MTV’s ‘Made’ found me through my website and was interested in using our facility and coaches for an episode,” shares LaGrou-Hébert. “When it airs, I think it will definitely be a good recruiting tool for people who’ve never heard of us. Any type of exposure like that is awesome!”
Though reality show opportunities aren’t always so prevalent, media exposure—whether print, television or online—is an optimal way to get the word out about your gym. Taking the time to compose a press release after bringing home a big trophy or inviting camera crews to cover an event at your gym just might be the tipping point for raising local awareness.
Put your best foot forward.
Another great method for piquing curiosity is to put the inner workings of the gym on display. For those still in the planning stages of opening a facility, it can be beneficial to design large windows facing the street to attract the interest of passersby. Many gyms such as Greencastle, PA–based Illusions Cheer & Dance also have aerial viewing areas where parents and visitors can check out gym happenings as spectators. At Maryland Twisters in Glen Burnie, MD, there are three viewing areas, along with a “Hall of Fame” in the lobby featuring articles about the gym. “Creating a certain atmosphere for walk-ins can definitely be a good recruiting tool,” says owner Tara Cain.
And why limit visibility to those who physically go to the gym? Consider extending your reach by installing a live webcam on your website, so online visitors can watch classes and practices in progress.
Affiliate your gym with nearby dance and cheer teams.
Although recruiting from local school squads can be a no-no, joining forces with other teams can often forge good will and present all-star cheerleading as a non-competing option. At GymKix, year-round recruiting is a must: The gym is located in an area with a lot of military families, resulting in constant influx and departure of athletes and their families. To maintain prominence in the community, GymKix spearheads an extravaganza event each year spotlighting local cheer, dance and step teams—along with the CenTex Barracudas arena football dancers.
“We invite all the high schools and junior highs to perform, and it’s free to them to participate,” says owner Stephanie Beveridge, who estimates the annual extravaganza has increased the gym’s membership by up to 45 percent. “A lot of the local schools aren’t allowed to compete, so it allows them to have a performance outlet—as well as showing them what our kids can do.”
Target schools that don’t offer traditional cheer programs.
Another way to avoid conflicting with local school teams is to reach out to schools where cheerleading isn’t an option for students. (Magnet schools, all-girl schools and private schools are often good places to start.) Ideas for getting the word out might include setting up an informational booth at a back-to-school night, holding a weekend clinic on school premises, or offering a free performance at a school event.
Get in the game.
Though the whole point of all-star cheerleading is essentially not to cheer at games, partnering with local sports organizations can actually serve as a valuable form of promotion. For the teams at Elite Cheer, performing at Detroit Pistons games turned out to be a unique form of recruitment for families in the area. Says LaGrou-Hébert, “We’ve done a lot of halftime shows at the arena, at times up to one or two games per week. [Afterward], a lot of people have said to us, ‘We were at the Pistons game and went home and looked you up.’ ”
Even if your gym isn’t located close to a metropolis with a major sports franchise, it’s still possible to hit the floor—or the field. Obtain the same type of benefit by showcasing your talent at local college games, rec tournaments or other family-friendly fare.
Reevaluate your marketing messages.
With impressive Worlds accolades and numerous National titles under their belts, you’d think the powers that be at Maryland Twisters would be eager to tout their accomplishments for recruiting purposes. Yet, according to owner Tara Cain, such approaches can backfire. “Sometimes when we shout out our accolades, it intimidates people rather than entices them,” says Cain. “Often it can do the opposite of attracting athletes because they feel like they’re not good enough to be here. They don’t understand that thanks to the USASF, we have various levels. You don’t have to be an amazing F5 athlete in order to be a Twister!”
Though Cain of course does include the gym’s milestones in her marketing, she makes sure to emphasize points such as her knowledgeable coaching staff, attention to safety, and the positive overall experience. “I think a lot of people are surprised by our emphasis on making well-rounded athletes over winning,” adds Cain.
Ramp up your class and camp offerings for non-members.
Rec classes offer prospective gym members a great “try before you commit” option—and often help build the confidence needed for an athlete to try out. At GymKix, more than 75 recreational classes are offered every week. “It usually takes a child a year in our rec program to join our competition teams,” says Beveridge. “The rec classes allow them to see if they enjoy it and if competing is something they’d like to do.”
According to Beveridge, master classes and one-day camps have also been a boon for recruitment. “Master classes attract people who want to hone specific skills, like learning hip-hop or just working on their forward tumbling or jumps,” says Beveridge. “Camps have also been a great way to bring kids in and show them everything we have to offer, not just what they think we offer from our sign.”
Don’t overlook traditional recruitment avenues.
While thinking out of the box is rarely a negative thing, it’s important to cover the basics, as well. “When people come in and sign up for the gym, our website, the phone book and word of mouth are the three major referral avenues people put down on the application,” says Beveridge of GymKix.
LaGrou-Hébert of Elite Cheer agrees, saying about 85 percent of drop-ins and new recruits say they learned of the gym through its website. As such, LaGrou-Hébert is looking into investing in Facebook and Google advertising, along with hiring a search optimization company to maximize results. As for Cain of Maryland Twisters, she says she has found success with twice-yearly direct-mail marketing (once during tryout season and again to promote summer camps). “We send our direct-mail pieces to anyone who has ever walked in our doors,” says Cain.
And, of course, the best way to generate positive word-of-mouth is to create a positive environment for current clients. “It’s almost more important to retain than to recruit,” says Beveridge. “Sure, it’s great to recruit 50 people—but not if you lose 75.” LaGrou-Hébert agrees wholeheartedly: “Your product speaks for itself. When your teams go out and are successful, and the kids are happy, my philosophy is that will keep kids coming—and telling their friends.”
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