The Discount Death Spiral (And How to Avoid It This Black Friday)

Feeling pressured to run a Black Friday deal at your gym? Don’t do it.

Your gym is a premium service provider, and it should compete on results and relationships, not price.

In this episode of “Run a Profitable Gym,” Two-Brain founder and CEO Chris Cooper breaks down the dangers of discounting and explains why most gym owners who offer sales end up trapped in the “discount death spiral.”

Black Friday deals attract the wrong clients and weaken your brand, and you have better ways to grow your gym during the holiday season.

Coop shares simple, high-value alternatives, including running bring-a-friend events and adding bonus offers that don’t undercut your pricing.

Tune in to learn how to make this Black Friday your most profitable yet—without slashing your rates or cheapening your brand.

Links

Gym Owners United

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1:20 - Why not offer discounts?

2:43 - 5 dangers of discounts

7:26 - Focus on value instead

8:07 - Run alternative promotions

13:36 - Use the Prescriptive Model