A New Place to Shop

How do you increase your pro-shop revenues by more than 4,000 percent? Don’t lease it out. Cooper Fitness Center previously collected a monthly rent check of $865 for leasing its pro-shop. Last year, however, after taking over operations, the center raked in an average $38,000 a month. With some research and renovation, Cooper turned its pro-shop into a first-rate country-club-type shop.

When Cooper decided it wanted to increase revenue by taking in-house ownership of the pro-shop, it started by conducted marketing research. According to surveys, the majority of fitness center pro-shop items were purchased by visitors and guests who desired Cooper logo apparel. Members made infrequent purchases and were not interested in the technical running attire the shop emphasized in the past. Based on these findings, Cooper decided it would focus on two markets: the visitors who wanted the logo attire and members who wanted general exercise apparel.

Cooper renovated its pro-shop and changed the name to “The Coop.” Renovations included moving the pro-shop to within 50 feet of the club’s main entrance and designing it to be the walk-through entrance of the restaurant. The Coop’s new look was modeled after country club golf shops.

Apparel was of high quality and decor was inviting. Sales staff were highly trained, service-oriented and had backgrounds in retail. Logo apparel was expanded to include shirts, shorts, pens, caps, key chains, workout bags, coffee mugs and many other specialty items. General exercise apparel was added for members.

As a result of the changes, not only has The Coop seen increased revenues, but the center continues to receive compliments on the new look. The Coop has attracted more members to the pro-shop as well as more visitors, increasing the number of potential tours and inquiries for Cooper’s fitness center.

Altering the pro-shop to better meet customer needs has paid off for the Cooper Fitness Center. Now, members and guests have a need to shop at The Coop