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How Life Time Fitness Charges Double For a Gym Membership And How You Can Mimic This Strategy For Self Storage!

Updated: Jul 6

By Kevin Harless Development Director Storage Authority Franchise. Contact .

When I first joined Life Time Fitness, I was skeptical about the nearly double price compared to other gyms. However, I quickly realized why people are happy to pay more. The facility is impeccably clean, the tech-friendly environment makes everything seamless, and the customer service is outstanding. Despite ten other competitors offering similar amenities at discount rates, Life Time is always packed. The attention to detail and overall experience make it feel more like a luxury retreat than a gym, and that's why members, including myself, are willing to pay a premium.

Can Self-Storage mimic the Life Time Fitness Model? Can you go into an competitive market like Life Time Fitness, offer basically the same services as your 10 closest competitors and charge over double? I think Life Time has proved the answer is YES!

Here's the way you can give the Life Time Fitness Model a go with your self-storage facility, and get the premium dollars you want out of your business just as Life Time does.

Life Time Fitness Strategies

Comprehensive Amenities:

  • Life Time Fitness offers more than just gym equipment; they provide luxurious locker rooms, spa services, pools, and sports facilities.

  • Self-Storage Emulation: Offer climate-controlled units, 24/7 access, on-site security, package acceptance, and business services. Exceptional Customer Service:

  • Life Time has highly trained staff, including personal trainers, nutritionists, and customer service representatives who provide a high level of service.

  • Self-Storage Emulation: Train staff to assist customers with moving services, offer guidance on the best storage options, and provide excellent customer support.

Cleanliness and Maintenance:

  • The facilities are meticulously cleaned and well-maintained.

  • Self-Storage Emulation: Ensure that the storage units and common areas are spotless and well-maintained, with regular pest control and upkeep. Exclusive Membership Perks:

  • Life Time Fitness members get exclusive access to classes, events, and discounts on products and services.

  • Self-Storage Emulation: Offer loyalty programs, discounts on long-term rentals, and exclusive access to premium units or services. Community and Social Experience:

  • They foster a sense of community through social events, group classes, and a welcoming atmosphere.

  • Self-Storage Emulation: Create a community feel with events, social gatherings, and networking opportunities for customers, particularly those using business storage.

Technology Integration:

  • Life Time uses technology for seamless check-ins, class bookings, and tracking fitness progress.

  • Self-Storage Emulation: Implement a user-friendly app or website for managing accounts, booking units, paying bills, and accessing the facility.

Brand Reputation and Image:

  • Life Time Fitness has built a strong brand image associated with luxury and quality.

  • Self-Storage Emulation: Invest in branding and marketing to create a high-end image. Highlight premium features and customer testimonials to build reputation.

Implementation for Self-Storage

Facility Upgrades:

  • Renovate or build state-of-the-art facilities with modern security systems, climate control, and easy access.

  • Invest in curb appeal and cleanliness. Customer Experience:

  • Train staff to provide top-tier customer service.

  • Create a seamless onboarding process for new customers, with thorough walkthroughs and explanations of services.

Additional Services:

  • Offer packing supplies, moving truck rentals, and insurance options.

  • Provide additional services like document shredding, mailboxes, or business centers.

Pricing Strategy:

  • Implement tiered pricing for different levels of service and amenities.

  • Offer flexible payment options and discounts for long-term commitments.

Marketing and Branding:

  • Develop a strong online presence and utilize social media for marketing.

  • Highlight premium features and services in all marketing materials.

By adopting these strategies, self-storage companies can position themselves as premium providers, justifying higher rental rates and attracting customers willing to pay for superior service and facilities.


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