Sell Out Leisure

What I thought lead to growth vs. what actually lead to growth 👇🏼 #Leisure #Attractions #LeisureAttractions #CX #CustomerExperience #CustomerService

I used to wonder why customers wouldn’t return more often. 📉 I blamed the weather, the economy, shrinking pockets & rising energy bills, that sporting event on the weekend. There was always a reason for low revisitation rates. Running a leisure attractions business can feel like you’re at the mercy of things out of your control, when all you want is some control over how many people visit, and how much they spend. - If you feel like this resonates with you, know that you are not alone. - I tried so many things, had some very hit and miss results.  We tested marketing campaigns and spent a fortune on new features for the parks. These generated some short-term wins, but none guaranteed good revisitation rates for the long term. It was getting harder to keep customers returning and choosing us, especially when there are so many entertainment options, some free, others cheaper and easier, like Netflix. It is even harder now. In late 2021, I was stood near our reception area watching our team greet customers. I noticed something I had always overlooked, something that later became a large part of my theory for why we weren’t growing. We tested these theories repeatedly, throwing out what didn’t work, and keeping what did. By mid 2022 we were back in growth, adding new customers and improving revisitation, month on month. When we sold the business in May 2023, after a winter of consistent growth, I took my exit and returned to consultancy. I began testing these theories with my clients. We focussed only on things we could control. Over the last 18 months, I have tested and refined these theories to just three core principles. What was surprising, was how many of the changes we made were either free, or we were already paying for. Costs aren’t rising when we apply them, but the results speak for themselves. ✅ At peak, Orbital Trampoline Park in Luton trade at 1.5x their year on year figures! Thats 51% more revenue than the comparable week the year before! Almost all going straight to the bottom line. Incredible right? Even more incredible - their costs went DOWN not up! On Thursday, at 2pm, I’ll be hosting a free private seminar to walk through these principles. Save your space using the link in the first comment below👇🏼

Get the 'First Principles to Profitable Leisure & Attractions Businesses' for free - take the 'guesswork' out of strategy or just impress the bosses. Signup here: https://lnkd.in/eGExFJ-t

How We Make (More) Money: 1 of 3 // First Principles " Can you help me grow my newsletter? It's called The Leisurology Lab and I'm sharing the strategies I've learned and continue to learn from my consultancy in the leisure sector. Below you'll find the 1st of 3 emails people get when they sign up. If you're interested in sharing ideas: https://lnkd.in/eGExFJ-t Please consider sharing this post to others who might find it interesting! " You are here: First Principles 1 of 3 • Only two ways to make (more) money 👈🏼 • Email 2 of 3 - The first way we make more money • Email 3 of 3 - The second way we make more money ------------------------------------------------------ Neither of us want more emails - so I’ll get to the point… I want to share everything I know, and everything I’m learning, about leisure business success. If I do so, we’ll both need to understand the same foundations - the same basic principles. These are leisure business ‘first principles’ - and it’s important we agree on them. If you disagree, or have a different angle, reply and tell me, I’m keen to hear from you. I’ve come to learn that these are my ‘north star’ when consulting for leisure leaders just like yourself. In fact, these help me guarantee a minimum 10% revenue uplift for mature leisure businesses that I choose to consult with. If you find them useful you might consider creating an email folder, to save these emails there for future reference. Here we go… There are ONLY TWO WAYS to MAKE (MORE) MONEY… Add more customers ~and/or~ Make each customer worth more 1. Adding more customers This is our ‘new business’ - attracting people to join our business for the first time. We’ll be calling this ‘Customer Acquisition’ or CA for short. Customer Acquisition ALWAYS has a cost, and that measurement is called the ‘Customer Acquisition Cost’ or ‘CAC’. In part 2, I’ll explain how Customer Acquisition is broken into 3 categories, and where you can get the most bang for your buck. 2. Make each customer worth more Imagine you run a gym at full capacity, or a trampoline park that is fully saturated every weekend - the only way to improve revenue would be to make each customer worth more to us. There are only 4 ways to do this. The first and most obvious (read; dull) is to improve the profit in each transaction - in other words, reduce the costs behind each sale. You might find a cheaper merchandise supplier, but keep the customer’s price the same. The other 3 are far more interesting, and will be covered in my 3rd email. In my next email we’ll take a closer look at the 3 methods of attracting more customers… Si “The Leisure Guy” Leisure: noun, the things we do, when we don’t have to.

Does this sound familiar? (See below the dashes) --- Today we've launched the latest Leisurology Profitability Workshops for Leisure Managers - 25 years in the making, 10 months of design & testing. Introductory offer available! Hit the link to find out more... --- Leisure leaders - does this sound familiar? 🔻 You're not doing the numbers you need 🔻 Standards can be 'hit & miss' 🔻 You get a few negative reviews, but there aren't enough positive reviews to dilute them 🔻 Your marketing never has the right impact 🔻 You rely on discounts ('old faithful!') to get customers in 🔻 You're struggling to beat competition There are some outstanding leisure leaders out there, with operational experience by the bucket load - but it's rare to find this with true entrepreneurial ability. Let's fix that. Up-skill your leaders to become profit hungry 'entrepreneurs of leisure'; they win & you win. https://lnkd.in/eGExFJ-t