How to Win Corporate Business for Your Club

Commercial Fitness

How to Win Corporate Business for Your Club

Individuals are choosing to take charge of their own health and wellness. Wellness programs directed to corporations can help employers and employees become healthier on their own terms.

The following is a summarization of an education session from the 2015 IHRSA Convention, produced with full permission from IHRSA. The full-length video is available for purchase at

About the Speakers

Mike Benton is the President and CEO of GENAVIX Corp, as well as the Chairman of the GENAVIX Wellness Network Advisory Board. He is the owner of the Executive Health and Sports Center and has 18 years of experience in the fitness and wellness industry.

Allison Flatley is the Owner and Chief Operating Officer of Corporate Fitness Works. She has 24 years of experience in the health and fitness industry. 

Kevin McHugh serves on the Marketing Advisory Board and the American Council of Exercise Board. He has 23 years of experience in the industry.

Corporate wellness programs

Designing a Successful Wellness Program

A successful corporate wellness program includes a well-defined brand conveying the program’s objectives while engaging and connecting with the target audience. A consistent brand and employee culture should appear in presentations and communications.

Employees listen to information on their personal health from their physician, the government, and their employer. Credibility and trust are vital when dealing with a corporation. Healthcare costs are the largest financial obligations of many companies. Demonstrate the value of your facility and programs by distinguishing them from the competition. Explain why your program is the right fit for a potential client's employees.

Corporations look for outcomes in health and wellness programs that make a difference in the lives of their employees. Effective health resources lead to higher productivity and lower turnover rates. Gaining corporate business is not as simple as offering a discount. Make the effort to build trust and demonstrate the success of your program. Offer your resources and programs as their company’s on-site wellness provider.

Culture Integration

Clubs can work in conjunction with the insurance providers and companies to complement the business culture. Balance your programs with the existing programs the corporation may have. Corporate wellness programs are geared towards all employees within a company. The company’s culture brings everyone together to achieve the same goals and growth. It is important that corporate wellness programs integrate each organization’s specific culture into the program while providing offerings that meet the needs of the participants.

If you focus on creating results-driven programs and building solid relationships with corporations, you should have no problem earning their trust and business.