Before prospective clients come into your fitness facility these days, they typically know a lot about it. They have looked up your website, scrolled through your Facebook posts and read reviews. They have browsed through your class schedule, compared your facilities to others nearby and shopped prices online. The world of social media and websites has changed the way that clubs are connecting with customers—and that is a positive thing, says Jay Schwartz, owner of IdeaWork Studios, a ...

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