13 Feb Great Tips on Marketing Your Gym
A recently released IHRSA report has revealed that the overall revenue of the fitness industry has grown to $94b in 2018 from 2017’s $87.2b — not to mention that its growth rate has increased to 8.7% globally and is predicted to continue to grow in the next few years.
The outstanding numbers suggest two things, great success and greater competition. With at least 210,000 clubs globally and 183 million members, the rivalry between providers can reach great lengths. It’s not just enough to be distinctive, gyms and other fitness clubs are now fighting for visibility, prominence and loyalty. Your brand may offer benefits that are unique to other providers but it won’t mean much if nobody sees it or if your clients constantly switch to other fitness centres.
Lucky for brands of today, the emergence of technology has opened up the doors to more engaging marketing strategies. The digital age has provided brands with multiple channels that can be used in reaching out to audiences in the most convenient ways — coupled with traditional promotion, you can create the perfect formula for creative ideas in marketing your gym!
The Old and The New
A lot of fitness centres have gone above and beyond in marketing their brand and you can take that same path too — but with a different set of tools.
Some of the more traditional promotions used by gyms are referrals, summer campaigns, weight loss challenges, reward programs and more. Though it’s undeniable that though they may seem outdated, they have fared greatly over the recent years — and if you mix fool-proof ideas like the ones mentioned above, you can deliver great benefits to your audience easily!
For one, you can mix both weight loss challenges and summer campaigns into one Facebook promotion by creating a Summer Slimdown program! You could offer a special schedule that is different from your regular class hours and pair it with competitive special prices for a certain period of time. This strategy is great for inviting new members in and giving them a quick peek on how your programs usually go. Such special trial programs can also work for the new year.
Your gym’s social media accounts on Instagram and Twitter can be used to market flash discounts and even contests to catch people’s attention! Nowadays, a lot of brands are putting much thought on their social media campaigns with the knowledge that most of their customers and possible clients spend most of their time there. From sharing motivating workout videos to inspiring stories of clients — much of their promotion are now heavily tech-influenced.
You can utilise your website to encourage referral programs, give away free training day passes for those who would sign up to your newsletter. Another great way of making the most out of website is by offering free fitness blogs! You can write about a crash course into your gym’s specialised classes or workout programs and you can even discuss having a healthier lifestyle. Including tips on ethical daily routines and other tips on having a healthier way of life is a great way of gaining a following. Before creating a dedicated blog page on your website, it’s best to ensure that it features all the needed on-page fundamentals for SEO or else you’ll risk the visibility of your great articles.
Another key point is offering an exclusive app that help your members keep track of their progress, updates for new classes and connect to community members. Certain gyms have personal trainers who create workout groups for several purposes but you can leverage this further by developing your own app that integrates workout schedules, community interaction and even payment!
The Perfect Mix
Summing up, understanding the ins and outs of today’s technology allows you to partner certain channels with traditional marketing strategies. But for you to successfully create the perfect cocktail, you need to implement each game plan seamlessly.
Cohesive implementation is needed for marketing strategies that involve both traditional and modern ideas. For one, a key point in successful branding is consistency. Long established tactics are great for its success rate but certain ideas don’t go along very well with modern strategies. Hence, it’s only apt that you make sure both of your digital marketing campaigns and traditional marketing plans fit with another.
Admittedly, this takes a lot more work than it seems but it’s totally understandable if you choose to seek the advice of a marketing professional. Digital marketing agencies can help you master different platforms and help you leverage them to your gym’s advantage! Not to mention that certain firms also offer additional services like web designing, email marketing, and can even lend a hand in your branding strategies.
The success rate of today’s fitness industry should be celebrated and not feared, brace your fears and face your competitors with effective marketing strategies!