Opening a new fitness club or revamping a current business model is an exciting way to promote health in the community. In order for the fitness club to succeed, promoting the business effectively is key.
Focus on the Community
Marketing for a fitness club needs to focus on individuals who live in the neighborhood. When people join gyms that are far from their homes, they tend to stop going before long. The people who are most likely to regularly come to the gym and keep up in their memberships are usually the ones who live right in the community. In-person marketing should happen in local shops, theaters, restaurants, and the like. When promoting your fitness club online, make sure to use local search engine optimization strategies.
Define an Audience
It might seem as though virtually any person looking to get fit is a target audience member for the fitness club. While this group of people might comprise a secondary or tertiary circle of potential customers, defining a primary audience is important. For example, some fitness clubs offer classes that are geared toward seniors, and others have in-house babysitting, which makes the gym a suitable choice for parents of young children. Other fitness clubs offer high-intensity classes and personal trainers. Developing a successful marketing campaign involves knowing who the main target audience members are.
Advertise Where Primary Audiences Are
Bring advertisements to the places where the primary audiences members frequent. Gyms with personal trainers who are focused on making serious improvements in people’s lives could advertise at local health food stores. Daycare centers and art studios designed for children could be perfect marketing venues for fitness clubs that offer babysitting services. If the gym has a lot of classes, leaving fliers in community spaces, such as religious houses of worship and neighborhood recreational facilities, could attract people who are interested in social settings.
Use Social Media
Plenty of people conduct research about fitness clubs online, so failing to use social media in the marketing campaign is a major mistake. Gyms don’t necessarily need to advertise on every social media platform. The best approach is a focused one. Consider which platforms the target audience members tend to use. Fitness clubs can post their schedules and contact information about the gym online. Including details about membership plans can help prospective customers see if the gym is the right fit for them.
Offer Promotions
Offering promotions from time to time is a great way to generate interest in the fitness club and to show the community that the gym is invested in their health. For example, the gym might allow members to bring a guest for free during a certain month. Another idea is to offer a discount on memberships purchased during a specific time of the year. Gyms could also provide discounts to members who pay for a full year upfront as opposed to paying month by month. Reasonable prices and special deals help to attract and maintain members.
Marketing plays a critical role in the successful operations of a fitness club. With much competition, especially in heavy populated areas, gyms need to involve themselves in outreach to community members on a regular basis. By doing so, fitness clubs have the ability to create their own prolific communities dedicated to health.
