The fitness business today is booming, and everyone wants to be more successful than their competitors. The Internet has become a space where you can promote yourself and promote your business. According to statistics, the total market size of the global fitness club industry is over $87 billion. So the question is how to be special among this huge number and promote your business to be recognizable?
Let’s face it: this problem will always exist unless your club is the only one in the community. Let’s look at options to make your business more successful.
Your audience is active, creative, and cheerful people. This is a place where some challenges, competitions, and just engaging events are constantly taking place. Your clients come to recharge with vivacity and energy. Every day your club is buzzing with life.
Make sure people know about it! Social media like Twitter, Instagram, and Facebook are great tools where you can share regular posts about what is happening in your online fitness club. The more people know about your sports party, the more people are interested.
It sounds easy and proud, but how to do that? If you try to squeeze into the ranks of other fitness entrepreneurs without a competitive advantage, nothing will work. It is important to highlight the unique features of your offer and answer the following questions:
The answers to these questions will help you identify how you will differ from the dozens of other gyms. It is also helpful to conduct an analysis of your fitness club.
At the same time, when forming your offer, you do not need to try to cram everything possible into your square meters with a swimming pool, tennis courts, or spa salons. It is better to focus on particular services and do your best to improve them.
Many new clients come to the gym following the recommendation of friends who train there with a certain personal trainer. As a rule, when you sign up for a certain sports program, you choose the time and days you will visit the gym. Each coach works according to a specific program and has its own approaches.Â
If the cost of services for all your club coaches is the same, this is wrong. There must be premium-class instructors who will work with VIP regular customers. At the same time, more expensive coaches should be the best – well-known locally and have gained a reputation for their achievements.
Let’s say if your gym focuses on weight loss, you may have different programs for the weight category:
This work should include several steps:
Analyzing competitors is the first step to identifying the key features of each gym, taking into account the availability of group fitness and children’s programs, personal training, martial arts, nutritionists, masseurs, and solarium. Next, analyze their websites and information about the club and its online fitness coaching in the media and social networks. It is also necessary to determine the capture points for new customers: fitness business cards, pages on city portals, promotions, a website, transit advertising, TV, professional events, and bonus and loyalty programs.
Then, evaluate the intensity of competition: how often there are new marketing campaigns, price changes, and new services, and then look at their quality and market positions: who is popular and why.
Do you offer your customers questionnaires to fill out? Knowing the client’s first and last name is a big advantage. Thanks to this data, you can learn a lot about them using the Internet in order to build more profitable relationships. For example, when you find out that a blogger is visiting your gym, you can make them a trade – a post in exchange for an individual free workout with a VIP personal trainer.
It consists in using the information received to your advantage and putting it into practice. To do this, you need to make a plan and indicate the deadlines for their implementation. An example would be the following list:
We work with various segments and see that almost all online advertising tools are relevant in the fitness industry. They include contextual ads well known to everyone, popular video advertising, and promotional advertising.
But despite the abundance of digital tools, it should be remembered that gyms have their own target audience – ranging by geo, income level, price offers, and so on. It is also crucial to attract new customers and retain old ones. How do we connect these two paths for business growth?
Coronavirus has made adjustments to the promotion strategies of many business niches: cafes and restaurants, beauty salons – the list is quite long. The changes also affected the fitness industry. Here is how the fitness business got out of this tricky situation during the period when everyone was sitting at home:
You have to be prepared for seasonal traffic drops. Here is how to keep your fitness business on a high level all year round:
Again, for small online fitness projects, social media can be the main source of customer acquisition. For large multifunctional centers, this is also a good communication channel and a way to attract new customers.
General social media tips:
Psychological triggers are effective tools to generate leads that will eventually become real customers. These triggers work on an emotional level, triggering thoughts or ideas in readers without even realizing it.Â
What are they:
Fitness clubs are a relatively popular type of business, and competition is already high. In these difficult conditions, it is essential to use a combination of different ways to fight for customers. Until recently, people came to fitness centers mainly to lose weight. But today, more than 50% of visitors sign up for other reasons, such as improving their well-being, enjoying physical activity, etc. It is important to understand their needs, arouse interest, and remind themselves to attract customers to a fitness club.
Follow several ways to make your fitness club popular:
Instagram is one of the main fields for promoting your fitness business now. To be successful in promoting your fitness club on Instagram, follow these recommendations:
To attract the largest possible audience to your fitness club, you need to:
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