Fitness Marketing
A fitness marketing consultant offers excellent advice but will never be the ultimate decision maker. The role of decision maker belongs to the business owner who has invested time, money, and effort into building a fitness business. But a marketing consultant can play an important role in helping a personal trainer or health club owner find new ways to build steady business.Fitness Marketing Without the Huffing and Puffing
There is a children’s story about 3 pigs and each one builds a house out of different materials – straw, sticks, and brick. The big bad wolf comes along and huffs and puffs, and he blows the straw and stick houses down. Then he proceeds to eat the two little pigs (no one said it was happy story). The wolf is unable to blow the brick house down because it is too solid, so he tries to sneak in down the chimney, only to meet his demise in a pot of boiling water.
This story provides the perfect metaphor for a fitness marketing program. You can build a weak marketing program full of holes and unable to withstand the test of time or market. Customers are lost through those holes too, because there is very little to keep their interest engaged in the business.
The marketing program built of bricks though is quite different. This marketing program can withstand marketplace changes, customer service demands, changing industry standards, and anything else that blows its way. The big bad wolf is the competition of course, that would love nothing more than to see you go out of business.
No Tricks…Just Solid Performance
Personal trainers and fitness or health club owners often believe they can do all their own marketing. But training to be a fitness expert is different than training to be a marketing effort. In the story of the three pigs, the big bad wolf tries to trick the third pig into letting him into the brick house.
Does your competition always seem to have the right ‘tricks’ to play that lure customers away from your business? Is the trainer down the street getting the corporate contracts or do you see his or her name everywhere you go? Is your new customer lead list short, but the competition seems to have a steady flow of customers?
When you have a weak fitness marketing plan, the whole business can collapse in on itself. That is precisely why so many fitness businesses turn to a professional consultant with real-world experience and in-depth knowledge of the fitness industry. A consultant can show you what marketing materials to use so you are able to build a solid business foundation and a strong customer structure.
Looking For the Best The qualities you should look for when choosing a fitness marketing consultant are the following.
- Understands the fitness market
- Can work with you to create a workable and affordable marketing plan
- Has experience in fitness marketing
- Has experience in your particular type of fitness business
- Can offer innovative ideas
- Can offer practical suggestions
- Has direct marketing experience
- Lets you make the final decision as the business owner
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