Fitness Marketing
Fitness marketing for health clubs must incorporate new and exciting strategies with tried and true advertising methods. Fitness trainers must be willing to adapt to the changes in today’s fitness market and dispose of old marketing ideas that no longer draw in clients. Instead, these professionals can remain on the cutting edge of the fitness business with up-to-date marketing strategies.Today’s fitness training is ‘not your momma’s fitness training.’ There are many new exercise programs, including Pilates, Kettlebells, boot camps, and one-on-one training. In addition, old school favorites continue to reign. These include exercise equipment, aerobic exercise, and more. With this eclectic combination, it is possible to find a fitness program to please everyone – and a marketing strategy to let them know about the program!
A Booster
The goal of every fitness marketing campaign is to bring in clients, to increase client rolls. This should be an ongoing, never-ending endeavor. The best campaigns target specific, niche markets based on your target market. However, every campaign should promote the general aspects of the club or your services. You never know who will see the ad, hear the radio spot, or read the email.
To give your fitness business a boost it is important to include the basics in every advertising campaign. First, promote the most attractive features of the club. The advertisements should be of very high quality as today’s clients are very savvy. Include all the information they need plus a hook – a free class or offer – to get them to come through the door.
The advertisement should expound on the benefits of the club or the benefits offered by the trainer. Why is this important? Potential clients like to know where they will be working out and what their work environment will be like. A great description will aid in getting new clients.
Old VS. New
Include both old and new advertising efforts to ensure the success of your campaign. New techniques involving computers and other high tech equipment let clients know you have a modern fitness business, use modern equipment, and are up-to-date on current fitness trends. Older techniques such as direct mail let certain clients know you are dependable and forthright even in this quickly changing world.
The combinations of fitness marketing strategies are endless. For example, a direct mailer, a newspaper ad, an email, a blog, and a website can all be combined to create a total campaign that reaches a sector of the population or different age groups within a certain niche market.
Online and offline fitness marketing strategies complement each other. Many fitness professionals fear they will immediately be seen as passé with offline, old school techniques and refuse to use them. They are missing out on a huge potential market.
Other trainers do not use modern fitness marketing strategies because they do not know how to implement computer technology. This is a big blow to their business and can possibly mean failure. Remember, to be successful in today’s business world you must be flexible and adapt to gain new clients – if you cannot set up new fitness marketing systems hire someone who can. It is that important.
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