Gym Marketing
Gym marketing is usually undertaken in order to keep a steady supply of new customers signing memberships. The fitness market has become extremely competitive as smaller and smaller gyms have started appearing. At one time, the word “gym” indicated a building full of expensive equipment, an indoor pool and running tracks. But a gym today may be the equivalent of a small store space in a strip mall.
Building Business through Referrals
The purpose of gym marketing is to refresh your customer base on a regular basis for long term growth. Gyms always know they will get a big increase in membership at the beginning of the year as people make New Year’s resolutions. But most of those people will not renew and may only show up at the gym a few times.
That’s not how you build a healthy business and gym marketing should not be primarily directed at these people. The New Year’s customers often don’t spend enough time in the gym to be able to vouch for your services. You want to build a customer list that 1) will use the gym regularly and become word of mouth advertisers, and 2) provide referrals for long term membership growth.
An Offer You Can’t Resist
There are lots of ways to design your gym marketing plan so you attract the kinds of customers you want to service. One great way to find paying customers is through special offers. Special gym promotional offers are inducements to customers to join your gym based on a reduced price. Once the customer begins using the facility and your services, they’ll be committed to fitness at the end of the promotion leading to continued membership.
These promotional gym membership offers can be advertised in a number of ways. Gym marketing directed at corporations is becoming a great way to find both new customers and referrals. You can offer discount membership rates to a company’s employees in exchange for referrals. The company has a healthier workforce and you have a larger gym membership.
Special promotions can become an important part of a gym marketing campaign. You can advertise your special offers in coupon books, the newspaper, on banners in front of the facility, in letters to current members and on your website.
One of the advantages of using a reduced price offering is that you don’t have to implement a permanent price reduction. Once the promotion is over, the customer begins paying regular price. By then he or she doesn’t mind because they are seeing the results of using the gym.
When preparing your gym marketing plan, consider using special offers to attract new customers. Once you gain the new customers, take advantage of the contacts by getting new referrals. Your gym membership will continually be refreshed in this manner.
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