Marketing For Health Clubs
By Eric Ruth
Marketing for health clubs can never be a static set of strategies, because times change. A successful health club must be prepared to adapt and incorporate new trends in fitness in a way that strengthens the entire program. As the new programs such as Pilates or kettlebell training are added, the fitness marketing strategy must be able to also incorporate the changes in order to attract new customers.
A “Healthy” Health Club!
For a health club to be a long-term viable operation, it must incorporate new trends into its program which means the marketing strategies must be responsive also. The only way a health club membership roll will remain viable and refreshed on an ongoing basis is if the club brings in new members on a regular basis.
This means the marketing for health clubs and the integration of new trends is a seamless blending in that the two functions support each other. The new fitness offerings should provide creative opportunities to create an innovative marketing program. The marketing program should promote the new offerings while also reinforcing the benefits of the club’s facilities, equipments, programs and staff.
Marketing for health clubs must have certain qualities in order to be effective. Just like the body must possess particular characteristics to be considered healthy, a healthy marketing program must also meet some conditions as a minimum.
- Must be focused and convey the club strengths which will be attractive to potential fitness customers who are savvy consumers
- Should specifically identify the benefits of the club facility and programs
- Encourage participation of new members in the marketing program through referral systems
- Promotes the business both online and locally
- Finds ways to build membership through online services that complement club participation
Supplementing the Basics
One of the biggest mistakes health clubs make when designing a marketing program is failing to incorporate the same sense of energy and vitality that getting fit generates. Fitness facilities are selling a lot more than time on exercise equipment or the chance to participate in an exercise class. They are offering a way for people to make a long term lifestyle change that will lead to a disease free and healthy life.
Marketing for health clubs should use both traditional and new marketing strategies in order to reflect the fact facilities are modern and relevant. This means you can utilize direct mail and print advertising, but you can also take advantage of the increasingly sophisticated online marketing tools now available.
- Using lead generators such as newsletters and pop-up forms
- Creating innovative websites that exude energy
- Utilizing email marketing including autoresponders
- Creating a blog or forum where people can become engaged in your health club community
- Using links on the internet which drives people to your website
But the online marketing strategies must be combined with the offline marketing strategies to create an all encompassing and quality program. One supplements and expands on the other. Marketing for health clubs reaches out to the online and local customers who are searching for exactly what you have to offer!
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