Marketing for Pilates Studios

By Eric Ruth

Marketing for Pilates studios can pump up your business by generating new fitness customer leads or increasing customer retention.  In other words, you increase your business through a series of marketing tactics which let people know about the opportunity to get fit.  Marketing programs can be as focused as Pilates itself and that should lead to a stronger program membership. 

Marketing in a Controlled Manner 

One of the newest fitness trends is found in the growth in the number of Pilates programs being offered.  Though Pilates has been around a while, it is quickly becoming an important fitness program for people who aren’t interested in building muscle bulk but do want to develop a toned physique. 

When marketing for Pilates studios, you can implement the same concept.  In other words, you want a cost effective marketing program that is toned and sculpted.  The marketing tactics used should be designed to achieve some very specific results without being burdensome and bulky.   

• Attract new customers by promoting what makes your studio different from the competition
• Promote personal training services for those seeking individualized training
• Build classes through special promotions and discounts
• Convey information people need to better understand Pilates and how it can benefit their health

Direct mail marketing is often overlooked as a way to promote a fitness business, but it actually continues to be a highly effective marketing strategy.  Pilates studios can build viable businesses by offering discounts and direct mail marketing is a great way to put those discounts in the form of coupons right into the hands of potential customers.  In fact, a promotional discount marketing strategy can target both new customers and also existing customers by increasing retention in studio programs. 

Good Alignment Needed 

In Pilates, to get the most benefit, you have to learn how to keep your body properly aligned.  Marketing for Pilates studios needs to stay aligned also.  A direct mail marketing campaign can be aligned with the promotional offers on your website.  In fact, promotional discounts can be offered online, in mail-outs, as clip coupons in magazines or newspapers, in flyers, in seminar and trade show hand-outs, and in newsletters.   

When marketing for Pilates studios, it is always important to develop a consistent program.  You have to identify the market niche and then direct the promotional offers directly to those customers.  

For example, if you wish to attract the stay-at-home-mom, you can provide free in-studio childcare during one class.  Or you can create a discount program for senior citizens interested in increasing flexibility.  The key is to get people hooked on this great form of exercise so they return again and again. 

Marketing for Pilates studios can help you develop a healthy fitness business that grows over time.  The most important thing to keep in mind is the need to always keep your marketing program fresh, interesting and creative. 

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