Pilates Marketing
By Eric Ruth
Pilates marketing can target a variety of people of all ages and physical conditions. This gives this type of marketing a distinct advantage over some other types of fitness marketing, such as bodybuilding, because it can appeal to a larger and wider market of potential customers. Your marketing program can utilize a number of different marketing approaches that best fit your style and business needs.
A Strong Pilates Marketing Core
Pilates is one of the types of exercises regimens that offers a large number of people a way to get fit. That’s because Pilates can be progressive in terms of difficulty, but in all cases, it increases strength and flexibility by first building a strong muscle core group.
That is exactly what you want to do with your Pilates marketing program. The marketing program should begin with a strong core that includes a clear branding of your fitness business. Strong brand development can give your business the right image and unifying concept that can be used for Pilates marketing and all other types of fitness programs and services offered.
Adding Flexibility to Your Marketing Program
The key to successful fitness marketing is to be service driven while developing a method of reaching potential customers without scaring them away with in-your-face military style marketing. Pilates is a decades old form of exercising that appeals to people who are interested in getting fit while also achieving an improved level of balance, flexibility and even grace.
So it only makes sense that your Pilates marketing program must appeal to the right people, but Pilates has the advantage of offering a huge marketing potential for the simple reason it is an increasingly popular form of exercise that can be enjoyed by people of all ages, gender and physical conditioning.
You can brand your fitness business in many different ways and the key is to be creative. You want to create a fitness “personality” that encompasses the image you want to protect. The branding gives your marketing focus and it also gives people something they can use to specifically and separately identify your business.
Pilates marketing, using the brand you develop, can be designed so that you appeal to many different kinds of customers which will increase your number of new customer leads.
- Athletes
- Senior citizens
- People new to fitness programs
- People recovering from injuries or illness
- Women and men looking for co-ed exercise classes
- Those needing to get off a “plateau”
Balancing the Strategies
In other words, Pilates marketing offers a unique opportunity to appeal to almost everyone looking for an ideal exercise program. This provides a golden chance to offer personal training, high quality fitness programs, effective training, and many other fitness related services and products without having to limit your approach.
Pilates has been around a while as an exercise program, but it is just now becoming one of the hottest trends in the fitness industry. You can design a Pilates marketing strategy that incorporates web based marketing, direct mail marketing and a number of other creative marketing techniques to build a successful business. All the marketing efforts should revolve around the brand, or image core, of your business.
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