According to this article by policyadvice.net, there are over 201,000 fitness clubs, gyms, and fitness centers worldwide. That’s an ample opportunity with projected revenue of over $87 billion. While the fitness business has been hit hard in recent years, there are encouraging indications of recovery. For example, the Financial Times recently noted that class sizes and revenues have nearly returned to pre-pandemic levels in the United States, indicating that investors are starting to put their money into up-and-coming franchise opportunities again.
However, the growth of internet fitness is fuelling increased competition in the sector. More individuals are working out online these days. By 2027, Allied Market Research expects the virtual fitness market to be worth $59 trillion. As a result, having a well-planned gym marketing strategy for your company is more vital than ever before.
We’ll start at the beginning of this post and discuss what gym marketing is, why it’s essential, and some tactics you may use to develop your fitness business right now.
What is gym marketing?
The concept of marketing is relatively straightforward. However, the subject becomes difficult when some of the many “gurus” out there claim to have the key to marketing success. The truth is that there is a more straightforward solution.
Marketing aims to raise consumer awareness about your business and its goods or services. The person most likely to buy your product or service is the target audience for this awareness.
There are several methods to reach your targeted audience in marketing. And within these channels, you may use various tactics to ensure that your marketing message has the most significant possible impact. Later in this essay, we’ll look at the many options available to you as a business owner regarding different channels and strategies.
Why is gym marketing important?
Gym marketing is not something that any gym owner should overlook. Fitness is becoming increasingly important, and technology advances at a rapid pace. This implies the demand for fitness services will only increase, as will the competition. As a result, you must make every effort to demonstrate that your services and facilities are superior to your competitors!
Now, only if a gym’s marketing allows you to connect with current members and make them feel valued. Remember, feeling appreciated is critical for people to remain interested in your services and stick with you in the long run.
In addition to competitions, there are various events like social gatherings or holidays like Christmas, New Year’s Eve, birthdays, and others when you may notice a decline in attendance. Similarly, you are probably affected by specific months when the membership falls sharply; as previously said in another post, it’s not uncommon for 80% of members who join in January to leave within the first five months.
Having many people use your gym can help counteract this, allowing your fitness business to maintain a consistent membership base. Gym marketing is also an excellent method to establish your gym’s presence on the map. While clients are essential for your reputation, gym marketing helps build and strengthen it in other ways. For example, gym marketing allows you to present yourself offline and online, allowing others to remember you long after they have left your location.
Timeless types of gym marketing
There are a few different sorts of gym marketing to experiment with, such as technology; it’s constantly evolving, so we’d have to write numerous articles if we mentioned them all! However, the main ones that tend to remain the same over time are:
Using discounts
In today’s world, a gym without a special discount offer is unusual. This is because everyone loves to feel like they’re receiving good value for their money, which translates into saving or getting something for free. Some gyms provide discounts such as a one-time special day, monthly or yearly rates for members who work out during off-peak hours.
They also offer discounts to seniors and provide reduced rates during quiet periods to encourage more sign-ups during stressful times. Gyms, on the whole, use values to retain and recruit members and allow them to build a presence that includes all types of individuals in the neighborhood.
Referral schemes
Not everyone is motivated to work out on their own; it might be intimidating for individuals to exercise alone. Many gyms use a refer-a-friend program that lets current members invite friends at a reduced rate.
But the advantage doesn’t just benefit the new customer; it also allows existing members to save money on their monthly pass, customized meal plans, free classes, or whatever else you decide. This sort of marketing is effective since it enables members to feel recognized. In addition, it can create a sense of urgency among other individuals who may be interested in joining quickly, increasing your membership count.
Free workouts
Many gyms are now giving free taster sessions to the general public to entice more people to join their gym. In addition, many of these activities are broadcast live on platforms such as Zoom, Facebook, and Instagram.
Seven ways to market your gym
Don’t worry if you’re stumped for ideas to improve your gym; we are here to assist you; here are some gym marketing options to help you market to your target audience the finest of what you’ve got:
Google My Business
Google is the queen of search engines on the internet, with over 246 million users in the United States alone. As a result, Google has become a popular place for consumers to check facts and evaluate a company’s trustworthiness.
People are increasingly turning to Google My Business to learn more about a business’s online presence, photographs, and client reviews. For example, a free Google My Business Profile allows consumers looking for a gym in their region to find you. As a result, they can quickly contact you and learn more about you by Googling your name. It will also assist with digital marketing efforts by improving your Search Engine Optimization (SEO).
Use Facebook and Instagram
Who isn’t using social media these days? Social media is an excellent tool for promoting your fitness business. It would be best if you utilized Facebook and Instagram for social media marketing as much of it is accessible as a gym owner. In addition, it allows you to develop creative postings that promote your company and offer new and reduced prices to potential clients.
Not only that, but if your material is excellent, it will enable your audience to like, comment on, and share your articles, resulting in a chain reaction in the internet community. This can allow more people to see your business without spending as much money as you would on TV or in a local newspaper. Make sure you set up both platforms so you can obtain analytical data on how people respond to and convert from your content.
Use captivating profile pictures, cover photos, and biographies to entice people to buy. You should also check your contact information as soon as you make any changes, so you don’t miss out on prospective consumers. Also, be sure to include relevant hashtags in your post so that it may rise in popularity in your area.
Include emailing and app referral marketing
We mentioned referral marketing earlier in our timeless marketing plan section, but it’s a fantastic technique. It might be beneficial if you considered providing electronic referrals that include incentives. You might consider offering incentives to current members, such as free workout programs, gym gear, membership discounts, and free passes. Once you’ve made your decision on this topic, you can begin using your argumentative referral program with the following:
Email marketing: Your members will appreciate receiving email referrals to their friends or family who are interested in what you have to offer. It’s not complicated or costly; you only need a simple Google form to personalize your referral program. Make sure there’s enough room on the record for the referrer and the person referred. Then, after everything has been verified, you may immediately send out discounts and create a professional online presence.
Mobile app: You may give your members an easy alternative to encourage friends and family to join your gym by enabling them to utilize their app. Just ensure you include a space for them to suggest someone they know. They’ll then add a channel, such as a phone number, text message, or email address, to promote it via.
The invitation recipient will be notified as soon as their pal or family member has chosen a friend or relative. They may go to the website and click an invitation link that is sent to them by email.
Have a user-friendly website
If you want to make more money without having to invest a lot of time or money, consider creating your own website instead. Creating your own website is usually less expensive than hiring someone else to develop it for you. If you have one that isn’t well-designed, on the other hand, prospective clients may pass by because they don’t understand how to use it!
The most important benefit of a beautiful gym website is that it increases your credibility, allowing you to communicate what your gym offers. Hiring a professional designer and optimizing your website for mobile are two ways to make your website stand out. You’ll also want to include a booking portal where people may sign up for classes or services.
Create monthly, quarterly, and annual challenges
Many members of your club may be pleased to see how far they’ve come. One approach to appeal to go-getters is to give competitions or challenges for them. You might consider holding annual marathons, triathlons, fun runs, or obstacle courses as a way of catering to your active members.
These gatherings are especially significant since they allow others outside of your gym to get involved, demonstrating that you care about the community as a whole. Who knows if the occasion will be a success? The press might arrive and document it, which means free advertising for you!
Sponsor charities and people
As a gym, if you actively support charity causes, it will demonstrate to the community that you care more about profit in the long run. It also adds another layer to your reputation, showing that you’re a caring company that encourages others to make a change.
Sponsoring individuals is no different, whether it’s local soccer clubs, fighters, or other athletes. You could also consider holding fundraising events to help your staff and members raise money. Getting people to work together on this will give them a sense of belonging and value.
Create posters and leaflets
Not yet, at least! While you may see advertising on the internet, the paper version is still effective. All it takes is a decent design with appealing content, and you can distribute these through people’s doors, post them on street lights, or ask businesses to display them in their shops. This sort of marketing is simple since it allows individuals to obtain information about your offerings without even trying.
Conclusion
You now have several ideas to increase your gym membership. Keep in mind that you don’t need to implement all of them at once—start with one or two and see how they work for you. After that, you can add more as you go along. Just remember that the key is to focus on providing value to your members and making it easy for them to refer others to you. Good luck!
