The latest strategies in gym marketing: unlocking success in the fitness industry

By Kate Landers

IN THE ever-evolving world of marketing, gyms and health clubs need to stay ahead of the curve to attract and retain customers.

The following strategies are proving to be effective in the current landscape, driving engagement and fostering brand loyalty.

Authenticity and personality: the power of raw and genuine content.

Authenticity is crucial both in your marketing efforts and within your business itself. Gone are the days of needing overly polished, high-budget video productions to capture attention. Yes, there is a time and a place for this, however, with the correct tools and know-how, a sharp video can be produced in less than 30 minutes on a smartphone.

Today, consumers crave real and relatable content that showcases the personality behind the brand. Embrace the off-the-cuff style that resonates with your target audience.

Focus on delivering messages that are engaging, whether they are educational, entertaining, inspirational, or simply timely. By being authentic and true to your brand’s voice, you can establish a genuine connection with your audience.

Social proof: leveraging customer reviews and testimonials.

In today’s digital age, customer reviews hold more weight than ever before.

However, it’s essential to ensure that these reviews are genuine and trustworthy, as people have become increasingly aware of fake reviews.

Authenticity should also extend to your selection of customer testimonials. By featuring a diverse range of customers from different walks of life, your audience can better relate to your brand.

Taking social proof one step further, consider incorporating photo and video reviews. These visual testimonials can provide a more powerful impact, allowing prospective members to see real people achieving their fitness goals with the help of your gym.

When selecting individuals for these reviews, be mindful of choosing those who align with your target audience.

This way, you can ensure that your marketing efforts have the desired effect. For instance, if you are targeting

30-50 year old deconditioned females with a digital media advert, it would be counterproductive to use a video review from a 24-year-old male competitive athlete. The aim is to create a sense of connection and establish trust with your potential customers.

Building communities: cultivating a sense of belonging.

Marketing for gyms is not limited to paid advertisements and signage. It encompasses everything you do as a brand, both inside and outside the gym. Building communities that people want to be a part of is a powerful strategy for attracting and retaining customers.

Take inspiration from successful models like F45, where members proudly showcase their affiliation on social media, taking photos with company branding and posting about their experiences.

To cultivate a sense of community, consider organising club events and partnering with other companies or charities that align with your brand values. These initiatives not only provide opportunities for engagement but also showcase your commitment to creating a positive impact beyond fitness.

Additionally, emphasise the importance of your staff’s interactions with members and potential customers. The way your team engages and supports individuals can significantly influence their decision to join or stay with your gym. Systems like Myzone are also brilliant at creating that sense of community within your club.

Precision targeting: tailoring your message to your ideal customers

Competition in the fitness industry is at an all-time high, making it crucial to differentiate your gym from others.

Not only are you competing against gyms and health clubs, but there is also an abundance of alternative fitness offerings available today, such as online workouts, functional fitness, cross-fit, box fit, running groups and everything in between.

It’s vital to have a clear understanding of your target market. Precision targeting involves identifying your ideal customers and tailoring your messaging to speak directly to them.

By focusing on a specific niche or demographic, you can create a unique value proposition that resonates with your target audience.

Craft your marketing messages to highlight the benefits and features that are most relevant to their needs and aspirations.

Whether it’s convenience, community, or specialised training programs, your messaging should be tailored to address their pain points and showcase how your gym is the perfect fit for them.

In conclusion, the marketing landscape for gyms is constantly evolving, and it’s essential to adapt to the latest trends and strategies. This is by no means an exhaustive list and in fact, I have only scraped the surface, but I hope you were able to take something away you can implement at your club.

n Kate Landers is the advertising accounts manager at Creative Fitness Marketing.