Marketing Strategies for Fitness Clubs
According to IBISWorld, the world's largest independent publisher of industry research in the United States, in 2010 gyms and health clubs earned nearly $24 billion in revenue. Although this represents a viable and promising market for your fitness club, it also means the industry is ripe with competition. In order to stand out, you need to employ a variety of marketing strategies to help bring in new members and help you capture a larger percentage of market share.
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Open House
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Open houses are one marketing strategy you can use to give prospective customers a "free trial" of your club. Decide on a day to have your open house, then advertise your open house with signs, a news release in your local newspaper and an announcement on your company website or blog. Tell your current members to invite a friend or family member to come in and use the health club for free during your open house. Make sure you staff your club appropriately and be ready to provide tours that will help sell these possible customers on the benefits of your club.
Promotional Marketing
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Promotional marketing is using devices such as coupons and discounts, which are a particularly effective marketing strategy for fitness clubs. For example, you can offer discounted membership rates for people who join during a certain time period. Or, you can offer to waive the enrollment fee or offer a one-month free trial period for all new members. One of the benefits of this strategy is when customers think they're getting a great deal, they might tell their friends about it, which is a free form of marketing for your club called "word of mouth."
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Postcards
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Postcards are a form of "direct mail," which is a type of marketing tactic in which you target a select list of customers through postal mail. Sending postcards is a great idea for fitness club marketing because you can send a targeted mailing to a specific group of people that live close to your club. Partner with a direct mail company that specializes in sending postcards, and have it help you create your mailing list. Your postcard should include a list of the benefits of joining the club, any current promotional deals you are offering, color photographs of your club and equipment and your contact information.
Member Referral Program
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Another useful marketing strategy you can employ for your fitness club is developing a member referral program. Provide an incentive for your current members to refer their friends and family. For example, you can offer a $5 discount on monthly membership rates for members who refer two paying members to your club. Advertise your referral program with posters and flyers in your club.
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References
- Photo Credit black woman in gym image by Susan Rae Tannenbaum from Fotolia.com
