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Posted by Sam

The Business Sense of Digital Marketing for Fitness Centers

The Business Sense of Digital Marketing for Fitness Centers

 

  • There are two things that are applicable at any stage of your business cycle:

    If you want to grow, you need to promote
    If you want to sustain, you need to retain

    Business promotion requires studying how, what, and where. Whereas, to retain you need to study who. The answers to these questions come at a cost: the cost that you invest in marketing, or to be precise, digital marketing. You either do it yourself or outsource it. So, what decides whether you should do it yourself or outsource? Let's look at some typical stages in the lifecycle of a gym or fitness center: 

    Type

    Locations

    Self/Outsource

    Reason

    Aim

    Channels

    Startup

    Single

    Outsource

    Grow

    Awareness

    Website

    Social

    Content

    Startup

    Multiple

    Outsource

    Grow

    Awareness

    Website

    Social

    Content

    Mobile

    2-3 Years

    Single

    Self

    Maintain

    Retain

    Website

    Social

    Content

     -

    2-3 Years

    Multiple

    Outsource

    Grow

    Awareness+ Retain

    Website

    Social

    Content

    Mobile

    Chain

    Multiple

    Self

    Grow

    Awareness+ Retain

    Website

    Social

    Content

    Mobile

    The five scenarios listed above are linked to the growth aspirations of fitness center owners. The industry is growing. According to the International Health, Racquet & Sportsclub Association (IHRSA), in 2015 alone:

    • Total U.S. industry revenues increased 6.1% to $25.8 billion
    • More than 64 million Americans utilized a fitness club. 
    • There were 36,180 U.S. Health Clubs, an increase of 4.8% (as listed in the Yellow Pages on January 1, 2016; including YMCAs, community centers, and studios)

    Since 2015, there has been a substantial increase in the number of fitness centers. The nature of the fitness industry is such that there’s a need to showcase your fitness center before your audience. If your audience cannot find your fitness center, you do not exist for them. This means you're effectively gifting potential memberships to your competitors.

    January is the most popular month to join a gym. It’s when most people start their New Year's resolutions. It’s also when many clubs raise their dues, a process that risks prompting members to leave. According to the IHRSA, one in six of the 54 million people with gym memberships abandon their health club in search of cheaper alternatives. To cater to the budget-conscious, gyms often cut prices — the average membership dropped from $49 a month in 2009 to $41 a month in 2014, according to industry research firm IBISWorld. Thus, some fitness experts have seen a boom at smaller gyms with much lower prices in the past 2 years.

    While smaller health clubs are profiting, big-name gyms are still doing just fine. Thus, there's a need to cut down the cost of fitness centers in order to balance the growth chart. Television and print advertisements can be very costly and offer nothing like the levels of interaction and engagement available through online marketing. Here’s where digital marketing comes into the picture. Promoting your product online allows for greater relationships to be built with your customer base.

    Most health clubs run their digital marketing campaigns for their first quarter. For the rest of the year, they either slow down or completely stop their digital marketing efforts. However, one cannot ignore that every year, on average, the number of gym memberships increased by 2 million compared to the previous year. Hence, health clubs need to continue their digital marketing efforts to ensure that they have a proper online presence with their audience throughout the year. This approach also ensures that no potential member is lost and forms a consistent flow of memberships.

    To make this happen, you need a dedicated team of experts who can handle all your digital marketing activities. Here’s when Lore Digital Marketing, being strategically strong digital marketing company in Boston, steps in to take care of your digital marketing activities right from website design and development to all the online marketing initiatives.

    Get in touch with us today to see how we can increase your fitness center's sales!

Sam

About The Author Sam

Sam is the president at Lore Digital Marketing focused on growth strategies, brand building and inbound marketing excellence for clients across industries. He is HubSpot certified inbound marketer, business leader, and MarTech adviser. Sam is passionate about developing and implementing strategies using effective marketing tools that impact marketing & sales, improve ROI and create inspiring brands.