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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

 

Introduction

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 customers, you need to study who. The answers to these questions come at a cost: the cost that you invest in digital marketing. You either do it yourself or outsource it. What factors decide whether you should do the work 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 & Sports Club 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 to 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 IBIS World. 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. 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, a 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.