Marketing Strategies for Gyms

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  • Marketing Strategies for Gyms

What are some of the things that not only bring customers into your gym, but earn their loyalty?  Sometimes the little things can make all the difference in the world.  Here are some of the things customers say they look for when considering a gym membership:

Free or Reduced Rate Trial PeriodCartoon: Complex Marketing Plan on a Whiteboard

While a lot of gyms actually gear their marketing towards those customers who come in on a whim, sign a yearly membership contract and then stop coming in after a few weeks, if you’re serious about getting members who will actually use your facilities, you need to get them hooked.  Consider offering a free or reduced rate trial period to induce them to give your place a try.  Then it’s up to you to make sure they get such a great experience that they’re willing to pay the full membership price to keep on coming in.

Another consideration is to have gym management software that tracks these trial members’ usage.  If you better understand how, when, and why your trial customer is utilizing the gym, the better equipped you are to offer that customer specialized incentives to stay.

 Offer a Referral Program

Referral programs do more than generate business; they get friends to bring in friends.  Friends who work

out together are more likely to stick with the program, guaranteeing you business for years to come.  Make sure you hype your referral program, and offer group discounts on special workshops and boot camps.  A gym should have a sense of community; the more the merrier!

Implement a Loyalty Program

Don’t forget to romance your regulars; these are your bread and butter.  Keep them coming back with extra perks for long time membership.  These can be as simple as free tee shirts, coupons for massages, snacks, tanning services or whatever extra benefits your gym offers.  Everybody loves to get a reward now and then, and getting the occasional treat, no matter how small will make your regulars feel special, and maybe they’ll keep on bringing in new friends.

Make it Fun

Organize the occasional event, such as some sort of crazy fitness competition, Zumba dance party, holiday barbecue or whatever floats your boat.  Call up the local radio station and invite them to come out and cover it.  Let’s face it, a lot of people hate going to the gym, but if it’s a fun, happening place to be, they won’t mind it so much, and they’ll pick yours over the boring gym down the street.

Get a Cool Web Site

It’s the age of the Internet, and if you’re not on it, you’re missing out on half your business.  You don’t have to spend a lot of money, just make it fresh, include lots of pictures, and make sure it’s mobile friendly.  Don’t forget to leverage social marketing sites like Facebook and Twitter.  Offer special discounts via Tweets and Facebook to entice people to like your site and follow your tweets, which you can use to let people know what’s trending at the gym on a daily basis!

One Comment

Ross Wmith
June 3, 2013 / Reply

From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers.;.”*

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