Fitness Marketing: Selling Exercise to the Indecisive
Believe it or not, many people hate exercise with a passion that exceeds climactic ecstasy. No, seriously: some would rather give up sex forever than set foot on a treadmill. It defies explanation, I know. Who would want to give up sex for anything?
It’s true that some of us, like you and I, actually love exercise almost as much as we love sex. And there are the weirdos I mentioned above, who hate it as much as they love sex. But there are shades of gray when it comes to exercise. The world of fitness isn’t any more black and white than the rest of life, and many are indecisive about exercise due to conflicting feelings about it:
-Some would rather not do it, if they had the choice, but maybe force themselves out of concern for their health or physical appearance.
-Some actually don’t mind exercise, because it feels pretty good, once they get going. The trouble is finding the motivation to get started, because they’re either lazy or settled into a routine.
-Some really enjoy exercise, but don’t think they have time. After all, it requires changing clothes, strapping on shoes, taking a shower, and squeezing all that into a hectic lifestyle that barely leaves room to breathe.
You and I know about finding time to breathe – in particular, breathing that steady, breath that you and I both know comes with a good cardio routine, the one that miraculously both calms and energizes. It’s funny that a climax has the same effect. You would think that exercise would sell itself. But it doesn’t, and we need to attract clients.
Forget the weirdos. They don’t like exercise, and nothing you can say will change their minds. And the health nuts are already at the gym. Not only do those people not need a trainer, they may very well be training others themselves. If you really want to build your client based, you need to market to the indecisive.
People Who Would Rather Not Exercise
Because these people don’t enjoy exercise much, you probably can’t sell them on that alive feeling that comes after a good workout, so don’t try. Instead, remember the motivating factors for this group: health and appearance. Your marketing should focus on how good the client will feel when they’ve lost a little weight, or how good they’ll look when they’ve slimmed down their midsections. Also consider ways to make exercise fun, like games or group sports, and market those activities along with the health benefits.
People Who Need Motivation to Get Started
In order to land these people, you need to suck them in by making exercise as easy and fun as possible. The games and group sports idea might snag some of these people off the couch. Advertise the social aspect. Invest in a few really nice large-screen televisions, and then plan and advertise Sunday afternoon football parties or aerobics events serenaded by Desperate Housewives.
People Who Think They Don’t Have Time
Tricky, tricky, but there is an angle, here: Productivity. These people are on the verge of burnout, and though they might deny it, they know it. Remind them in your advertising that regular exercise can help them sleep better, feel better, have more energy through the day, and – surprise! – get more stuff done. Make it as easy as possible by scheduling power workouts in the early morning, after work, or better yet – on site at the office during lunch.
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What Do You Think Of This Article?
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Looks easier to say than actually getting done. This is one of the hardest, if not THE hardest, marketing efforts to get done. Convincing power is what we need here. Of course, it’s a totally different story when people just keep on finding excuses to avoid exercising.