Unlocking the Secrets of Health Club Marketing

Imagine taking a giant box and filling it with swarms of sweaty people, dozens of dumbbells, a smattering of weight machines, two rows of treadmills, and a spandex-clad gym rat named Bruno who likes to ogle at himself in the mirror while flexing.

Now imagine trying to sell that box to hundreds of people in your city. People who don’t like ads. People who don’t like commercials. People who hear about other boxes on a daily basis – including ones that are cheaper, bigger, and have less Bruno than yours.

Tough job, right?

As a fitness center owner, this is the exact challenge you face every time you try to promote your club. You’re not selling just one product or service. You aren’t even selling five products or services. You’re selling a hodgepodge of physical amenities, future promises, and intangibles like atmosphere and friendliness – while competing with other health clubs trying to do the exact same thing.

You’ve got your work cut out for you.

But don’t sweat it. Once you know the essentials behind great marketing, your competitors won’t stand a chance against you – and your club will soon be swimming with satisfied members. Here’s what to do.

Eliminate the fear factor.

For some people, the word “gym” triggers flashbacks of locker-room teasing, evil PE teachers, and the horror of getting picked last for dodge ball. Until these folks feel certain they won’t be reliving their most traumatizing high school memories at your club, they’ll never step through your front door.

The solution? Create an image of acceptance.

In ads and brochures, don’t just fire off a list of amenities; address the emotional experiences your fitness center provides. Saturate your descriptions with words like “welcoming,” “accepting,” and “no pressure.” Enforce a code of conduct to squash out any bullying behaviors. Emphasize that your club embraces members of all fitness levels – whether they have six-pack abs or a keg.

The more your prospects feel at ease, the more likely they are to join your fitness center. Blast away intimidation and watch your membership explode.

Stay competitive with quality, not just cost.

Fact of life #1: there will always be a rival club in town trying to reel in members with rock-bottom prices.

Fact of life #2: it’s impossible to maintain those rock-bottom prices without eventually sacrificing service and quality.

Fact of life #3: there’s nothing brag-worthy about having low costs if your health club looks like a slummy, dirt-encrusted gang scene from skid row.

What the price-warring clubs don’t realize is simple: most people aren’t looking for the lowest fees – they’re looking for the highest value. If you provide outstanding service, pamper your members, and keep your equipment clean and modern, there’s no reason you should undercut your costs to stay competitive. Quality is worth a higher price tag.

So instead of capturing clients with the “lowest fees” mantra, emphasize the amazing value your club offers. Tell prospects what makes you different, what makes you unique, what makes you the best. Make sure you’ve learned all the money making tips in my Personal Trainer Business Course Maximizing Your Fitness Income.

If you deliver your promises, members will flee those shabby clubs and come rushing through your squeaky-clean doors.

• Let your members do your marketing.

Before you crank out radio commercials, spam homes with postcards, or skywrite your club’s name in the air with jet smoke, take a look at an easier marketing avenue: your members.

Think about it. Every time your members rave about your fitness center to their friends and colleagues, they’re giving a personal testimonial – the most powerful recruitment tool in existence.

So instead of blowing your marketing budget on cold leads that go nowhere, pour that money back into your clientele. Condition your members to be rock-star referrers. Give them free passes to dole out to friends. Launch a rewards program that provides bonuses for referrals – free sessions with a personal trainer, discounted merchandise, reduced monthly fees, or other juicy incentives.

As long as your members are impressed with the quality of your club, they’ll eagerly refer you to anyone who’ll listen – especially when they know they’ll get something in return.

For more essential marketing secrets, be sure to visit the Guide To Fitness Marketing For Health Club Owners hub page. Once you know the truth about attracting members and gaining referrals, you’ll be set for success.

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