Health Club Marketing

Health club marketing should include a networking component in order to spread the word about the facility. The benefits of networking should not be under estimated, and a large portion of the marketing materials should be designed to encourage the sharing of information between current and potential customers. The key is to motivate people to talk about the fitness center and what it has to offer.

Health Club Marketing...Silence Is Definitely Not Golden

There is an old expression that claims silence is golden, but that’s not always true. In the world of marketing, silence is not beneficial because it means people aren’t talking about your health club. Marketing efforts need to contain a component that gets people talking to friends, family, and the person behind them in line.

What do you want these current customers to be saying?

Thanks for the compliment! I just lost 20 pounds using programs at a health club.
Have you heard about the great promotional offer? You can join the health club within the next 30 days without any sign-up fees.
If you join the health club, give them my name because I will get a free workout gym bag.
Want to go with me to the health club tonight? I’m allowed to bring a friend who isn’t a member?
Honey, lets join the fitness center as a family.

These are the kind of statements you hope your current club members are making because it means: 1) they are enjoying the use of the facilities, and 2) your promotional efforts are working. People talking about your health club are going to generate new leads and new fitness customers.

Give Your Marketing Strategy a Shout Out!

There’s a great term used a lot today called a shout out. It’s a greeting you give someone who deserves recognition. You can think of health club marketing as promoting customer shout outs! Your promotional efforts should take advantage of the people who already know the club is excellent, offers high quality services, and is customer focused.

But what you need is for current customers to shout out to potential customers in recognition of the great health club they have joined. You can encourage this in a variety of ways.

Offer great promotions including free workshops or a 90 day membership special
Reward current customers who bring in new leads or customers
Include a promotion on the website and then inform current customers how to direct leads to it (a cyber shout out!)
Reward customers who can prove email leads are the result of their contacts with friends, neighbors, and family
Ask customers to pass out business cards that can also have a promotional offer on the back

Talking Up A Storm!

There are lots of ways to approach health club marketing through your existing customers. You want people out in the community talking up a storm about your facility. You want lots of noise and shout outs! You want people who are excited about your club to let others know about that excitement.

Health club marketing does not have to be expensive if the marketing budget is tight. You can leverage your current customers and let the shout outs bring in new leads.

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