Every gym owner has the opportunity to have a rewarding and lucrative fitness business. But this can only be achieved if your target audience ‘know, like and trust you’ enough to pop-in at some stage. Whether you have been around for a while, or are new to the industry, you must continually look for new cost-effective ways to attract members.
Effective gym marketing is
- The right OFFER for
- The right PEOPLE at
- The right TIME
To get you started, here are 7 PROVEN marketing strategies that I use in my own gym in Sydney
- Create a user-friendly website
It’s automatic now for people to go to Google or social media if they want to research something. Make sure you have a website that it is easy to navigate and uses text, images and video to demonstrate your ‘brand values and point of difference’.
- Optimize for mobile phone to maximize exposure
- Regularly test that all links and pages and working, to avoid being penalized by google
- maximise page load speed
- Use individual website tabs for each service to rank at the top on google
- Clearly articulate in the banner image ‘who you help and what you do’
- Reduce unnecessary text and add large coloured buttons to drive traffic into a booking
- Add a Q&A page to help qualify leads and reduce time on the phone for your sales staff
- Allow online class bookings and enable visitors to ask questions
- Focus on local SEO
Implementing local SEO will help you rank higher in searches in your area. People looking for a gym would usually use search terms like “gym near me” or fitness studios in (city name).” Use website headlines and blog titles for key search terms you wish to rank at the top for.
Creating a locally oriented blog every month with an eye-catching image and title will help you gain more exposure. You can target your locality by writing blogs on the best outdoor workouts or run runs in your area, the best walking tracks in your city, or where to buy the best fitness gear in your city.
People who search based on the city names will more likely visit your website. Plus, you can re-share your content on your social media accounts, groups, or material for your existing clients.
- Keep your Google My Business Page updated
Google owns the internet J as it is still is everyone’s go-to search engine. So, you must use a ‘Google My Business page’ to showcase your gym. It will allow people to see your location, and see vital information like opening hours and contact details. Don’t forget to add a few new images and reviews each month so google considers you relevant.
- Use hashtags
If you are active on Instagram, Twitter, or TikTok, use a minimum of 11 hashtags on each post to double your free exposure. I use a combination of ‘local hashtags’ that are relevant for building my local audience who might be a customer someday, plus include a few ‘global hashtags’ that have wider reach across the health and wellness industry.
- Share success stories and client testimonials
5-star Reviews, member success stories, and video testimonials are marketing GOLD! Sharing these will help you gain a greater reach and get high engagement. Positive testimonials will help influence potential members in making a decision. It promotes credibility and makes your brand appear reliable.
Also, do not hide negative reviews, as your positive response on these say much about how you exhaust possible ways to make the situation better for your members, which can sway some prospective clients in your direction.
- Use Video content
A well-designed website video will help you gain more presence and credibility online. Prospects can see what the gym and workouts look like and they get to have a sneak peek into what the atmosphere and culture is like. Sharing videos is a great way to showcase how much fun members have.
- Promote a referral program
This is an awesome way to boost membership AND encourage members to continue using your services. ‘A referral program’ a structured weekly process to turn your members into cheerleaders! Offer both the referrer and referee an incentive they can’t resist. These could be discounts, free classes, free sessions with a personal trainer, or a nice giveaway.
To survive in the fitness industry, you must develop skills in both online and offline marketing. It is also important to review your gym marketing strategies at least twice a year as the industry continues to evolve at break-neck speed.
