4 Tips For Marketing Your Fitness Business
By Pat Rigsby
To have a successful fitness business, like it or not, marketing needs to be a big part of what you do. If you’re like most fitness professionals, marketing hasn’t been part of your professional education. Here are four tips to help make the most of your marketing efforts.
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Tip #1: Create an Annual Marketing Calendar Purchase a paper calendar, and for each month write down what you plan to do to generate new clients that month. If you don’t know what to write, start researching strategies that will best fit your needs and budget. After a few years, through discarding the ineffective ideas and polishing the good ones, you’ll have a killer marketing plan. Tip #2: Wow Your Clients Many fitness professionals think it’s enough to deliver a quality, professional service to their clients. While this doesn’t sound bad, it certainly won’t make your clients rave. Everything comes down to emotions. Do your clients feel positive, negative or neutral about you? If you want a never-ending flow of new clients, they need to feel positive – or better yet ecstatic! You can achieve this by changing the way you view your client experience. Stop thinking in terms of workout sessions. Instead, think like Walt Disney and figure out what you can you do during each session to wow your clients. The wow experience can be your business’s best marketing tool. |
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Tip #3: Keep Multiple Poles in The Water
Just as in fitness, there are no magic pills in marketing. Nothing is certain and trends change. Smart trainers realize this and don’t rely on one marketing ad or approach. Instead they have multiple poles in the water.
Some months one pole produces nothing, but another one saves you. Every successful business has multiple marketing poles in the water. One pole is direct mail, another is a referral program, another is a reactivation program, another is publicity, another is back-end business, etc.
Tip #4: Make Back-End Marketing a Priority
Right now your clients are likely spending lots of money on health and fitness services and products. Wouldn’t they rather purchase from you than someone else?
A back-end business can be, for example, a weight management program or a nutritional supplement program. If you give it some thought, you’ll quickly think of several business possibilities.
While these tips don’t cover everything you need to know as a fitness marketer, they will certainly set you on the right path. Implement them and watch the clients start rolling in.
Pat Rigsby is the co-owner of several businesses in the fitness industry, including The Fitness Consulting Group and The International Youth Conditioning Association. He also serves as an industry consultant focusing on the development of profitable personal training businesses. To learn how to improve your business’s retention, referrals and profitability, sign up for his free newsletter, Three Free Business Building Reports, at www.fitnessmarketingmachine.com
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