2 min readEnhancewell
As a fitness business, you know better than most that this time of year is all about the "new year, new me" mentality. A recent poll of US adults by The Economist and YouGov showed that of the resolutions made in 2021, 50% of them were about exercising, losing weight, or living healthier. Thanks to this study (and any conversation you have ever had about resolutions), we know that half of the country wants to work on their physical health this year. How can you ensure they want to work on their goals with you? We've created a list of 3 ways to market your gym for the New Year's resolution crowd. Hurry, though! Most resolutions are abandoned by February, so it's essential to act quickly.
Know what you bring to the table and tell the world
We've all watched the cheesy 90s rom-com where the nerdy art student's glasses come off to reveal a gorgeous, popular girl. Before the inevitable makeover scene, she hid her beauty, and no one got to know the real her.
Are you hiding your brand? Know what makes your brand unique and use those qualities to set yourself apart from the competition. Are you open later than other gyms? Do you offer more classes? Is your coaching staff trained in a variety of practices? Don't be shy! Use those aspects in your marketing and you're sure to become the most popular gym in town!
Let your customers tell the story
Marketing guru Jay Baer says that 92% of consumers trust user-generated content and word-of-mouth more than advertising. That's not a free pass to avoid marketing, but it is an incentive to empower your biggest fans to tell your story! It's against Google's terms and conditions to offer money or other rewards for reviews, and you do not want to upset the Google gods. The tech company can't prohibit you from setting up an internal rewards system, though!
Boost referrals with a competition among your current customers:
- Give vouchers to customers to pass out to friends (be sure there's a spot for your existing customer's name).
- The voucher should give the new customer a dollar or percentage discount when they present the coupon.
- Reward all current customers who have had a voucher returned (free class, gym swag, etc.).
- Celebrate the customer with the most referrals by gifting a grand prize (a free month, upgraded membership, or a voucher for a meal delivery service or massage).
Give a little, and get a lot
Every gym offers its lowest prices and biggest promotions this time of year. To get resolution-makers through your door, create a value-add that competes. Here are a few tried and true deals that generate leads and lead to sign-ups:
- Free month with a 12-month membership
- Waived membership fees
- Upgraded membership if you sign up within 24 hours of your trial visit
- Buy one, get one free membership
- One free personal training session each month with a one-year commitment
The ball in Times Square will drop before we know it. Are you prepared to capture the New Year's resolution gym-goers? Create a marketing strategy to highlight your strengths, then follow up with excellent customer service. Follow the plan, and you're ready for the best year yet!