Digital marketing for gyms & fitness brands
One of my in-house roles was as the Head of Digital Marketing for a luxury fitness brand (a gym, yet it was more than a gym, a SuperClub as such). During my time there, I learnt so much about marketing a gym along with the nuances of branding and positioning for a luxury brand. So for those wondering how to promote their fitness brands by leveraging digital channels, I’ve compiled a few digital marketing tips for gym owners / founders / marketers:
Your CRM is key. You need a multi-functional CRM. You need to be able to track leads, conversions, sign ups, and so many other metrics relevant to the fitness industry. I’d recommend a CRM that also incorporates email marketing and campaigns as that will help with an in-depth overview of your marketing data.
Whilst performance marketing is an essential part of the digital marketing mix when it comes to quick traction and lead generation, it’s crucial to understand the sales cycle and ROAS when running performance marketing campaigns. This will enable your marketing team to make validated marketing decisions when it comes to budget spend.
Social media can be (and usually is when done well) a key revenue driver. In some cases, it might even be your primary revenue driver. Understand how it fits into the TOFU (top of the funnel) marketing in terms of customer acquisition.
SEO is heavily underrated for gyms. Yet can yield great results especially for niche studios or specific classes offering. Give it at least six months for your content to rank - don’t rush the results.
Finally, something to note is that B2C brands and consumers need fewer touchpoints than B2B and often buy much quicker. Revenue driving strategies can sometimes be as simple as influencers, social media and performance marketing.
