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How to Create a Winning Fitness Marketing Strategy

By Neesha Kanaga

Published 26 March 2021

It’s no secret that personal trainers and gym owners are very passionate about helping their clients reach their fitness and health goals. However, most of them have a hard time determining the right marketing tactics and strategies to apply to grow their business.

Do I need a marketing strategy? Which marketing strategy is the most effective for a fitness business? How do you create a winning marketing strategy, and how do you implement it to get the best results and ROI?

To help you answer these questions and more, we have Jennifer Halsall-de Wit – a fitness business strategist and an all-around digital marketing expert with over 20 years of experience in the fitness industry.

Jennifer Halsall-de Wit is the Chief Operating Officer at The Women in Fitness Association (WIFA)and the co-creator of the WIFA L.E.A.D. Program. She is passionate and fully dedicated to helping people in the fitness industry achieve their fullest potential and succeed in growing their fitness business. In today’s webinar, she delves deep into the importance of having a well-thought-out marketing strategy for your fitness business.

Watch the webinar recording below and read on to find out the key highlights from the conversation.

Marketing strategies for your fitness businessWatch the webinar

You Need a Clearly Defined Purpose for Your Fitness Business

The first step in developing a winning marketing strategy is to clearly define your purpose, the goals you want to achieve, and the impact you want to make with your fitness business.

Why does your business exist? Who are your target customers? What are your financial objectives?

“I feel like marketing strategy and customer experience are connected. It’s like your marketing strategy is actually the promise that you’re making to your customers, and then customer satisfaction is your report card on how you’ve fulfilled that promise.”– Jennifer Halsall-de Wit

Having clarity on these questions will guide your services and product development – it will help you create your brand and position yourself to attract the customers you intend to serve in your business.

A clear objective will not only help you have a better understanding of where your business is headed but will also create the right marketing strategy for your fitness business.

How to Position Yourself for Long-Term Growth

The best way to set yourself up for long-term success is by building a strong team to handle the various facets of the business. You can then focus on the overall strategy and vision of your business.

And that means building a well-balanced crew of people who are experts in their areas and giving them the full mandate and responsibility to operate in those areas. This way, you can focus on your area of expertise and champion the overall goals of the business.

Delegating tasks is a sure way to scale and grow your business fast while avoiding being overwhelmed and burdened by the weight of running the business on your own.

“The fitness sector is full of really passionate people who tend to run things full-steam with their passion, but we still need to remember that it’s still a business, and there’s a lot of time and thought, and clarity that needs to go into (the marketing) strategy… and the first big question that you have to be able to answer as a company is, y do you exist? What is the impact that you want to make as a company?” – Jennifer Halsall-de Wit

A Quick Way to Improve Your Marketing Strategy

A winning marketing strategy for a fitness business is all about customer experience. So one of the ways you can improve your marketing strategy is to understand your customers; how they came to know about you/your services, how satisfied they are with your services, how long they stay as members of your gym or studio, etc.

And you can do this through periodic customer satisfaction surveys and by analyzing customer data.

Focus on building good relationships with your customers through feedback loops, increasing touchpoints, and keeping them engaged to improve customer retention. Understanding your customers will help you know where to focus your marketing campaigns and how to structure your marketing message to get the best results from your marketing efforts.

Jennifer goes deeper and gives more strategies, tips, and quick wins that you can use to grow your fitness business as well as mistakes to avoid as a fitness business owner.

You can connect with Jennifer on Instagram and LinkedIn for more tips on how to succeed in the fitness industry. Also, visit the Women in Fitness Association website for more information on the organization and her work.

Don’t forget to visit our podcast page and YouTube channel to listen to our weekly conversations with experts in the fitness industry.

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Neesha Kanaga

Neesha is a copywriter and wanderer who currently finds herself bound to the weather-challenged Netherlands due to the unforeseen circumstances of 2020.

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