5 min
Digitalization is now firmly a part of our lives. Though various sectors had been moving towards digitalization for some years, the pandemic has spurred this growth exponentially. And though we hope that life will recover some sense of normalcy post-pandemic, the digital approach will most certainly remain.
When it comes to gyms and health clubs, many jumped on board the digital fitness train as a way to continue providing exceptional value to customers during extended closures. And now many gym clients, especially Millennials and Gen Z, won’t look twice at a gym without these digital offerings.
However, many health clubs are struggling to get some of their customers on board with the digital approach. Regardless if it’s because these clients prefer the interaction of in-person classes and training, or there is age-related hesitance to adopting fitness technology. These barriers have made it challenging to convince some customers that the future of fitness is “phygital.” Since digital fitness has the potential to enrich your clients’ overall experience, we’ve put together our 5 best tips for how to effectively promote your new digital offering to your customers.
Offline Advertising
For those hesitant to adopt online fitness services, you might need to meet them where they’re at: offline. Offline advertising might be seen as an antiquated way of doing things. However, many successful marketing campaigns still take place offline.
Offline advertising includes things like displaying flyers and posters in your gym describing your new services. But also consider sending out postcards detailing the news to previous clients, or placing an ad in the local newspaper. All these are tried and tested strategies to inform your clients and prospects about your new digital offering.
Offline marketing tends to lend an air of authenticity and personalization that online advertising cannot match, and it has a way of building brand loyalty and encouraging strong customer relationships.
Discover more about offline advertising with Effective Communication Tips And Strategies For Gyms .
Email Campaigns
Email is one of the most trusted channels of communication, and the era of successful email campaigns is definitely not dead. With some 3.9 billion users around the world, email is hands down one of the most effective ways to reach potential clients with your new digital offerings.
An email campaign or newsletter can both keep you connected to current clients, and improve communication and reach new ones. According to SaleCycle, 59% of consumers report that marketing emails influence their purchasing decisions and 50.7% of them will purchase from them at least once a month.
Next steps: Improve Your Client Communication with Email .
Your Own Web Presence
Your gym or health club’s web presence is another important factor in marketing your online fitness offerings. This includes things like your website, your various social media channels, or your own branded app.
Make sure to keep your web presence up to date by posting regularly and keeping your customers engaged and informed. Use this space to promote your digital offerings as well as client success stories. But you can also post health and fitness news and other easily digestible content. This way you provide added value to your customers and potential customers.
Consider adding buttons to your website to make access to your digital content simple and easier to use, and don’t forget a user-friendly layout.
Learn more about How to Increase the Online Visibility of Your Fitness Business .
Community Events
We have found that age is one of the most common barriers to adopting digital fitness technology. The older generation feels uncomfortable with the technology they do not understand or are unsure how to use.
When reaching out to the older generation, in particular, a great way to market your digital offerings is by organizing community events.
Having trouble getting your older clients back into in-person training? Check out How to get your older clients back into the gym.
Community events foster customer loyalty and allow you to exchange ideas in person. Moreover, the health club atmosphere fits in naturally with health, fitness, and family community events.
They can be fun, interactive, or informative- offering food and games, fitness challenges or competitions, flu shots, blood-pressure screenings, workshops on healthy nutrition or cooking, and more.
You can make getting your community familiar with your app or digital offerings a focal point of the event.
At Virtuagym client DAG ÉÉN , participants join a one-day face-to-face session in which they not only learn everything about their fitness program but also learn how to use the Virtuagym app.
It is an essential part of the onboarding process, as some clients have never used a fitness app before.
Everything is done together: installation, step-by-step explanation, and going through all the workouts and nutrition schedules. All to ease anxiety about using a digital fitness app for the first time and get optimal results.
Instructor or Word of Mouth Recommendations
The in-person contact with the customer in the gym is unique. So many things can be exchanged in a conversation between instructor and client that it is important that your staff are adequately trained to address new digital offerings.
Clients value the recommendations of trainers, as it is an endorsement from a well-informed authority on the topic. If the trainer takes some time after in-person classes to discuss your health club’s digital fitness offerings, customers who are less tech-savvy can also be given the opportunity to have these new options explained and shown, resulting in an excellent customer experience.
In the same vein, this is an area where customer referral programs work well too. According to a 2015 survey, an astounding 83% of respondents trust and value the recommendations of close friends and family.
Utilizing an effective referral program can help bolster both your online and on-site offerings. Is your client referral program in need of an overhaul?
Check out 4 Steps to Boost Your Client Referrals .
