Disclaimer: This is not a blog about how to become the next Body Coach or TwoBadBodies – This blog is for the true boots on the ground staff. I’m talking to PTs, gym owners/managers, and that type of role.
A friend of mine recently qualified as a Level 3 Personal Trainer – which, I’m told, is very impressive. Now that he’s gained the qualification, he’s currently deciding which gym to begin his personal training journey.
When he told me his plans, my thoughts instantly went to how best to market himself to succeed quickly in what must be one the most competitive industries around. At every gym, there are usually 5 or 6 personal trainers who are fighting over approximately 5-10% of gym users who are willing to pay for personal training.
In every town, there seem to be 2 or 3 new gyms pop up every year, each with a more competitive price point than the last.
With this in mind, here’s my guide for how to gain an advantage in the fitness industry.
Facebook Ads, in my opinion, are still the most efficient form of advertising around for many industries.
Facebook knows everything about its users, which allows you to target your adverts to those who you know are interested in fitness/weight loss, within a certain radius of your choosing. Depending on your location, you can reach around 1000 people a week for around £5 – that’s a pretty good ROI!
Nothing has become a more powerful tool for those working in the fitness industry than Instagram. Users are willing to flood their timeline with fitness motivation and food porn, making Instagram a very important, yet busy place to reach potential clients. Keep uploading content to Instagram, and engage with your audience as often as you can, especially if they fall into your ‘catchment area’.
The easiest way to find potential clients? Search by location, start with your gym and comment on peoples pictures. Don’t start off with a sales pitch, you’ll just annoy people. Start building a relationship, offer value where you can and when the consumer is ready to buy you’ll be top of their shopping list.
This is where you can really stand out. Next time you go to a gym, check how many users are on their phones – taking pictures. Don’t get annoyed about it, there’s no point getting romantic about how it should be sweat and hard work. So instead of getting annoyed, harness that audience. Create a filter for yourself/your gym and place it on the building location at peak times – the potential audience you can create for yourself with branded content suddenly skyrockets.
Now if you want to be really clever about it, and gym managers this is where you really need to take note, you can create filters to be used at locations where consumers may feel guilty about their lack of exercise. For example, imagine people taking pictures of their McDonald’s and then you’ve got a filter there highlighting the importance of nutrition. Boom. You’ve spoken to a potential client at a reactive time.
There are hundreds of different options for you to market yourself, but these three provide an unbelievable reach with an active and engaged audience for a very little cost.
If you’ve got any questions about how to get started with any of these tips then feel free to tweet us @Plus24Marketing.