5 Marketing Tips for Gym Owners
Written by Kelly Sekulovski
Hi I’m Kelly Sekulovski, the Marketing Director here at Invictus, and I wrote this blog to help you get as many people into your gym as possible!
You opened a gym to change lives through fitness… but what you probably didn’t realize is that you also just became your gym’s marketing department, HR department, cleaning department, and all the spaces in-between. Welcome to the world of gym ownership!
The Many Hats of Gym Ownership
While it can be exhausting to wear so many hats, one of the most important aspects of your business (outside of great programming and coaching) is how you are marketing your gym. Marketing is the difference between your business just surviving vs thriving.
5 Marketing Tips for Gym Owners
1. You NEED to be using social media.
I like to say that your website is where prospective customers go to find out basic information (your schedule, your coaches, your pricing, etc.) and your social media is where they go to find out your culture (your community, what your workouts look like, the vibe at your gym). This is why having no social media presence is hurting your business.
“But what if my content isn’t high quality?”
Your content doesn’t need to be super polished and edited to look like a commercial (but still make sure you wipe the sweat off of your phone camera before filming) but it should showcase what it’s like to be in your gym on a typical day, to make sure the people who are looking for a gym just like yours can find you!
2. Showcase real people getting real results.
Building off of the social media content, you need to showcase your real members who are getting real results. Never be afraid to ask members who you know have had a really great experience to pop on camera to say a few words about your gym, or write up a review for you to share. Members will be happy to do it if you ask them directly.
No, you shouldn’t only showcase your fittest members.
Remember: if you are only showcasing your fittest clientele, you might be cutting yourself off from the rest of the population! People want to see people who look like them at your gym. Showcase people of all sizes, fitness levels, and showcase how you have helped them become fitter versions of themselves!
3. Host community events.
By hosting an event like a Bring a Friend Week, Community Workout, or Charity Workout, you are inviting people to bring along friends and family – or even local residents – who are all prospective members! Most of the time, the hardest part about getting new members is getting people in the door. Events are a low barrier way to get new faces into your gym, and to show them what you are all about.
“How often should I host an event?”
I recommend hosting a Bring a Friend Week or some kind of event that brings new faces into your gym doors at least quarterly. Plus, your members will love having additional events, and we all know that member retention is a huge key to success!
4. Create a referral program that actually incentivizes your members, and new members.
Alright, now those friends and family who your members brought with them to the events you hosted? When they choose to join: you incentivize your members who brought them in so that they continue to bring people into your gym.
A great way to incentivize your current members is by offering a discount on their monthly membership fee for referring a friend who signs up. This shows them that you appreciate their referral, and also who doesn’t love a nice discount on their gym membership?
“Here’s $5 off your membership…”
When you get a coupon code for 10% off of something, you aren’t running to go purchase. 25 plus percent? Might be a different story. If your referral offer to your members is so minimal that it isn’t making a difference, you might as well just avoid a referral program altogether. BUT if you make it a significant monthly savings for that referring current member, this is a huge incentivizer to bring in people they know.
Some of the most successful referral programs I’ve seen offer both the referring member, and the new member a discount on a month of membership so that they both get the perks! It also goes a long way to personally reach out to them and thank them for the referral! It means they like your business so much, that they are vouching for you… they deserve a little love for literally bringing you recurring monthly income. Referrals and word of mouth will always be your biggest marketing tool in gym ownership.
Also, people love a free t-shirt. So when in doubt, throw in the free t-shirt.
5. Be the face of your brand.
When you meet a business owner that you like, it makes you want to support their business, right? Your gym is no different!
While you might not love being on camera or being the star of the show, as the owner of the business: you should be the face of your brand. People want to see a gym owner who is involved, and who cares about their members. If your members don’t know you or see you, why would they want to stick around and support your business? If potential members don’t know who you are, what personal connection do they have to your business?
Being the face is just as important in person, as it is online.
Make yourself known both in person and online. Make sure you are present and introducing yourself when you have events with new potential members, and show yourself somewhat frequently on social media or on your website so that people are familiar with who you are before they even step foot in your gym. Let people get to know you (no you don’t need to read them your diary) so that they want to support you and your business.
Are you a gym owner?
The Invictus Affiliate Program not only provides excellent programming for your members, but you also gain access to the Invictus network filled with other gym owners, Invictus coaches, and staff who share tips and information via a monthly newsletter, and in the Affiliate Owners Facebook page.
Looking for great programming, and a community of gym owners to bounce ideas off of? Look no further. Get Powered by Invictus! Available on SugarWod, Wodify and PushPress.
