Fitness centres spend most of their time marketing to individuals, sometimes couples and maybe families.
But have you considered targeting local companies around your area? This can be an untapped goldmine providing you with many potential leads for your fitness business.
If you are targeting corporates (such as businesses in your area that have 20 to 500 employees), offer to give a talk to staff on general fitness tips and how it ties in with employee productivity. Give out free passes and offer all staff a special corporate rate if they join up. Or look at offering private training sessions to staff – companies often pay big if they know their staff will be healthier and more productive.
Why not personally deliver a healthy hamper or basket of apples with a cover letter, requesting a meeting to discuss corporate wellness initiatives. Make sure each item has a small sticker displaying your logo and free passes for staff.
Look at “liking” other businesses in your area and encourage them to like your page in return. When a business likes your page, their post goes on your wall and vise versa so you gain more exposure. After you gain business pages on your page, take the time to go to their wall and “ like” a post. If you can “Share” a post of theirs on your wall, do it. You are promoting them so they may promote you as one of their friends. Liking and sharing is a participating friendship. More importantly, it gives you exposure every time they share your stuff on their wall. One of their friends may share it to their wall and your post could become viral.
Sometimes it is better to work with than against the competition. Look at cross collaborating with similar businesses such as a supplement stores, fitness retailers, masseurs, physiotherapists, health stores or even other gyms. This not only increases the exposure of your business but gets more people coming through your door.
Get to know your local real estate agents. Offer all people who purchase or rent a property in the area a free trial of your fitness business. A great way to generate leads and make someone feel welcome to the neighbourhood.
Who doesn’t want to look their best on their “special day”? It seems getting married and losing weight go hand in hand. So how about a special package for brides, advertising in bridal magazines, working with local bridal retailers or having a stand at a bridal expo? Targeting brides is a great way to gain new business for your gym (and don’t forget the grooms too).
Look at contacting medical centres and local doctors – many people join the gym because of the advice given by their medical practitioner. So if the local doctor has your details on hand, they may recommend their patient joins your fitness centre to lose weight and reduce the chance of heart disease.
What about schools? Childhood obesity is a growing problem (literally). Donate some of your time to speak at schools about the importance of regular exercise. This could provide great opportunities if you are looking at holding kids classes. Or give the kids a flyer or promo item to take home to the parents – a chance to get the whole family on board.
Make it part of your plan to target one company every week or fortnight – personally visit a company and tell them about yourself, your centre and the benefits you can bring to their staff. You get more members, the company has healthier and happier staff – a win win for everyone involved.