There is a vast array of marketing opportunities for fitness professionals, studios and trainers. From partnering with similar companies, through to conferencing, workout videos and ebooks, we explore some of the most popular ways that fitness professionals are killing it in today’s climate.
The ideas suggested in this post are designed to be disruptive. If followed correctly and with adequate time invested into each, there should be no end to the opportunities available.
If you are already investing in the techniques defined below then great! Hopefully this recap will help to ensure that you’re putting maximum amount of effort into each.
1. Host Virtual Workouts
A fun way to market yourself is to run virtual workouts. The first step is choosing what platform you’ll use to stream your video. If you’ve used Facebook Live before, that’s a good way to go. You can also use Skype or Google Hangouts, both of which are free for everyone to use.
With that set, you just have to decide on the day and time, find a payment platform you like, and share the attendance link only with people who pay (this may be manual, but with small numbers of attendees, still manageable).
At the end of the workout, ask everyone to share about their experience using a specific hashtag. You can even take a “group” photo if you’re using a platform that shows everyone’s screen.
2. Facebook Live Videos
We cannot speak highly enough of Facebook Live as a marketing opportunity, especially in today’s COVID-19 climate where businesses are forced to work remotely. Did you know that compared to traditional image posts, video gets 135% greater organic reach?
Facebook Live videos allow fitness fanatics to join in regardless of geography and gives them an insight into your personality as their trainer. When your customers connect with you as trainers and engage in the way you teach, they will be much more likely to return regularly.
Granted, going live on Facebook is daunting at first, but we assure you that the world’s biggest social media site have made it easier than ever before to reach mass audiences at the click of a button. In addition to their simplicity to go live, Facebook Live videos also come with comprehensive optimisation controls. Tags, titles, and even targeting allows you to get your videos in front of the right people.
Once your Facebook Live post is complete, don’t stop there! Use the content to promote across other channels. Try downloading the video from Facebook and uploading it to your website, Twitter, YouTube and Instagram accounts for maximum reach.
3. Regular Content Creation
Fitness professionals have a specific and valuable skill set that can be used outside of one-on-one training or group classes. Content creation and digital marketing allows you to put that knowledge into a digestible format and share with the masses.
Early adopters of content marketing are learning how to connect, educate and engage their audiences while increasing brand awareness and positioning themselves as industry leaders.
A few types of content for fitness professionals to try include:
- Blog posts: Write workouts, personal stories, tips for healthy living, favourite recipes and more. Aim for one blog post a week to start improving SEO and boosting organic traffic.
- Video: Video can be used to explain proper form, demo new exercises and even share entire workouts. Be careful not to give too much away too often, like a full workout every week; this gives people less motivation to work with you because you’re already offering your awesome workouts for free.
- Ebooks: Is there one area of fitness you feel especially passionate about? Perhaps you have a lot of great ideas about staying active in the office, for example. Put them together into an ebook that can be downloaded or purchased. This is a great way to bring in passive income, even if the ebook is priced as low as 99p.
4. Partner With Another Wellness Business
A great way to get in front of new customers is to partner with a similar business or organisation, especially as a new and growing business.
“External partnerships can serve as a startup’s connection to an established community by making their product or offering seem more familiar and less risky. For small businesses and startups, building this brand recognition and affinity is critical,” says Web Smith, co-founder and CEO of Whence.
When I first started training, I partnered with a local juice shop to host workouts. For £15, attendees got a full, 1-hour group workout along with a “free” juice at the end. In situations like this, both businesses win—the juice shop was getting exposure, and I was able to meet new, potential clients.
You can also partner with another wellness professional to drive referrals for one another—think: masseuse, physical therapist or anyone who offers complimentary services.
Make the partnership more effective with a commission set up. For example, if a physical therapist refers you a client, they get 20 percent of the first package you sell, and vice versa. This motivates both of you to be looking for opportunities.
5. Local Event Marketing
As a local business, it’s important that you build a network within the community, and events help you do that. Local events such as street fairs, holiday markets, parades, art walks and outdoor concerts can be a great place to meet members of your community and introduce them to your business.
Most cities and towns, even villages, host a variety of events throughout the year that you can sponsor or market yourself at with a booth. Search your town’s community groups on Facebook to get a list of upcoming events.
Choose at least five to attend throughout the year, and get in touch with the event managers to see if you can apply to sponsor or attend as a local business. If the opportunity lines up, you may even be able to do body fat testing and free consultations or run a group workout for attendees. This drives community engagement and word-of-mouth marketing, both of which are critical to your success.