Is your marketing too much about the gym and less about the fun? In the video below, I talk about all the other aspects of your marketing you may be missing in your message.
Sometimes we need to spend more time marketing all the other "fun" aspects of fitness — the friends they can make, the relationships they can build and the new future self they are creating.
I get we are all fitness lovers and enthusiasts, but our future clients don’t always feel the same… in fact they are likely a little intimidated and even scared of us!
I am standing outside a working dairy farm. What was once a simple operation of school kids touring a dairy farm is now a full farm restaurant, a Marriott suites hotel that looks like a barn, an amazing ice cream shop and full cheese store. If you didn't know it was actually a dairy farm, you might think it was an ice cream and cheese amusement park!
In your own marketing, highlight your other fun features, like people get more vitality, more energy, more strength, more confidence... and avoid the words “fitness” or “working out.” Focus on what people really want — the outcomes, the life change, the dreams, the trips, the adventures.
Sure, a few people come to this dairy farm for the cows... but most come for the ice cream sundaes!
