What to advertise in fitness clubs. Effective advertising of a fitness club

For those who are not just interested in sports, but want to develop in this area and skillfully offer quality services, this article will be very useful.

For example, you decided to open a fitness club and are already planning an advertising campaign. Along with visual advertising in the city, of course, it is worth thinking about advertising on the Internet. If you have just opened your business and want to make yourself known in order to attract clients as quickly as possible, you simply need context. At the same time, focusing on the long term, it is worth thinking about search engine promotion.

So where should you start promoting a fitness club website?

1. Assess the level of competition. The first and most important thing is to assess competition in a certain area, search for both one’s own and others’ strengths and weaknesses (for assessment, let’s take promotion throughout Ukraine, without reference to a specific city, since in this case its own “laws” apply).
2. Consider your location when selecting requests. Remember that your clients will always look for a club close to home or work. Based on this, select queries by which users can find you. It is very important to consider what area you are in and what types of activities you offer.

I’ll note right away that there is a set of general queries that you should focus on least of all. This:

fitness - NK;

fitness center - NK;

fitness club - SK;

fitness clubs - NK.

They are too generic and bring in very little converting traffic. Therefore, you must add to your requests your city in which the club opened, as well as the region:

fitness clubs in Kyiv - SK;

fitness clubs of Dnepropetrovsk - NK;

fitness club Poznyaki - SK;

fitness center Obolon - NK.

And, of course, don’t forget to select queries based on your specializations: fitness, yoga, Pilates, aerobics, etc.

The more accurate the request, the more profitable, conversion traffic will be attracted to your website.

In general, low-competition requests predominate. In Kyiv, medium- and highly competitive keywords are most often found (for example, fitness club Kyiv - VK; yoga in Kyiv - SK).

1. Identify periods of maximum activity. Any business is subject to the cyclical principle. For the query “fitness club”, we clearly see “peaks” in demand: after the New Year, to get in shape, a short period in the spring, and also in the fall. From April to August there is a decline in attendance.

The ideal option is to prepare your skis in the summer so that you can harvest them with the autumn rise.

1. Select a region. If you decide to spread your network throughout Ukraine, pay attention to the popularity. Perhaps, by analyzing competitors, you will be able to open a fitness club in a city with high demand and low competition, which will become mega-popular from the very beginning of its activity.

1. Create interesting and unique content. The website is the visiting card of the club. Therefore, you should approach its filling very thoughtfully. Place on the resource as many photographs of the halls, furnishings, and moments of classes as possible. In addition, try to describe your services in detail and interestingly, and emphasize why they will be interesting and useful to your visitors. Don’t skimp on training descriptions and tips proper nutrition. In short, the bulk of the content should be educational articles. This, on the one hand, will create trust in your fitness club, and on the other hand, it will promote loyalty on the part of search engine robots. After all, it’s no secret that unique content is the first and most important factor high site ranking.
2. Relink pages. For comfortable walks in the parks, all paths intersect with each other. In the same way, for a search robot to “walk” on your site, it is necessary to configure the intersection of links (links = urls) of pages, when one page of the site links to others. This not only simplifies the robot’s “walking” around the site, but also facilitates quick indexing of pages.

This is also convenient for the site visitor. After all, the page will contain links that will lead to other lesson pages. It has been proven that this condition increases the number of page views and the duration of visits.

It is worth noting another advantage of linking: it allows you to increase the weight of the internal pages of the site. The more pages link to the main one, the more weight it gains by becoming more relevant for a specific key query.

Thus, if you need to effectively promote a fitness club website, listen to our advice:

be competitive;

find out how to look for you to find you;

clearly define the required requests;

be prepared for increased activity;

monitor the quality and quantity of information provided on the site;

make your website convenient for customers and search engines.

Instructions

Ravshana Kurkova, actress
https://www.youtube.com/watch?v=JIL5muTBof8&feature=youtu.be

About the X-Fit network

X-Fit is the largest federal network of fitness clubs international level in the premium and business class segment in Russia. One of the three leaders in the domestic fitness services industry.
The history of X-Fit began in 1991, when one of the first private tennis clubs in Russia was opened in Moscow's Lianozovo Park. It was a unique project for its time, based on the Old English traditions of elite club recreation. The tennis club quickly became popular among people who value the atmosphere of coziness and comfort and understand the benefits healthy image life.
Five years later, next door to tennis club The first fitness studio appeared, which became the basis for the future full-fledged, ultra-modern fitness club with an X-Fit swimming pool in Altufyevo. The further development of the network was rapid: in 2005, five clubs were already operating under the X-Fit brand, including one regional, and in 2010 - 19 fitness centers in the capital and largest Russian cities. Today, the federal network includes more than 60 fitness clubs in Moscow, Kazan, Voronezh, Volgograd, Rostov-on-Don, Samara, Novosibirsk, Krasnodar, Nizhny Novgorod, Perm and other cities.
The company operates on the market under two brands: customers can choose full-size X-Fit clubs with an area of ​​more than 2,500 m2 or clubs in the democratic Fit-Studio format. On at the moment over 350 thousand people are members X-Fit fitness clubs all over the country.
In 2015, the network patented a system of proven Smart Fitness techniques developed by the company’s experts (“ Smart fitness"), which forms the basis of all X-Fit training programs. In September 2017, the system was updated and relaunched - Smart Fitness vol. 2.0 is valid in all fitness clubs of the network. The company has established and operates the X-Fit PRO faculty, which includes several dozen educational programs for fitness industry professionals and a general audience.
X-Fit has more than fifty prestigious awards, awards, diplomas and certificates of honor. Among them: in 2017, the network of fitness clubs became a laureate of the “Sport and Russia” award in the field of supporting sports and healthy lifestyles in the category “Best innovative fitness club"; business award for public activity “Best in Russia/Best.ru” - based on the results of 2015 X-Fit network recognized as the best in the “Network” category sports clubs"; “Moscow Entrepreneur - 2016” and “Moscow Entrepreneur - 2015” in the category “Best Network of Fitness Clubs in Moscow”; “Moscow Entrepreneur - 2014” in the category “Services in the field of sports”; “Person of the Year - 2011” in the category “For creating the largest network of fitness clubs” according to RBC; “Entrepreneur of the Year - 2010” in the category “Services” according to Ernst; diploma from the Moscow government “Moscow Entrepreneur” in the category “Medicine, leisure, sports and health services”; the first Russian award in the field of beauty and health “Grace”; Grand Prix “Best Network Fitness Center” and many others.

Talk to current clients about their goals and needs. Make sure your sports program gives tangible results, and visitors are happy with everything. Otherwise, expand it or eliminate unnecessary things. Also find out what number of classes per week clients consider optimal.

Improve and expand the list of services offered. If you feel that the club's clients have begun to lose interest in sports training and even stop visiting them, urgently come up with something new. Increase the coaching staff, open new sections, update strength training equipment. The environment should be conducive to intense and interesting activities.

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The most common question asked by fitness managers: “What should befitness club advertisingto attract more clients?

Personally, I don’t have any “miracle cure” for attracting crowds of new clients. I'm sure there are such remedies, and some work better than others... but for the most part they come with no guarantees.

And any “guru” who tells you he has a “magic pill” and there is an idealadvertising gym , most likely wants only one thing... TO MAKE MONEY FROM YOU.

So let's go without further ado, I'll just give you a list of 15 wayshow to advertise a fitness club, who work for me and my clients.

1. Give a small nice gift to your most valuable clients (this is the 20% that last year brought the most money to your fitness center or gym). It could even be a simple phone call with gratitude or a letter from the manager, the most ordinary letter written by hand.
2. Launch a new interesting promotion for customers who were interested in your club, but have not yet bought anything from you (they were on the “guest” page, but did not buy). For example, this could be a special 14-day program with a 50% discount. Your task is to gradually turn temporary clients into permanent ones. Read more about successful promotions for a fitness club in the article: Launching a Super Profitable Advertising Campaign along the Fitness Sales Chain
3. Call the “sleeping” base and make an offer directly. The only thing is that the database needs to be properly segmented and a separate proposal for each segment of the database must be developed.
4. Give all new clients a Gift from a Friend gift certificate. This is the most easy way attracting new clients. It is important to understand that this certificate is not issued by the club, but your client gives this gift on his own behalf.
5. Develop sales scripts for your managers and coaching staff. These are scenarios for telephone conversations, personal communication, handling complaints, sales scenarios, etc.
6. Develop a strong offer for a completely new client who calls or comes to the club for the first time. I have this in my club personal training with a trainer with preliminary fitness testing. The price of such training for a beginner is equal to the price for a regular one-time visit, but its value is simply off the charts.
7. Start using a “content strategy” when managing your club’s communities in social networks. Create valuable content for your potential clients (for example, this article) and immerse them more in the topic of fitness and health.
8. Create a Landing Page for your club. This is a page on the Internet whose purpose is to obtain a contact from a potential client in exchange for valuable information or training materials. For example it could be training program along with educational video lessons from your trainers.
9. Familiarize yourself with the principles of search engine optimization. It’s not so difficult to make sure that your club’s website ranks first in search engines, and you see it in the TOP 5 of Google and Yandex all the time.
10. Make a direct mail campaign to residents of the area where your club is located. Just don't do the stupid thing of handing out leaflets to mailboxes. An invitation to a master class from a trainer, which will take place, say, this Thursday at 20:00, works well. And after such an event you will be able to sell a club card or subscription.
11. Collect a database of e-mail addresses from all people who have at least some contact with your club. Email marketing is one of the cheapest ways to communicate with your potential clients and works perfectly for building a relationship with them if done correctly. If you approach this issue creatively, then this effective advertisement for a fitness club can attract quite a lot of potential clients. Click to get restricted materials for managers
12. Attract customers through paid advertising on Facebook. You can simply promote advertising posts or content information with a link to your website. Few people use this yet.
13. Be sure to create a blog and link it to your site. On this blog, your coaching staff will share their experiences and practices. This simultaneously develops the trainer and increases his expertise in the eyes of potential clients.
14. Register your fitness club on all possible Internet platforms. Each city has a main city website with a “Where to Go” section. If you take the time to do this, you can find a dozen more similar sites and post information about your club on it for free. It is important to make the description “selling”. Read more about promoting a fitness club on social networks in the article: Promoting a Fitness Club on the Internet
15. Become a member of the First Online Community of Fitness Entrepreneurs in the CIS and receive the best practical materials on running profitable fitness business every day.
    Here they are... ways to attract clients to a fitness club and take your fitness business to the next level.

Here they are... wayshow to attract clients to a fitness club and take your fitness business to the next level.

More materials on the topic:

How to attract clients to a fitness club using Facebook: TOP 7 Successful Techniques

Evoke positive emotions

Not all people study in detail the goods and services offered to them before agreeing to spend their money. People are designed in such a way that most of their decisions were made under the influence of emotions, which are much stronger than any logical conclusions and conclusions.

In order to evoke positive emotions among potential clients of the fitness center, it is necessary, in addition to informational text, to post photographs depicting famous athletes or just fit people with happy faces working out in a well-equipped fitness center.

Make people pay attention to fitness center advertising

The human brain is designed in such a way that the perception of a combination of certain colors causes approximately the same emotions. In order for an advertising post for a fitness center to attract the attention of even those who do not think about playing sports, you should use a combination of red and blue colors. Everyone knows that red causes some irritation, but the combination with blue draws attention and does not cause aggression.

Psychology of prices

To interest potential customers, you can take advantage of the human ability to perceive prices by rounding them down. If you set the price for a monthly subscription or for one training session and subtract 1 kopeck from it, you get something like 79.99. This technique is widely used in marketing and produces impressive results.

Take care of your figure “now”

Modern life moves at a fast pace, which most people are afraid of not keeping up with. Losing any opportunity today almost causes panic among the majority. Therefore, you can play with the word “today” in the advertising text of the fitness center, tell potential clients what a unique opportunity they are missing to keep themselves in shape and train their body muscles.

Focus on the most important information

Using theses, you can list the main advantages of the club, for example:

• Discount for those who have purchased a monthly subscription – 30% (emphasize the word “discount” and its very meaning);
• The center uses modern training equipment from leading manufacturers of sports equipment;
• Classes with a trainer are conducted individually;
• The hall maintains a comfortable and friendly atmosphere.

Limiting the duration of the promotion by time or audience

Creating an artificial deficit will help to further arouse the desire to make an impulsive decision. You can post information about an existing promotion that will end, for example, on January 30 or is intended for the first 10 clients. Therefore, you need to hurry to sign up for training at the fitness center.

Application of odd numbers

Contrary to logic and common sense, odd numbers attract people's attention. Does it really matter why this happens? The main thing is the effect itself, which will attract the attention of people who want to play sports.