Why we
need to focus local
The
way we
were…
The Network archives are a treasure trove of memories, and a history lesson in
the evolution of the fitness industry in Australia.
Back in April 1997, Network magazine’s cover featured sports aerobics
champion Bev Carter, also known to many thousands of TV viewers as ‘Blade’
from The Gladiators.
Inside, ‘fitness leader’ Sunday Ross introduced readers to a new aerobics
class format known as Skip-a-Beat, which promised to help participants to
‘Skip your way to fitness’:
“Best described as a low-tech skill-based aerobics class, Skip-a-Beat
emphasises fun and easy-to-learn moves. Like most skills, it requires practice,
and getting tangled is an inevitable part of learning – even the most experienced
of skipping instructors occasionally trips up.
…Skip-a-Beat is an effective way to attract men back to the aerobics floor
and a good way to offer an alternative to highly choreographed classes.”
1 thing I’ve learnt…
Amanda Bracks, Customer Acquisition Growth Specialist,
bracksconsulting.com
“One thing I’ve learnt in growing a fitness business
over the past 19 years is that you must ‘pancake your
promotions and marketing’. What this means is that
you want a big fat juicy stack of lead generation activity
happening every month. How do you do it? Replace
the words ‘instead of’ with ‘and’. Too many businesses
replace campaigns instead of building onto them. So
this month start a facebook campaign and then next
month keep it going and put out a letterbox campaign.
The following month, with your facebook and letterbox
campaigns still running, add 10 lead boxes into the
marketplace. The month after that, add a referral
campaign to your existing facebook, letterbox drops and
lead box campaigns. Keep this going and in 12 months
you’ll have 12 different marketing channels to attract
leads and ensure the growth of your business.”
The Australian and New Zealand
fitness consumer is spoilt for choice.
We have the traditional clubs offering
a wide range of fitness offerings,
the 24/7 clubs offering less but
with reduced membership fees, the
micro clubs providing a specialist
fitness offering at a higher cost and
the proliferation of personal training
whether it be one-on-one, small
group, outdoors or studio-based.
The problem is that all these fitness businesses are
targeting the same 25 per cent of the population using
traditional marketing techniques. As an industry we must
make ourselves more appealing to the non-exercising 75
per cent of the population who, in most cases, would like
to improve their health and fitness but find our industry
intimidating, and associate us with statements such as
‘where there’s no pain there’s no gain’; ‘you have to be fit
to go to a gym’; and ‘once I sign up, I’m locked in forever.’
How can we change this perception? The answer is
simple: we must get out of our clubs and connect with our
local community – the people living within a 10 kilometre
radius. There are three ways we can do this.
Firstly, telling our fitness story through our website,
facebook and local newspaper. As renowned social media
expert Gary Vaynerchuk says, ‘your club’s fitness story
needs to move peoples’ spirits and goodwill, so that when
you suggest they buy a membership, they feel you have
given so much it would be almost rude to refuse.’
Secondly, we need to invest in community fitness by
offering our services to groups who will tell our story on
our behalf. Examples include adopting a school, getting
involved in programs such as the Vie