Historically, fitness brands have been very seasonal with their marketing, focusing their efforts around the peak seasons. More recently, we have seen brands continue their marketing throughout the year, and why shouldn’t they? More than three quarters of gym goers visit the gym at least twice a week, with less that 5% of gym members not getting to the gym every week. So, if the majority of gym goers remain committed to their membership, then why has marketing been so seasonal? And how do you split you marketing to promote your brand and engage with current customers?

Knowing the audiences of your fitness brand

Fitness brands looking at creating a marketing campaign need a strong understanding of the audiences that they are targeting. Thankfully, smart fitness brands and fitness brands that utilise technology are great at collecting useful data on their audiences. From knowing the health and fitness goals of your current customers, to raising the awareness of your fitness brand with a certain audience, segmentation will determine your communications and marketing channels.

When to reach your audiences

Thanks to the RFID technology used in gym passes, it is easy to see your busiest times and when each member attends. This data makes it possible to personalise marketing, to either push promotions to members to attend classes or personal trainer appointments during their usual sessions, or to promote the days that they don’t usually attend.

Other fitness brands collect the same data. Wearable fitness technology brands can see when users are most active, put together trends of their behaviours, and understand their fitness goals. The data from this fitness technology isn’t just for customers to see their progress, but also for brands to see how their products are used and when users will be most receptible to promotions.

When it comes to brand awareness for your health and fitness brand, brand marketing techniques will raise your brand profile amongst relevant audiences. Brand marketing being an upper funnel activity means that it can be conducted all year round, making it easier to then switch to performance marketing in the peak seasons to convert customers. Brand marketing also reaches your current customers, further developing a relationship and increasing the likelihood of retaining their business.

The natural trend of gym goers

Accepting the natural trend that fitness is more popular in certain seasons, and that people have more energy and time to exercise at the beginning of the week makes it easier to focus marketing efforts on your audience segments. Knowing your audiences and segmenting to reach gym goers in peak time and newbies and amateurs in off peak times, setting up introductions on quieter days.

How to reach your audiences

Fitness lifestyles are usually influenced in some way or another. Sometimes this can be through seeing those around you focusing on your health, or people that you see online sharing their health and fitness stories. Other times your health and fitness could be influenced by health concerns or a need to become fitter.

  1. Content Marketing – Content marketing for fitness brands builds a story and narrative that the customer can relate too. In this case, audience segmentation becomes very important. Audiences will relate to different stories, and seeing the wrong content could be counterproductive. Content marketing can be used to support your current audience, possibly tempting them to use less popular equipment with a quick video guide. Push notifications and emails can also target those that haven’t attended in a while to show them the quieter days or offer them personal trainer support and equipment guides. All content can then be reshared across social media platforms, adapting to each channel and their more popular audiences.
  2. Social media marketing – Using content marketing in the form of social media influencer ads can reach very targeted audiences that are interested in fitness, health kicks, or even lifestyle improvements; there’s an influencer for almost every audience. Social media marketing also allows your brand to be more engaging with customers, replying to comments and engaging with interactions to build stronger bonds.
  3. PR – Fitness PR is a great way to dispel concerns and educate audiences on your product, brand, and benefits in general of health and fitness tech. With there being so many publications that focus on health and fitness, putting your brand in the same space as their trusted name gives immediate credibility and trust.

Whether it’s an all-round digital marketing campaign you’re planning, or some pr for your health and fitness brand, we have the experience and knowledge to help build your brand. Being experienced in health and fitness PR and knowing the right contacts, we can get your brand story out there. Get in touch today to learn more about our digital marketing campaigns and PR campaigns.