Q: What is important for the fitness industry to know about marketing in this digital age?
A: Now more than ever, fitness facilities need a strong point of view. In the past, it was enough to compete on services— who had the best machines, trainers, or pricing. Today, with increasing competition, especially online, what sets you apart is what you stand for, even if it may seem divisive at times.
Q: How does point of view differ from brand identity?
A: There’s some overlap because brand identity should stem from your point of view. But ultimately, your point of view is bigger. It’s: “Here’s what we stand for. We are not backing down from it, and we are not for everyone.”
The key is understanding different audiences and tailoring your communication to them. You don’t have to niche down your entire gym but consider how you address people with vastly different needs—like a mom squeezing in a workout between school pickups versus a retiree focused on maintaining bone density.
Knowing your audience and what you stand for is more critical than ever.
Q: How do you cut through the noise online to find your audience?
A: It may seem counterintuitive, but trying to appeal to everyone won’t help you stand out. For example, instead of broadly targeting anyone within your facility’s zip code, segment that audience and speak directly to different groups within it.
Employee advocacy is also powerful. Empower trainers and staff to create content showcasing why they love working there; it resonates more than corporate messaging.
And finally, pay attention to trends— leveraging them can lower advertising costs and boost visibility.
Q: What digital tools do you recommend, and where does AI fit into all of this?
A: Influencer marketing is one thing we still see working very well, especially with micro-influencers. Someone doesn’t need a massive following. If a passionate member shares their love for your gym and you put some ad dollars behind it, that can be more impactful than a celebrity endorsement.
AI is a game-changer for efficiency. From creating SOPs to running and analyzing ad campaigns, it saves time and improves decision-making.
Q: Which platforms should companies concentrate on?
A: Instagram and Facebook are key due to their large audiences and variety of targeting options. YouTube remains a juggernaut, including YouTube Shorts. It’s a huge engine, and it’s evergreen— people can discover content years down the road.
Those are the main ones, but LinkedIn also has a growing wellness community focused on living a healthy life. And depending on resources and goals, Pinterest can be a strategic platform, as well.
Q: How do you balance AI with the human element?
A: It’s great to position AI as just another tool. For example, you might have a trainer who works with a client three times per week, and the client puts into AI what they’re doing the other days. AI becomes a co-coach, but it cannot replace the human connection between client and trainer.
Two things have always given humanity an edge: intelligence and connection. With AI beginning to supplement intelligence, connection is more important than ever. Fitness facilities have a huge opportunity to go beyond providing just a workout space to fostering a third place, a true community.
