Critical Marketing Mistakes for Fitness Providers – and How to Avoid Them


Did you know? 14% of businesses fail because of poor marketing?

As a fitness provider, it’s important to understand that you too are running a business. Many fitness business owners have a strong passion for what they do but forget to work on the business. Without a proper marketing strategy in place, your business will experience minimal growth. However, it’s not just any marketing strategy that’s needed to propell you forward – an effective well-thought out one is what will set you apart from your competitors. The right marketing plan can win you a host of new clients, while poor marketing strategies can ruin you very quickly.

To help you gauge whether your current marketing plan is on the right track, here are five critical marketing mistakes you should know about and how to avoid them.

Marketing Mistake #1: No focused effort on attracting new clients

Every business owner always believes they have the best product in the world, are offering a unique service, and therefore deserve to be successful.

While this may all be true, this great service amounts to little if you’re not marketing your fitness service to attract new clients. There are many fitness providers who sit back and don’t actually have any marketing strategies in place.

This is arguably the most critical marketing mistake you can make as a service provider. If you’re not sure where to start with your marketing efforts providing frequent reminders of your services through social media, networking events, community involvement can attract new clients and is a great place to start. There are even apps like that can  help you attract new clients like FitByrd™ which connect your business to potential fitness clients. Travelers looking for a real workout are often in town visiting friends or collegues. Wow them and watch your business grow through word of mouth.

Marketing Mistake #2: Not investing in building a strong online brand

Failing to have a social media presence in today’s tech-centric world is marketing suicide. An online presence is non-negotiable. You need a website and profiles on some of the biggest social media platforms like Facebook, Twitter, and Google+.

You’ll also need to understand that building a strong online presence can take time. However, invest in delivering quality content – through blogs, for example, and engage with your readers to build a sense of community. Don’t make it hard though, use content that resonates with you because it will likely resonate with your followers. Use scheduling software for easy planning and leverage Google alerts for a constant flow of information and content ideas.

Marketing Mistake #3: Not researching what your clients actually want

In marketing, making assumptions and being ignorant of what your clients actually want is a grave mistake. Do you know what your clients want from you as a fitness provider? Do they want child minding facilities at the gym so they don’t have to worry about where to leave their children when they come to your gym?

Do they want classes for pregnant women and expecting mothers? Pilates, yoga, or even something more specific like prenatual yoga? Take time to create a survey and send out a campaign to your regular clients and see what they have to say. They are the best resource you can tap into to get real feedback.

Marketing Mistake #4: Not attending fitness conferences

If you don’t put yourself and your fitness service out there, no one will know about you. Attending conferences and networking with people opens new doors and new horizons that you may have been missing out on.

Better still; indicate your interest to conference organizers that you would like to present a topic to the conference goers. Or, offer a free health seminar or rent a booth at these events to market yourself.

Marketing Mistake #5: Not focusing on retention

Throughout the year, its important to attract new customers but its even more important to engage your existing clients.  Address complaints and concerns head on. If someone is unhappy enough to let you know then it’s a big deal …. no matter what the problem is. If you can not fix the problem make sure they know you hear them. Focus on customer service and ensure your staff is consistent in thier care.

An easy way to check in on your customers is sending a satisfaction survey … services like Survey Monkey let you do this at no charge. If you don’t have a great response rate try an incentive to inspire participation. If you have bad reviews don’t take it personal, take it as a starting point and work on improvement. If you have good results feel free let everyone know and congratulate your staff on their hard work all while conveying the focus on excellent customer service.

To learn more about why people just aren’t coming to your gym, read our blog Why Are Your Gym Members Not Going

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Dena Mayo