Marketing for paid services at a fitness center

Usually within the proposals of a fitness center can coexist two types of service, one basic to access the standard services and one for a fee, reserved for premium services. But what is actually included and what can be chosen by the user to live the best training experience?

According to the needs and the quality of the service we talk about quality and continuous choice of basic or deepening, specialization for the user who on the other hand wants to follow a specific approach: these are types of activities that live a communicative process of their own, and subject to different promotional strategies and both are part of the offer of a fitness center medium structured.

The world of paid services can be communicated with its own specific plan to or within that of the center with a certain weight and frequency. However, these choices should start from a broader evaluation, not only from the need to give voice to the whole range of possible experiences that the person can live.
The objective of the analysis is that the paid services be offered without communication discounts and with a strategy of its own that supports, intersects or emphasizes at certain times that of the main service, working on the concept of added value.

The paid services scenario

However, these choices should be based on a broader evaluation, not only on the need to give voice to the whole range of possible experiences that the person can live in the club, and in particular:
Seasonality analysis
From a seasonal and educational analysis of the paid service, where existing, to increase or coordinate the type of messages and invitations to action at a given time in the year (a non-subscription personal defense course lives on a learning and cyclicality to be scheduled during the year).
Complementarity of the basic service with the paid service
The existence of a degree of complementarity of the service with respect to the basic - main one, which can lead to towing both emphasizing the elements of strength of the secondary one (a personal service improves and defines a training room, speeding up the focus on objectives and motivation).
Secondary product as ``mirror`` for the basic offer
From the presence of a fashion factor that leads to the use of secondary service as a "lark" product, in the positive sense of the concept, that is, to highlight the ability of the center to update itself, to integrate activities required by users and then to communicate this trend (calistenic fashion training in recent years is not available to all but is a phenomenon that everyone has heard about, practicable by a niche of users but attractive to many others).
We therefore focus on the marketing tools that can be used to communicate and activate users for secondary services, regardless of the type of specific strategy of alignment with the main service.

Social Media

At certain times of the year it is conceivable to use the service as a reward or supplement to the experience of members of the open formula as well as it is necessary to awaken those who had chosen these activities in previous periods, those who found themselves trying it without, however, having a continuity.

Direct marketing actions such as sending text messages with in-depth links, e-mails and newsletters, the promotion of a special event organized on the subject can support communication and proactivity towards secondary services but it is necessary to avoid abuse of the system and above all, more than any other tool, must be planned carefully in an overall view.

The column in the blog can be descriptive, it can talk about a focus, it can be organized in episodes or with a progression on didactics or a result that you are witnessing.

The logic is that of the column within a magazine that tells the everyday life of the center: the column can be descriptive, can speak of a focus, can be organized in installments or with a progression on teaching or a result that is witnessing. In view of the summer highlight the advantage of being supported by personal training in living the season of revelation with greater serenity, interviewing customers of the staff, telling the point of view of the trainer but also the space that makes possible the advancement represent a variation on the editorial theme, which emphasizes the secondary service also attracting the user of the main one.

Landing Page

On the website of the centre it is conceivable to provide a specific page or section dedicated to the secondary service from which to start the column or in which to upload dedicated curiosities on a continuous basis. Different is the technique of construction of a permanent landing page, a page with an informative part and an attraction, in which enter the contact data to block the first session or the first interview with the professional of the secondary service: in this case it is a page of content "trapdoor", the page to be linked in the various communications, posts, direct marketing messages to encourage the invitation.

Direct Marketing

At certain times of the year it is conceivable to use the service as a reward or supplement to the experience of members of the open formula as well as it is necessary to awaken those who had chosen these activities in previous periods, those who found themselves trying it without, however, having a continuity.

Direct marketing actions such as sending text messages with in-depth links, e-mails and newsletters, the promotion of a special event organized on the subject can support communication and proactivity towards secondary services but it is necessary to avoid abuse of the system and above all, more than any other tool, must be planned carefully in an overall view.

Interloquing directly without disturbing, through a careful management of the list of contacts and targets, establishing that direct message concerns user A and which does not. There is nothing more beautiful than being called to reflect on something that has been experienced and at the same time there is nothing more wrong than to confuse the recipients, making them feel part of a massive action not designed for them. If you do not know how to manage the type of lists of individuals better insert a section dedicated to personal service as a note or paragraph of a general house organ.

Blog Articles

Not self-referentiality but experience, content, knowledge, study. These values also pass in a geo-localized strategy to a territory from articles of the blog or of the "v"-log (video blog), in a modern meaning of the tool. Dedicating time to explaining not commercial but content, customizing photos with real environments, incorporating video interviews and testimonials is perhaps the most authentic way to position your professionalism on the web, convey your message in the range of offer and justify the value of investment not understood, because in fact value.
The creation of a category dedicated to secondary service within the blog of the center, if such a blog exists, is the most useful in a medium to long-term view of the service. Archiving knowledge, examples, tutorials and then transmitting them with other dissemination tools and collecting interested readers in a geographical area helps to create the basis of "followers" who ignore an offer and focus on authority.
Writing for the web is not something for everyone but the skills are specific to each individual professional, who can tell and make them available to the marketing center. Giving to the observer before even subscribing is the most relational way to learn to do those who are performing these services.

Dedicated compilation

If the writing of a blog can combine texts with images and videos, in the case of some particular disciplines the video component is fundamental, naturally useful in telling the progression, the possibilities, the type of exercises, sequences, interventions.

Thinking of organizing the video contributions, made alone or with a customer, group of customers and storing them in a sequence is the most useful thing to illustrate your service according to the level of familiarity reached by those who have searched or are looking for the web. Archiving these materials in a Youtube, Vimeo or other social channel that facilitates a quick reconstruction is the most correct for a paid service: no matter how much material is already present on the network on the subject, what changes is who presents it and the feelings that is able to communicate.

Practice explaining, talking, involving even a purely potential audience is the challenge.

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