7 Effective Ways Gym Owners Can Attract New Customers

Gym Owner Ben BookerKeeping a steady stream of fitness clients coming through your doors every month can be challenging. After working with gym owners and fitness pros, we’ve compiled 7 great ways to attract new customers and keep them engaged in what your gym has to offer every month.

1. Partner Up

Work with local corporations to build an internal fitness program. Gather research to show the cost savings of having healthy workers over time and schedule a meeting with Human Resources. Present your findings to them in a formal presentation and show how fitness is an investment, not an added expense. Offer discounts for bulk memberships and plan an open house exclusively for their company to get workers signed up for classes.

2. Offer Remote Classes

Video technology has advanced to the point that virtual training is simple and affordable. Consider using a service like Zoom to let members take classes with you from anywhere. This is a great way to keep in touch with members who travel or have seasonal homes.

3. Market to Seniors

senior fitnessBaby boomers are health conscious with expendable income. If you’re not already tapping into this market segment, you’re missing out. This generation not only has the income, but also has time to get consistently involved. They also tend to be very social and will refer friends. For budget-minded Seniors, partner with organizations such as Silver Sneakers.

4. Diversify Your Trainers

This one may be a stretch in the short term, since adding staff increases your costs, but it can also increase your bottom line. If your gym only has young trainers or they are all the same gender, try mixing it up by staffing someone slightly older or of the opposite gender. You may find that catering to your customer’s comfort level increases their engagement with the services you offer.

5. Be Involved in the Community

Look for events in your local area that involve fitness. Sponsor events like Special Olympics or local sports teams. Go beyond being a logo on a t-shirt. Make a point to show up personally and invite your staff to volunteer with you. Building personal relationships within your local community will bring in far more clients than donating to a charity.

6. Go One Step Beyond

While you may be an expert in physical fitness, potential customers may be seeking out other ways to be healthy. Consider offering nutrition classes or partner with counseling services who offer tips to battle depression or reduce mental stress. Helping your clients break through emotional blocks in their life is just as important as helping them get in shape.

7. Be Part of Their Day

Motivational Fitness QuoteA great way for your clients to keep your gym top of mind is to be a part of their work day. Create inspirational posters with your branding that remind them to get up from their desk and stretch. Or design computer graphics to inspire them to eat nutritious foods. Branded items like these often start conversations about health between coworkers. Consider offering a referral program that rewards your existing customers for recruiting their friends and colleagues to sign up for a gym membership.

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