We’ve seen an increase in worldwide concern about healthy living and obesity, which means it’s a great time to consider opening a fitness franchise. Sure, fitness trends and fads may come and go, but the gym and fitness industry has experienced significant growth in the past few years.
So, why open a franchise instead of your own business? With a franchise, the corporate offices assist you in setting up the entire infrastructure of your business, and you gain the already existent brand strength and awareness.
However, franchising a fitness business doesn’t mean you won’t have to market your own location. For this reason, we’ve compiled a list of things our fitness franchise clients do to make boost their marketing and create opportunities for growth.
1. Rely on brand strength
You should be thinking of creative ways to market on a local level, but don’t stray too far from the brand. Use collateral and materials that have been approved through corporate and match the brand style guidelines. After all, you paid for the brand, don’t destroy its power.
2. Use flyers and printed materials
You may think print is dead, but we’ve seen that flyers and other printed handouts have an extreme effect on a franchise’s success. Design a branded flyer that you can place at the front desk, hang in the gym, or hand out to each customer or client that comes through your gym. Fitness franchises have unique face-to-face and regular relationships with their customers and prospects, allowing you to leverage the power of print.
3. Offer Referral Rewards
Often corporate offices will set up referral rewards programs, but if they don’t, try setting up a program of your own on a smaller scale. Offer them a free t-shirt, or 15% of their yearly membership for the remainder of the year. Whatever it is, use some creative and consider what it is that would motivate your customers to bring their friends in to your fitness center or gym.
4. Offer a Free Fitness Course
A great way to get new members into your gym or fitness center is to offer periodic free courses. You may be surprised at how effective a monthly yoga class that members can bring their friends to will be in exposing new people to your gym and your programs. So whether it’s beginner’s weight lifting, or cycling courses, consider dedicating an hour each week to prospecting and advertising your gym classes.
5. Social Media
Your corporate franchise brand may be leveraging social media, but your customers want to see the personal face behind the business. You should be engaging and responding online, as well as prospecting. Having an online presence is a crucial element in the world of marketing and technology, so sit down with your team and discuss the type of content you want to include in your social media strategy.
No matter what type of fitness franchise you’re opening or working with, think creatively about marketing for your specific location. Utilize the strength of the brand, but don’t rely on it entirely.
If you could use some help with franchise branding or printing marketing collateral, let us know. We can help.