Free Stuff: Articles

Business Marketing for the Fitness Professional
Published in: AFAA Theory and Practice international textbook, 2004 et. al.

Focus: This chapter outlines key marketing and promotional concepts for instructors, trainers, and business owners. The question often asked by fitness professionals worldwide is “How can I continue to grow and watch my business succeed with all the competition that pops up daily?” The answer derives from the creation of a consistently updated product first, and from obtaining consistent and effective public relations, second. Whether one is looking to promote either one individual or an entire business, the ideas that follow serve as a point of departure for the evolving world of fitness business marketing.

Consistent Positive Publicity
Establishing both contacts and relationships with both the media and other people in the same profession is critical.  In many cases, the differences between the services that two individuals or facilities offer in the fitness arena really may be quite negligible.  The difference can be made dramatic, however, with the incorporation of some of the principles that follow by adopting the role of publicist for business marketing.   Any publicist first must have a detailed understanding of the attributes that make his or her product unique and superior to any competition. The following three sections can assist in securing promotional success for the fitness career.

I. Self Promotion
Be sure to keep an objective, positive outlook regarding all business strengths.  Many successful people overlook their own strengths that could be marketed from different angles, for example.  Consider special populations that may benefit in unique, unexplored ways, from your business. Without this knowledge, coupled with a plan of action, it is almost impossible to sell strengths to the media consistently.  Know what sets your product apart from all others, and capitalize on this.

A. Press release: Create a press release of your company strengths.  List all attributes, education, abilities, equipment, and experience in short, detailed sentences, succinctly answering the 5 W’s: who, what, when, where, and why. Emphasize your AFAA certification (and others, if appropriate) because it brings international credibility to your business.  Note that press releases need to follow specific guidelines, so consulting the sources listed following this article can assist.  Examine the “bullet points” of your strengths, and keep them readily available on a word-processing program so updating becomes both continual and effortless.  Back this up, and keep it safe on at least two different disks in at least two different places.  In the rapidly changing fitness environment today, information must be updated at least every four months or else it will sound stale.  Continuously frequent the competition to see how better you can adapt your descriptions to include the evolving fitness market.  You may wish to incorporate the logo of your business onto the press release.  Use key bullets on business cards that correlate to your press release, and always keep these business cards handy.

B. Internet Plan of Action: Use the Internet. Be established to have electronic mail addresses and perhaps even a web page. Costs can increase quickly, so plan on investigating all alternatives carefully before committing to investment.  Always weigh the benefits of your product’s exposure on the World Wide Web against your capital investment necessary to commence the proceedings.  Not having at least one electronic access in today’s market may not speak favorably about your company’s success.  The option of a web page, available in limited amounts at no extra charge from most Internet provider companies, should be explored.  Such companies usually offer Internet tutorials explaining how to get the basics of a website (homepage, additional page) both written and published to the Web.  Be prepared to use slower forms of communication like regular mail, faxes, and phone, as both back-ups and follow-ups.

C. Contacting the Media:  Locate the various media, first in your immediate area and state, and then on a national and international level if appropriate.  Given the direct publicity links for all major media networks around the country instantly available on the Internet via search engines, forwarding and attaching press releases today means both speedy and effortless work.  Some fitness professionals rely on completely electronic media kits which display both text and graphics (headshots, equipment, and services), all readily available in one quick download.  However you send your finished product, use the Internet to obtain names of contact people (including addresses and phone numbers) who can benefit from your knowledge and services.  When searching the Internet for media sources, remember to incorporate into your plan television, radio, theater, newspapers, pertinent magazines, and even Internet news sources.

If possible and appropriate, make direct follow-up calls to make personal introductions to the appropriate contact persons for each area.  Qualify that the information sent was the information received, and volunteer to answer any further questions.  Document names of every person with whom you speak, and always be prepared to ask for the name of someone else in that organization that may be better prepared to listen.  Remember professional courtesy, and also remember that this is not a time to be shy.  A timely letter or fax that summarizes the information included in the initial contact can do wonders, both to show your determination, and to keep your product from finding a place on someone’s back burner.  If the message is critical to your business, attract the attention of the press with Express or Priority US Certified mail.

D. Financial planning:  Set aside a monthly promotional budget to pay for telephone calls, mailing, Internet access, and web hosting for the above.

II. Promotional Strategies

A. Charity events:  By helping others, you always help yourself. Have your name closely associated with worthwhile charities at least two to four times a year.  Offer your services in warm-ups, sponsor activities, speaking engagements, and planning committee meetings associated with the events.  To build a relationship over time, you may choose to work with just one charity.

B. Piggy-backing:  This technique refers to two individuals or companies that come together, forming a symbiotic relationship.  Each may offer a necessary skill without which the other would be rendered less effective, and thus more attention is drawn to the successful pairing.  The personal trainer who uses almost exclusively Swiss balls in fitness programming would do well to pair with a Swiss ball manufacturer, for example, and thus both companies profit from both double exposure and profit.

C. Sponsoring and References:  Occasionally some products and services do well when backed by a sponsor.  For example, a new gym offering specialized equipment in a particular demographic would do well to approach that company with an inquiry regarding sponsorship, and thus profit from yet another source of publicity.  A trainer may wish to approach a particular clothing line for sponsorship.  If appropriate, see section C from the above section to establish a preliminary contact letter, or consult the attached bibliography.  Closely linked with sponsoring are references: if have permission to cite a high-profile client linked in some capacity to your product, doing so as a reference can bolster your exposure.

D. Trade Show Convention Expos:  Investigate the worthiness of investing in a booth at a large fitness trade show.  The exposure generated from such an investment may more than return the initial investment, not to mention a high demographic of individuals specifically interested in your market.  If you want to “preach to the choir,” this may be the best option because fitness trade shows are fast becoming ubiquitous.

E.  Foreign Language:  If your organization is capable of dealing with a particular language other than English, market this.  Many fitness facilities in the United States and abroad continuously search for both employees and services in languages other than English.  Stating on all promotional materials, “Spanish available,” or “All training available in Italian,” for example, instantly doubles the accessibility of your product and makes you more marketable.

III. Continual Dialogue

A. Ask for help:  Involve all staff in planning promotional events that will attract the media’s interest.  Plan ahead, and remember that the more eyes involved, the better the sight for the company’s direction.

B. Feedback from the professionals:  After forming a relationship with the media, ask for input regarding the impact of your particular press releases.  “How can I make this information even more stimulating for the public?” is an excellent question for them. 

In conclusion, successful marketing of the fitness product depends on its effective publicity.  Word of mouth is no small contributing factor to success, and after this, the media and Internet provide the two most significant sources of attention.  Telling others about the benefits of a business depends largely on the efficacy of composed press releases, and these should be timely and unique.  Setting apart one fitness tool from hundreds like it requires careful thought.  In today’s fitness market, staying abreast of these merchandising tactics is key.