Fitness Marketing For Health & Fitness Businesses

by David Rockman (Business Marketing Consultant)

What is Fitness marketing?

Fitness Marketing is the process of matching the abilities of your health and fitness business or organisation with the existing and future needs of your customers, to the greatest benefit of both parties. The result is an exchange in which business or organisation receives income through the meeting of customers' needs and customers receive benefits that satisfy their expectations.

It involves the activities of listening to your customer needs, assessing the competitive landscape and then designing and creating products and services accompanied by messages that shape audience perceptions, leading to opportunities for revenue. The primary objective of marketing your health and fitness business or organisation is to deliver products and services to the right audience at the right price and right time, thereby increasing brand and customer loyalty.

Why is fitness marketing important to business success?

Most Health and Fitness business owners and managers have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions.

The context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Health and Fitness business owners, operators and marketers need to be aware of many other contexts, such as social and economic trends or governmental regulations, which all impact your business in one way or another.

People don't just "buy" a product. They "buy" the concept of what that product will do for them, or help them do for themselves. People who are overweight don't join a Gym or hire a Personal Trainer to run on a treadmill or perform a leg lunge. They "buy" the concept of a new, thin, happy and successful self.

Become a smart marketer. Take time to discover who your potential customers are, and how to effectively reach them. If you haven’t got time your self then hire someone or outsource this area of your business. You need to have an effective marketing strategy and that can only be accomplished with a marketing plan.

To locate companies that specialise in Fitness Marketing visit the Australian Industry Suppliers or the New Zealand Industry Suppliers