Marketing For Fitness Companies
The UK has a wide range of fitness companies, all of which need to do marketing in different ways, shapes and forms.
Due to the rising levels of competition in the fitness sector, the need for fitness companies to market is growing more and more important.
Some businesses that fall into the fitness industry would be:
- Gyms & Fitness Clubs
- Personal Trainers & Freelance Instructors
- Fitness Equipment Manufacturers & Retailers
- Sports Drinks & Fitness Bars (Wey Protein, Myoplex etc.)
- Fitness Courses (Les Mills etc.)
There is a wide range of companies that fall into the fitness sector and all require marketing of some description, whether it is for getting a website set up, a PR campaign or some flyers to show fitness classes.
UK Fitness Industry
The UK fitness industry has it's own trade association (a trade body) that represents the fitness industry and companies within the sector. This is the FIA (Fitness Industry Association) and they are a membership based association.
The UK is becoming much more switched on to health and fitness and as gym classes (such as those spearheaded by Les Mills) spread across the gyms and fitness studios in the UK, more people are starting to take health and fitness seriously.
Marketing Options For Fitness Companies
All fitness companies are different, some are private companies that are ran for financial reasons, some are government run for the good of the community, but all need three things:
- Websites - Websites For Fitness Companies
Websites are an essential piece of kit for any fitness company (private or government) in order to provide information, resource, location details, courses, prices etc.
From the many tens of thousands of website designers around the UK, it is advised when considering getting fitness company websites set up to select a designer that has designed websites for the fitness industry in the past.
- Public Relations - PR For Fitness Companies
Public relations is a very targeted and cost effective form of marketing that every fitness company should at least consider and look into (if not use). There are agencies that offer PR for fitness companies, some that work just in the fitness industry and some that handle other sectors as well. It is strongly advised for fitness companies to use a PR agency that has a background in the fitness sector (and works with current clients in the sector); that way they will know the industry, know how to place you in the media and provide effective media representation.
- Graphic Design - Brochures & Promotional Literature
All fitness companies will use promotional literature of some description (whether they are an online fitness company or people facing sports business) for things such as brochure design, signs, packaging, leaflets, flyers etc. From the thousands of designers around the UK, brochure design for fitness companies is different and using an experienced designer will only add benefits.
Essential Marketing For Fitness Companies
These are the three essential area of marketing for fitness companies to consider in order to run effectively, however there are other areas of marketing that need to be considered in order to effectively have good exposure and draw in new customers, visitors and paying clients:
- Paid Advertising (PPC Marketing)
Paid advertising is a very powerful tool, as it gets you onto page 1 for any search term any time that is desired. It is a quick and cost effective way to 'advertise' your services/product to clients searching for exactly what you offer. PPC for fitness companies can be carried out by most PPC companies; however it is always best to use an agency that knows the fitness sector, that has current clients in the industry (rather than a an agency that does PPC for legal companies, or any other market).
- SEO (Search Optimisation)
SEO is an essential service for any fitness company these days, as so many people use the internet at home, on smart phones, work etc. By using an SEO company with fitness experience, fitness companies should see quicker returns on money invested and better results than using an SEO company without prior experience.
- Events & Exhibitions
There are a few fitness events and exhibitions around the UK, that help promote a healthy lifestyle, work life balance, increased fitness through CV work and muscle resistance work. Either attending a fitness exhibition or using shopping centers to promote fitness products are a great option for fitness companies to be seen in the local community.