Marketing for the fitness club of the future

Posted on 05-12-2023

What will marketing for fitness clubs (incl. fitness centres, gyms, boutique clubs, PT etc.) look like in the future?

Healthy Profits in 2025 - 2030

Let me start by designating the period 2025 - 2030 as the 'future'. Looking any longer ahead is useless from a marketing perspective. Simply because new marketing platforms and trends follow each other faster and faster.

In terms of marketing in the period 2025 - 2030, I see these 3 + 1 key issues:

1 - Automation and Artificial Intelligence

Your marketing will be taken over by robots. Full stop. However, those robots will in turn be fed and directed by marketers, who are then called prompt writers. Artificially created images are also increasingly used in club promotion. The benefit this brings is time savings, more customisation, and greater predictability of results. If you combine that with automating more and more commercial processes, you have the outcome: an increasing proportion of members sign up without having seen the club first. However, the top-performing clubs add commercial skills to their team.

2 - Equipment and programme suppliers also facilitate member recruitment

Marketing with your investment. A few suppliers have done it before, but often one-offs as loose ends. The trend is going to be that suppliers also want to differentiate themselves more. And do so mainly by supplying not only equipment or a programme but also associated (opportunity) sales. Forerunners in the fitness market? Virtuagym

3 - Increasingly volatile

You can already see it clearly in behaviour on social media; where with the advent of LinkedIn and Facebook we were still actually reading messages, on Instagram it became more about looking at pictures. On Snapchat and TikTok, it's only reels (short videos) that get attention anymore. The trend is short, shorter shortest. You see this on YouTube too. Mission: to catch the attention of your target audience, you first have an ultra-short catchy message to share; 2 - 5 seconds. Speed makes the difference in response time to get the best sales conversion rate; call your leads on the phone (yes, phone) within 2 minutes!

BONUS: more overweight people after all!

Yes, this one is a bit double. But I predict that in 2030 there will again be more overweight people. Only if fitness clubs put a permanent behavioural change in their members above all else, the fitness industry could .... just very maybe turn this obesity epidemic around.

Can use some support getting more people active at your club?

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Author: Aernout Leezenberg

Founder & CEO of Hidden Profits Marketing (since2004)


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