The most important fitness marketing question: do you offer your customers 'vitamins' or 'magic-pill painkillers'?

Posted on 18-08-2023

No. It's not about whether you're literally handing vitamin pills over the counter or providing your members with paracetamol. It's about what kind of problems you typically solve for them. It's interesting to find out if you might need to adjust your solution. And if so, how?

(This article also appeared in the Dutch magazine Body Life Magazine)

Long term: Vitamins

What is meant by the question in the title of this article: are you attracting members by promising them a long-term result? Or rather a short-term result? I guess you always aim for long-term results. It's not surprising, because as a professional you want to help your members achieve a healthier lifestyle in the long run. That's not something you can just achieve in a few weeks. After all, that's the goal of our entire industry, isn't it?

Short term: painkillers (magic pills)

But do your potential members really want that? Most people may not necessarily enjoy exercising, but they want the results. How many percent of people who start (again) with one of the many activities we encompass under "Fitness" this month want such a magic pill, promising results in 3 weeks, 4 weeks, 5 weeks? I think most of them. But yes, the magic pill doesn't exist.



"Fitness studios grow with more members, revenue, and profit thanks to the growth formula with happy guarantee!"


 

The problem with the long term

The problem is that everyone rationally knows that health is important, especially later. But health doesn't sell. Health is later, someday. Stop living unhealthy now, "or you might get type 2 diabetes, too." So is stop smoking, "or you'll get sick later." Later is not accurate enough. What is meant by this is that it does not have enough impact in your potential client's brain.

Tip: Always start with the short term!

People do more to avoid pain than to feel pleasure. For most people, "healthy" in the short term equals pain. Pain, like eating rabbit food, not drinking alcohol, sweating in the gym for an hour three times a week, only to feel uncomfortable there as an overweight athlete among all the well-trained people. No, for this group the slogan "Fitness is fun, let's go!" really doesn't help.



A tip for all entrepreneurs in the fitness industry:
1 -  Offer pain relief to your new members.
2 - But deliver them vitamins, real results!



In other words, capture their attention with something hitting the mark. And through regular intake/needs analysis, which you're already doing with all your potential members, help them get what they need: a truly healthier lifestyle.

In times of crisis, offer first aid!

During these times, there might be an exception: Since many are uncertain about the future, fewer people might be willing to commit to a long-term solution. That's why we examined member recruitment campaigns focusing on short-term immunity boost to become healthier. We compared these campaigns with the results of regular member recruitment campaigns we conducted with these clients at the same time. What was the outcome? The best first aid you can do, even in these times, is normal short term jumpstart.

Taking it literally

Finally, consider whether you should literally provide your members with food, vitamins, and/or supplements:

The great majority of new gym members have the goal of improving their figure while losing 5-15 pounds. When they want to lose weight, they get 30% of their results from exercise and 70% from their diet. Your members are more loyal when they get a better result. When you make nutrition an integral part of your program, you help them much better. Plus, it's good for your net profit too. Both in the short term through additional sales and in the long term through more loyal and satisfied members.

Vitamins and painkillers, short and long term, actually go well together, but use them in the right way!


Want to know how our marketing expertise can work for you?

Enter your information and click submit. We'll get back to you personally within 1 business day. We'll help you with your data and sustainable healthy profitability.


 

Autor: Aernout Leezenberg

Author Aernout Leezenberg is the founder of Hidden Profits Marketing, which, with a growing team of fitness marketing specialists, has been helping entrepreneurs and managers of studios and clubs in the fitness industry in the UK, Germany, The Netherlands and America, among other countries, to create a thriving business with an automatic stream of members and leads since 2004. All innovations and knowledge come from our own Fitness Marketing Innovation Lab.

'Help fitness entrepreneurs thrive long-term with awesome marketing solutions'

 

Share this item:

  • "Hidden Profits Marketing is the only company that delivered true lead to revenues"

    Benjamin Peker from Retro Fitness
  • "December is usually a tough month but this time the member registrations just continue."

    Sanne Rooijmans, Crossfit 075 (the Netherlands)
  • "With the opening of Fitness35 in Galway, Hidden Profits Marketing generated way more leads than I've ever expected!"

    Joe Cosgrove, Fitness 35 in Galway (Ireland)
  • "For both my 30 EasyFit Premium clubs as well as most of our Milon Fitness Circuit clubs, this program delivers good numbers!"

    Raf Swerts, EasyFit Premium Clubs (chain Belgium)
  • "Month after month, a consistent number of leads!"

    Jason Westlake, Oxygen Yoga & Fitness in Chilliwack (Canada)
  • "In just 1.5 year time, my boutique fitness club is completely fully booked! Thank you Hidden Profits Marketing!"

    Erwin Korst, SX Sportsclub in Eindhoven (the Netherlands)
  • "My 2 Health clubs in London and in Horsham are generating more leads and clients then ever before! "

    Stuart Davis, My35 in Horsham & Life3 in London
  • "A true sustainable stream of leads, guaranteeing our month over month growth! All with your great care!"

    Klaus Heusel, Palestra Fitness in Eberbach (Germany)
  • "Amazing results! These guys just know how to generate hundreds and hundreds of leads on Facebook, Instagram, Google etc."

    Jesse-Bo Leenders, OosterGym in Amsterdam (the Netherlands)
  • "Stop the campaigns please! We are completely full!"

    Gert Bongers, GetFit35 Doetinchem (the Netherlands)
  • "We found an optimal process of generating and converting the leads "

    Daniel Buth, LifeCity Chain of Fitness Clubs (The Netherlands)
  • "I can be very clear: you guys at Hidden Profits Marketing can do with my studios marketing whatever you feel is right."

    Martin Kupfer, Fitnessstudio Zorneding in Zorneding (Germany)
  • "Both our sales appointment calendar and our studio are way fuller now!"

    Sebastian Ladner, Exercito Fitness Club, Wilhelmshaven (Germany)
  • "Within 21 days, we signed up 36 new long-term members for our┬áPersonal Training & Small Group Studio. All classes are ..."

    Roy Liefting, Liefting Fit Personal Training & Small Group (The Neth
  • "The best solution for club owners and managers, that do not have all this digital marketing knowledge and ..."

    Martijn van der Pijl, Slim Bezig Milon Micro Studio (The Netherlands
  • "We have been growing now for 55 months in a row! "

    Romano Morais, Healthy Fit Gym (The Netherlands)
  • "I tried some other marketing agencies, but returned here as a client. The number and the quality of the leads are great, so .."

    Frank Reijn, Aerofit in The Hague - Wassenaar (the Netherlands)
  • "Members-stop! A full studio within 9 months, partly thanks to Hidden Profits."

    Iris van Westering Stokkink, BodyTec Veenendaal (the Netherlands)
  • How to use success stories and Google Reviews to attract members?

    How to use success stories and Google Reviews to attract members?

    If all goes well, your fitness club has them too; 5-star reviews and member success stories. In the competitive fitness industry, it i...

    Read more
  • The most important fitness marketing question: do you offer your customers 'vitamins' or 'magic-pill painkillers'?

    The most important fitness marketing question: do you offer your customers 'vitamins' or 'magic-pill painkillers'?

    No. It's not about whether you're literally handing vitamin pills over the counter or providing your members with paracetamol. It...

    Read more
Archive

To help you find the right information as good as we can, we use cookies on our website. This helps us (sometimes in cooperation with third parties) to monitor your internet behavior in order to increase the quality of your experience on our website. If you continue, we assume that you agree with this. View the cookie policy.