Taking care of health and staying in shape through the practice of physical activities is increasingly common among Brazilians. Proof of this is that Brazil ranks second in the world in relation to the number of gyms. In other words, to attract customers in a market that has more than 30 thousand gyms, it’s essential to stand out and offer a good experience for those looking to know the space. Thus, the chances of loyalty and achieving better results increase considerably.
But, after all, how to do this in practice? What actions should be taken to satisfy potential clients in the current scenario? That’s what you’ll see in this post!
The art of attracting clients: valuable strategies
According to 2017 data from the International Health, Racquet & Sportsclub Association (IHRSA), the gym segment in Brazil has revenues of US$ 2.1 billion per year. This means that it is possible to succeed in this market, which, as we said, is attracting more and more people. Here are some valuable strategies for achieving this goal:
1. Have a suitable environment and offer a satisfactory service
The first step for a gym to attract customers is to have an adequate environment for the practice of activities, which includes the physical space and equipment. After all, no matter how much a company invests in other actions to arouse the public’s interest, it must find a place that stimulates the desire to enroll. Another fundamental aspect is having a trained service team that is willing to offer a positive perception to the public.
2. Develop promotional material that creates value
More than the infrastructure provided by a gym, users who frequent these spaces seek quality of life, health and good shape. And it is precisely on these aspects that promotional material must focus for attracting clients.
That is, in addition to showing the best equipment and training, it is important to awaken the public’s attention with these and other related concepts, in order to sell benefits and create value within the public.
3. Promote the business
As we said, competition in the sector is high. Thus, to attract clients, it’s essential to let them know about the existence of the gym and its differentials. This must be done with the help of communication and marketing strategies developed by experienced professionals.
And, if you think that this is a luxury of great gyms, know that through Digital Marketing, for example, the resources are accessible to any company size. At the same time, the results can be surprising.
Some channels that a gym can bet on are:
- blogs with relevant content on physical activities, nutrition, trends, among others;
- social networks like Facebook and Instagram for interaction with the public;
- marketing emails with information about promotions, news and other important subjects in the fitness universe.
4. Hire digital influencers
In the same trend as Digital Marketing is the hiring of digital influencers to represent a brand. In other words, companies look for people who are popular on the internet in specific segments to advertise their products or services and refer them to their followers.
This generates credibility and contributes to attracting customers through people who strongly influence the lives of others. The tip, in this case, is to seek the professionals who are best suited to the universe of gyms and check if the costs are within budget. Some influencers even accept an exchange, which can be interesting.
5. Hold events
Another smart move to attract customers to a gym is to hold events aimed at the fitness public. These can take different formats, such as races with social themes, lectures with renowned professionals in the segment, and nutrition workshops. The important thing is to arouse the interest of potential clients to the space and generate value.
6. Make partnerships
Usually, gym-goers are people who live or work near the site. In this sense, to attract clients, a good strategy is to make partnerships with companies in the region. These can be supplement stores or fitness fashion stores, beauty salons and others that can benefit each other from the strategy.
Gyms only tend to increase due to the growing concern about living healthily and having a beautiful body. Take advantage of our tips to attract customers and stand out in the segment. Want to know more about other related subjects? Then check out our post on 5 management attitudes to avoid customer default!