By Maartje Pleiter, Special FBA Contributor
Digitization has opened up unprecedented opportunities in many sectors. More than ever before, we are demanding quick and accessible services that provide experiences tailored to our individual preferences. When opening an app, for example, we expect to receive things such as customized offers and notifications based on our behavior.
And this is exactly what is happening in the fitness industry - where digitization has moved from a ‘nice-to-have’ to a core component of the customer offering.
A club member now wants their chosen fitness brand to adapt to their preferences and lifestyle. It wasn’t long ago that this dynamic was the complete opposite when people used to try and somehow fit in a gym visit during a hectic day or do any class that happened to be available at a certain time.
However, this full-circle shift means that customers are now looking for features such as dedicated video workouts, tailored training plans, and data insights into their progress provided by wearable tracking devices.
The product quality is important in achieving a successful, personalized customer experience - yet it is not the only indispensable part. It can also be delivered through various internal and external marketing channels, ranging from app notifications giving you lesson reminders to email offers or targeted advertisements on social media.
So, what are the key ways in which personalized marketing can support your efforts to keep members engaged and motivated?
Let software do the heavy lifting
To a fitness entrepreneur, finding a successful and sustainable way to offer personalized customer experiences via apps, emails and advertisements might sound daunting.
It does not need to be. Fortunately, due to the fitness management software now available, there is no requirement to reinvent the wheel to keep up with the exciting digital innovations in the industry. Indeed, utilizing a complete software solution will not only help you set up great personalized customer experiences but also save time through the automation of different touchpoints between a fitness brand and its members.
And what does this actually mean in terms of work for you? In short, you only have to set up emails, text messages or app notifications once and the customer will automatically receive them at the right time. Furthermore, there are frequently pre-written messages available that can be used when suitable, further reducing the time needed for writing
Each and every one of us has our individual reason for setting a fitness objective or generally staying healthy. Therefore, it is imperative for each member to be approached in their own personal way - and an excellent way to do this is by intelligently using the customer information your fitness software is giving to you.
Communication is key
A common problem the fitness industry has always encountered is new members embarking on their new fitness journey full of motivation, before that motivation starts to falter and eventually peeter out when the results don’t come fast enough and priorities change.
A simple solution to this problem? Regular communication. It sounds obvious but constant, timely, and relevant communication to members is a proven way to increase engagement and help keep motivation high. Providing enough brand touchpoints is a surefire way to keep them focused and positive in achieving their goals.
Each and every one of us has our individual reason for setting a fitness objective or generally staying healthy. Therefore, it is imperative for each member to be approached in their own personal way - and an excellent way to do this is by intelligently using the customer information your fitness software is giving to you.
For example, a club check-in system keeps track of how often someone comes to the gym and of all lesson bookings. This can give invaluable insights to a club owner about when they best like to exercise and how which can be used to inform communication-related to their preferences and messages that keep fuelling their motivation. What’s more, a booking system can be integrated into email software or a mobile app, to ensure automated messages are easily delivered.
Crucially, this data can aid member churn. A club owner can quickly comprehend, for example, if certain members are working out less because their favorite classes are fully booked. These can easily become members at risk of leaving, meaning you can get ahead with staying in touch regularly. This proactive interaction could range from offering lessons at different times or with other trainers, to highlighting other opportunities with your club, such as video workouts.
A sustainable relationship
By recognizing the commitment, interests, achievements, and challenges of your members through personalized marketing communications, you build a more genuine and longer-lasting connection between them and your brand.
Fitness software gives you in-depth insights into customer behavior, which you can use as a basis to build and automate these crucial touchpoints. This enables fitness and health clubs of all sizes and types to provide a complete and customized customer experience. A personal relationship is more likely to drive long-term brand loyalty - and that can only be a good thing.
Maartje Pleiter is the Global Marketing Brand & Content Director for Virtuagym where she's responsible for developing and executing the global content and brand strategy. She also leads a team of content marketers for different markets, a video editor, designer, and PR manager.
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