Brand Touch Points for Fitness

When you’re running a business, anything you can do to set yourself apart from everyone else is going to be beneficial. And we’re not just talking about your logo and color palette. Walking a mile in your customers shoes on their journey of interacting with your brand is the BEST way to define the little things that can have a big impact on your business.

Though we’re close to wrapping up our series on brand touch points, we’re bursting at the seams with suggestions for a few more industries. This week, we’re talking about the brand touch points for gyms and fitness studios. Let’s get to it, shall we?!

brand touch points for fitness

DISCOVERY

Your branding creates a spark between your business and your customer. It tells a story, creates a connection, and builds trust.

  1. Most gyms are a local business. Your SEO needs to be up to snuff because people are searching for things like “gyms near me” or “dance classes in [city name]”. Here’s a tip:

    Create a blog and start writing about health and fitness in your area. Not only will this help your SEO rank, but you’ll be a great resource for your community! A few topic examples include:

    Best outdoor workouts in [city name]

    Best hikes in [city name]

    3 [city name] businesses that will do your meal prep FOR you

  2. Get eyes on your business by putting a cool mural on an exterior wall to attract attention. Will all the local Instagram influencers be there to snap shots outside of your building. Yup! Is that a bad thing? Definitely not — the more eyes, the better.

  3. Put up easy-to-read signage that’s infused with your brand’s personality. It should communicate what your gym specializes in — whether it’s yoga, Crossfit, or anything and everything in between, people are looking for that information. Give it to them!

  4. Expand your reach by teaming up with another local business and hosting a free event. For example, host an outdoor yoga class (or any other class) with a local activewear clothing store. Or, host a “Sips & Stretches” event and partner with a local smoothie business who can be on-site for your special event.

CONVENIENCE

We all know this — people are much more likely to work out if it’s convenient. Do what you can to remove the barriers keeping your potential customers from getting to the gym and they’ll actually show up, again and again. 

  1. Is your website user friendly? It’s great that people can discover you but imperative that they know what to do when they find you. Ensure it’s easy to sign up for classes or join online. 

  2. There’s nothing worse than (finally!) being motivated to get active… but the gym is closed anytime you’re away to step away from work or other life commitments. Extend the hours that the gym is open and attract more guests! If your ideal customer can’t attend your gym because they don’t have someone to watch their kiddos… well, provide a babysitting service! You can also include this information in the “accessibility” section of your Google Business listing.

IT’S WORKOUT TIME!

We all know this — people are much more likely to work out if it’s convenient. Do what you can to remove the barriers keeping your potential customers from getting to the gym and they’ll actually show up, again and again. 

  1. Is your website user friendly? It’s great that people can discover you but imperative that they know what to do when they find you. Ensure it’s easy to sign up for classes or join online. 

  2. There’s nothing worse than (finally!) being motivated to get active… but the gym is closed anytime you’re away to step away from work or other life commitments. Extend the hours that the gym is open and attract more guests! If your ideal customer can’t attend your gym because they don’t have someone to watch their kiddos… well, provide a babysitting service! You can also include this information in the “accessibility” section of your Google Business listing.

THE AFTERGLOW

  1. Send people off with a little treat. If they just signed up, give them something special like a branded hand towel or water bottle… maybe even sweatbands! Or, if they just finished a workout, perhaps a small protein bar. Or, randomly surprise patrons with a coupon for a “smoothie on us” at a local smoothie bar. Whatever way you choose to surprise and delight them, ensure you’re infusing your brand personality anywhere you can!

  2. Do you know what people hate the most about their gym membership? The hassle it is to cancel. Don’t be the gym that makes it such a challenge. Sure, you want to help people with their health and fitness goals…but if they’re not ready to commit, let ‘em go! By keeping the process as painless as possible, they’ll be sure to return when they ARE ready.

We know, we know…we got a little extra excited about this blog. If you love what you’re reading and want to implement some of these ideas into your business, get in touch! We’d love to hear from you.

Briana Lang