Brand Experience

When To Run Your Gym Promotions

27 September, 2022

Timing is everything when it comes to running your gym promotions. The magic happens when the correct offer is presented to the right prospects at the right time.

Trending seasonal offers can have excellent returns. For instance, you may consider setting up a unique deal on fitness classes for Black Friday and Cyber Monday or provide a summer body boot camp in March, April, and May.

However, you don’t have to use these occasions. By giving members discounts on their birthdays, for example, several brands see great success.

One very important thing to remember is that scarcity goes a long way. More people will act if your offer has a deadline or is only available to a particular number of customers because they won’t want to miss out. The value of scarcity will be lessened if your offer doesn’t have a set expiration date.

Let’s dive into what you can do to run those gym promotions on time and with success. 


1. Team Up With Local Charities

Local not-for-profits host galas and other fundraising events that present excellent opportunities for you to run discounts or gym promotions. They regularly draw hundreds of participants, many of whom are unlikely to be familiar with your studio or gym. 

Look into the biggest yearly charity events in your area that have silent auctions and ask if you can donate a basket filled with merchandise, branded goods, a few free classes, and a deal for joining the gym later.

Additionally, promote membership signups on holidays by giving away a portion of the dues paid by new members, say their first month’s dues, to an associated charity. In your online posts about the offers, tag the organisations you work with (aim for those with sizable social followings so they can share with their audience).

There are seasons of the year when certain causes are popular and customers are more likely to spend money on services that donate a portion of their profits. Join the Red Cross in your area if a natural disaster occurs, for instance. 


2. Stay Consistent

Consider increasing membership before or after the New Year rather than simply compete with rival gyms and studios in January. 

When a member leaves a review on Google, Yelp, or Facebook, or checks in on Foursquare or Facebook, you can give a free week of classes. This can be advertised as a one-time-only holiday offer in November and the first few days of December.

If other clubs in your neighbourhood start to slow down, we also advise continuing your marketing initiatives. See, if you regularly run gym promotions, send emails, post on Facebook, and mail out deals in addition to investing a lot of money at specific periods of the year, you’ll be more likely to attract customers. 

Should you have a small budget, you may just do it the old-fashioned way. It’s about marketing consistently. Go to community events, have your staff hand out brochures, and be everywhere there are people.


3. Offer Exclusive Challenges

Clients who want to lose weight appreciate programs with a specific objective and completion date since it offers them something to strive towards. The months of January through the start of the summer are ideal for running these offers. 

As you are aware, many people make the decision to rejoin the gym as part of their New Year’s resolutions, but they worry they won’t be able to maintain it. 

A six-month boot camp will keep them focused, but it will also give them enough time to become used to visiting your class, increasing the likelihood that they will sign up as a member after it is complete. A lot of studios also employ competitions to advertise and promote user attendance during slow months.

In addition to establishing a deadline, we advise offering a distinct and controllable outcome to clients who sign up in order to help you overcome your obstacles. You can prove this with references, and you’ll be successful.

You might also think about approaching local companies you work with or any corporate clients you have about taking part in a friendly competition for the challenge. The winner is whoever has lost the most weight overall.


4. Keep Track Of Running Promos

Retaining current members and recruiting new ones is crucial. Sometimes, a new client would stop coming to the studio just because the promotion they signed up for was no longer available.

Teach your team to notice when a person’s contract is going to expire. Has a customer, for instance, previously attended four of the five discounted classes? If so, your front desk agent should check in to see what they intend to do after their fifth class. 

If they appear uncertain, ask them why. If their firm is interested in establishing a connection with you, you could be able to offer them an employee rate. Alternatively, you might be able to offer them a student discount.

We should also warn you against giving too many discounts without providing any assurance that they will be profitable. Instead, encourage individuals to sign up for first trial periods that are longer.  By encouraging more use of your studio, you may reduce your customer acquisition costs and enhance the likelihood that customers will return.

Making sure you’re taking care of their specific fitness needs is the most crucial factor in keeping clients once specials expire. This also applies to potential members. Don’t just offer someone a tour of your studio when they ask about it; instead, discuss their objectives. 

You must understand how to draw customers in. But you must also be aware of how to lead them in the right direction towards membership.

Need help with digital marketing and launch strategies that actually work? 

Hit us up – we’ll get you where you need to be in no time.