In a post covid world, small group fitness classes at affordable rates are going to be a new trend in the fitness industry. Customers are looking to get their fitness training from professionals in a safe environment.
Lisa is a fitness trainer who was laid off from the gym she worked at due to the prolonged closures of gyms in Canada. She was immensely interested in finding a way to combine her passion for health and training to generate an income.
Lisa wanted to train in a safe environment and in small groups. So that way she would not be breaking govt. regulations and also keep her investment low.
Her clients missed her workouts, and many people who were used to visiting the gym were looking for other ways to keep motivated and fit.
So, Lisa thought why not take advantage of available resources at their local park and start training in small groups.
She sent out emails to her clients and asked them if they would be interested in exercising in their local park with her as their trainer.
With some basic equipment like the kettle ball, cones, and dumbbells, ropes, and TRX she had made herself a pop-up gym.
Currently, Lisa does circuit training once a week in a group of 10 people.
Lisa is now looking to turn this idea of pop-up gyms into a business and use digital media to generate interest.
But, before coming up with a marketing strategy Lisa needs to define her Vision, long-term and short-term goals as well as research her target audience, and do a SWOT analysis.
Vision for Group Fitness Classes
The vision basically gives a business an exceptional focus, and it stops you from heading in the wrong direction. In addition, the best approach to plan and assign a vision for your business is to write a vision statement.
What to include in a vision statement:
- Service quality standards
Finally, it should be about what persuaded you to start a business, and what business values and principles are important to you.
Lisa’s Vision for Pop-up gyms:
To provide a safe environment to work out within their local park with a professional personal trainer. In addition, she wants to motivate her clients to come up from a stressful period of covid.
Business goals are very important for any business. It basically represents the company’s purpose. It defines the broad outcomes that a company wishes to achieve.
Additionally, business goals are important for several reasons, like:
- To measure success
- Goals keep all employees motivated and on the same page
- Ensures that all the company’s decisions are moving them towards their goals.
Here is a tip to decide the best goal for any company: SMART Goal
Long term goals for Lisa’s pop-up gyms/Group Fitness Classes
Lisa’s long-term goal is to have a chain of pop-up gyms in various cities of Ontario. Bringing fitness trainers together and providing them the guidance to run their own classes in their local communities. Building strong credibility for her pop-up gyms in the mind of customers.
Now that she has defined her long-term goals, she can now define her short-term goals.
Short term goals for Lisa’s pop-up gyms
- Come up with an attractive name and logo that instantly defines her business.
- She needs to reach out to personal trainers, who would be interested in starting their own fitness groups in their communities.
- Set up a website with a subscription form so that interested customers can sign up and receive emails about the next session.
- Get 5 new subscriptions per month.
Unique Selling Point(USP)
Unique Selling Point or USP describes the unique product or service that the company offers. A strong USP can give you an early start in the market and you can develop a niche for your business.
USP of Lisa’s pop-up gyms:
Since Lisa has a service that can be easily copied by a competitor it is very important to highlight the how and why she is providing this service.
- Affordable personal trainer
- No membership fee
- Provide employment to trainers in the local communities
- Provide moms with the option to work out with their little ones close by.
Moreover, with the above USP’s she can stand out from her competitors in the market and create a niche for herself.
A target audience represents the possible customers to whom your company wants to sell its services or products.
Target Audience for Lisa’s pop-up gyms
Lisa’s research suggests that her target audience should be adults 18+ years old who live in the local communities.
Competitor analysis is a process to recognize similar businesses like yours. They offer the same or similar product or service and target the same audience.
But, before deciding the marketing strategy you would have to determine your strengths, weaknesses, opportunities, and threats which is called SWOT analysis.
If you would like to learn more about SWOT analysis here is an informative article.
Competitor’s for Lisa’s pop-gyms
Below is an easier way to understand Lisa’s pop-up gyms SWOT analysis:
What is Marketing Strategy?
A marketing strategy is a game plan to reach the audience in the target market. Moreover, it should focus on creating service awareness which will contribute to the brand perception and eventually create value in the minds of the customers.
There are 4P’s to cover in the marketing strategy i.e Price, Place, Product & Promotion.
Set up Instagram, TIK TOK accounts, and a youtube channel to spread the word. In the beginning post, 5 times a week and the content should bring attention to this new concept. The targeted keywords for these channels should be related to the local trending hashtags.
Google My Business
Create a listing for the entire brand and add the locations of the participating trainers on Google My Business. Set up a central call center number for inquiries and other related questions.
Design a central website explaining the vision and mission and how to participate in the training session. The website should lead them to another page of their local trainer where they will be able to learn about the fitness trainer’s credentials and see what kind of service is offered.
In the long run, the website could feature blogs from the trainers, diet plans, and also a video gallery for home workouts.
During the winters, we could provide a live remote session to people who would like to exercise in the comfort of their homes.
Also,Email campaigns are another way to get the word out there and make people aware of the many types of sessions being conducted.
Partner with local health and sports stores with deliverables such as brochures, flyers, coupons.
In addition, another way to draw the attention of local customers is to place ads in the local city magazines or post a notice on the local store’s board.
Now the outline is ready for the pop gym. Using the above channels and measuring the metrics will ensure your marketing contributes to the business goals and gets actual results.
We wish Lisa the best of luck with her pop-up gyms!
If you are interested in a marketing strategy for gyms here is a helpful article.
Name of the authors:
Shilpa Kumari, is a Digital Marketing Analyst at the International Institute of Digital Marketing.
Marziya Khorakiwala, is a Digital Marketing Analyst at the International Institute of Digital Marketing.