Author: Kathryn Dressler

If you’re getting ready to open a new facility, you’re probably already thinking about what you can do to encourage potential members to visit your gym, as well as how you can convert those leads into new gym members in order to create a sustainable revenue stream.

The fitness industry is highly competitive, and it’s easy to get lost in the noise. So, what can you do to stand out? Answer: multichannel marketing campaigns.

Below we’ve outlined several gym marketing ideas that can be implemented across paid, earned and owned channels to create an effective multichannel marketing mix.

1. Content Marketing

Content marketing is a form of digital marketing that aims to provide value to the customer in a non-promotional way. In the highly competitive fitness industry, content marketing is essential to boosting brand awareness, establishing authority, and nurturing relationships between business owners and potential members/current gym members by building trust and providing inspiration.

Because the goal of content marketing is to provide value outside of your product or service, the fitness industry and content marketing are a perfect match. Fitness is about providing valuable information to help people better themselves, and the best way to communicate that information is through a content marketing strategy.

Here are two ideas to get you started:

• Utilize social media: Social media can help your fitness club build brand awareness, expand your digital reach and build customer loyalty. When you use social media for its intended purpose—to socialize—it helps motivate your gym members to keep coming back and inspires potential members to consider joining.

• Create a weekly blog: Blogging is still one of the best ways to connect with your target audience, and writing about a niche area of fitness can help build your authority as a fitness industry expert. Blogging also helps build your website’s authority and rank higher on search engines.

2. Direct Mail

We live in the Digital Age, and many business owners may think direct mail is dead. But don’t discount the value of integrated marketing campaigns that include direct mail just yet.

In fact, CMO Council’s Critical Channels of Choice finds that consumers have positive feelings toward direct mail, and one out of three respondents say they expect direct mail to be a part of their ideal communications mix.

Direct mail is tangible, and because of that it can actually feel more interactive than digital marketing or email marketing strategies. When utilized effectively, it can also elicit an emotional response from the viewer, making it more memorable than just another email in your inbox.

If you’re still not convinced, consider these stats from PFL’s 2019 Multichannel Marketing Research Report: Direct Mail in the Digital Age:

• 83% of marketers report good or very good ROI when direct mail is fully integrated into their multichannel campaign mix
• 89% of marketers report direct mail delivers moderate to major improvement in overall campaign performance when it’s highly personalized and tightly integrated into the channel mix
• Direct mail has a median ROI of 29%, putting it third behind email marketing (124%) and social media (30%)

3. Remarketing & Retargeting

Remarketing and retargeting amplify your marketing campaigns by reaching customers that are more likely to convert into sales (in this case, new gym members) or to complete a desired action (for example, subscribe to your newsletter). Both have the same goal—to get previous visitors on the path to conversion—but the way they accomplish this task is slightly different.

• Remarketing allows business owners to reconnect with people who previously interacted with their website through email marketing.

• Retargeting reaches that same target audience via paid advertising.

Using remarketing, you can reach out to people who didn’t complete the desired action with email reminders. Using retargeting, you can place strategically positioned ads while potential members browse the internet, with the hope they’ll click and come back to you. Both tactics are a great way to reach your target audience—people who have shown interest, but not yet converted.

4. Focus on SEO

Google is the most widely used search engine, and holds just over 92% of the global market share. That said, you want to make sure your business shows up in searches. In order for this to happen, your website’s data must be accurate and filled with keywords your potential members would use to find a business like yours.

Potential members will likely search keywords and phrases like “gyms near me” or “fitness centers in [insert city]”, so you’ll want to develop a list of similar keywords and incorporate those words throughout your site, but only where they’re relevant and make sense. It’s also important to use keyword identifiers in the page titles of your site so Google understands who you are and the nature of your business.

Another way to boost your SEO efforts is to make sure you have a completed business profile on Google My Business (GMB). GMB is a free tool that business owners can use to manage their company listing and online presence across the Google suite of websites. A completed page is essential for local SEO because it enables your business listing to appear in local searches, allows people to find your contact and location information easily, provides potential visitors with a picture of your facility, and lets users review your business.

Conclusion

Marketing is an essential function needed to promote your gym and to differentiate yourself from competitors in order to attract potential members—and, when utilized effectively, marketing campaigns can also be a great way to keep current gym members engaged and to reduce churn.

There’s no shortage of options when it comes to gym marketing ideas, but it’s important to remember that implementing a multichannel approach will increase the likelihood of reaching your target audience and the overall success of your marketing campaigns.

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Some business owners make the mistake of dismissing the value of market research—but the truth is, no matter what industry you’re in, there’s a real need for collecting information for market research purposes. This is especially true within the fitness industry, where gyms and health clubs rely upon a steady stream of memberships to stay in business—and, therefore, ensuring customer satisfaction is a must.

Whether you’re opening a new fitness center location, launching a new fitness class or personal trainer service, or just looking for ways to improve overall user experience, surveys and questionnaires are valuable tools that provide critical insight used to make informed, data-driven decisions.

Here are a few ways market research surveys can benefit your business:

• Member Knowledge: Learning about your gym members will help you understand more about them, as well as what you can do to improve user experience and customer satisfaction.
• Competitive Advantage: Survey questions can help you uncover if your new gym members previously belonged to another fitness center, as well as their reasons for leaving. Collecting information of this nature will help you identify what your facility can focus on to gain competitive advantage.
• Business Growth: Member surveys will help you identify what it is your members really want, and therefore also help you to recognize new opportunities to expand your offerings or services to meet their demands.

Now that we’ve discussed a few ways market research provides valuable information, let’s talk about some common types of surveys and questionnaires you can implement to get the information you need to make more informed business decisions.

1. New Member Survey

A new member survey is filled out when someone first joins your gym. Use this opportunity to ask new gym members why they joined in the first place—was it based on a referral, proximity, cost, or something else?

This type of survey provides you with rich demographic data and helps you understand the types of people that use your facility. Not only will this help you understand how to tailor your offerings to improve customer experience, collecting information like this also helps build targeted email lists for marketing campaigns.

2. General Feedback/Customer Satisfaction Survey

A general feedback/customer satisfaction survey is a way for you to check in with your members from time to time to show you still value their input. While many businesses invest a lot of time and resources in attracting new business, don’t forget about your loyal customer base. Ask gym members for feedback on what you’re doing well, in addition to areas for improvement.

3. Fitness Class/Personal Trainer Evaluation

Personal trainer services and group fitness classes are a big draw for many gyms, health clubs and fitness centers. Because instructors and trainers can have such a huge impact on members, it’s important to survey participants for feedback about how your staff is performing.

4. Membership Cancellation Survey

Unfortunately, all fitness facilities will encounter membership cancellations at some point. It’s just the nature of the business. But rather than focusing on the negative, think of this as an opportunity to find out why and utilize the information to your future advantage. Figuring out why members are leaving gives you the chance to implement changes to reduce future churn.

Before you start writing out your survey questions it’s important to decide on the goal in mind and what type of data you want to collect as this will determine how you phrase your questions. Keep in mind that closed questions will provide a lot of quantitative data, while open questions will elicit qualitative responses.

The good news is, it’s easy to conduct market research online by sending surveys and questionnaires to members via email—and utilizing an all-in-one software solution makes it even easier. To learn how we can help you manage all aspects of your fitness business from one intuitive gym management system, click here.

Being a yoga teacher can be a very beneficial career path, and it offers a lot of flexibility—literally and figuratively. Many yoga studios hire instructors as “independent contractors” so if you’re a yoga teacher, it’s important to understand what that means for you and how that classification differs from being hired as an employee. If you’re a yoga studio owner, you should ensure you’re fully versed on the difference in employment classifications, and that you have an independent contractor agreement in place as part of your yoga studio best practices.

Why Does an Independent Contractor Agreement Matter?

Whether you run a yoga studio, or you’re a yoga teacher, the importance of an independent contractor agreement cannot be understated as it benefits both parties by preventing miscommunication, misunderstanding and the potential for liabilities or damages.

While yoga is a profession largely based on trust, an independent contractor agreement helps keep integrity and clear communication at the forefront of business relationships to make sure all parties are on the same page. For legal purposes, it also provides written documentation of your agreement, clarifies the responsibilities of all parties involved, and provides protection for both yourself and your business.

What Should an Independent Contractor Agreement Include?

While every business is different, below are some key sections that most independent contractor agreements should include (the below are mere suggestions—please be sure to contact your own legal representation on your specific case):

1. Nature of the Relationship: This section should explicitly state the terms of your employment and expressly declare you are hired as an independent contractor and not an employee. This is especially important as it relates to how taxes will be paid and filed.

2. Yoga Instructor Responsibilities: This section should information about what professional standards are expected, the types of yoga that will be taught, scheduling information, administrative responsibilities, as well as including the location(s) where you will be teaching.
   
3. Payment Methods & Schedule: This section should outline how and when you will be compensated for your services. It should also clarify if you will be paid a base rate or paid per student, whether there is a minimum or maximum payment per class, when the pay periods will be, and address any other questions related to payment for services.
   
4. Yoga Instructor Obligations: When you’re hired as an independent contractor, you’re required to invest in yourself and responsible for covering certain costs (which can later be listed as deductions when filing taxes). This section should outline what you are expected to cover, for example: transportation costs, professional fees, liability insurance, and personal supplies.

5. Studio Obligations: This section should outline what the yoga studio is responsible for providing, or assuming the cost of. This may include things like cleanliness standards, space and props available to all instructors, and proof of building insurance.
   
6. Default & Termination Details: While the severance of a business relationship is never fun to think about (or to deal with, for that matter), this is one of the most important sections of the independent contractor agreement. This section should clarify how, under what terms, and with how much notice is required of either party to terminate the working agreement.
   
7. Non-compete Clause: If you’re a yoga teacher who teaches at multiple studios, this is a section you’ll want to pay close attention to. Make sure you fully understand what the agreement includes before you sign anything, as a non-compete clause could have dire consequences if you plan to teach at multiple locations. 

Summing It Up

An independent contractor agreement is a vital tool needed to protect both the yoga studio owner and the yoga teacher. Once both parties are on the same page and the independent contractor agreement is signed, business can be conducted with confidence and clarity.  

It may seem like a given, but it’s important to do something to welcome new gym members as soon as they commit to joining your gym. Sending a welcome email is one of the easiest ways to provide new members with all the essential information they need, and it gives you the opportunity to reassure them that joining your facility was the right choice.

If you’re currently using a gym management software like ours, you can easily create a new member email template and manage membership communication seamlessly. But if you’re still managing membership information and sending emails manually that’s okay, too, and we’re here to help.

So, what should you say in your email to welcome new gym members? Below is a sample gym welcome template you can use—feel free to copy and paste it as-is, or tweak it to add your own flair.

Gym Welcome Template

Hi [MEMBER NAME],

Welcome to the [FACILITY NAME] family!

By joining us, you’ve already taken the first step on your fitness journey and we couldn’t be happier to walk with you on the path to achieve your health and fitness goals!

Get started by collecting your [MEMBER ID CARD/KEY FOB] from the front desk, at which time you can also schedule an introductory session where we’ll review your goals and outline a plan together that best suits your needs. And, if you’d like, we’d be more than happy to do a guided walk through of our facility and show you how to use all of the equipment.

To check our hours of operation, view class schedules or to learn more about our facility’s offerings, click here [WEBSITE URL]. If you have any questions, don’t hesitate to give us a call at [PHONE NUMBER] or simply reply to this email and we’ll get back to you right away.

Congratulations on taking the first step of your fitness journey—you should be very proud of yourself, and we’re excited to be a part of it!

We can’t wait to see what you achieve!

[YOUR NAME]

Or, if you’d prefer to write your own gym welcome template, we recommend including these key points:

• Thank them for joining and choosing your facility
• Offer reassurance they made the right choice
• Provide information about next steps and how to get started
• Include a link to your website where they can find practical information
• Include contact information if they have any questions

How to Improve Customer Relationship Building

Ideally you should send more than one welcome email to establish a solid relationship and maintain ongoing communication, so you may want to consider creating a series of introductory emails. Plus, some members may need that little extra nudge in their inbox every so often to keep them motivated.

Below is an outline of emails we recommend including in your welcome series:

• Welcome new gym members / introductory email: Outlined above.
• Reminder email: Send a reminder email within one week of the introductory email to encourage members to visit your facility as soon as possible.
• Value add email: Send a value add email within one week of the reminder email. This should include a mix of fun, educational and promotional material like healthy recipes, How To’s, or tips and tricks. You should also use this opportunity to encourage members to subscribe to your blog, newsletter, and social channels.
• Upsell email: Send an upsell email within one week of the value add email. This should include a special deal or discount on paid services like personal training or specialty classes.
• Milestone email: Send a milestone email one month after the member joins to congratulate them on making it to that point, and to encourage them to keep up the good work.

Remember—a little can go a long way when it comes to positive reinforcement and member relations. This type of ongoing communication will not only assist with trust building and customer relationship building, it will also help reduce the likelihood of buyer’s remorse that oftentimes leads to membership cancellations.

To learn more about how our all-in-one, cloud-based SaaS solution can improve your customer relationship building and make membership management easy, click here.

Teaching yoga for beginners may sound easy, but sometimes it’s actually one of the most challenging classes to teach. If you’re considering adding an entry-level yoga class to your yoga studio, you may be wondering how to go about it and what to focus on. We’re here to help.

Below are four key things to keep in mind when teaching yoga for beginners:

1. Easy Explanations

Every yoga instructor has their own style and vocabulary, but it’s important to remember that those who are new to yoga may not understand the terminology or know how to do common yoga poses, breathing techniques or transitions.  

“The basics” can be complicated for someone who’s never done yoga before, so when you teach yoga for beginners make sure you take the time to explain what you’re talking about in easy to understand language.

Gradually introduce new terms and remember that repetition is key. Most non-yogis probably won’t remember everything you say the first time, so offer gentle reminders and demonstrations.

2. Simple Poses & Transitions

Like we touched on above, it’s good to keep things simple when you’re teaching yoga for beginners. Complex yoga poses and transitions for the sake of aesthetics won’t do any good if your students can’t follow along and may lead them to become frustrated.

Remember to break down yoga poses and transitions step-by-step without using complicated language so your beginners can understand and follow along.

3. Acceptance

Sometimes, no matter how hard you try, some people just won’t understand what you’re trying to explain—and that’s okay. Accept them for who they are, and as long as they’re not doing something in a way that will cause harm to themselves, let them be.

There’s no one-size-fits-all approach to yoga, especially when you’re teaching yoga for beginners, so make sure your yoga class offers variety and can accommodate people of varying levels of fitness so no one feels left out.

4. Encouragement

When someone is new to something, chances are they’ll be a little insecure and feeling the pressure to “get it right.”

No one wants to feel like their yoga instructor is frustrated with them because they’re holding up the class or can’t do the moves, so remember to offer your newbies some extra encouragement and assistance.

A little bit of positive reinforcement can go a long way!

You may be surprised by how much teaching yoga for beginners will teach you about yourself and your yoga philosophy. Every class brings new opportunities to share the benefits of yoga with people who are less experienced than you, so remember to be patient and to take your time in order to create a positive experience for your new students.

To learn how EZFacility can help yoga studio owners achieve peace of mind with our powerful management software solution, click here.

Although COVID-19 threw everyone a curve ball and caused disruption across all industries, many fitness facilities are now permitted to reopen and are getting back in the game. And with the MLB season in full swing, baseball is on a lot of minds right now.

We recently caught up with our friends at Smith Brothers Baseball Central to see how they’ve been faring, what new policies and guidelines have been implemented, and which of our features have been most helpful in navigating the evolving business landscape.

Here’s what Casey Zordan, Facility Marketing and Administration Manager at Smith Brothers, had to say:

1. Are you currently open? If so, at what capacity?

We are currently operating. We re-opened on May 25th with limitations to private lessons only.

We have also just slowly added clinics back into our offerings at less than half capacity. We hope to be back to full capacity soon—here’s to hoping!

In short, I believe we are working currently at around half capacity. However, we have been very busy with private lessons over the last few months.

2. What type of social distancing policies and cleanliness guidelines are currently in place? 

We are following all of the rules put into place from our municipality, province, and federal guidelines, as well as our local health unit recommendations.

This includes:

• Having markers on the floor to visually represent how far apart our patrons should be.
• Having a limited number of chairs for viewing (4 max in our lobby area).
• We clean our lobby regularly, and have staggered private lesson times to have a 15-minute gap between lessons just to be able to clean the lobby for our next clients.
• We have staff wearing masks while coaching and maintaining physical distancing between them and their athletes. They also wash their hands between lessons.
• All of our baseballs are washed between lessons, and we ask that all our patrons wash their hands with soap and water upon entering the building.

3. What are the primary ways you’ve been communicating this information to patrons?

Our main way is through email. We also tell everyone our precautions when they are booking lessons over the phone. We also have signs on our doors and tables to remind people of our policies.

4. Are there any EZFacility features you’ve found particularly helpful at this time? If so, what are they?

The reminder emails, and online booking have been a fantastic way to keep everyone up to date.

It has also been helpful managing who is in attendance for private lessons and clinics, and to communicate to those participants.

5. Is there anything else you’d like to add about how your business operations have changed since COVID-19? 

Our business has seen the upside to have a 10-15-minute break in between lessons and clinics. We would typically go back-to-back and risk the chance of the last lessons of the day running late. However, with a break in between it keeps the schedule running smoothly and on time—instructors have time to debrief at the end of the lessons as well as to get ready and prepare for their next sessions.

On the administration side it has been easier to maintain who is in the building and knowing what is going on around the facility with fewer people being inside the building at a given time.

Bringing it Home

COVID-19 came out of left field and created a number of unforeseen challenges for businesses, but we’re here to help. Our all-in-one software solution offers a number of benefits, including the ability to streamline the scheduling and management of your baseball facility, coaches, batting cages, athletes and more.

To learn more about the benefits of using a management software, click here. Or, to schedule a personalized product demo for your baseball facility, click here.

Have you ever found yourself wondering what the actual difference is—if any—between a gym, health club and fitness center? If so, you’re not alone! For the most part, these terms tend to be used interchangeably, and it makes sense because there is overlap in the services they provide. But there are distinctions that make them different, which you’ll want to know if you’re considering joining one.

In this blog, we’ll cover some of the key differences between a gym, a fitness center and a health club.

Gym – A Place for a Workout

Gym, short for gymnasium (a term coined by the Ancient Greeks), is actually one of the world’s oldest establishments with deep historical roots. In its origins, gyms were not just about promoting physical fitness, but education as well. Ancient Greeks used gyms to practice various sports, engage in physical therapy, and to study. In fact, many gyms in ancient times had libraries as well.

Today, modern gyms tend to be a place for indoor workouts with free weights, fitness equipment and cardio machines provided. Some gyms have a specialty focus, like boxing or Pilates, while others keep it simple and stick to free weights and cardio machines only. Most gyms will have personal trainers available, but not as many group fitness classes as a health club or fitness center.

Fitness Center – A Place for Full-body Fitness

Fitness centers typically occupy more space than a gym because they tend to provide both indoor and outdoor physical activities—for example, a pool, running track or golf course. Broadly speaking, fitness centers provide the same machines, free weights and equipment as a gym, but they also offer a larger array of amenities, group fitness classes and certified staff.

Fitness centers usually focus on whole-body health and house additional amenities like saunas, steam rooms, physical therapy and snack bars. Most fitness centers will also have personal trainers and nutritionists available to educate customers on how to use the equipment, or how to design a meal plan best suited for achieving their fitness goals.

Health Club – A Place for Body & Mind

The health club concept was first introduced to the U.S. in Santa Monica in the 1940s, though they actually began in France in the 1840s. Generally speaking, a health club is more similar to a fitness center than a gym because the focus is on whole-body wellness rather than just physical fitness.

Health clubs typically comprise all the characteristics of gyms and fitness centers because they offer certified staff with personal trainers, individual and group fitness classes, a variety of equipment, an array of amenities (pool, steam room, sauna, etc.), and space for sports like tennis, basketball and volleyball. Many health clubs even offer recreational areas with restaurants, juice bars, music and more.

If you’re considering joining a gym, fitness center or health club, it’s best to look past terminology alone and choose a facility that best meets your health and fitness goals, budget and personality. You may want to visit a few facilities to ask for a tour so you can see what they offer firsthand and get a better feel for the culture.

Or, if you’re considering opening your own fitness facility, click here to learn how EZFacility can help get you up and running easily with our all-in-one software solution. From online gym scheduling and text messaging, to point-of-sale and automated billing—EZFacility can help you seamlessly manage all aspects of your fitness business.

The unprecedented impact of the Coronavirus took everyone by surprise and left many business owners scrambling to identify ways to maintain a revenue stream and cover operating costs despite physical locations being closed. In the face of adversity—and although the fitness industry was one of the hardest hit– savvy yoga instructors have quickly adapted and began to offer pre-recorded and virtual yoga classes. 

The popularity of yoga existed long before Covid-19, but the shift to at-home yoga has created a new path for people to experience the benefits of yoga that weren’t always able to do so, whether because of scheduling issues or geographic distances.

The increased demand for at-home and virtual yoga classes should come as no surprise as people are looking for ways to stay active and destress amid such a time of uncertainty. It presents a unique opportunity for yoga practitioners to modify their traditional practices to suit the current environment and bring the tools of meditation, breathing exercises and movement to people in their homes.

If you’re considering adding virtual yoga classes to your yoga practice, here are some tips to help you with the transition.

Get Integrated and Test the Link

One of the most popular mediums for streaming yoga classes is Zoom. Once you have your account set up, you’ll want to make sure you integrate it with your yoga studio management software. Once connected—all class attendees will have access to the day’s session from their Self-Service page, calendar, phone, iPad, etc. If you’re a first timer—definitely be sure to schedule a few test Zoom sessions to ensure you have the process down (practice makes perfect—namaste!).

Test the Internet & Audio Connections

Always test your internet and audio connection before you begin your virtual yoga classes! To check your internet connection, run your browser through a speed test or try opening and scrolling through a few web pages to make sure it’s up-to-speed.

If you’re using Zoom and want to test your audio, click the upward pointing arrow next to the microphone icon to open the audio options. From there, select “Test Speaker & Microphone” and then follow the prompts.

Choose the Right Background

You’ll want to make sure you’re teaching your yoga classes in an environment that’s clean and free of clutter. Try to find a wall in your home that has a good amount of space, and then remove clutter and distracting objects.

Pay Attention to Lighting

You’ll want to be well lit from the front and sides, so make sure you don’t have light behind you as it will flood the camera’s sensors and make you appear dark. For this reason, try to avoid teaching with a window in frame or a bright lamp in the frame with you.

Work out the Kinks in Advance

As with most things, practice makes perfect. Do a few recorded trial runs before you officially launch your virtual yoga classes. Make sure your yoga poses are fully visible, and that your audio and internet connection are up-to-par.

Finally, you’ll want to make sure you’ve figured out how to seamlessly schedule and book classes, and that’s where we can help! Achieve peace of mind with our powerful yoga studio management system, which now offers Zoom integration. To learn more, click here to schedule a free demo.