With no sign that the relentless heart rate training trend will let up any time soon, the issue of differentiation is a logical next step for studio marketing consideration.  This should take two distinct tacts: (i) Heart rate training – or not; and (ii) Positioning heart rate training as something unique from your competitors.

1 - Do I or Don’t I?

Either you’ve adopted a heart zone training strategy for your studio – or you haven’t.  Assuming you’ve not yet taken this step but are inclined to do so – the questions abound. What do I do?  How do I do it?  When?  With which supplier?  And so on. 

One question leads to many – and many without simple answers can often lead to inaction.  Don’t let this challenge stop you.  Heart zone training is becoming so much the norm that within a relatively short time span your studio might be considered obsolete if you don’t offer some form of heart zone training.  

2 – Don’t Worry About Your Training Discipline

Your studio’s training discipline is nearly irrelevant in this regard – since heart zone training can be applied to almost any discipline.  It behooves you to check it out – thoroughly.  There are a variety of suppliers ready and eager to help analyze your studio and your market and recommend the best applications.  

Accuro, as an example, has a suite of options for almost any fitness environment.  Your best friend is understanding which company can provide you the best combination of product, service, and price to fit your special needs. 

But let’s assume you’ve already jumped into the heart zone “bath” and now that you’ve embraced the technology – how do you generate the return on your investment?  

3 – Do You Have a Differentiator?

Competition is fierce out there.  From other studios to big box traditional health clubs and all sort so other fitness outlets, chances are heart zone training is already in your competitive environment.  Still, make sure.  Check out the competition.  They may not have what you have.  Or they may have it, but they’re not aggressively marketing it. 

You likely know all about heart zone training as do your trainers.  But consumer knowledge can trail professional knowledge – sometimes by years.  Letting your local market know that “only you” offer the “latest and greatest” training regimen can elevate the perception of your brand immensely. 

4 – It’s All About Your Brand Promise - Results

Probably the best way to position heart zone training is not so much what it is, but moreso – what it does.  And what it does is help your clients achieve results.  After all, results is the name of the game.  The studio that becomes known as the fitness outlet that successfully achieves results for clients – is the studio that thrives.  Pummel that message. 

5 – Hey Clients! Enjoy the Journey! 

One of the most user-friendly components of heart zone training is trackability.  Even the tiniest of improvements can be measured, logged in, and evaluated.  Old school tracking like weigh-ins, tape measurements, and body fat analysis are, well, old school. 

Heart zone training brings near-immediate progress trackability that improves adherence to the regimen, thus improving results.  And improved results means happy clients who stay with your studio longer (retention) and tell their friends (acquisition). 

So don’t delay.  Jump on the bandwagon.  Catch the wave.  Heart rate training is here to stay.  Love it, embrace it, use it, and profit with it.

About the Author:

Chuck Leve is a 40-year veteran of the fitness industry and proven successful developer of fitness industry associations. Currently he serves as the Executive Vice President of Business Development for the Association of Fitness Studios (AFS). He's been involved in the creation and development of some of the most successful trade associations in the history of the fitness industry. For more information on AFS visit afsfitness.com.