Using Social Media to Grow Your Fitness Business

By Aaron Eisberg

The importance of cross-training as part of any successful workout routine cannot be overstated. A comprehensive marketing plan for any fitness business is a bit like cross-training in that in order to have the biggest impact, it must acknowledge the breadth and depth of ways to promote and sell your products and services. 

But many fitness centers are neglecting one of the most effective tools at their disposal when it comes to marketing: Social media. Here’s a closer look at how social media can help you reach more people in order to grow your fitness business.

Why Go Social?

The vast majority of Americans now use social media, according to recent data from Pew Research Center. While Facebook is the most popular social networking platform with 80 percent of Americans using the site, Instagram (32 percent), Pinterest (32 percent), LinkedIn (29 percent) and Twitter (24 percent) also draw a significant share of users.

Not only are people using social media sites; they’re using them a lot. In fact, more than three-quarters (76 percent) of Facebook users visit the site daily, with more than half (55 percent) checking in multiple times a day. And while Facebook may be the most widely used -- in some part due to its status as a “starting platform” -- the majority of social media users (56 percent) use multiple social media platforms. 

One last thing to keep in mind about social? While we often think of social media as the domain of youth, adult users are also growing in number across all demographics although how they use social media -- and which platforms they favor -- may differ. The takeaway? Social media doesn’t just mean starting a YouTube or Facebook page. Rather, it means establishing a consistent, cohesive presence across multiple channels in order to reach the broadest audience in the most targeted way. 

Social Media and the Fitness Industry

Talking about implementing a social media strategy for your fitness center business is one thing. Implementing that strategy is another -- particularly when you’re focused on more seemingly mission-critical imperatives. But the truth is that incorporating social media into your comprehensive marketing plan IS mission-critical when you consider its many benefits beyond notoriously difficult-to-quantify ROI. 

Speaking of which, what specific advantages can you expect to gain from social media aside from a direct sales perspective? A boost to website traffic and search rankings; improved member experiences through content sharing, target ads, and increased opportunities for exchange; and increased brand awareness and loyalty. In other words, social media doesn’t just drive membership; it also supports gym membership retention. 

The good news for fitness centers is that there are many different ways to engage members through social media, including the following three suggestions:

1. Post photos and videos.

Research shows that social media users respond favorably to visuals. From posting pictures of classes and equipment to sharing inspirational images, photos are a powerful tool for engaging your audience.

2. Highlight employees and members.

Growing any type of business comes down to one thing above all else: building relationships. By regularly highlighting both employees and members on social media, you foster connections. 

Fitness business

3. Share fitness tips and recipes.

Today’s consumers are looking for value above all else. Social media is the perfect way to add value to you members’ experiences. 

These approaches can help you immediately begin generating meaningful content aimed at taking your business to the next level. 

All of this leads to one overarching question. Given that your members and potential members are heavily reliant on social media, why aren’t you? But social media isn't the only way to drive member recruitment and retain members. Request a demo today to learn more about what Accurofit System can do for you.