Introduction 

In fitness marketing whether you have a small gym or large chain of gym doesn’t matter much. The only thing, which matters most, is marketing your fitness club. For fitness, marketing creating a website is the most important thing. Through website and link, one’s business can reach and attract to others. Again, for running business one needs to create API to an existing client member. Therefore, that new clients or existing clients can sign up and able to take membership. Not only had this needed to provide online payments, classes and facilities too. However, local SEO is important. Through local SEO, one’s business in fitness marketing can reach to high ranking, as it is an effective form. Again, for making it a success and marketing fitness as business it is needed to have an exact location even in Google map. Therefore, that people can find it easily by map.

Marketing Plan

According to business type one need to understand and apply specific strategies for business (Swaid, 2019). However, sometimes-universal marketing concepts need to apply. In fitness marketing too, one’s business should be run through online websites and even in social media too. For marketing successfully, here are the six pillars for marketing which can carry out in business.  

Determining what features customers want:

If you have the Knowledge and you know about customer’s potentiality then in the next step you need to follow up some strategies. You need to focus on which things can satisfy a customer. You need to show your product features and surveying members for target marketing.

Identifying your target marketing:

Target marketing is something that is easily accessible. Therefore, when you chose target marketing it is important to choose some products, which can be easily accessible and affordable (Chen, 2019).  Not only this you need to look whether customer is interested in your business or not.

Promote products as solution:

In fitness, marketing too promoting your business is the main solution. Promotion can make famous too. In promotion, you need to show your skills, gym so that people gain interest and want to join. When you understand the problems and recover from it, you can easily able to show or attract others so that they want to join. Through understanding problem, you can show customer that you resolve those problems.

Use prices that customer will pay:

Pricing is the important thing. If prices of your products are high then the profit will be low because people want to buy or spend money in affordable things (Ekimenko, 2019). Therefore, the affordable price is important to maintain a proper marketing strategy.

Use sales channels convenient to customers:

Your flexibility on how your target customers make a purchase is important.  If you follow all pillars in the same then customers will be eager to buy and you need to do only easily accessible things options available.

Ensure fulfillment exceeds customers ‘expectations:

Following the sale fulfillment of marketing pillar is connected. You need to focus that you are able to fulfill customers expectations and able to exceeds promotional claims (Razak, 2019).

Member Retention Interview

The key concerns and needs of the clients from the club during the first week are they want quality service with a soothing environment and that also in a friendly budget so offers and gifts are concerning points. During the first month, the concern is to meet the client’s demands, complaints, issues, etc. maintaining the previous needs (Rizvandi, 2019). During the first six months, clients are required to involve in different events ona social platformfor recognition and priority. After a year, it is mandated to maintain quality, rewards, behaviors, and planning more budget-friendly offers for the clients.

A club tries to get a never-ending cycle of members by retaining old members and attracting new by means of various strategies like they invest and try to provide good customer services to boost their membership retention. The quality of customer services is always maintained for client satisfaction. One of the key steps of member retention is to apologize in a pleasing manner for mistakes, greeting each of the clients, giving a vote of thanks to each of them provides a  friendly environment to them. The clubs always try to create a positive impression on clients by making the client feel important and special through attending all the issues and complaints.

The first-week retention strategies are:

• People love enjoying free gifts, so a gift card for free eatery as a reward of hard work would attract clients.
• Maintaining good behavior & interactions emotionally with the client.

For the first month:

• Engage customers with long term goals.
• Offering subscriptions or percent offadvance discountsfor would be worth it.

For the first six months:

• A friendly interrelationship among the clients eventually increases referrals of the club.
• Build the community of the club with partnership programs and have a get together with the clients (Kuuru, 2020).

For a year later:

• Engage the clients, creating events in social media.
• Maintain the needs of the clients to reach customer satisfaction.

Three Stages of Retention and Six Program Planning Phase

For fitness clubs, a new client is always important thing as well as retention of old clients is also very important for long-term strategy, which is the responsibility of the operational manager (Dessart, 2019). The three stages of retention are –

Make the clients feel responsible:

 Community is a necessary stage of retention. Members should never think that they will be responsible for maintaining the training. They need to feel responsible to their colleagues at the fitness center. For example, people should be given the opportunity to stay at the fitness center even after the session so that good relations are formed between all the clients (Maffetone, 2019).

Communication:

If a client missed sessions (a week or two weeks), they need to be contacted. This is a sign of disengaged.  For example, if anyone misses workouts, an automated email should be sent to them.

Provide progress review:

In order to retain members, it is important to show them how much they have improved and show that they should continue working towards the goal. For example, With members, their progress can be reviewed on a monthly or weekly basis (Talukder, 2019).

Weekly Program Plan

Day	Routine & membership offerings	Additional fees
Monday	Hatha yoga (only free for weekly & abov emembership) + Soul yoga + compulsory basic workouts	Others have to pay 5$ extra for Hatha yoga.
Tuesday	{Zumba + gymnastics} (only free for monthly membership &above) + compulsory basic work outs with special trainer	Others have to pay10$ each for Zumba & gymnastics.
Wednesday	Anti depression class(only free for monthly membership & above)+compulsory group cycling	10$ extra for other members.
Thursday	Weight management class (only free for yearly membership) + Boxing (only free for monthly membership & above) + basic workouts + yoga	10$ each for others.
Friday	S2T format – Sweat2 Transform	No additional fees.
Saturday	Les Mills body combat + Anti-aged training program (only free for weekly membership & above)	$5 extra for other clients.
Sunday	Basic workouts + American Latin dance class + Life style management (only free for monthly membership &above)	$10 extra for others.

One of the most important things for running a fitness business is connecting and attracting customers. This not only has but also needed to acquire customers. Here, an attractive and wonderful programming plan with fees and offers plays a vital role. The above-mentioned programming and fees plan has been designed to attract more customers as well as reselling the service to existing customers. Offers with the membership programs and new customer engaging fees have been made reasonable and attractive (Foroughi, 2019). This plan also has made for gaining more growth than other competitors gain. The easy accessibility will engage customers that are more new.

Conclusion

For any organization, the engagement of new members is not a only process to increase revenue. Therefore, attracting new members as well as retaining old members is very important. Performance Centre is a small fitness club, which faces decreasing in revenue in recent years. This paper explains various aspects of the marketing plan and member retaintion strategies which will help the fitness centers to attract more new clients and to retain old clients. Description of three stages of client retaintion and weekly program plans are also given in the paper. Overall, the most cost-effective way to grow sales is through retaintion and add-on investment by existing clients.

References

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Chen, W. (2020). The Implication of 4cs Marketing Theory to the Fitness Club. Frontiers in Educational Research, 3(4). https://francis-press.com/papers/1714

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