Health and fitness are becoming more popular than ever as more people explore different ways to exercise and connect with their communities. The number of fitness industry businesses in the United States has increased year over year for the past decade — a trend likely to continue.
While this is good news for fitness centers, it also means more competition. Marketing strategies for gyms are more important than ever. Your gym can combine different marketing techniques, from social media to content marketing. However, your gym’s physical location is a powerful tool in your marketing arsenal.
Introduction to Curbside Marketing for Gyms
Of the many practical and complex gym marketing strategies, curbside marketing is one of the simplest and most effective. The average American is exposed to between 4,000 and 10,000 ads daily, and standing out among that crowd can be challenging. However, gyms and fitness centers are unique because their location matters to members. People are likely to visit gyms near their homes or work, making your business’s curb appeal particularly important.
First impressions matter. As people pass by your gym, consider what they might think or experience. Ask yourself whether they would get an authentic taste of what your facility is about and feel excited to join the community. If your gym has a robust and appealing curbside presence, your gym increases visibility within the immediate community.
Your business can enhance curb appeal in several ways, from making the exterior inviting and aesthetically appealing to displaying your name and logo in a prominent, well-lit location. Your fitness center’s exterior is an opportunity to communicate your brand identity and values to potential customers. Incorporating architectural elements that attract passersby and highlight your unique selling points is essential to stand out in a crowded market.
Event Marketing
When people see your gym members enjoying themselves and prioritizing their physical health, they’re more likely to want to participate. Hosting local events is an excellent way to cultivate brand loyalty and build a unique community. As 80% of marketers consider live events crucial to their company’s success, and gyms already have a community, your facility can get the most from each event and attract the community’s attention.
Your imagination is the limit when it comes to local fitness events. Your business can host on-site fitness challenges, organize a health and fitness food fair or even run a race around the neighborhood. Take the opportunity to showcase your fitness expertise by offering free fitness consultations and demonstrations. As community members see your gym come alive, they will likely join in the fun. These challenges and events also keep your existing clients engaged as they look for new ways to improve their fitness levels and connect with like-minded people.
Your curb appeal becomes even more critical when hosting events and actively bringing people to your front door. These events are a chance to show off your facilities, but much of the excitement will happen outdoors.
Brand Positioning
Fitness is a competitive industry, and with gyms constantly cropping up in new locations, your branding is a definitive way to make your business stand out. Consistency is the key to successful gym branding. Ideally, your brand will be cohesive and instantly recognizable across all channels, from digital channels like your gym’s website and social media to your physical signage.
Consider whether your gym reflects your brand from the outside. Can your business strengthen its brand positioning so passersby can see it? Your gym’s branding can do more than attract attention. It can motivate and inspire people to take control of their health and fitness before stepping inside the building.
Look for opportunities to maximize your visual fitness branding for curbside appeal. Keep your logo, color palette, typography and imagery cohesive and visible. If your gym has an outdoor workout space or covered parking, combine colors for a streamlined aesthetic.
Community Engagement
A cornerstone of many successful fitness centers is the sense of community they create. Your gym’s curbside marketing creates a unique opportunity to engage and build relationships with your community. Consider cross-promotional partnerships in your neighborhood. Your business could partner with businesses with the same values as your fitness center. For example, you can partner with a local health food store or smoothie manufacturer and offer discounts for customers who use both products and services.
Another way to boost your curbside marketing is by offering your facility as a venue for co-branded events and workshops. For example, your gym could host healthy cooking and fitness classes on the same day, allowing prospective customers to see your facility. Your facility could also offer them a free fitness consultation or a complimentary class so they can experience your offerings firsthand.
Practical Tips for Effective Curbside Marketing
Anyone passing by your gym should know what it is without any further investigation. Maximize your curbside marketing with the following tips.
Use Eye-Catching Signage and Displays
Any effective marketing strategy for a fitness center highlights what potential customers get when they visit your facility. The first step is to ensure they know what to expect before entering. Design impactful banners and posters and display them in easy-to-see locations. In today’s market, stock photos of professional athletes have limitations. Instead, look for authentic representations of your clients and the fitness experiences your gym provides.
Make Your Content Dynamic With Digital Signage
Static signs are an excellent way to boost brand perception at your gym. Add digital signage to the mix to keep the community abreast of any changes, special offers and new classes your gym offers. Digital signage is a versatile way to attract new customers. They might have walked past your gym hundreds of times before one day seeing a class or image that appeals to their unique needs.
Take Advantage of Outdoor Spaces
Your gym’s outdoor spaces are one of your most significant curbside marketing assets. Setting up outdoor work areas adds a new dynamic to your gym, appealing to people who prefer to get fit in the great outdoors. Outdoor areas are also effective marketing tools, showcasing the quality of your equipment and giving passersby a sneak peek at the kind of fitness classes and amenities they will enjoy when they become members. Keep your outdoor workout space clean and tidy, and ensure your customers have plenty of shade while they enjoy your gym’s facilities.
Create an Attractive and Welcoming Entrance
Many prospective customers find walking into a gym for the first time intimidating. With careful planning, your business can ensure they know exactly what kind of welcome to expect. Keep it consistent with your brand and incorporate warm and welcoming colors alongside your branding and signage. Consider adding proper lighting so people can see your entrance no matter the time of day.
Create a clear flow of movement with comfortable outside seating areas, giving gym-goers an opportunity to enjoy a relaxed smoothie in the shade before or after a workout.
Make the Most of Your Gym’s Outdoor Space With USA SHADE
Outdoor spaces and curbside appeal are integral to marketing a local business like a fitness center. As more people look for authentic connections and a sense of community, seeing your gym come to life will likely spark renewed interest in your offerings. Elevate your outdoor gym area and increase brand awareness by adding shade structures from USA SHADE.
Our shade structures create a refreshing and welcoming outdoor workout space, encouraging repeat visits and enhancing your fitness area’s overall appeal. At USA SHADE, we believe in bringing innovation and creativity to every project, and we work with our clients from the design phase through to fabrication, creating quality shade structures that last. Try our product builder to design a custom shade structure that reflects your gym’s unique brand, or contact us to learn more about maximizing your curbside marketing today!
