Fitness Marketing Opportunities During Pandemic Economic Downturn
How the Pandemic changed the fitness industry:
It’s been almost two years since the world shut down due to the Pandemic. And in those two years, many aspects of our everyday life have shifted. As personal trainers in the fitness industry, we felt the impact on our industry considerably. According to the Global Health & Fitness Association, the revenue for the US Fitness Industry dropped by 58% in 2020. As a result, gym doors closed, and all fitness went virtual. While this posed an incredible challenge for a lot of fitness facilities and fitness professionals, those that were able to adapt to the new normal were the ones that were able to stay afloat. This post will explore three marketing opportunities and the long-term impacts of the pandemic economic downturn for fitness professionals.
Opportunities & Impact:
Go Virtual & Stay Virtual: When the world shut down, everyone was locked up at home. As a result, workouts went virtual. Even though the world is more open today, virtual fitness is here to stay. In fact, according to a TD Ameritrade survey, 59% of Americans say that they don’t intend on renewing their gym memberships post-pandemic. This presents an opportunity for fitness professionals to work virtually by offering virtual training, live group classes, or even subscription services to a library of workouts. As we slowly make out way out of this Pandemic, incorporating virtual offers for your clients will be essential.
Highlight Safety Measures: If nothing else, the Pandemic has taught us the importance of good hygiene. As a result, consumers are more critical of the
cleanliness of facilities due to the Pandemic. According to a survey conducted by the Brandon Agency, consumers highlighted cleanliness as their most significant consideration when picking a gym because of the Pandemic. Therefore, be sure to highlight the various measures you are taking to implement a safer workout environment.
Stress the health benefits of staying active: Remind people that working out is not about getting a bikini body. Instead, stress the importance of staying active. The Global Health & Fitness Association stated that regular exercise could improve immune function and reduce stress. Both are very important during a stressful time when everyone is at risk of getting sick.
While economic downturns can have a catastrophic impact on business, they also present opportunities for us to pivot our businesses, making them more desirable and, thus, more successful in the long term. When you can adapt your business to the current economic landscape, you position yourself for long-term success. In other words, how you handle a not-so-ideal situation speaks volumes about your brand and your business.