One of the most important aspects of running a successful health and fitness business is to really know your members: who they are, what they like/dislike and their behaviours.
This is key in developing any service and products that are valuable for their needs and maintaining them as members as well as gaining new ones.
A survey of 3,000 regular gym users, carried out by The Gym Group, found that gym members can generally be categorised into five groups: Strivers, Planners, Buddies, Rookies, and Techies.
“Personal motivations for activity can vary greatly, but what’s evident from this research is if you’re able to identify a clear goal and allocate specific time slots each week you’re much more likely to have success in maintaining regular exercise,” said psychologist Gill Deane.
“The key is to understand which dominant characteristics you have and use these to your advantage to help keep you committed to regular physical activity throughout the year.”
So based on this information, how can you use this information to your advantage with social media?
We identified 4 key opportunities:
1. Identify your groups on social media
It is important to identify these five groups in social media to understand if they are actively using it, when they’re using it, and their online behaviour.
By identifying them you can segment your online audience and find behavioral patterns, like the different type of content they’re sharing, what days of the week they’re using social media, etc. This will help you create your targeted marketing strategies.
2. Deliver valuable content
By knowing and identifying your members online, you can deliver valuable content for each group at different times of the day and week.
For example, the Techies is a group that stay active by using the latest tech and gadgets, so why not create your own fitness app for them to use? The Rookies recognise they can’t do it alone and that they need some advice from the professionals, so it might be a good opportunity to deliver a good social media customer service to them as well as tips and other key information.
3. Listen to their conversations
It is important to identify your personality groups on social media and also deliver valuable content, but one thing that cannot be missed is listening to their conversations about your gym in particular and about the fitness industry in general.
Listening will provide you with valuable insights about what each group is happy about (or not so happy), their issues and motivations. This can not only help you drive your marketing forward, but as well as helping you to improve the service in your gym since you might gain valuable insights difficult to get anywhere else.
4. Gain new members
One of the reasons health and fitness businesses go on social media is to reach a wider audience and gain new members.
By identifying your group members on social media, delivering content that is appealing and interacting with them, you’ll be able to attract their attention and create strong relationships that can lead to new memberships.
Each of the groups will feel that you really understand them and their health & fitness needs and that might be a big step in gaining new members.
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