The fitness sector places a premium on education. Due to the prevalence of factors that encourage inactivity, many in the fitness industry feel obligated to spread knowledge about the importance of health and wellness. Providing free or low-cost education, like a marketing mix for a gym to those in need, is not only the moral thing to do. It can also be a fantastic method to promote and grow a successful fitness business if done correctly. Many market leaders in this field adopt a “give-to-get” strategy by freely disseminating informative materials. It did not occur by chance. The “Marketing 4Ps” is a helpful framework for any fitness expert (Product, Price, Promotion and Place). This approach is helpful for fitness professionals who want to maximise the marketing effect of their educational efforts or want to include education in their existing marketing plan.
Many introductory marketing courses will cover the Marketing 4Ps. The four Ps of marketing are:
- Product (what you’re selling).
- Pricing (what the market is willing to pay for that product).
- Promotion (how the market is made aware of the product).
- Location (where the market may buy the product).
Product
Professionals in the fitness industry provide a wide range of services and goods. If you want to expand a particular product or service, you should define it before you build any training opportunities. Let’s have a look at a few illustrations. If you own a gym that caters exclusively to women and you’re trying to boost your monthly lead count, you probably shouldn’t host a session on how to bulk up your biceps. Training professionals who want to attract more senior clients could host seminars on the benefits of resistance training for ageing. Education opportunities in any field of expertise might be enticing, but if there is no clear way to connect them to a business’s offerings, taking them on should be seen as more a charity than a promotional strategy. It’s also worth noting that knowledge is sometimes sold as a commodity. Fitness professionals may capitalise on their expertise in several ways, both in-person and digitally.
Price
You’ll need to add more value to your offering if you’re asking a more excellent price for your product or service. The value may be significantly increased via the means of education. Teaching your future clients is a great way to add value to your current client relationships. If you host a series of informative webinars, you will have established a positive value balance with anybody who participated. Your customers will have a good notion of the value you bring to the table before you even try to sell them a pricey product or service. Furthermore, they will believe that they have obtained a great deal of value for very little outlay of money and will factor that value into their final decision.
Promotion
Many people think of promotion as the heart of a marketing mix for a gym, and it certainly is. Marketing via instruction is a powerful tool. There are countless chances to spread knowledge in the marketplace, many of which may also serve as advertising. A typical piece of the guidance suggests that people should always ask themselves, “What’s in it for me?” Benefiting the individuals who will be exposed to you and your business through educational opportunities is the primary goal of education. A personal trainer who offers to speak at a local business on the risks of sitting will get in front of a group of people they would not have met otherwise. If a gym owner conducts a seminar on youth fitness, it will attract parents and kids interested in the topic.
