— DIGITAL MARKETING FOR FITNESS

Here’s your digital marketing playbook for the fitness industry in 2021

Whether you’re a solo personal trainer or a huge, all inclusive gym brand, digital marketing and content creation has become a pinnacle component of your marketing and brand awareness efforts. From  buying ads across social channels to lure new members into the gym with sweaty, sexy interactive videos that target people based on location and other demographics, to wildly popular (during the height of the pandemic) live group workout streaming that people were (and still are) able to tap into through their instagram accounts  to maintain their fitness. There seem to be endless strategies at your disposal when thinking about your digital marketing efforts in 2021.

We’ve built a digital marketing strategy playbook for the fitness industry to give you the tools and techniques to grow your brand.

Download your PDF Fitness Playbook
— DIGITAL MARKETING PLAYBOOK FOR THE FITNESS INDUSTRY 

The Playbook

So, you’re ready to step up your fitness marketing in 2021. But before you do, it’s important to ensure you have the right mix of components baked into your 2021 plan. Below, you’ll find our playbook which includes links to definitions, popular tools and detailed examples.

Once you’ve browsed through the playbook, please take our full digital marketing assessment to calculate your score, and measure how well you’re positioned for success, or where you may need to make some improvements. In exchange for taking the assessment, we’ll email you a PDF copy of the playbook for you and your team to use. 
Go right to check your score

01

Brand Identity + Creative

Memorable, captivating and cohesive branding in the fitness industry is necessary when trying to build a loyal base of followers and customers  that will book classes, engage across social time and time again. To do this effectively, your digital footprint must emulate the ambiance, concept and experience equally as it does when someone walks through the doors of your gym and crushes their fitness goals. Of course there’s no experience quite like being served a fresh dose of humble pie during a bootcamp class, but it starts online and continues through every point of engagement.
Here are the 4 things you must consider when it comes to branding and customer experience.
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Brand Design

Full Identity Development

Brand Naming

Brand Strategy

02

Web Design + Development

Fitness web design not only has to be engaging, it also needs to be functional and effective. Many factors play into the design of a website including how easily you can extend the physical experience of your gym to your digital presence, how accessible your appointments are, how easily it is for a customer to book a session and if they can’t make it to workout, how simple it is for a customer to book a virtual checkin. Color, easy to read content, and the ability to capture reservations and online class bookings and new memberships are just a few crucial items that cannot be overlooked when focusing on fitness web design.
11 important considerations for your fitness business website design + development
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Website Development

Online Bookings

Landing Pages

ADA Accessibility Compliance

Virtual Tour/Experiences

Mobile App Development

CRM Integration

Schema Markup Development

301 Redirect Mapping

Technical SEO

Performance Optimization

03

Digital Marketing 

Whether you’re an independent personal trainer, a yoga instructor or a national, high-end spin class chain, digital marketing is absolutely essential to your growth, staying power and success. Reaching members and enthusiasts via email, maxing out your visibility in local search engines, and connecting with potential new customers ( as well as existing ones) on various social channels are just a small sampling of tactics gyms and trainers should be considering to continuously develop and expand on their revenue and operations. Digital marketing is crucial, as it ensures ongoing engagement with customers in your immediate vicinity and beyond.
For fitness here are 15 crucial components of a successful digital marketing operations. 
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Organic SEO

Social Media Management

Content Marketing

Email Marketing

Account Based Marketing

Paid Social

Blog Development

Demand Generation

PPC / Display Ads

Influencer Marketing

Google Tag Manager

Retargeting

Database List Acquisition

Lookalike Audience Development

Channel Development

04

Strategy + Analytics

The ability to process every data point related to your fitness marketing efforts, is and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your google listing, all the way to the moment they book a class online, through to when they’ve paid for that one on one training session. POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, especially if you’re a solopreneur, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
Layout a strategy and tracking operation in your marketing, designed to ensure you succeed. 
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Strategy Development

Analytics + Tracking

Customer Profiling

Competitive Research

Capabilities Assessment

ROI Tracking + Reporting

Webmaster Tools

Data Studios + Dashboards

— SO HOW’S IT GOING?

Check your digital marketing health for 2021

Based on the above playbook we invite you to check your health and see how well you’re positioned to succeed. In just a few clicks you’ll know just how well your company’s marketing is setup for the year ahead.

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  • Brand Identity + Creative

    Memorable, captivating and cohesive branding in the hospitality industry is necessary when trying to build a loyal base of patrons that will dine, engage and order online with your restaurant time and time again. To do this effectively, your digital footprint must emulate the ambiance, concept and experience equally as it does when someone walks through your doors and dines in your establishment. Of course there’s no experience quite like being served a world-class (or quick serve) meal accompanied by memorable service, but it starts online and continues through every point of engagement.
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  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
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  • Landing Pages
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  • Virtual Tour / Experiences
  • Mobile App Development
  • CRM Integration
  • Schema Markup Development
  • 301 Redirect Mapping
  • Technical SEO
  • Performance Optimization
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    Whether you’re a taco stand, a food truck or a white coat, Micheline star rated restaurant, digital marketing is absolutely essential to your growth, staying power and success. Reaching guests and patrons via email, maxing out your visibility in local search engines, and connecting with potential new customers ( as well as existing ones) on various social channels are just a small sampling of tactics restaurants should be considering to continuously develop and expand on their revenue and operations. Digital marketing is crucial, as it ensures ongoing engagement with customers in your immediate vicinity and beyond.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
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  • Social Media Management
  • Content Marketing
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  • Paid Social
  • Blog Development
  • Demand Generation
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  • Google Tag Manager
  • Retargeting
  • Database List Acquisition
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    The ability to process every data point related to your restaurant marketing efforts is and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your google my business page, all the way to the moment they book a reservation online, through to when they’ve paid for dinner or placed an online order for delivery? POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Strategy Development
  • Analytics + Tracking
  • Customer Profiling
  • Competitive Research
  • Capabilities Assessment
  • ROI Tracking + Reporting
  • Webmaster Tools
  • Data Studios + Dashboards
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