5 Strategies To Dominate Fitness Advertising

Fitness advertising cover
Ravi Davda Rockstar Marketing CEO

Written by Ravi

Apr 28, 2023

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According to recent statistics, the global fitness industry is worth over £90 billion, with more and more people turning to fitness as a way to improve their health and wellness.

Such a number means that there’s fierce competition in this field – competition that can make fitness advertising challenging even for the most experienced of marketers, and that’s coming from a certified personal trainer who’s been taking care of fitness advertising for both small and big companies for the last years.

So, with so much competition out there, how can you make your business stand out and attract new clients?

The answer is simple: effective fitness advertising strategies, and that’s what we’re going to explore in this article.

So, grab your water bottle and let’s dive into the sweaty yet exciting world of fitness advertising.

First, what is fitness advertising?

First what is fitness advertising

Simply put, fitness advertising is just a fancy term for marketing in the fitness industry, which includes everything from gym memberships to supplements, workout gear, and even personal trainers.

Why does fitness advertising matter?

The fitness industry is a cutthroat business, and everyone is trying to get a piece of that pie. But with so many options out there, how do you stand out from the crowd?

Well, that’s where fitness advertising (and, consequently, our guide) comes in.

The goal is to show potential clients and customers why they should choose your goods and services in a highly competitive and saturated industry. It’s all about making your brand shine brighter than the rest.

So, what’s unique about fitness advertising?

Before we get into the tips and strategies that will allow you to master fitness advertising, it’s essential to understand what’s so unique about this type of marketing that it deserves its own article.

There’s a ton of competition… Like, a lot!

When we say that the fitness industry is saturated, we mean it.

In the UK alone, there are over 25,350 personal trainers, more than 7,200 health and fitness clubs, and a whopping 10.3 million gym memberships. And don’t even get us started on the nearly 130,000 smartphone owners using a health and fitness app. With so many players in the game, standing out from the crowd can feel like trying to do a burpee after leg day. But fear not our sweaty friends, there is hope!

Regulations, regulations, regulations

Let’s face it, selling health and fitness products is a big responsibility. The Food Standards Agency is watching, and they regulate the claims you can make about supplements, weight loss tools, and health devices. Basically, if you can’t back up your claims with evidence, you shouldn’t be making them.

And to add to the fun, social media platforms like Facebook have their own set of rules. For instance, no before-and-after photos, and don’t even think about using language or visuals that make people feel bad about their weight.

With all those regulations in place (for good reason, of course), it can be hard to market your products or services properly.

Visuals, visuals, visuals

In the fitness industry, a picture is worth a thousand protein shakes. People want to see how your products can help them on their fitness journey (and such visuals convert really well).

Sure, social media and blog posts are great, but if you’re not using visual content, you’re missing out on gains. Think user-generated content, instruction videos, nutritious recipe videos, and transformation pictures (where allowed).

Basically, if it’s visual and related to fitness, use it!

B2C marketing

If you’re selling fitness goods and services, you’re most likely marketing directly to individuals (which is known as B2C or Business to Consumer marketing). In that regard, building brand awareness, generating leads, and building relationships with customers are just a few of the challenges you’ll face. You’ll need to provide your customers with a memorable experience and show them that you value their business.

Yes, fitness advertising does come with unique challenges. Worry not, though, because with a little creativity, hard work, and maybe a few extra reps, you can rise to the challenge and become a fitness advertising rockstar (you get it? Because we’re Rockstar Marketing!).

Fitness advertising: 5 strategies that will help you dominate the industry

So, let’s cut to the chase. Here’s how you can perfect your fitness advertising efforts.

#1 – Leverage the power of social media

#1 - Leverage the power of social media to dominate fitness advertising

Remember how we said that visuals are key when it comes to fitness advertising? (of course, you do, we just said it). Well, that’s where social media shines.

Did you know that Instagram has a whopping 31 million users in the UK? That’s a lot of sweaty selfies and gym pics!

And TikTok? Almost 18 million users! Facebook takes the cake, though, with over 44 million users in the UK.

So, if you’re not advertising your fitness products and/or services on social media yet, what are you even doing? Here’s how to get the most out of social media when it comes to fitness advertising:

Focus on branding

Now, when it comes to fitness advertising, branding is key. You want your logo to be so eye-catching that it makes people drop their protein shakes in awe.

Moreover, make sure your name is clear and easy to remember and your brand message is strong enough to make even the laziest couch potato want to hit the gym.

Once you’ve got all that sorted, set up accounts on two or three social media platforms.

Use hashtags

Hashtags are your best friends when it comes to getting noticed on social media. So, make sure to use popular fitness hashtags like #FitFam and #WorkoutMotivation to get your posts in front of the right people.

Engage with your community

Remember, don’t just post and ghost! Engage with your followers, respond to comments, and ask questions to keep the conversation going.

Consistency is key

Listen, we know it’s tempting to post a sweaty gym pic and call it a day, but consistency is key. Post regularly, and by regularly, we mean at least a few times a week.

Make sure your content is relevant, informative, and entertaining.

Oh, and try to mix things up a bit. Nobody wants to see the same workout routine every day. Boring!

Inspiration station

If you’re feeling stuck and need some inspo, check out some of the big guns in the fitness world on Instagram. Take a page out of UK’s top fitness influencers’ book and see what they’re doing to keep their followers engaged. Just don’t compare yourself too much, okay?

#2- Take advantage of influencer marketing

#2- Take advantage of influencer marketing

Fitness influencers (think Lucy Davis, Meggan Grubb, Joe Wicks, and Adam Maxted in the UK) are the gurus of the fitness industry. They have an army of followers who take their advice on everything from clothing brands to workout routines and even supplements. And believe it or not, influencers can help your new fitness company expand its customer base in no time!

If you want to tap into the power of influencer marketing, you need to choose the right influencer for your brand. Here, it’s essential to remember that you shouldn’t just hop on any influencer with millions of followers. Fitness marketing is NOT a numbers game. It’s all about picking an influencer who aligns with your brand and your target audience.

So, where do you start?

First things first, consider reaching out to micro-influencers. They may not have millions of followers, but they have a dedicated following in a specific niche market that can work wonders for your brand.

Or, if you’re feeling adventurous, you can check out influencer marketplaces (such as Grin, Upfluence, and Creator.co) to find a public figure who may be suitable for a campaign.

And let’s not forget about the power of research. Check out which influencers work for your competitors and find similar figures for your own campaign. This way, you can reach out to the right people and make your brand stand out.

#3 – Pay to play (aka use paid ads)

Paid ads not only generate revenue, but also increase your reach, which is crucial in a market as crowded as fitness advertising.

Choose your platform wisely

Now, before you start throwing money at every ad platform you come across, it’s important to choose wisely. For this, we recommend checking which platforms your competitors are using and, well, using them as well!

Keep an eye on your money

Remember, you shouldn’t just throw your money at the wall and hope it sticks. You need to track your paid ads closely using tools like Google Analytics to ensure they’re actually working for you effectively. After all, nobody wants to waste money on an ad that’s just not doing its job.

Keep these tips in mind when creating your paid ads

  • Your ads should make the target audience feel like they’re part of a unique community. This can be achieved by sharing your brand personality on social media and creating content driven by the community
  • Storytelling is a powerful tool to capture the interest of potential consumers and convey empathy. By telling a story (think a transformation story about how your product or service has actually helped someone achieve their goals), you can establish a strong connection between your brand and your community
  • In the fitness industry, brands need to be body-positive, which means the message should make people feel a positive emotional connection to the brand. It’s important not to mislead people about fitness or make false assumptions about body types
  • The tone of the ad really matters. Optimism is crucial for creating a strong and positive vibe with your audience, so it’s important to start with a positive outlook and build from there on how people can achieve a healthy body, whether it’s losing weight or building muscle. Remember, people can be sensitive to tone, so choose your words wisely

#4 – Try video fitness advertising

#4 – Try video fitness advertising

YouTube, the land of lost Vine videos and epic fails, is also a goldmine for fitness professionals. With over 2.6 billion monthly active users, you could be missing out on a huge audience if you’re not using this platform.

Now, you may be saying to yourself, “but video production is way too costly for me to try! I’ve just launched my small business; how can I afford that?”

Worry not; you don’t need to shell out big bucks for fancy recording equipment. Just grab your phone and start filming! Consistent video content can help you build a loyal subscriber base and make your brand more visible online.

Wondering what kind of content you should create?

Well, here are three types of videos just to get you started:

  • Gym owner? Show off your gym with a promo video! Make sure to include footage of members crushing their workouts on your equipment with some motivational music in the background
  • Personal trainer? Share some quick fitness tips in video format. Teach your audience how to work out from home or choose the perfect supplement for their fitness goals. Just don’t forget to flex those muscles for the camera!
  • Certified injury rehab or physiotherapy pro? Share your expertise with the masses by creating videos that walk people through common injuries and how to manage them. You’ll be the MVP of the rehab game

Remember to keep your videos short, sweet, and to the point. No one wants to watch a 2-hour lecture on proper squat form. And always end with a clear call to action, whether it’s subscribing to your channel or booking a personal training session with you.

#5 – Build your email list using lead magnets

Want to build your email list and increase your online reach? (who are we kidding; of course you do!)

Well, that’s where lead magnets come in.

So, what exactly is a lead magnet?

Simply put, it’s something irresistible you offer to your potential customers in exchange for their email addresses. Think of it as a win-win situation, you get their email address, and they get something valuable in return. It can be anything from a free workout guide to a discount voucher, depending on your budget and your marketing goals.

Let’s take a look at a real-life example. ATHLEAN-X, a hugely popular fitness brand with over 13 million followers on YouTube, offers a free training plan in exchange for an email address. Who doesn’t love free stuff, are we right?

But hold on a second, don’t just sit back and wait for the leads to come pouring in. You need to nurture those leads!

Send them useful content to build engagement and trust in your brand. And remember, you need to know your audience and understand what they value. So do your research, and consider running a few lead magnets concurrently to measure which one is most successful.

Let us handle fitness advertising for you

As mentioned, fitness advertising is considered one of the most competitive industries out there (because the money’s good), so it can be challenging to tackle, especially if you need to focus on your brand and business. Worry not, though, as you needn’t do it alone. Just book a discovery call with us today, and we’ll show you how we can help you flex your marketing muscles and bulk up your business in no time.

Fitness advertising – FAQs

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