According to the NHS, 24.8% of adults in England are obese, whilst another 61.7% are reportedly overweight. One of the leading causes behind the figures is, of course, a lack of exercise. The fitness industry, therefore, needs both companies and individuals who are passionate about improving people’s health to inspire those who need a helping hand in getting started.
If you are dedicated to both health and fitness, and are willing to work hard to help others, nothing is stopping you from creating a thriving business. Ensure your success by finding out how to launch a fitness brand.
Identify Your Target Demographic
Before you do anything, you must identify your target audience. You will be up against many competitors in the industry, so it will be helpful to be specific about the product or service you want to provide, and to identify the niche group to serve. For instance, you might want to help professional bodybuilders improve their strength. You may also want to help new mums shed their excess pregnancy weight, as a recent survey found that 43% of new mothers had a harder time losing weight after their second pregnancy. Create a persona for each niche group you plan to market to, which will allow you to use the right tone of voice and imagery when speaking to your demographic.
Refine Your Voice
The tone of voice you use will determine whether a potential customer engages with your brand or heads elsewhere. Use your personas to dictate the brand’s language in various marketing materials, as your chosen audience should influence your brand’s name, fitness slogans, mottos and advertising strategies. For example, you wouldn’t use hard-hitting language to promote a yoga class, but you might do if promoting an assault course. Keep the language consistent to reinforce your company’s messages and goals, which will help you establish a recognisable, professional brand.
Market Your Business
No-one will be able to buy your products or hire your health and fitness services if they don’t know you exist. Spread the word about your brand by developing a strong online presence, which will allow people to learn more about who you are and what you can do for them. Consult a digital marketing specialist, such as Eventige, who can help you build a solid brand and increase your online presence through various effective marketing techniques, such as web development, search marketing and social media marketing.
Nowadays, fitness is inspiring many, with social media becoming a platform for many fitness fanatics to show their progress, workouts and even sponsor their favourite fitness clothing brands or protein shakes. Influencers like this will likely be using tools like sked social to help them regularly post engaging and relevant content to their audience; this will help increase and grow a brand’s visibility and popularity within a niche. Reaching out to such marketing influencers on the likes of Instagram and Facebook could drive a lot of traffic and produce many conversions. Who knows, you could even turn into the next Kayla Itsines! Some brands may want to leverage Instagram as an effective marketing tool and buy Instagram likes so as to boost their online presence and encourage growth in natural engagement with their content.
Customers want to buy or hire from individuals or companies they can trust. Stand out from the crowd by regularly publishing insightful, well-written blogs on your website, which will establish your brand as a thought leader in the industry. Reportedly, companies that publish an average of 16 blog posts each month receive 3.5x more organic traffic in comparison to those that published between 0 to 5 blog posts. So, the more articles you write, the more you will appear in the search engines, and the more customers you will acquire. Blog posts can also be easily shared over social media, providing you with a great means of promoting your brand organically.
Don’t Be Too Pushy
It goes without saying that you will want your fitness business to be a success, but you should avoid being too promotional online. Don’t aim to sell – aim to share and inspire. People are more likely to engage with genuine, helpful companies, which could become your brand’s USP. So, reply to their comments on social media or emails, telephone your customers back, and write beneficial blogs and social media posts to support their health and fitness journey.
If you have any helpful tips on how to create a successful fitness brand, or a unique story to share, please write a comment below.