2025 Issue 3 | GearedUp |
Preferred Vendor
In today’ s digital age, data targeting is essential for businesses to effectively market their products and services. With January being the biggest month of the year for the health and fitness industry, leveraging targeted marketing is more important than ever to reach motivated audiences and maximize impact during this peak season.
January is the fitness industry’ s busiest month, as millions set new health and wellness goals for the year ahead. With ROR having over 15 years experience being a trusted partner of Planet Fitness, we know this is a golden opportunity to harness data targeting and connect with the right audience at the right time. With demand at its peak, a strategic, data-driven approach can set your campaigns apart and drive impressive results.
Why Data Targeting Matters in January
Data targeting— the process of leveraging customer data to identify and segment audiences— is essential for creating personalized campaigns that resonate. In January, when interest in fitness is at an all-time high, ROR can use these insights to cut through the noise and deliver tailored messages that align with our audience’ s goals. The payoff? Higher conversions, increased memberships, and a significant boost in revenue.
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Utilizing AI to Segment Your Audience for Maximum Impact
Effective data targeting starts with smart audience segmentation. Consider demographics, behaviors and preferences: age, fitness goals, workout styles and even location. Using ROR’ s AI-Powered Platform, our clients are able to optimize delivery, exposure and engagement by delivering the best messaging at the perfect moment- when potential customers are actively searching for solutions. This AI-driven approach allows us to reach more highly targeted and responsive prospects in your markets- thus driving more acquisitions.
Timing Is Everything
In January, consumers are highly motivated but also overwhelmed by fitness offers. To stand out, your campaign timing and frequency must strike the right balance.
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Overloading audiences with constant messaging could lead to ad fatigue, while infrequent communication risks losing their attention. Personalized promotions, like limited-time New Year discounts, can keep your brand top of mind while maintaining relevance and engagement.
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Avoiding Common Pitfalls
To succeed, avoid two major missteps to understand your audience.
Outdated or incomplete data can derail even the best campaigns. Take the time to ensure your insights are up-to-date and actionable. Additionally, go beyond surfacelevel assumptions about your audience. Engage with your target market, identify their pain points, and craft messaging that directly aligns with their aspirations for the new year.
The Bottom Line
January is the most critical month for the fitness industry, and a well-executed data targeting strategy can make all the difference. By leveraging customer insights, creating personalized campaigns, and avoiding common mistakes, ROR can capitalize on this high-demand period to drive growth and revenue. The new year is full of potential— ensure your marketing strategy is ready to seize it.
Increase Joins and Decrease CPJ
107 % Increase in Joins
Over Control Group
91 % LIFT Direct Mail
58 % LIFT Email
ROR is a gold sponsor partner of the PFIFC. For more information, visit www. rorpartners. com.
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