if you can place a poster in their shop window
or leave some flyers for their customers.
Work with other fitness
companies
If you provide yoga classes, how about
teaming up with a CrossFit Box? Or if you do
outdoor training classes, look at partnering
with a local gym.
Are there any fitness businesses
that offer services you don’t, that would
The 30-second article
• Lead generation is critical to fitness
businesses and can be the difference
between making a profit or shutting
up shop
• There are multiple sources of leads,
both online and offline, from reaching
out to your own database of past clients,
leads and prospects, to Google Adwords
• Online options include lead capture
forms on your own website, social
media, and online directories
• Working with other businesses to
promote to each other’s clients can
work as long as the relationship is
truly mutually beneficial
• Traditional marketing methods such
as letterbox drops, open days and
lead boxes can still be effective lead
generators.
56 | NETWORK SUMMER 2018
complement your business – and vice versa?
This adds value to your members or clients’
memberships and exposes your services to
a completely new audience.
Class Pass and Fitness Passport
Similar to a gym membership, Class Pass
and other similar businesses give members
access to all sorts of different classes (such
as yoga, barre, cycling or martial arts) at a
variety of studios and gyms that have signed
on. By signing your business up, you could
get some people trying out your facility
who may not have otherwise, and who may
then become members. This option isn’t
necessarily suitable for every business, so
you’ll need to consider it carefully.
Fitness Passport is a corporate health
and fitness program that allows those
people who work for a variety of government
organisations access to fitness businesses
that have signed up to the program.
The old fashioned methods
Sometimes the tried and traditional ways
work best, so consider these options too.
Letterbox drops
The success of letterbox drops can be a bit
hit and miss. If people receive a heap of junk
mail, chances are your flyer will go straight
into the recycling bin.
Consider adding a calendar or listing local
service contacts or emergency numbers that
may extend the life of your flyer. Add a magnet
so people can put the postcard on their fridge
so when they decide to join a fitness business,
they have your details at top of mind.
Open days
Throw open your doors for a weekend and
invite the local community along. Make it a
fun-filled event with special competitions,
free food and giveaways.
Lead boxes
Set up a lead box in a high traffic area where
people drop their business cards to win free
memberships or merchandise.
Time to get personal
We are in a personal business, so nothing
beats putting yourself out there in person
and meeting potential members face to face.
Set up a stand at your local shopping
centre, community event or markets, and
give out free fitness assessments. Hit the
streets and give out free passes around
train stations, schools, child care centres,
bus stops – anywhere your target audience
may be.
There are lots of opportunities to get
leads and most of them don’t cost a lot of
money, just some time and perseverance.
The important thing is to continually have
a few different lead generation strategies
in place, even when your calendar is fairly
solidly booked, so that you can keep adding
them to your leads funnel.
Michelle Le Grand is the owner of Le Grand
Marketing, and is also a group fitness instructor
and personal trainer. She specialises in developing
marketing strategies and social media plans
for fitness businesses to help them generate
leads, increase memberships and build brand
awareness. legrandmarketing.com.au