As much as you want your customers to talk about your products’ and services’ features and benefits, they probably want to talk about themselves, and how your offerings fit into their lives.
→ Phillips, Cordell, Church, & Moore, The Passion Conversation
One often untapped method of marketing that your gym can take advantage of is to give your members the means to brag about themselves publicly.
Here’s a step-by-step guide to doing so:
Hire a good photographer to come in once a month & snap pictures during a handful of classes. Have her come to the morning classes one month, then the evening classes in the next.
Ask her to send you the edited photos without any watermarks or logos.
Pick one or two shots of each athlete that you have photos of, being sure to keep an eye out for images that make the athlete look strong, badass, & like they’re having fun. Upload those selects to an online design app like Canva.
Crop each photo to be a square aspect ratio, & add your gym’s logo at the bottom.
Text the photo or photos to the individual member, along with a note of thanks & encouragement. (Text is more useful than email since texting will put the images on their phone, where they can more easily share it on social).
Not all your members will post the images to Instagram or Facebook, but many will. They’re proud of the work they do within the walls of your gym. They’re proud of effort & the accomplishments. They’re proud of being the type of person who chooses to do difficult things.
They probably want to talk about that more often, & you as the conduit to those feelings of pride, but simply lack the visual means by which they can do so.
Word of mouth marketing will happen on its own, but that doesn't mean you can't help inspire it.