White papers

How do you hook people on group fitness? THE CHALLENGE: Group fitness is something you have to feel to believe. It's not just a workout; it's a connected, music-driven, accountability-packed, endorphin-pumping, community experience. It's likely home to your most loyal...

Is your team selling the service you provide? THE CHALLENGE: Health clubs are seeing less traffic and attracting fewer prospects. Our industry needs more than ever to be appealing to the broadest possible audience, including the people who've been drawn in to niche...

How does music make the member experience? THE CHALLENGE: Exercise music isn’t one-song-fits-all, and in the fitness business we’re challenged to keep members motivated, while delivering music that’s as varied as their tastes. How will you do it? THE SOLUTION: Good...

Are you creating meaningful messaging and transformational testimonials? THE CHALLENGE: Your marketing messages are competing with literally thousands of messages that bombard potential customers every day. Forbes estimates that most Americans are exposed to...

Are your members' stories and their social stories part of your story? THE CHALLENGE: People are sharing more of their lives on social media -  what they love, where they travel, and how they spend their time. Is your facility and the positive impact you are having...

Are you setting up members for success? Or is there a fault in your default? THE CHALLENGE: When a new member joins your facility, you haven’t simply sold access to the building full of equipment. You’ve sold the promise of a valuable and memorable experience, a...

Could we get more people moving if we focused on finding the fun in fitness? THE CHALLENGE: Most people wouldn’t use the words ‘fun’ and ‘fitness’ in the same sentence. In fact, the majority of the population may assume these words are mutually exclusive. THE...

Can the science of exercise and the brain help you build a smarter sales story? The Challenge: For years, fitness facilities have repeated a marketing message focused primarily on helping consumers lose weight and get in shape. The Solution: To engage with members in...

Is your facility selling good equipment or a great experience? The Challenge: Prospective members not only need to know how you are different from the competition (everyone has equipment), but they also need to know if the experience at your facility will be worth...

Do you have a plan for onboarding new members in the New Year? The Challenge: An uninspiring experience at your facility could cause members to lose momentum, give up on their health and fitness goals, and possibly even blame your facility for their failure. The...

Do you have a powerful social strategy? The Challenge: Are you using social media to engage with your members and prospective members in a meaningful and impactful way? The Solution: You need to have a powerful presence on social media that includes great ratings,...

What can we do differently to get more people moving? How do we reach the 80%? The Challenge: Nearly 80% of the population does not get the recommended amount of exercise nor are they members of fitness facilities. The Solution: To reach more people we need to focus...

Does your group fitness room encourage participation? Or chase people away? The Challenge: The design of your group fitness room can affect the member experience positively or negatively. Many group fitness rooms resemble old-school aerobics rooms and keep some...

Are you creating meaningful and memorable moments for your members? The Challenge: To create excitement for your members in group fitness, you need to do something exciting for your members in group fitness. The Solution: A launch event is a great opportunity for you...

Is your group fitness schedule designed for success? The Challenge: For many facilities their group fitness schedule is not strategically designed. It has evolved over time based on instructor availability. To sell group fitness effectively, you need a schedule that...

Do your instructors teach at your competition? The Challenge: Sharing your instructors with your competitors is like a professional athlete playing for two different teams. The Solution: The one thing you can offer that your competitors cannot is your people. The...

What if the future of fitness was actually more about movement? The Challenge: There is a growing need for the services of health and fitness facilities due, in very large part, to one major issue: human beings are moving less and sitting more. The Solution: People...

Are you using video on social media to drive engagement? The Challenge: Video is a critical tool for marketing your fitness facility on social media. More video content is now uploaded to the internet in 30 days than the major television networks created in the past...

Is your website designed to drive traffic and channel members into group fitness? The Challenge: It can be tempting to feature everything you offer at your facility on your website. However, too much information can overwhelm visitors, leaving them with no actionable...

Do you believe that exercise is the fountain of youth? The Challenge: Sedentary lifestyles are one of the most serious public health problems of our times, and yet the fitness industry often forgets about the 80% of the people who are inactive and do not belong to...

What is the key to unlocking the group fitness experience? Music. The Challenge: Music is essential to the group fitness experience. Playlists should be designed to appeal to a wide audience and should drive the experience. The Solution: For MOSSA programs, much like...

What is the purpose of exercise — to change how we look or improve the way we feel? The Challenge: For too long, the fitness industry has focused on selling the ideas of skinniness, big muscles, and sex appeal. Modern exercisers want more. The Solution: There is a...

Are you committed to creating a 'culture of group'? The Challenge: Fitness facilities everywhere are looking for ways to compete with boutique studios and box-style gyms. The Solution: You can compete with small, single-focus studios by enhancing your approach to...

Are you helping members build healthy habits? The Challenge: Many people who join a health club and start an exercise program quit. The Solution: Help your members build healthy habits by getting them connected in group fitness. Summary: Building healthy habits is a...

Are you selling the psychological benefits of exercise? The Challenge: The fitness industry is 'known' for helping people lose weight and get in shape. However, some of the most immediate and most impactful benefits of exercise include reducing stress and anxiety. The...

How can you keep your members engaged and motivated? The Challenge: Members working out alone often lose motivation. Members who visit your facility infrequently are more likely to cancel. Getting members involved in a contest can help increase engagement and improve...

Does your marketing reach Millennials? The Challenge: Millennials are ‘hooked’ on technology, especially mobile and wireless devices. They define their relationships and their own identities through online activity. Are you creating opportunities for Millennials to...

Does your marketing 'sell' the lifestyle benefits of exercise? The Challenge: For decades, the fitness industry has focused much of its advertising on the physical benefits of exercising such as losing weight and gaining muscle mass. And for decades, the fitness...

How does your facility compete with the competition? The Challenge: You can compete on price, or you can compete on service … but you cannot do both. You can offer better services than your competition, or you can offer lower price. However, it is not practical to...

Do you have a retention strategy to keep members engaged? The Challenge: Members working out alone often lose motivation. Members who visit your facility infrequently are more likely to cancel. Getting members involved in a contest can help increase engagement and...

How does your facility compete with boutique studios? The Challenge: Why do people leave full-service health clubs for boutique gyms? We believe it's for the social experience. The Solution: Your facility must be intentional about building social connections with...

Is your marketing message informational or inspirational? The Challenge: Consumers are attracted to brands that express their own personalities and emotive characteristics they desire. The Solution: Market the emotional benefits of your group fitness programs....

Are you maximizing your social media marketing with hashtags? The Challenge: With hundreds and thousands of companies fighting for the time and attention of your members, how do you keep members engaged with your facility on social media? The Solution: Social media is...

Do you know the real ROI for your group fitness department? The Challenge: Many operators categorize group fitness as an expense only, since it does not create direct revenue for the facility. While participation certainly affects member retention, most owners find it...