White papers

WHY MUSIC MOVES YOU

WHY MUSIC MOVES YOU

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...

Meaningful Messaging

Meaningful Messaging

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...

Selling through Stories

Selling through Stories

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...

The Power of a Nudge

The Power of a Nudge

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...

Finding the Fun in Fitness

Finding the Fun in Fitness

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...

Smarter Selling

Smarter Selling

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...

Selling Group Fitness

Selling Group Fitness

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...

Member Onboarding Strategies

Member Onboarding Strategies

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...

The POWER of Social Media

The POWER of Social Media

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,...

Reaching the 80%

Reaching the 80%

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...

Group Fitness Room Design

Group Fitness Room Design

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...

The Power of Initial & Quarterly Launches

The Power of Initial & Quarterly Launches

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...

Scheduling for Success

Scheduling for Success

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...

Your “Unique Selling Point”

Your “Unique Selling Point”

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...

A Revolution of Movement Health

A Revolution of Movement Health

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...

Social Video Marketing

Social Video Marketing

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...

Powerful Advertising

Powerful Advertising

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...

The Fountain of Youth

The Fountain of Youth

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...

Magic of Exercise Music

Magic of Exercise Music

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...

Future of Fitness

Future of Fitness

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...

Creating a Culture of Group

Creating a Culture of Group

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...

Selling Healthy Habits

Selling Healthy Habits

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...

Psychological Value

Psychological Value

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...

Biggest Mover Contest

Biggest Mover Contest

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...

Millennial Marketing

Millennial Marketing

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...

Selling Lifestyle Benefits

Selling Lifestyle Benefits

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...

Creating Buzz

Creating Buzz

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...

The Biggest Mover Contest

The Biggest Mover Contest

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...

Connect to Compete

Connect to Compete

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...

Emotive Marketing

Emotive Marketing

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....

#Hashtag Marketing

#Hashtag Marketing

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...

Real $$ Value Group Fitness Department

Real $$ Value Group Fitness Department

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...

The Sales & Marketing System provides resources for your team to improve marketing effectiveness, to achieve 50% group fitness participation, to drive guest traffic, and to sell more memberships. Our white paper library will help you to learn best practices, educate your staff, and gain a better understanding of the marketing resources available in each quarterly campaign.