Ladies-only gyms form a niche market, and to be successful you must attract a particular type of client. The marketing methods chosen must appeal to the women who you want to join the gym. Before you begin your marketing campaign, determine what your gym has to offer women that is different from what they might find at traditional gyms.
Target Audience
Understanding your target audience is essential to creating the best marketing for your gym. You need an idea of what your target clientele wants from the gym. Fitness Marketing Group suggests that most women are concerned about losing weight with improved health and fitness as a secondary reason for hitting the gym. You might also tailor different marketing campaigns toward different groups of women, depending on the type of services you have at your gym. For example, if you have several prenatal exercise classes taught by a professional who understands the exercise needs of pregnant women, expectant mothers form a solid target for your marketing.
Emphasize Differences
Your advertising campaign should emphasize the characteristics that separate your gym from a traditional gym, including amenities specifically designed for women and the comfort of working out without men present. Examples of points to emphasize include an all-female staff, spa services, customized training plans ideal for women and classes designed for women. The marketing must set your ladies-only gym apart from competitors. Scope out other gyms designed for women in the area so you are able to differentiate yourself from them in your marketing.
Host Events
An open house at your gym gives women a chance to check out the environment for themselves. You get a chance to showcase the amenities while your personal trainers, instructors and other staff members show off their skills. For example, your trainers might offer mini-classes or give presentations on health topics at the event. Give the women who attend a chance to explore the gym for themselves. A small gift bag with a fitness-related gift and information about joining the gym is another way to market during the event.
Get Referrals
Women are often willing to share information about products and services they like. Focus on offering your current female clients a positive experience at the gym so they are more likely to tell their female friends. A referral program that rewards your current clients for getting their friends to join can be productive. A similar option is to have a loyalty program that offers small incentives or gifts to your clients who use your facilities regularly. This encourages them to stay with you and refer you to their acquaintances.
Market Online
A professional website for your ladies-only gym allows potential clients to access information about your business. Include colorful photos of all the different areas and services offered at your gym so the women are able to see what you have to offer. A blog on your website is another way to engage women. Posts about gym happenings and general health, fitness and weight-loss information can draw readers who may then become clients. Using social media such as Twitter and Facebook also helps generate online buzz about your gym.