WhatsApp pings 10am …”Hi, this is your gym, due to coronavirus the gym has been shut down until further notice”.
If you’re like me, and you need that runner’s high to keep your body and mind in check, then the above message was the doomsday scenario. Forget the toilet paper, I need my weights!
That’s for me, a gym goer…what about the personal trainers, the MMA fighters, the wrestlers, the boxers that earn their livelihoods on everything that Covid-19 forces us not to?
These professions may not be an “essential service” like ambulance drivers and supermarkets, but these professionals are an essential service for the days to come for the mind, body, and soul of everyone, especially during an epidemic are becoming more and more essential by the day, even by the hour.
The good news is…digital communication of physical arts is NOT a new thing. Workout videos, wrestling and MMA fighting have all been digitized starting from TV spots, YouTube and just about anywhere you can find a screen.
First step is to ask yourself, how have you been offering your services until now?
Now, can you replicate that in front of a camera?
Now, can you use a computer and put things on a membership site?
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Hey! You got a business!
Need more marketing tips? Check out our digital consulting services
Almost any educational based service, even physical can be digitized and presented. No, it’s not going to be AS good as the real stuff and no, you can’t expect your clients to have the equipment that the gym does…
…But here’s the tricky part and here’s the difference between a successful campaign and one that isn’t…
First thing to understand is, people will pay for value, especially in this era when spending has to be done well. So let’s do it well
Option A: The tone down. Equipment is mostly inaccessible, so change up your training program to not need those fancy pieces. Ask yourself, what can you swap in or out of the routine and still get the impact you’re looking for?
A stairmaster can be replaced by stairs, weights can be replaced by stones (carefully).
If you make your training videos with these toned down equipment, making it something that everyone can do, on any budget, you got yourself a winner.
This is also the opportunity to combine in other services that work together such as nutrition during isolation. An endless level of opportunity, perhaps even more than normal.
Option B: The Upsell – People don’t have these equipment, why not get it to them. All stores are suffering. Reach out to these stores and factories and strike a deal that you will help facilitate sales for them.
In turn, you advertise a special discounted deal on the best equipment. All the while you begin earning commission points on these sales. A true win-win for everyone.
Keep in mind your audience, its demographic and how it’s marketed.
I know these are new-age types of marketing tactics for the down to earth gym goer, these are the times we have to learn to adapt and change…or disappear.