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Turning New Movers Into New Members


The spring and summer months can be notoriously slow in the fitness industry as your members head off for vacation or take their workout routines outdoors. On the positive side, that’s also the time of the year the most homes go on the market, meaning potential new members will be moving into your area, and if you plan your marketing right, moving into your gym.

What’s the best way to find the new movers in your area? We recommend doing a thorough analysis of your market, exploring the exact neighborhoods that are and are not effective for you to market to, based on where your current members are coming from.

Next, using proprietary change of address data, recorded deed information of new home sales, and other reliable sources, a highly targeted mail list is developed of those who have moved into your community the prior month. It is recommended to source a new list of recent movers each month to make sure your data is always fresh and you have new targets to reach out to.

This is a great opportunity to introduce yourself and welcome new families to the area. Send out a custom designed postcard that showcases your brand and invite them to come try out your facility for a few days free or offer an exclusive joining deal like free enrollment. New mover lists will include the homeowner’s name, instead of the blanket “current resident” for an extra personal touch. To make an even bigger impression, send out a second postcard the following month to remind them of your offer and build your brand awareness.

Over 40 million Americans move every year — that equates to 14% of all Americans and a massive marketing opportunity for you. Running a monthly new mover campaign ensures you are reaching your target audience before your competition can. It also gives you the opportunity to win over people who may belong to a different gym that is no longer convenient for them.

The first few months after moving is when everyone is exploring their new surroundings and trying to settle in. You can become part of their new daily routine by sending a highly targeted and compelling new mover direct mail campaign. The best part is these campaigns can run on autopilot, automatically mailing each month without you having to lift a finger. Set it, forget it and watch your new movers become your new members.

Jon Butts is a co-founder and SVP of marketing at UpSwell. He has over a decade of fitness marketing experience, helping over 2,500 clubs and studios increase their membership through innovative omnichannel campaigns. He has been named as a Top 40 Under 40 Marketing Professional by DM News and also the Entrepreneur of the Year by Auburn University. To learn more, visit fitness.upswellmarketing.com.


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