Should Fitness Club Sales and Marketing Change?

Should our sales and marketing change because of COVID-19? 

At the risk of offending some readers, I believe this is a strange question. Just as strange as asking, “Should my barbells and dumbbells change because of COVID?” Sometimes we need to change our gym equipment because it is old and rusty. But we don’t throw out our fitness equipment just because we are in a “temporary” pandemic. 

Instead, we change our equipment because our members are not happy with our broken equipment. And we hope that investing in new equipment will increase member satisfaction, revenue and profits.

Sales and marketing are the same. Sometimes, fitness clubs need to change sales and marketing strategies because they are ineffective or unprofitable. These changes are not done because of COVID-19. They are necessary because the sales and marketing we are doing is not working.

During COVID-19, many experts panicked and advised that sales and marketing must change to address the “new normal.” In most cases, this desire to change sales and marketing is coming from a lack of understanding of what true marketing is. 

Professor of marketing Philip Kotler defines marketing as, “The science and art of exploring, creating and delivering value to satisfy the need of a target market at a profit.” COVID-19 does not change this basic principle of marketing. 

In short, do whatever works for you and your business.  

Finally, should selling change after COVID-19? I will quote Professor Peter Drucker: “True marketing does not start with, ‘What do we want to sell?’ It asks, ‘What does the customer want to buy?’”

So, what does your customer want? After COVID-19, I doubt the basic needs and desires will change as much as some believe. People will still want to be slimmer, fitter, stronger and healthier. Sales and marketing systems that worked in the past will continue to work.