This month we spoke to Chad Waetzig, the executive vice president of marketing and branding for Crunch Fitness, about marketing.
What are Crunch’s most effective marketing strategies today?
We strongly believe in building fewer marketing campaigns sustained over time with hyperlocal marketing to build consumer awareness, brand comprehension and ultimately, drive new member joins.
What works better for your brand: traditional marketing or social media? Which do you prefer?
Because we know every market is unique and we have to be hyper local-focused, we’ve built out a toolkit with our agency partners that our franchisees can tailor to their individual market needs. That includes digital tactics like social media or search, and more traditional tactics like direct mail or outdoor advertising.
What marketing messages do you think will be the most beneficial for getting members back in gyms after closures?
I think everyone has a great deal of pandemic fatigue — and people are ready to get their vaccines and get back to routines they had before COVID-19. But we’re still in a place of transition. So ultimately, I think the energy and motivation that comes from working out in a gym is the primary message that will motivate consumers. Still, we need to support that message with a reinforcing message about the safety protocols we have in place.
How do you think marketing in the fitness industry will evolve in the coming months?
Pressure testing spending levels and messages will be essential to understand what motivates consumers or addresses barriers they may have. Cash has been tight for everyone this past year, but clubs will need to invest in growing their businesses. Finding that sweet spot will be a challenge for the industry throughout 2021.
Two tips for engaging members through marketing:
1. Member marketing is essential — what made your club unique, special and different that initially attracted members to your gym?
2. Keep reinforcing messages with your members after they join. That can be via newsletters, in-club events — once occupancy restrictions are lifted — and creating a community via your social media channels.
To learn more about Chad Waetzig and his fitness industry journey, connect with him on LinkedIn.