Erin Lotta shares why your health club should be marketing holistic health services and utilizing the five pillars of wellness.
Consumers are more focused on improving mental well-being through movement and fitness. This has created an increase in the need for a holistic approach to health. The shift in the fitness industry creates the opportunity for changes in traditional fitness marketing.
Holistic health isn’t just about a physical appearance that is traditionally shown through before and after shots, or typical desired body types. The nature of holistic health is more about a reflection of how a person desires to interact with their life and core values. Just like an effective fitness program, there is a framework to holistic health that aligns with the NASM certified wellness coaching course.
The following are the five pillars of wellness and how they can be marketed.
- Movement. Opportunities to depict joy, focus, connection, calm, relief from daily pain and muscle imbalances from working or sitting.
- Nutrition. Creating the desire for balance with nutrient-dense foods coupled with the permission to enjoy treat foods in social settings and celebrations in a pleasurable way.
- Well-being. Community events, connection with nature elements, in-person connection, virtual connection opportunities, mindfulness, relaxation practices, increased basic self-care and enjoyment in down time.
- Recovery. Promoting recovery-based activities/products. Providing education around night hygiene and mental breaks from technology, stretching and nutritional recovery needed post-workout.
- Coaching. Bring attention to the need for coaching and evidence-based approaches for successful change. Depict support through behavior change, individualized plans, creating habits and resources available through apps or media for support in and out of the club.
Holistic health may seem foreign in typical fitness settings and may not be in alignment with brand. But long term fitness success is dependent upon strong daily health habits. These habits have often been left outside of the club and left up to the user. This is an opportunity to guide other parts of a consumer’s journey. And it can still be done in a brand specific way. This creates a higher chance for reaching the desired outcome and celebrating many wins along the way.
Health clubs and gyms can now have more direct influence on what their clients do outside of the gym through marketing holistic health services. This can increase their chances of success and retention inside of the gym.
EXTRA: Check out Erin Lotta’s project from the Global Wellness Summit.
