Six questions with Allison Rand, the VP of marketing for YouFit Gyms.
1. How did you get your starting the fitness industry?
I started my career at the dawn of the internet, working at iVillage on their Diet & Fitness channel. I immediately loved how content and community could really help people. When I moved to VIDA and YouFit, I learned how much more powerful that sense of community can be in the four walls. I also learned that this industry is full of operators, marketers and tech leaders who want to collaborate to help our population be their healthiest while helping each other grow our businesses. I truly believe that together we will make fitness accessible to all populations — helping people feel their best mentally and physically.
2. What’s been a key to your organization’s success? What are you most proud of?
The YouFit marketing team is a small and mighty group of passionate creators. Every January, we always band together for a stand-out campaign. I’m proud of our ability to create high-caliber, budget-friendly messaging that goes beyond the expected storyline. I’m also proud of how the team layered in testing, learning, and iterations to optimize and improve.
3. What has been one of the biggest accomplishments of your career?
My biggest accomplishment is becoming a vice president of marketing after barely finishing high school. In grade school, my mom advocated for me to get extra support as a student with dyslexia. Back then, some teachers treated me like a failure and didn’t have the patience or understanding needed to help me learn. Over time, I learned how to use my disability as a strength, and I use it to see the bigger picture and navigate it strategically. Some people didn’t think I would graduate. Some people didn’t believe I would work. My advice is to use obstacles and failures to build strength and perseverance.
4. What has been one of the biggest challenges you’ve faced in your career? How did you overcome it?
Marketing for the fitness industry is uniquely challenging due to increased competition, consolidation and trending modalities. My biggest challenge is driving volume. I have 57 locations that need leads and online sales. The challenge is unrelenting. I constantly test new channels, business partners, software, creatives, etc. to optimize my media spend and drive better performance. As Google and Meta evolve, the challenge increases. How do you overcome it?
- Stay on top of the beta releases on each channel, get to know your Google Meta reps.
- Understand what your agency is doing. Ask questions until you completely understand the strategy.
- Test, learn and iterate.
- Craft your brand story and evaluate how that is impacting your funnel.
5. What is one lesson you have learned that other fitness professionals can learn from?
Learn from other fitness industry professionals. It’s important to learn strategies and tactics from industries but take advantage of the collaboration and support you can get from your peers in other fitness businesses. I’m so thankful for my relationship with executives in other gyms, studios, software, and equipment because I can learn, exchange ideas and get inspired.
6. Tell us a fact about yourself others may not know.
Everyone knows I have a hairless dog and a twin sister, but you may not know that I collect vintage stickers from the 1980s.
