5 Digital Content Tips for Fitness Operators

With an ever-growing list of fitness options available to customers, club operators are challenged to find their competitive differentiators. In the digital age, online fitness content can help club owners create their unique distinction — and build solid customer connections. Whether you’re starting to develop your digital content library or looking for enhancements, here are five content strategy tips for club owners.

№1: Hybrid Is The New Era of Fitness

Member demand for a mix of in-club and digital fitness offerings is here to stay. If you want to remain relevant, then a hybridization strategy is essential. Rather than focusing on pivoting your business (as so many had to do in 2020), focus on innovating it with hybridization.

To create a hybrid fitness experience, you must fine-tune your digital content so it resonates with your members and compliments in-person offerings. Once you’ve established a library of engaging content, you’ll need to identify your best coaches to create and deliver these online offerings. Teaching on a digital platform requires a different skill set than teaching in-person classes so make sure to spend time training your team members on how to connect and engage with their audience.

№2: Personalize Offerings

In-person gyms offer an array of classes that reflect club member needs. Digital content should reflect this same level of personalization. Offer a variety of workout types, instructors and styles. Classes should also vary in intensity and length. When determining your offerings, consider the demographics of your current club members, as well as those you might want to attract.

№3: Make Online Content Easy to Find

Being clever is entertaining, but it’ll stymie your branding efforts if your club members can’t find the content they’re searching for. To create frictionless experiences, make sure your video titles are easy to understand so that your members can identify what they will be getting from each workout at a glance. Categories can be used to make sorting through your content quick and simple.

№4: Integrate Across Channels

A successful hybrid fitness experience requires brand consistency across channels. Digital classes need to feel like an extension of the club. One way to integrate across channels is to have your brand advocates — the coaches — recommend digital workouts. By crossing channel boundaries, you’ll create a robust brand offering that can appeal to more prospects and existing members in new ways.

№5: Think Socially

Social media platforms are great for advertising your club and digital content offerings, and they can also be used as a place to build a community among club members. Facilitate club-to-member connections by creating private Facebook groups and email blasts that generate excitement around the content. Your online platform will also spark member-to-member communication because they can interact and respond to others’ posts. Social media is also a way for your coaches to interact with members, share milestones, and create conversations that can motivate and inspire.

The Future of Digital Fitness

As we look ahead, there’s no question that club member expectations and experiences will further shape digital fitness. As your online content strategy evolves, so will the potential for expanded membership — and plenty of new business opportunities.