How to Launch Your Profitable In-Club Fitness Bootcamp

TODAY!Marketing Your Bootcamp Program

Phase 1: Pre-launch

No Cost• Email member base• In-club signage• Press Release• Seminar/Workshop• Joint Ventures• Demo classes

Cost• Facebook & Craigslist• Direct Mail

– Letter to current members– Letter to previous

members– Post card to surrounding

homes

• Radio/TV ads– Seek trade

Phase 2: “Grand Opening”

• In-club/on-location VIP party• Demo class• Information booth• Provide brochure at the door (check ‘em in)• Have trainers available to mingle and answer

questions• Provide refreshments to keep them there

Phase 3: Post-launch & Ongoing

Online• Articles• Blog Posts• Press Releases• Video• Audio• Ad Words

Offline• Referrals• Business to Business• Live

Events/Presentations• Joint Ventures• Networking

Articles

• “How to” information• 500 – 1000 words in length• Piggyback on current events and national

holidays• FAQ – survey your members for topics• Strategic titles, description, & keywords for

Search Engine Optimization (SEO)• Recommended Resource:

www.submityourarticles.com

Blog Posts

• An interesting blog on your website is critical– Keeps members engaged; value add– Attracts new leads; SEO– BLOG REGULARLY (at least 3x/week)

• Leverage done-for-your (Prograde, Workout Muse, etc.)• Leverage trainers – they’ll feel special & get exposure• Leverage clients – testimonial of the month

• No different than writing an article– COPY & PASTE

• Recommended Resource: www.wordpress.org

Press Releases• “If it’s in the news it must be important!”• Leverage your articles/blog posts to highlight

important information• Make “done-for-you” for reporters– Write as if you’re the reporter doing the interview– Include quotes from you

• Contact all local news sources and ask how they prefer to receive press releases

• Recommended Resource: www.freepressrelease.com

Video

• Exciting and versatile• Workout of the Week• Member testimonials• Keep them short and sweet• Leverage articles & blogs• Strategic titles, descriptions & keywords• Recommended Resources:– Flipcam– www.tubemogul.com

Audio

• Easiest to create and distribute– Encourage members to download and listen to

while driving or walking– Members can easily pass them on to friends

• Interview trainers, members, industry “gurus”• Turn into podcasts• Transcribe for blogs, articles, eBooks, etc.

Google Ad Words

• Set a low daily budget of $5 and pay less than $.50 per click

• Use catchy titles and descriptions, and include price to limit wasted clicks

• Relevant keywords: (location) bootcamp, (location) boot camp, (location) personal trainer, (location) weight loss program

• Split test, track results and adjust accordingly

Referral Marketing

• Earn, Ask & Reward• Send cards– Thank you for your business– Congratulations (milestone, anniversary, goal, etc.)

• Bring a buddy days• Camper of the day, week, month– Public appreciation and a small token (post-

workout shake on the house) goes a long way

Business to Business

• B2B Phone Calls• B2B Drop-ins

• Business of the day, week, month• Enhance their employee benefits plan with big

discounts (i.e., free club membership with boot camp)

• Create win-win relationships– Promote each other’s businesses

Live Events / Presentations

• Standard topics– Lies & Myths of Weight Loss (Prograde)– Demo Class– Nutrition Seminar

• Piggyback on current events & holidays– How to survive the holiday season– How to achieve your New Year’s resolutions– How to get your beach body in time for summer

• ALWAYS HAVE A CALL TO ACTION!!!

Joint Ventures

• Medical Professionals: Physical therapists, doctors, chiropractors, dentists, etc.

• Beauty/Wellness: Hair salons, massage therapy, cosmetics, plastic surgery, etc.

• Create Win-Win• Always offer your services first– “I have a large fitness audience and would really like to

have a good solution for them when it comes to ______. Could I refer business to you?”

Networking

• It’s all about who you know, and more importantly, who knows YOU!

• Join local networking groups like BNI, Chamber of Commerce, Meet-up groups or start your own

• Attend at least one networking event per week• Always have business cards, notepad & pen,

and your calendar available!

IMPORTANT!

• ALWAYS REMEMBER – YOUR BUSINESS ISN’T BOOT CAMP. IT’S MARKETING

BOOT CAMP.– SPEND MORE TIME “ON” YOUR BUSINESS AND LESS

TIME “IN” YOUR BUSINESS OR YOU’LL BE OUT OF BUSINESS!

• Recommended Resources– Outrageous Advertising that’s Outrageously Successful

by Bill Glazer– Dan Kennedy’s NO B.S. Newsletter