February 25, 2024

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How Health & Fitness Brands Can Increase Sales Well Into the New Year

(Ad) With the pandemic in the rearview mirror, consumers are ready to return to their health, fitness, and wellness routines—and the spending that comes with those habits. They’re investing in gym memberships, fitness classes, wellness retreats, vitamins and supplements, exercise and activity gear, and more.

And even though the economic outlook is still being determined, consumers aren’t willing to pause their spending in health, wellness, and fitness categories.

Adding to that spending is the approach of the holidays and gift-giving season, followed closely by new year’s resolutions. Now is the perfect time for brands to capitalize on consumers’ readiness to spend on their health and wellness—here’s what you need to know.

Health and Fitness Industry Overview

The health and fitness industry is big, broad, and continually growing. That makes it a competitive field, as well as an innovative one. The industry includes categories such as:

  • Local gyms, health clubs, and fitness studios
  • Fitness and nutrition apps
  • Wellness retreats focusing on physical and/or mental health
  • Health food and supplement companies, including eCommerce

The wellness and fitness industry is about more than getting people into the gym to sign up for a membership or making a one-time order of the trendiest supplements. It’s about helping people find their “why”: what made them want to improve their health and fitness long-term and finding ways to make those healthy habits sustainable.

That’s why it’s such a satisfying space for many businesses. But it’s also a highly competitive one. Health and wellness brands must have a smart marketing strategy for their products and services to stand out from the crowd and bring in new customers to help.

Here’s what you need to know about health and wellness marketing for your business, now and in the new year.

10 Ways Health, Wellness & Fitness Brands Can Increase Sales Well Into the New Year

1. Email Marketing

Email marketing is immensely popular because it’s effective for almost any industry. For health and wellness brands, in particular, email marketing can help you deliver messages about how your company can help customers achieve their new year’s resolutions.

Whether they want to get or stay in shape, eat healthier, embrace mindfulness, or take time for their wellness, you can send email campaigns targeted to their interests by segmenting your email lists. If you sell products, you can tell a story about how those items tie into a healthier, happier new year for customers for your eCommerce email marketing.

Source: 24 Hour Fitness

2. Paid Social Media

Social media is a marketing powerhouse—especially for wellness and fitness brands. It allows you to show customers what their lives can look like if they follow your advice, use your services, or buy your products.

Purchasing ads on social media platforms can be affordable, even for small brands. And the power of data means you can target precisely who you want to reach, whether that’s local parents trying to fit in a workout or devoted yogis across the country.

Working with influencers can be another way to reach potentially engaged audiences. Selecting only a handful of influencers who align with your brand voice, ideal customer profiles, and values will get you the biggest bang for your buck.

Source: Crunch Fitness

3. Organic Social Media

You don’t always need to pay to get engagement and build a brand on social media platforms (though it’s still the best way to get more reach). Creating motivational and educational content and sharing it organically can create a brand that your followers look forward to seeing in their feeds.

Motivational content is compelling for health and fitness brands—you’re not just selling a product or service; you’re selling a better, happier life. User-generated content can help you build a more engaged community because people love to have their content shared by brands they like (with permission). It also gives your brand credibility and trust in the eyes of customers.

Source: Mind Body Green

4. Free Trials/Discounts/Promotions And Loyalty Programs

Consumers are bombarded with many marketing campaigns for the latest wellness and fitness trend, and they often tune them out. Offering them a chance to try it for themselves without much (or any) commitment can help get them excited about what you offer and willing to give it a try.

New customer discounts and free trials are a great way to attract new business. But don’t forget about your loyal, long-term customers—give them loyalty and referral discounts, so another company’s new customer offer does not tempt them. Retaining a customer costs much less than gaining a new one, and it’s more profitable for your business, so keep that in mind when determining what promotions to run.

Source: Orange Theory Jacksonville

5. Emphasize Targeted Marketing

Everyone’s fitness, wellness, and health journey are unique and personal. You can use targeted marketing to send the right message to the right group of customers to motivate and entice them.

For example, suppose you run a local yoga studio and have a list of customers who haven’t been back since the pandemic. In that case, you can send them an email campaign offering a discount for returning and promising a warm welcome with an all-level class.

Or, if your gym has a new personal training program, you can send potential customers a targeted campaign offering them an easy sign-up process or a free trial. It’s all about matching the program or offering to the right person at the right time to increase the likelihood of getting them to make a purchase.

6. Reputation Management

Reputation is critical in the wellness and fitness industry. You’re asking customers to trust you with their bodies and health and often their families, so you must establish credibility and build trust. The best way to do this is with reputation management, which helps your business maintain an authentically positive brand.

You can build your online reputation by taking a few simple steps. First, ensure you create a Google My Business profile. Ask happy clients and customers for reviews on Google and Yelp, or sites where your products or services are sold, so you have a high ratio of positive reviews to balance any negative ones. People are less likely to proactively leave positive reviews of your studio, retreat, or supplements, so giving them a nudge is a great idea.

You can also add testimonials from happy customers to your website. And be sure to consider adding success stories to your social media channels, whether a before-and-after picture series on Instagram from a happy client or a short vlog about a health or wellness experience on TikTok.

Source: Ideal You Weight Loss Center

7. Create Seasonal Campaigns

It’s no secret that health, wellness, and fitness move in seasonal cycles. New Year’s is popular as an advertising time to help customers fulfill their resolutions, and this is a time to target for sure. But pay attention to other seasonal campaigns to keep ahead of health and wellness business trends.

Spring break can often motivate young people to focus on their nutrition and fitness before they hit the beach, so it’s an excellent time for wellness food and beverage companies and fitness studios/gyms to target that age group.

Spring is also a popular time for consumers of all ages to start thinking about their summer plans and how they want to feel and look in the hottest season. And back-to-school season in the fall gives parents more time in their schedules as kids head to classes, which opens up time for more spin or barre classes or a chance to embrace healthier eating while making family meals easier.