By Erin Phelan
Fitness Industry Council of Canada
At this point in summer, many of us are craving routine. As summer winds down and autumn approaches, Canadians are facing the biggest changes – back to school, back to work, back to routines….and back to the gym!
This is a prime time for the fitness industry to leverage marketing aimed at capitalizing on routines, habits and the renewed focus on health and fitness that comes with fall! Let’s explore research and key elements to help build an effective “Back to School / Back to the Gym” campaign that is unique and will bring more members through your gym doors!
Understanding the Market Opportunity
The “back to school” season is traditionally associated with students, families, and teachers. However, it also marks the end of summer vacations for many Canadians, who begin returning to their regular schedules, including fitness routines. After a period of outdoor activities, relaxed routines, and often indulgent summer treats, September gives us the psychological reset, a perfect opportunity to re-engage with health and fitness goals.
For the Canadian fitness industry, this transition period presents a significant opportunity to capture both new customers and re-engage existing members. From university students looking for a fresh start to busy parents seeking ways to carve out ‘me’ time, the demographic for this campaign is vast. How do you craft a campaign that resonates with diverse groups?
Four Key Audiences
To create an impactful marketing initiative, targeting your audience is essential. The “Back to School / Back to the Gym” campaign can be broken down into several distinct groups:
- Students (high school and university): Research shows that students who are physically active excel at school and are better able to focus. In fact, one study by the University of North Texas found that cardiorespiratory fitness positively impacts grades in subjects like math and reading. This effect is linked to the enhanced functioning of the hippocampus, a brain region critical for memory and learning. Offer discounts for students, flexible membership options, and incentives such as free classes or weekend PT sessions to get students in your door!
- Parents and professionals: This target market needs to regain balance after the hectic summer months. Time-efficient fitness programs, such as circuit-style, 30 minute in and out, and shorter, high-intensity classes or online workout options, can appeal to busy parents and working professionals.
- Young adults and professionals: Even if they aren’t parents, everyone feels the rhythm change of September and this group might have been running outside, away on holidays and out of their routine. Target marketing that emphasizes the power of consistency and goal-setting can resonate with this group.
- Fitness newbies: As the fall season brings about the desire for new beginnings, newcomers are often drawn to gyms. Open your gyms wide to the newcomers – make sure you have clear beginner-friendly classes, offer packages for personal training, and make sure your gym is a supportive environment can help convert these individuals into long-term members.
Four key messages
Generate excitement with key messages leveraging both digital and in-person engagement.
- Everyone Deserves a Fresh Start: Positioning the campaign around the idea of a fresh start can have a huge impact. Fall is often viewed as a time for setting new goals and returning to structure after the summer months; it is also the height of race season, and gyms can leverage on the everyday experiences of their clients who have been consistently training through member stories as part of their marketing. Focus messaging on renewal, well-being, and long-term health, rather than short-term fixes. Incorporating mental wellness into the campaign, such as offering yoga, meditation, or stress-relief classes, can be especially appealing to parents and professionals managing the pressures of the school year.
- One-time Offers: Don’t underestimate the power of a limited-time promotions. As parents are shopping for back-to-school needs, think about where you can promote “back to wellness” offers; target incentives for students and teachers, “two-for-one” couple deals, or free classes for new sign-ups. Emphasize the time-sensitive nature of these offers to create a sense of urgency.
- Testimonials and Fit-fluencers: Social media and digital marketing will play a crucial role in reaching target audiences, including Gen Z who are one of the biggest demographics in the gym. Collaborate with micro-influencers (who might consider free memberships for testimonials on what exercise means to them), or work with local athletes to promote the benefits of staying active during the school year. Leverage platforms like Instagram, TikTok, and YouTube to post short workout routines, fitness challenges, or motivational content that can help create a strong online presence.
- Interactive Engagement and In-Gym Events: Engaging customers through events, both online and in-gym, can enhance community spirit and encourage people to try something new – these can include Back to School challenges, 30-days HIT IT back-to-school themed events, open houses, or fitness fundraisers that bring together members. Offering incentives such as free merchandise, raffle entries, or fitness tracking tools for event participants can help generate excitement and engagement.
The “Back to School / Back to the Gym” marketing push offers a golden opportunity for the Canadian fitness industry to drive membership growth and foster brand loyalty. By focusing on tailored promotions, leveraging digital platforms, and promoting a narrative of renewal and wellness, you can effectively engage new and returning members. This seasonal campaign, when executed strategically, can help gyms tap into the natural momentum of fall to inspire Canadians to prioritize their health and fitness.
Fitness Industry Council of Canada (FIC) is the not-for profit trade association that represents the voice of fitness facility operators across Canada. Representing more than 6,000 facilities with more than six-million members nationwide, FIC pursues a legislative agenda in the hope of bettering the fitness industry for both consumers and operators. FIC aims to work with both industry and government to improve the health and physical activity levels of Canadians.
