How to Make Your Gym Stand Out

People in your community have a lot of options when it comes to gyms and studios. Since they have so many choices, you need to ask yourself: How does your fitness business stand out? What’s different about you? Why should your neighbors choose your gym over all the others?

Differentiation is key in the hyper-competitive fitness world -- and focusing on people over 50 sets you apart from the start. Your community probably doesn’t have a gym or studio focusing on older people. If it does, there’s room for more -- and to do it better. Most general-population businesses never think about appealing to active agers, even though it would help them fill up the dreaded midday slump all gyms face during the week.

Once you’ve decided you want to attract people over 50, you just need to make it clear. That’s how you stand out in your community, how you make a name for yourself as the local expert on fitness over 50 -- and how you become the go-to spot.

You do this in how you present your business to the public, where you network, whom you support, etc. And you do this primarily through content on your website, on social media, and in email newsletters.

Fitness consumers over 50 perform web searches and look at sites and blogs to get a feel for all the places they see. How will they react to your website -- to its images, its text, and the topics it covers on its blog? They notice Facebook feeds that are full of huge young muscle guys and articles promising to help young women lose their baby weight or get ready for the beach. And they want to receive engaging, informative content about healthy living in consistently delivered emails that don’t push a hard sell.

People over 50 have some distinguishing characteristics, and they want to see that you understand their needs, care about them, and can offer them effective, fun, and safe exercise. You need to understand what motivates them to want to get fit or stay fit. They have powerful reasons -- grandchildren, travel, sports, hobbies… and, most importantly, maintaining their independence and vitality for as long as possible.

In addition to lifestyle and exercise articles they’ll relate to, Prime Fit Content delivers healthy recipes that your audience will appreciate. Recipes are among the content most often shared, and people over 50 want to eat well while they’re preparing meals that are also healthy and appropriate. (No, we’re not chefs! We curate from the best, though.)

We also give you a weekly inspirational meme featuring an inspiring photo and quote. They’re designed to motivate, keep people on track for their fitness goals, and entertain. They’re easy to share on social media and in your email newsletters. Great memes get shared, too – and that will help spread the word wider.

You need a steady stream of top-quality content to set yourself apart week after week -- on your website, on social media, and in your email newsletters.

But be aware of this: You are not the story.

Your clients are.

We see so many gyms, studios and trainers fail in their content marketing because they paint themselves to be the hero of the story, leaving the customer on the sidelines. No one needs to see your six-pack; they want to know what you can do for them.

So promote your functional aging certifications, your advanced training in post-surgical exercise, and your dietary expertise that relates to fitness. But always make sure your customer is the hero -- Luke Skywalker to your Obi Wan Kenobi.

To really stand out, you must reflect your customers in your content. Shoppers respond to the cues you give in your images and words. Show that you want them, you care about them, and you want to help them live their best lives.

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