Digital Apps are Changing the Face of Gym Marketing and User Experiences
“There’s an app for that.” This is a common statement in this day and age. And, as web and mobile app development have become more affordable, and technologies more oriented to boosting business, a wider range of traditionally off-line businesses have sought to capitalize on many benefits and opportunities provided by a modern, feature-filled app and an optimized website. In fact, as, U.S. mobile app users access about 20 apps per monthi, and spend an average of 2 hours and 57 minutes a day on their apps, a greater share of these belong to brands providing value-add and benefit to their customers. Trends and habits within the fitness industry mirror these overall trends in society.
Given that apps reach into all aspects of our lives, and given an ever-increasing focus on fitnessii, it is only natural that gyms (both general fitness centers and specific gyms) and even personal trainers have entered the app world too. This traces the fitness and technology trends, which show that the total market representing fitness apps is increasing from $2.2b in 2017 to $4.4b by 2020 to $14.7b in 2026iii, and already ranks as the 8th most popular apps on the Apple app storeiv.
The U.S. health club market is valued at around $30 billion, with consistent 3-4% annual growth arising from the fact that approximately 20% of adults are members of a fitness club. The growth in gym-membership is tied to:
- Rising health insurance costs, and lower premiums for good health
- Societal shift towards awareness of healthy food habits, and related healthy lifestyle (e.g., certified organic foods)
- Decreased costs of wearable technologies (e.g., fitness trackers)
- Fitness club segmentation—boutique studios and “high-value, low-price” clubs
- Increased ability to stream exercise classes, and general ease-of-access to & decreased cost of fitness instruction (e.g., virtual club memberships, multi-gym membership apps)
- Increased amount of technological and informational solutions enhancing the value of a fitness club membership (e.g., virtual coaches)
Health and fitness app statistics show that users display very strong loyalty to their favorite fitness apps, with 96% of users relying on a single app for fitness, with over 75% of users opening the app at least twice per weekv. Technology is changing the industry, for both consumers (fitness club goers) and suppliers (fitness clubs, gyms, personal trainers, etc.). With the massive progress of wearable technology, artificial intelligence, mixed reality, eCommerce solutions, chatbots, etc., the health and fitness market is experiencing significant growth enabled by the technology market, making it an exciting time for both fitness club patrons, fitness clubs, and developers. Gearing to the strong trends underlying fitness and technology, an app and optimized website provides offline fitness business with a powerful competitive edge, strong marketing & retention tools, and additional revenue streams.
Exactly what would be the benefits of a gym/personal trainer app? Actually, there are many, for both mobile and web app users.
Benefits of Mobile Gym/Trainer Apps
Well over half of those who own smart phones have some type of app related to health and fitnessvi. That’s a large potential clientele base for gyms and other fitness professionals. As new apps, such as ClassPass, are challenging traditional members clubs, it is becoming increasingly important for fitness clubs to provide prospective and existing members with increased benefits.
Often, these apps will integrate the latest technologies:
- Virtual Coaching and Virtual Reality. Fitness club members are increasingly searching for flexible solutions that work around their schedules, and are also becoming accustomed to finding information out for themselves rather than consulting with an expert. A virtual instructors and virtual reality instruction, either showing routines tied to machines or dynamic exercise programs, and progress trackers, are increasingly popular and affordable solutions responding to clients’ changing requirements and expectations.
- Machine & Internet of Things (IoT) Technology. Smart technology is finding its way into fitness clubs, increasing revenue opportunities and decreasing maintenance costs for owner-operators. Traditional gym equipment becomes user-friendly and accessible-to-all members, regardless of learning curve. Owner-operators unlock new insights and information from traditional equipment, enabling cost savings and revenue-enhancing opportunities.
- Chat Bots. Enhance your sales and customer service teams to 100 (virtual) representatives, at affordable costs and with easy integration to an app or existing website. Your virtual agents will be able to answer prospective or existing clients’ questions, intelligently offer dynamically-priced offers, and draw insights for your business decisions.
An app must also be designed to provide outsized benefits to the fitness club as well.
- Gaining New Customers
People search for apps by category or explore a specific app because someone has recommended it (word-of-mouth). If you use proven app search optimization (ASO) techniques, you can rank high during searches. And if you provide an incentive and method for your app users to share it with their communities, you spread the word.
But gaining new customers goes beyond the search process. Traditionally, when potential clients are looking for a gym to join, they physically visit that gym. They are greeted and then offered a tour of the facilities – the guide being a staff member and usually a trainer who is amazingly fit. While this method can result in new membership, there are some drawbacks:
- People who are out of shape are often uncomfortable taking this guided tour and looking at all of the “buff” bodies in the room. They are naturally a bit embarrassed about their own shape.
- Giving tours takes up staff time, and there are the personal conversations that must take place for the current special rates, the membership paperwork, the signing up, etc.
How about a guided tour of your facility through your mobile app? This puts otherwise uncomfortable “visitors” at ease, and that potential customer can be provided the current special rates, as well as the registration paperwork and sign-up process right there on your app – before they ever enter your facility for the final steps.
And, if you are a niche gym facility (boxing, weight training, martial arts, etc.), having an app allows searchers to find you faster, because they narrow those searches on the app stores.
The other benefit is this: if you have reviews and ratings of current clients, these can help to establish your reputation. Those are usually reviewed before someone makes a decision to download your app and begin the sign-up process.
- Mobile Apps Can Streamline the User Experience
Here’s a typical situation. Most customers are a bit adverse to carrying their wallets with them when they go to the gym. They will leave their drivers licenses in the car, and only carry their membership card into the gym. But most also take their phones, so that they can stay connected or listen to music while they work out. What if their downloaded app includes their membership information, and they could just scan their sign-in information, rather than carry a physical card?
Mobile apps can also be used to set up automated monthly payment fees.
- Another great use for a mobile app? Your schedule of classes. These can be updated on your end and then made available on your app, even with a push notification of new classes or any changes in scheduling. Think about how you are now notifying your clients of these things. You may have posters in your facility; you may use email. These can easily be missed by your clients. But if they have updated information at all times, through your app, they are less likely to overlook these things. And if your app allows clients to sign up for new classes, with an additional fee, all the better for your bottom line.
- Do you want to promote discounts for such things as recommending another potential customer who then becomes a member? Push out these notifications through your app.
- You can also use your app to support client “wearables.” Here’s the thing about wearables: many gym owners/managers are unaware of the devices that their patrons are wearing when they come to the gym. Most popular right now is the Fitbit Charge 3, but there are at least nine others that are in use. While you may have “counters” on your machines, along with minutes of use and levels of intensity, they are not storable by a user. If, on the other hand, your app is connected to user wearables, they can record and store their workout information on your app to track their own progress.
It might be a good idea to conduct a survey to determine which popular wearables your customers are using the gym, so that you can connect your app to them.
- You Can Use Video to Provide Support for Clients and Promote Your Brand
Gym patrons like to share their workout experiences, and research shows that one of the reasons they do this is to hold themselves accountable for their fitness goals. There is no better way to promote your brand than to have their videos show up on your app. These provide positive support and encouragement of your patrons. And even if they don’t show up on your app, they can promote your brand through their social media accounts. Solicit videos from your clients; provide them with a one-month discount if they post their videos and your name on their social media accounts. All of this is free advertising by your “brand ambassadors.”
You can also use videos to support your existing clients and keep them using your app. You can post demonstrations of how to use various machines or good workout routines that target specific areas of the body. Push out notifications to your app users every time you post a new demonstration, and encourage them to share those videos with their tribes. Again, this costs you next to nothing, and you spread your brand further.
You might also want to consider posting live videos of classes you offer.
- Increase Income and Promote Your Facility at the Same Time – Gear Sales
All gyms have “gear” with their brand name prominently displayed. You can use your app for promotion of gear sales, even offering discounts at various times. When clients purchased merchandise through your app, they have a secure method of payment. And when they wear that gear (e.g., T-shirts, hoodies, etc.), they are walking advertisements for you – not only is this free marketing, but you have earned some extra income as well.
- Using Micro-Influencers
Through social media, try to identify those app users who have large followings. These can become micro-influencers for your brand. Offer incentives if they will promote your app with their communities – discounted fees, free gear, etc. – if they will post their recommendations for your app on their social media accounts. Consumers trust the recommendations of those they trust.
If you see a member with a large social media following posting pictures or videos of their workouts at your gym, get in touch – chances are they will be happy to receive some “perks” for promoting you.
- Use Your App to Foster Connections Among Users
You can set up a network community on your app that will allow users to communicate with each other about their successes, their challenges, and their frustrations. This is a great way to get users coming back, as they use the message board you have set up within your app. You now have a solid “social” element in your app – always a good thing.
Most likely, best-in-class fitness club apps will incorporate a selection of the following features:
- User account & login
- Virtual support chat bot
- Virtual tours and dynamic membership offers
- eCommerce/mCommerce section
- Wearables connectivity
- Activity tracking
- Notifications & reminders
- Goal Setting
- Workouts, whether video, virtual/augmented reality, or virtual coach
- Educational content
- Community features & User-generated content
Benefits of Web Apps
While app developers tend to focus on mobile apps, there is still a large body of users on devices that require a browser – their PC’s, their laptops or tablets at home, for example, and they want the same information that mobile app users have. For these potential clients, a web app is an answer, and you should have one. For web app users, you can offer the following:
- What Experiences Can You Offer that Emulate Your Mobile App?
The answer is most all of them. When you develop a web app, take a look at all that you offer through your mobile app. These can all comprise pages of your web app too.
Instead of using app search optimization, you will be using SEO techniques, so that organic searches will result in good rankings for your web app. You will need to conduct the research on the most popular search terms for general or specific niche fitness centers or personal training (if applicable), and be certain that your web app content has these imbedded.
- Ease of Navigation is Critical
Once your web app is developed, you will need to test, test, test for ease and speed of navigation. Consumers are not willing to wait for pages to load – they want their information right now. Be certain that you do that.
- Have a Clear Menu
All of the elements of a mobile app can be included in your web app, but users must know where to find those elements. Be very mindful of how you design your menu, so that they can find exactly what they are looking for. Do they want a virtual tour? Have that as a specific menu item. Do they want to see actual demonstrations of the machines and classes you offer? These should be on separate pages.
- What Incentives and Discounts are Current?
Again, a separate menu item for these is a must have. And it must be constantly updated so that it is current, just as you would do for your mobile app. Your clients and potential clients want to see value in what you are offering. Current clients can be offered discounts on fees or gear if the recommend you to others who then become members. Potential clients need to see that you are actively “courting” them with promotional offers.
- Streamlined Registration and Payment Processes
Before a potential client appears in person, s/he will want to know the process for registration, the fees involved, and the payment options that are available. Much of this can be provided through your web app. Registration forms can be filled out and submitted; automated payment methods can be presented and established. If potential clients can complete much of the registration process through your web app, their initial visit to your facility can focus on other things. The paperwork is already done, saving both you and the client tons of time.
- Offer and Promote Your Mobile App
You can use your web app to promote the benefits of your mobile app. Most of these people have smart phones, and receiving push notifications is an easy method of getting updated information when they are on the go. There is nothing to say that they cannot have your web app and your mobile app at the same time and use either as is most convenient for them at any given time.
- Have Compelling Calls-to-Action
There are some “rules” that will make your CTA compelling and get better results.
- It must include an action verb – tell your user what to do. “Add to Cart,”
“Get your discount membership now” are examples of this. - Include the value of the CTA – a discount, a free month, a free T-shirt maybe.
- Use bright, contrasting colors to grab attention
- Put that CTA in several places, so users don’t forget and don’t have to search for it.
Conclusions
Times have changed, and technology is creating significant shifts (and opportunities) within industries, including fitness clubs. Retail today in truly omnichannel. Consumers go to physical facilities to shop; they also shop online in increasing numbers; and more and more they are using retailers’ apps for a host of things. Technology is not a competitor, it is a resource to be used effectively to unlock opportunities for increased growth and profit:
- Decrease your marketing budget by more efficiently targeting potential clients
- Increase your paid membership conversion rates by offering smart-targeted offers, dynamic online sign-ups and tours
- Increase revenue by incorporating new revenue streams and opportunities
- Enhance member experiences, and member retention, by tracking activities and outcomes
- Incorporate technology to assemble data and information about your members, their fitness habits, and equipment, to create better programs and optimize costs
Keeping current and integrating current trends in fitness technology will provide your club with a competitive edge. The technical development process can be designed to ease adoption, minimize risks, and implement features on a cost/value basis.
What is your goal? It is to get as much recognition as possible; it is to spread your brand to as many potential customers as possible; it is to support existing clients and offer incentives for them to share your app with their communities, both mobile- and web-based; it is to find clients who are able and willing to share their stories with their communities; and, most of all, it is to grow your business with an ever-increasing customer base.
You need both a mobile and a web app, if you intend to reach your growth and income goals. While the trend is certainly toward mobile, do not ignore the potential clients out there who prefer a web app at the moment.
These listed benefits cannot be ignored. Rest assured, your competition is out there creating these apps and encroaching upon your market base. Don’t be out-maneuvered by them.
SOURCES
i https://www.businessofapps.com/data/app-statistics
ii https://www.thegoodbody.com/fitness-statistics/#inactive
iii https://globalwellnessinstitute.org/press-room/statistics-and-facts/
iv https://globalwellnessinstitute.org/press-room/statistics-and-facts/
v https://globalwellnessinstitute.org/press-room/statistics-and-facts/