What type of clients is your (fitness) business going to serve? Not knowing the answer to this question can be a big issue, essential even, because a lack of clarity here could percolate throughout your business – making everything else more complicated. For example, selecting a client demographic that is not available in enough quantities,… Read More
The following information relates to the British Army’s ‘More Than Meets The Eye’ (MTMTE) recruiting campaign conducted between March 2014 and December 2014. Production and marketing costs for the MTMTE campaign included: Production: £500,000. Advertising: Television: £3,900,000. Print: £1,600. Cinema: £614,000. Online: £375,000. Reference FOI 2014/07567 dated 30 January 2015.
Being fully booked out and constantly in demand is something every personal trainer wants to achieve. However, you do not necessarily need elaborate marketing and advertising strategies to attract more clients into your business. Leveraging your current client base can go a long way towards driving new sign-ups. A great, but often under utilised, place to… Read More
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Did you know you can buy a bottle of water from Harrods for £80 (US$99), an upmarket department store in London (The Economist, 2017). Premium water, i.e. bottled water selling for $1.30 or more per litre, is commonly referred to as ‘liquid gold’. “According to Zenith Global, a consulting firm, the global market has grown by 9% annually… Read More
Through analysis of various documents, data and observation I have identified a number of distinct membership types (based on time periods rather than revenue types) that occur within the outdoor fitness market: Type 1: Core Membership: long-term clients whose subscriptions last for 12 months or more (and will attend sessions in all but the worst… Read More
Boot Camp & Military Fitness Institute 