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Proven
Techniques Help You Market Youth Fitness Programs
Mar
29, 2006
Author: Tom Perkins - Business Solutions Coach and Certified
Personal Trainer
We have all heard the
startling statistics regarding kids and obesity. Experts estimate that 15% of kids are overweight and another
15% are at risk of becoming overweight.
More shockingly, two thirds of these overweight kids
will become overweight adults.
Therefore, it should come as no surprise that many
fitness facilities are effectively developing and marketing
programs designed for kids.
And, kids appear to be responding.
In 2003, there were over 4.5 million fitness facility
members under the age of 18.
This represented an astounding 223% increase since
1987. All
indications point to this trend continuing in the near future.
Source:
2003 IHRSA / American
Sports
Data Health Club Trend Report.
Marketing a youth program
can be a bit of a challenge.
As with any marketing plan, you need to first consider
the market you are targeting.
In this case, you may think that it is the youth
segment, and that would be partially correct. While a recent study indicates that kids affect over 60% of
the family's purchases, the parents still control the other
40% of the purchasing decision.
So, don’t forget to address their concerns in your
marketing efforts.
Here are a few suggestions
to assist you in your marketing endeavors:
Open
your youth programs to the general public.
By allowing non-members to bring their kids to your
youth programs, you effectively accomplish two things.
First, you may gain new adult members who appreciate
the opportunity to check out your facility while waiting for
their kids. Secondly,
it’s great P.R. You
become perceived as a community resource instead of just
another membership based facility.
Free
trial membership. Offer
kids the opportunity to try one or two classes free. Also, consider other incentives for signing up after the
class such as receiving a discount on the first week of
classes.
Identify
potential area partners.
Reach out to individuals and organizations that may
have an interest in becoming involved in the marketing of your
program. This may
include leaders in the local sports community, local media,
area chambers of commerce, and other amateur sports or fitness
federations.
Contact
community youth groups. Talk
to community youth organizations to get the word out about
your program. Local
chapters of the Boys and Girls Club, Boy Scouts, Girl Scouts,
Little League Sports, 4H Clubs and After-School Daycares
provide a great avenue for reaching your kids and their
parents.
Sponsor
community events. If
your marketing budget allows, consider sponsoring an event or
activity that specifically targets kids and families such as a
Little League Baseball Team or a local Kid’s Fest.
This is a great way to get your name out.
Talk
to schools. Depending
upon your school district, school officials may allow you to
distribute flyers to their students.
If you can set up a non-profit arm to conduct public
service programs such as water safety, youth physical fitness,
etc., you may be more readily accepted.
Also, consider taking an abbreviated version of your
program to the schools at no charge.
Finally, be
enthusiastic. Have fun with your program. Lighten up. If
you don't think its fun, then the kids probably won't either.
Tom
Perkins is a business solutions coach and certified personal
trainer who leads fitness professionals to profitability.
Send
an email to thecoach1-140208@autocontactor.com
to receive the Essential Fitness Business Success Checklist.
Or visit his website at http://www.fitnessindustrysolutions.com
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