FITNESS FAVES AND FADS – A MARKETERS PERSPECTIVE
Last month I launched a social experiment, branding myself as a fitness mom and started a blog at www.edanjoygelt.com . My brand wasn’t far from the truth – I’ve religiously, worked out for decades and fitness has always been a part of my life, I just wasn’t an expert athlete. At the start of my experiment, my goal was to understand the impact of social media and obviously reap the benefits from the exercise but what I also gained was a lesson in the marketing and psychology of fitness. A marketing strategist to the core, I was excited by what I learned and couldn’t wait to share. Profit Model It’s well known that the strategy behind the lucrative fitness business includes a monthly membership fee and attendance. The more people that sign up + the more people that don’t show-up = the more money the club makes. This strategy has allowed many basic and full-service clubs to enter the market at varying costs and still be wildly profitable. Clubs may offer bare bones eq