About Nancy Trent

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Age Matters In Marketing
October 2015 - Throughout the history of time, the way we market and advertise has constantly evolved. While in the past you may have seen advertising that contained very specific words crafted to spell out the message clearly with precision, today you see things more imaginative that instantly grabs your attention. This alone being proof that different generations respond favorably to different marketing techniques, no longer can you bunch up messages in an attempt to win over every generation. Each group has different needs and wants, and marketing has to be tailored to each one. Read Article...

Attracting Outdoor Enthusiasts Indoors
August 2017 - Soon, outdoor enthusiasts will be looking for a warm place to blow off steam and stay in shape. Chilly weather can heat up profits in the fitness community. Here are a few ways you can capture the attention of an audience that is about to head indoors. Read Article...

Become a Media Darling in the Fitness Center World
April 2014 - Everyone wants advice on fitness. They want to know the best workout for their body type, where to work out, how to improve their timing, their abs, their recovery and the list goes on. Consumers' demands for information are infinite, and the media cannot keep up. They need and rely on the assistance of "those in the know" to keep them up to speed on the fitness industry. Read Article...

Breathe Life Into Your Social Media
June 2016 - Some brands thrive on social media, while others consider it a necessary evil. Those brands that are doing social media as a chore are doing what we call "check-the-box" social media. They need to start engaging, genuinely, to thrive in today's competitive marketplace. Social media supports the human need for social interaction. It has the ability to take a message from dozens to millions. That is power! It is the democratization of knowledge and information. At its best, it can transform consumers into actual journalists and producers for your brand. Read Article...

Fitness Retail Finds Recovery At The Bar
January 2020 - The fitness industry traditionally allocates all its marketing dollars on upping memberships and subscriptions. But, fitness centers can be making more profits by driving new non-dues revenue sources. Retail often falls short in fitness centers because owners and operators find it too daunting. In addition, fitness centers work best when located in high-visible retail locations with easy access to shopping. Read Article...

Flex Your Social Media Muscle
March 2019 - Some brands thrive on social media, while others consider it a necessary evil. Those brands that do social media as a chore are doing what we call "check-the-box" social media. They need to start engaging, genuinely, to thrive in today's competitive marketplace. Social media supports the human need for social interaction. It has the ability to take a message from dozens to millions. That's power! It is the democratization of knowledge and information. At its best, it can transform consumers into actual journalists and producers for your brand. Facebook, Twitter, Instagram and Pinterest are all platforms to build your reputation and increase your odds of being discovered by the masses. Use them to network and learn. Here is how... Read Article...

Get Amazon Fit
May 2018 - Amazon has become the primary online shopping destination in the United States. It's impacting every industry, including fitness. Unlike most businesses, Amazon is not concerned with turning an immediate profit. They are consistent, persistent and obsessive about pricing. Amazon has nothing to lose, which means most fitness brands have much to lose on it. However, if you are not selling your brand on Amazon, someone is, and they are making a profit that could be in your pocket. Read Article...

Getting Back to a New Normal
May 2020 - COVID-19 came, and it hasn't yet left. As a society, we initially dealt with the shock, we learned to adapt and we continue to power through. Now, consumers and the brands they use need to dive into the recovery process. COVID-19 has made us more resourceful and resilient, and we expect the fitness industry to come back stronger. Traditionally, in a recession, companies that have a lean operation, a relevant value proposition and a loyal client base will survive. It has also been said that brands that invest during a downturn capture three times more market share. Going dark in a recession, downturn or crisis can cause more suffering. The more marketing cuts, the longer it will take to recover. Read Article...

Getting Celebrities To Work For You:
Learn How To Appeal To The Hearts And Minds Of Celebrities Who Care About Fitness
February 2019 - Not so long ago, companies that wanted to sell their products hired authentic experts in the actual field they were trying to promote: authority figures, frequently acclaimed researchers or authors with advanced academic or medical degrees, who seemed incorruptible, ethical and thoroughly reliable. They possessed a high degree of credibility, and their own notoriety rubbed off on the brands they endorsed, either blatantly or subtly. They were, and many still are, powerful influencers of human behavior. Read Article...

IHRSA 2024: A Global Showcase of Health and Fitness Innovation
March 2024 - From March 6 - 8, the International Health, Racquet & Sportsclub Association (IHRSA - now the Health & Fitness Association) once again brought together a vibrant community of health and fitness professionals, marking a significant milestone in promoting physical activity and enhancing overall wellbeing. As the global hub for the fitness industry, IHRSA's annual trade show continues to evolve, reflecting an increasingly diverse dynamic and profitable landscape of fitness innovations and opportunities for gyms, as well as fitness equipment retailers. Read Article...

Influence With IMPACT
Building, Bonding and Beyond...
October 2019 - A recent article in AdWeek revealed that 81% of Gen Z are influenced by what their friends do. The new research comes from a student data company, Amplify, in partnership with Canadian newspaper, The Globe & Mail. The first of Gen Z, born in 1997, graduated college the summer of 2019 and entered the workforce for the first time. The same poll found that only 10% of Gen Z's purchasing decisions are made by what celebrities are doing. When asked what they do before they make a purchase, 80% of the Gen Z polled said they research the internet. Read Article...

It's Never Too Early to Start a Publicity Campaign
December 2017 - It may still be 2017, but your marketing for 2018 should already be knee-deep. That's because of media lead times! "Lead time" refers to the period of time that reporters and producers need to prepare stories and information for publication or broadcast, which can vary from hours to months. Attention to lead times is critical for successful media publicity, which is free editorial coverage in magazines, newspapers, TV shows, podcasts, sites and blogs. Read Article...

Packing On PR For Winter
October 2014 - Health is trending! It's always been a go-to New Year's resolution, and now, it's on the top 10 holiday gift list as well. How can you get some of the holiday cheer for your business? Pack on the PR for winter! People are more likely to spend more during seasonal celebrations. As the winter season cools down, this behavior heats up and gift certificates are easier to sell. Seasonal promotions provide a sense of urgency for your customers. They are quite predictable, making it easy to integrate into your marketing budget. They are also excellent for getting press coverage for your fitness center or program. Read Article...

PR 101
Get Your Marketing In Shape
January 2014 - My marketing communications firm kicked off its healthy heritage in the late '80s and early '90s by mainstreaming fitness giants like Kathy Smith, Denise Austin, Gin Miller, Johnny G and the game-changing equipment like the Reebok Step, the Body Bar and the Body Ball. Read Article...

PR 101
Navigating Your Local Media Market
February 2014 - Local publicity sells, and now more than ever, it is extremely important to effectively market yourself and your memberships to local media. Building relationships with media in your region can help turn you into a local "media darling," someone journalists can count on and members love. Becoming a media darling will result in increased brand awareness, but becoming a local media darling means a better bottom line for your business. Read Article...

PR 101
Building Your Brand With Ambassadors
March 2014 - Once upon a time, companies that wanted to sell their services or products hired authentic experts, authority figures and frequently authors with advanced degrees who seemed incorruptible, ethical and thoroughly reliable. They possessed a high degree of credibility, and their own notoriety rubbed off on the brands they endorsed either blatantly or subtly. They were, and many still are, powerful influencers of human behavior. Read Article...

PR Strategies to Sell Summer Bodies This Winter
December 2016 - Chilly weather is the perfect time to heat up revenue. Most of the nation experiences a cold snap just around the holidays. It's the right season to hook new customers and keep existing customers focused on preventing winter bulge. Everyone gets busy around the holidays, so you have to spin your workouts to meet them where they live and work. Here are a few creative ideas to keep fitness on top of customers' minds. Read Article...

Rookie Brands Take a PR Cue From Established Fitness Brands
September 2018 - All PR is good PR. Maybe. Any PR is a start. Even the cookie cutter approach of submitting a press release to a wire service and waiting for it to generate pickup can have some benefit. Smart startups need to be more proactive than that. You shouldn't rely on a press release to generate buzz in the fitness industry's competitive landscape where "me-too" products are being introduced daily. Here are a few PR strategies often neglected by early stage fitness companies... Read Article...

Spotting, Sparking and Capitalizing On Fitness Trends
July 2014 - While big corporations have big marketing budgets, innovative, smaller companies often have news. Media rely on cutting-edge companies to find out what the trends are in the industry. While having a brand and remaining consistent with it is of paramount importance for a fitness center, it's important to either be starting trends or capitalizing on them. Read Article...

Stay Ahead of Your Clients
March 2015 - The fastest growing category at the 2015 Consumer Electronic Show held in Las Vegas, January 6-9th, was hands-down, wellness tracking. You'll note that many of your clients are wearing trackers that give them instant feedback on their steps, sleep, heart rate and nutrition. Read Article...

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