Club Insider

How Do You Mix It Up?

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Deneen LapradeDeneen Laprade

Today's highly competitive fitness landscape challenges even the most savvy, time-tested veterans in the industry. What's really exciting is that the fitness industry has grown to reach every corner of our planet, and today's consumers have endless choices in type, style and location of their workouts. It seems that the benefits of regular exercise and proper, balanced nutrition have finally reached the masses in real, tangible, measurable ways! So, what does this mean for your brand?

How do you, the owner/operator of a health and fitness business, market your brand? What, if any, method do you use to establish your unique position and marketing message? How do you know which blend of marketing vehicles to use to share this message?

Determining a dynamic and effective marketing mix can be a daunting task, so let's take it in two parts. We'll begin with how to establish your unique position and will follow that up with an understanding of which vehicles to use to communicate that distinction.

One of the traditional concepts used in the marketing world is known as the 4Ps. Its purpose is to establish the keystone of an organization's marketing mix. Any business can use this principle as the basis for determining its unique marketing platform. In the context of the fitness industry, the 4Ps should look something like this:

Product - Describe the tangible and intangible product or service in specific features and benefits that satisfy consumer needs and wants.

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