Health & Fitness Direct Mail Success Story

Health & Fitness Direct Mail Success Story

Planet Fitness

Customer Objective

A Planet Fitness franchise owner wanted to increase gym membership and grow market share for an existing location.

Campaign Strategy

  • Target consumers surrounding locations, reaching 71,000 households

  • Utilize aggressive offers and highlight key differentiators:

    • Open 24 hours
    • Extensive equipment
    • FREE training
    • $10/Month- No Commitment Membership
  • Mail the Impact Postcard due to cost savings over solo mail options

  • Establish a mailing frequency to keep the Planet Fitness name in front of their current and potential customers

Campaign Results

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The mailing produced over 800 new members and grew market share for the location
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Fitness
Industry Trends

Churn is a significant problem with fitness centers since consumer motivation is not predictable. January was once thought to be the peak month for this industry, but our research revealed that it’s a close second to the month of March. Q1 and Q4 are good months for customer acquisition due to consumer motivations to get in shape for the summer and holidays, respectively.

Another issue the fitness industry faces is high competition. Millennials, who are a large portion of the audience for this industry, crave new, fun and interesting experiences. This has sparked the growth in boutique fitness places like CrossFit, Pure Barre, Yoga, etc. It has also led to more competitive pricing and group fitness offerings in gyms.

Fitness
Industry Trends

Churn is a significant problem with fitness centers since consumer motivation is not predictable. January was once thought to be the peak month for this industry, but our research revealed that it’s a close second to the month of March. Q1 and Q4 are good months for customer acquisition due to consumer motivations to get in shape for the summer and holidays, respectively.

Another issue the fitness industry faces is high competition. Millennials, who are a large portion of the audience for this industry, crave new, fun and interesting experiences. This has sparked the growth in boutique fitness places like CrossFit, Pure Barre, Yoga, etc. It has also led to more competitive pricing and group fitness offerings in gyms.

Here are some more stats around fitness industry trends for the past year.

  • Industry revenue is $31bn

  • Annual Growth between 2012 and 2017 has been 2.1%

  • There are approximately 108,292 clubs in the United States

  • The Gym, Health and Fitness Clubs industry has benefited from recent marketing campaigns aimed at fighting obesity, as well as consumer trends toward improved health

  • Boutique clubs and studios, which are small, personal, and tend to focus on one specific area of fitness (like yoga or CrossFit) are experiencing major growth, expanding rapidly to meet demand – These intimate, trendy centers are the fastest-growing segment of the industry

  • Approximately 42% of the U.S. health and fitness facility members say they use a fitness boutique, and these members typically pay much more than regular club members (between $80 and $117 per month)

  • Further driving demand for industry services, many health-conscious individuals have incorporated fitness into their daily regimen

  • Additionally, the number of adults aged 20 to 64, the largest gym-going demographic, has grown, spurring demand for gym memberships over the period

  • As a result, in the five years to 2017, industry revenue is expected to grow

  • Over the five years to 2022, many baby boomers are expected to sign up for health club memberships, as they grow more health-conscious due to their age – industry revenue is forecast to grow during the five-year period

Sources: IBISWorld, August 2017, “Boutique fitness studios breaking a sweat to multiply rapidly.” STLToday.com, 29 May 2017. The $500 a Month Workout Habit. wsj.com. 27 Jul. 2015

Fitness Advertising Opportunities in Rural America

The rural and urban fitness customer have some interesting differences. These are some stats to think about when you want to advertise to the rural fitness customer.

  • Adults who exercise regularly in rural areas are either millennials (18-24) and over-index by 9% – or they are baby boomers over 55

  • The 55-64 age group over-indexes by 18% and the 65+ age group over-indexes by 17%

  • All age groups in between (25-54) under-index and are not as likely to exercise

  • Those most likely to exercise are women, over-indexing by 3%

Sources: Spring 2017 NHCS Adult Study 06-month, 2017 DMA Factbook

How Do I Find My Best Rural Fitness Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Direct Mail’s Influence on Fitness Customers

  • Rural consumers are 56% more influenced by direct mail than they are by newspaper
  • People who exercise are 42% more influenced by direct mail than they are by newspaper
  • According to the DMA, direct mail response rates are on the rise – last year average response rates were at 5.3% – a 43% increase from the previous year and the best it’s been in the last 13 years

Sources: Spring 2017 NHCS Adult Study 06-month, 2017 DMA Factbook

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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