Digital Communication Strategies used by Local,
Regional, and National Gyms
Holly Batchelder - Tufts University - August 2014
Why Gyms?
Window of opportunity for health & fitness organizations Obesity epidemic (phys. inactivity &
nutrition) Increased gym advertising &
competition Local gym promotion efforts Risqué ads
Differences between local, regional, national chains?
Dedham Health & Athletic Complex (DHAC) 1 location Target Audience: everyone; families Mission:
To be recognized as the premier health and wellness facility in the northeast
To attract and retain a diversified clientele with our various programs and service
To provide customers with exceptional service and expert instruction in a safe, enjoyable, and motivational environment resulting in consistent use and extraordinary experiences
DHAC Web
DHAC Social Media
Facebook Twitter Instagram Youtube Blog
DHAC Social Media
DHAC Mobile
No apps Optimized for mobile
SWOTStrengths:•Social media strategy•Funding•Service delivery•Clear mission
Weaknesses: •Social Media strategy•Location (in terms of becoming the “premier” health facility in the Northeast
Opportunities:•Obesity epidemic•Lifestyle branding•Growth of health technology• Wearables
•Times of year to promote working out• January 1• Summer
•Deals (ex. $60/60 days)
Threats:•Larger, more well-known fitness chains•Online workouts available (YouTube)•Desirability of specialized classes (spin, yoga, barre etc.)
Beacon Hill Athletic Clubs 8 locations Target Audience: “average” young professionals Mission
We’re your down-the-street, friendly, neighborhood place to work out where everyone is welcome. We’ve been around for over 20 years and we pride ourselves on great locations, sparkling clean facilities, state-of-the-art equipment, innovative programs, and the friendliest, most engaging staff anywhere
Web
DHAC Social Media
Facebook Twitter
Social Media
Mobile
No apps Not optimized for
mobile
SWOTStrengths•Service delivery•Location
Weaknesses: •Social Media strategy•Mobile•Resources/ funding?
Opportunities:•Obesity epidemic•Social media•Lifestyle branding•Growth of health technology• Wearables
•Times of year to promote working out• January 1• Summer
Threats:•Larger, more well-known fitness chains•Online workouts available (YouTube)•Desirability of specialized classes (spin, yoga, barre etc.)
Equinox
Locations nationwide (56+) Target audience: highly successful
young professionals Mission:
Since its inception in 1991, Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership, and results
Web
Social Media
Facebook Twitter Instagram Youtube
Social Media
Mobile
June 16th, 2014: introduction of iOS mobile app Captures data from
members’ wearable devices and provides simplified visualization of activity and movement inside and outside of equinox clubs
Website optimized for mobile
SWOTStrengths:•Social media strategy•Funding•Service delivery•Tone•Locations•Defined target audience
Weaknesses: •Appeal to only the target audience
Opportunities:•Obesity epidemic•Lifestyle branding•Growth of health technology• Wearables
•Times of year to promote working out• January 1• Summer
Threats:•Less expensive fitness chains•Online workouts available (YouTube)•Specialized classes (spin, yoga, barre etc.) available elsewhere
Overall Comparison
Dedham Obvious effort to compete with city gyms Competitive social media/ web strategy
Beacon Hill Convenient location; offers essentials Basic social media/ web strategy
Equinox Lifestyle brand Highly organized social media/ web strategy