Artificial Intelligence (AI) enables machines to learn from experiences, adjust to new data inputs and adapt to tasks like human beings. This technology to the most sceptical may still seem far away, but it’s already a reality in everyday life.

Some examples that we can interact with Artificial Intelligence is the use of Siri, when you want to translate a text and use the automatic translators, the customer service bots when you are browsing a website and start a conversation in a chat, in which the first messages are automatic until you are directed to a human.

However, having multiple data about clients and similar clients and having the ability to process it intelligently (AI), we have a highly sophisticated personal relationship situation, not only because of the human tone of that contact, but also because of the knowledge of cause on the part of the salesperson (aided by AI).

For gyms, they have a key component in their business strategy of acquiring and retaining clients. There are aspects of this process where human contact is irreplaceable, but it’s possible to put into practice and enjoy benefits for your gym with the application of Artificial Intelligence.

If you’re looking to boost your gym’s sales through Artificial Intelligence, here are five aspects to keep in mind:

1. Chatbots

They are present a little everywhere, offering simple answers that are refined over time. They are essential because they facilitate the communication process between the client and the business. With the growth of several platforms such as Messenger and WhatsApp, they are communication mechanisms that previously companies were not very competitive in this area.

2. Online Advertising

Currently, there are several platforms on the market in which it’s possible to create Digital Marketing campaigns for target audience segments previously defined that use Artificial Intelligence, reducing the cost of acquisition with greater advertising effectiveness.

 

3. Recommendations

Artificial Intelligence enables purchase recommendations to be made to users, based on data such as purchase history, among others.

 

4. Content Marketing

Creating unique and quality content is no easy task. But Artificial Intelligence can help in this task, through data analytics, provide highly personalised and engaging content, optimised for conversion. Artificial Intelligence provides user preferences to help create content according to their preferences, searches, interactions in order to drive traffic to the platforms.

 

5. Predictive Analysis

It corresponds to companies that adapt to the needs of users, anticipating to offer the product or service they need when they search for it. This analysis is based on the use of data algorithms and learning machine techniques to determine the probability of something happening through historical data.

 

Artificial Intelligence is something that is in practice nowadays, not only in the area of Digital Marketing, but in all areas. With it came to revolutionise the current paradigm with several benefits, such as:
• Reduction of operational costs;
• Innovation;
• Efficiency;
• Increased automation;
• Safety;
• Agility;
• Automated customer service.

 

Do you already use Artificial Intelligence in your gym? If not, we highlight in this article some examples that you can consider starting its application in continuous communication with your clients, it’s also relevant in the client database, in which you can predict the days that there is more movement in your gym. This is a fundamental help because it helps you, the gym manager, to adapt to the new challenges that you will be faced with.

When we talk about eating behaviour, there are several parameters that influence it, such as individual issues (age, gender, personality, health status, level of knowledge and personal experience); environmental issues (extrinsic to the individual, social, cultural and economic environment); biological issues (such as hunger, satiety, health status, taste and sensory perception).

Of the factors identified, the palatability of food is one of the criteria mentioned for certain eating behaviours reported by individuals. In other words, greater or lesser acceptance or food preference is intrinsically associated with the sensory characteristics of food and the way each one is perceived by the person.

The main goal of food is to nourish, but it often becomes a source of pleasure, since it’s done more than once a day. It should also be noted that associated with the search for pleasure, certain eating behaviours should be evaluated to understand if this choice, besides being pleasurable, is being beneficial or harmful to the specific case.

The palatability of food depends on its sensory properties, such as taste, smell, texture and appearance. Five basic tastes can be distinguished in the mouth: salty, sour, sweet, bitter and umami.

 

Salty

Easily identified taste, conferring a classification to the food, which can be considered “salty” or “bland”, depending on whether the salt concentration is high or low, respectively. Most food is rejected when the salt concentration is high, but tolerance to such concentrations depends on each person.
One of the main ways to detect a salty taste is through the entry of sodium into the microvilli of the receptor cell, which through synapses allows the transmission of the message to the brain, translating into perception and meaning.  

Acid

Triggered mostly by acids, generally associated with the fruit and its level of ripeness. Less acid fruits tend to be ripe and at the optimum point for consumption (with some exceptions). In the oral cavity, several receptors are involved in detecting this taste and for this reason, there are acids that are easily detected and others that trigger a weaker response. In this case, when weak acids enter the cell membrane, they promote a stronger response, compared to stronger acids which, because they do not penetrate the membrane, are less perceived.  

Bitter

Associated with an adverse reaction by the organism, it functions as a defence mechanism against the ingestion of potentially toxic or antinutritional foods, associated with this taste. To be detected, it requires the interaction of molecules present in the food and receptors present in the membranes of the cells dedicated to this taste. However, in some cases, the substances may be permeable and not undergo any type of interaction and directly activate the bitter taste cells.  

Umami

Considered the “delicious” taste, it is mostly perceived in foods containing the compound L-Glutamate acid, but it is not exclusive. In food, it can be found directly in some foods such as tomatoes, mushrooms or Parmesan cheese or use other foods which have a high content of umami substance to give the dish or culinary preparation an umami taste.  

Sweet

Associated with Carbohydrates-rich foods, even if these are not rich in fast-absorbing Carbohydrates (sugars). The receptors can be activated by sucrose or other sugars (present in food), however this interaction can also be caused by artificial sugars, such as sweeteners. It is associated with innate pleasure (from birth), hence the ease of acceptance of this taste, both in childhood and adulthood.   Although these 5 tastes are common to everyone, the relationship between the perception of these tastes and the meaning created around them will directly influence food choice decision-making and, consequently, eating behaviour. It is therefore important to include varied foods, especially in the initial phase of introducing food, namely in the first years of life (1-3 years) to ensure a diet that is diversified in flavours and, consequently, in nutrients.   Nutritionist, Jacinta Mendes 3341N

Social Media and Gyms

Social media are excellent platforms for communication and interaction between people and companies. Through them, you can ensure a closer and more trusting relationship between your gym and the client or potential client. And from Facebook to TikTok, passing through Instagram, LinkedIn or Twitter, there are many possibilities.

If you are thinking about creating contents for social media, to be successful it’s not enough to simply put up some pictures of the gym, some inspirational phrases, or simply what your competition are already doing. You certainly want to stand out and make sure your contents have visibility, projection and positive impact. For that to happen, consistency is a key aspect.

What does this mean? Even before you start posting contents on social media, you need to choose where you want to be. Does it make sense, in the context of a gym, to be present in 7 or 8 social media? Will you have the time and energy to feed those same platforms with new, relevant content that adds value to the client? If not, you need to make a conscious choice and only be present on social media that are best suited for your gym. Instagram and TikTok, for example, may be more than enough to reach your target audience.

Now that you have chosen the platforms where you will work, it’s time to plan. The biggest enemy of consistency is lack of planning. To avoid wasting time, choose a monthly content calendar, previously filled out and approved, with the contents, authors, hashtags, publishing dates, formats and all the information you consider relevant. How many times a week will you publish? At what time of the day? Will you choose images, text or stories? These and other aspects have to be in that plan. And, if you’re out of time and ideas, take the opportunity to recycle old content. Also take the opportunity to identify the most important dates (Mother’s Day, Valentine’s Day, Black Friday, Christmas, etc.).

Trends

Addressing current themes and trends are a good way to keep communication relevant and, forgive the redundancy, current. A company that is on top of the trends shows that it is attentive, involved, in a living word. There are many examples of other brands, such as Super Bock, Control or Licor Beirão, which work very well in their contents with current themes. In the case of gyms, a touch of humour can bring good results.

Besides content, consistency should also be reflected in your brand image. Be consistent across social media profiles, using the same logo, brand colours, slogan and banners. Make sure the gym’s brand is registered on all social media. Maintain the same communication style across all platforms. You can, for example, use Instagram to show day-to-day aspects of your gym and, at the same time, use Twitter to share news or Facebook to make other kinds of communications. In other words, instead of thinking about just one social media, focus on the entire digital ecosystem.

Finally, keep in mind that a consistent social media presence requires interaction. By focusing on interaction with users, you create a relationship of trust and closeness. At the same time, you are showing clients that your Facebook or Instagram page is not just a repository of images and information. Rather, they are a means of communication where they can learn, ask questions, solve problems and get to know your gym better.

One of the main pandemics of the 21st Century, especially in developed countries, is Obesity and overweight, caused mostly by an unhealthy lifestyle. Associated with this health condition, other clinical alterations and abnormalities may be developed that increase the risk of cardiovascular diseases and, for this reason, weight gain must be prevented.

One of the main triggers of this risk is eating behaviour, most of which is unbalanced and maladjusted to individual needs. Thus, a large part of the heart diseases that appear in the population could be avoided just by changing behaviour, both in terms of diet and physical activity.

Following this disorder, other health problems arise, such as Metabolic Syndrome. This syndrome is a condition directly linked with increased predisposition to atherosclerotic cardiovascular disease and cardiovascular risk.

Metabolic Syndrome

It’s a set of clinical symptoms, where there are metabolic alterations caused by excess body adiposity (fat) and for the diagnosis to occur, it’s necessary to have at least three of the symptoms mentioned.

This includes visceral obesity (high waist circumference), insulin resistance or hyperglycaemia (increased glycaemia levels), high blood pressure, increased triglycerides and a decreased value of HDL cholesterol levels (dyslipidaemia).

 

Visceral Obesity

When fat accumulates (especially in the torso area), it can be visceral or subcutaneous. The significant increase in adipocytes causes an increase in adipocytokines and free fatty acids, promoting inflammation of the adipose tissue. Fat stimulates muscle resistance to insulin and is degraded into ketone bodies (in the liver). This problem occurs especially when the food balance is positive, that is, calorie intake is higher than expenditure.

 

Insulin resistance or hyperglycaemia

Individuals with this clinical symptom have poor glucose metabolism, as the insulin concentration cannot respond to the total glycaemia in the blood.

The rise in glycaemia levels may occur during fasting or postprandial (after a meal). In some cases, hyperglycaemia may not be an immediate symptom of Metabolic Syndrome, but a late consequence of it, which can lead to retinopathy, nephropathy and neuropathy in the long term.

 

High Blood Pressure

This symptom can be justified by increased sodium reabsorption (caused by insulin resistance) increasing intravascular volume or by activation of the renin-angiotensin system, causing changes in circulating blood volume, cardiac preload and cardiac output.

 

Dyslipidaemia

Represented by an increase in triglyceride levels and low concentration of HDL cholesterol (good cholesterol). As LDL cholesterol can increase with this situation, it’s important to keep it controlled within the values, as the latter has an atherogenic character. This dysregulation is one of the main causes of thrombotic events, increasing cardiovascular risk.

 

It should be remembered that the vast majority of these clinical and metabolic alterations are caused by behavioural issues, so they are modifiable. Therefore, it’s important to raise awareness for change, when the several symptoms start to appear, since ignoring any of them may lead to an aggravated clinical diagnosis.

 

Nutritionist, Jacinta Mendes
3341N

The phrase “Let’s have coffee?” is the ideal motto for any break. It’s a typical Portuguese habit, and most people can’t do without their daily coffee. We find it at breakfast and lunch, in the middle of the morning or afternoon, and whenever we need a break in the day. But can we take advantage of the main substance present in coffee and its benefits in our daily life, as well as in training?  

What is caffeine?

Caffeine is an alkaloid, a chemical substance, derived from xanthine present in various foods, in which its main actions occur on the Central Nervous System. Although present in different foods, it has no calorific value and the quantity of caffeine may vary according to its preparation and form of consumption.
Caffeine is absorbed mainly via the gastrointestinal tract, and as such, the peak concentration of caffeine may vary according to the gastric emptying rate.
Its metabolisation occurs in the liver and is mostly eliminated through the urine, with variations according to body weight, gender, age, genetics, hydration and the presence of medication. Pregnancy and the presence of alcohol delay its metabolisation, while the tobacco consumption and physical exercise increase it.  

Effects of caffeine

In recent years, studies have shown that caffeine has several effects on sports practice. There are mechanisms that trigger metabolic and physiological changes, causing effects in medium-and long-term exercises.
Since one of the main actions of caffeine is on the Central Nervous System, one of the effects is to stimulate and increase the level of alertness, attention, concentration and to reduce the feeling of tiredness and perception of effort, delaying the appearance of fatigue during physical effort.
Peripherally, there seems to be a connection between fat oxidation, caused by caffeine, and physical performance. It has been shown that the increase in free fatty acids, through lipolysis, decreased glycogen use, allowing muscle glycogen reserves to be maintained at adequate levels. However, this benefit doesn’t seem to be relevant in short, high-intensity exercises.
It has also been observed in some cases that the caffeine ingestion decreases the plasma Potassium levels during exercise, favouring muscle excitation-contraction and consequently delaying fatigue. It is still important to understand whether this effect is caused by a decrease in the release of potassium by the muscle or a greater clearance in plasma.  

Food sources

One of the most known sources of caffeine is coffee, which is not the only food that contains it. It can be found in black tea, green tea, soft drinks with caffeine (for example: Coke and Pepsi), dark chocolate, energy drinks (for example: Red Bull).
In addition to these options, caffeine can also be found in other foods and supplements, such as energy bars, caffeine gels, caffeine-enriched waters and capsules/pills.
Although it seems to have effects on delaying fatigue and consequently increasing training performance and improving the results presented in the long term, it is always important to know the context of the physical exercise, body composition, clinical history and if there is the presence of coffee consumption habits.   Nutritionist, Jacinta Mendes 3341N

Polyunsaturated fatty acids are essential nutrients that cannot be synthesized by the body and must therefore be supplied through food to ensure an adequate intake.

In this group of fatty acids, Omega-3 and Omega-6 are included. Omega-3 fatty acid exists in three different forms, being alpha-linolenic acid (ALA), eicosapentaenoic acid (EPA) and Docosahexaenoic acid (DHA), present in both plant and animal products, being EPA and DHA important components of the cell membranes of muscles and brain.

The conversion process of these two fatty acids has a competitive basis between them, since the same enzyme is used in this process, which may cause interference in their metabolism and consequently lead to functional implications. An excess of Omega-6 reduces the metabolism of Omega-3 and may cause a deficit of the latter in the body, regardless of its presence in the diet. The most adequate ratio of Omega-6 and Omega-3 is estimated to be 2:1 or 3:1. Sometimes, this ratio is inadequate, not because of excessive consumption of Omega-6 food sources, but because of a lack of consumption of Omega-3 rich foods.

Besides this factor, there are other conditioning factors that can influence the metabolisation of fatty acids, such as the levels of trans fatty acids, cholesterol levels, Diabetes Mellitus, viral infections, tobacco, alcohol and/or drug consumption, stress, ageing and air pollution.

The Omega-3 fatty acid is associated with several benefits for the human body and its functioning. Among these benefits, we can associate:
– Cardiovascular health -> decreases the risk of appearance of arrhythmias and thrombosis;
delays the formation of atherosclerotic plaque; reduces triglyceride levels; lowers blood pressure; reduces the inflammatory response.
– Neurological health -> reduces the risk of neurological alterations and brain function, minimising cognitive decline, learning difficulties, among others.

In sports, Omega-3 Fatty Acids have been shown to be effective against loss of muscle function and inflammation following muscle damage induced by physical exercise. However, this benefit is only guaranteed when Omega-3 levels are not excessive. Should this situation occur, there may be increased difficulty in responding to infections, poor healing and alterations in coagulation.

The main food sources of Omega-3 are:
– Fish, such as salmon, tuna, mackerel, herring, sea bream, blue jack mackerel, conger eel, sardine, eel.
– Fish oils: cod liver oil;
– Shellfish: crab and shrimp;
– Seaweed;
– Vegetal oils: canola oil, flax, linseed, walnuts;
– Dark green vegetables: spinach, purslane, watercress, leek, cabbage, Brussels sprouts, broccoli;
– Oilseeds: walnuts, linseeds and chia seeds;
– Omega-3 enriched foods: eggs.

When in the diet, the levels of Omega-3 are not reached, as it happens with vegetarians, it may make sense to use supplementation. Even so, its introduction requires a proper analysis of eating habits to ensure that consumption (through food and supplementation) is not excessive.

 

Nutritionist, Jacinta Mendes
3341N

Content Marketing

Creating content that is useful, appealing and adds value to the audience is a task that requires planning. Creating content is not about what we think is best or what we like best. It is about achieving goals, which can be to attract more clients, promote a new product, create brand awareness, among others.
As a gym manager, you need to have your Digital Marketing strategy well-tuned. You’ve probably experienced the challenge of not knowing what content to publish. With so many options, it’s easy to get lost and get indecisive about the best options to take. We’ve compiled, to help you, 6 types of content to implement in your Digital Marketing strategy.  

Inspirational content

When it comes to gyms, there are several options for creating inspirational content. For example, you can tell the story of a client’s success at the gym. A strategy that works very well is to put, in image or video, the before and after of a transformation process. The content should appeal to people’s emotions and their will to overcome, inspiring them to change and make important decisions.  

Entertainment content

People love to be entertained! Believe it, it’s true. So, you can leverage the insatiable human curiosity with trending content (for example reels) or curiosities. In this case, it works well to show the daily routine of your gym and the stories that happen behind the scenes.  

Motivational content

Motivational content ends up being inspirational too, but more generalist. You’ve certainly seen inspiring phrases published on social media on a wide variety of topics. You can also go into more depth and talk a little about the values, mission and vision of your gym. Or even a remix of the best photos taken during the workouts.  

Promotional content

We can consider this a more commercial type of content. The goal is to convince people that your gym is, without a doubt, the best option. To do so, you can use testimonials from satisfied customers, present case studies and share your clients’ results. You can also invest in promoting content about ongoing promotions.  

Educational content

This type of content will position you as an authority in your field. After all, people like to feel informed, and it’s a way to generate trust in your brand.
In the world of gyms, there are plenty of options! From the usual tips from nutritionists, to tutorials, infographics, technical videos or blog articles. Invest in high-value content to be recognised in the market as an expert in the field.  

“Different” content

You know that idea that seems too “out of the box” and won’t get out of your head? Or that more controversial content that defies logic and what is normal? Well, it’s in this type of content that you can unleash your creativity and challenge yourself to create something really different. No doubt, planning is essential for a winning content strategy. Still, from time to time, it’s important to test new ideas, dare different things and, above all, to surprise. We leave you with this challenge!

Water

All living beings need a set of factors favourable to their proper development and life. Water is one of the most essential resources for life.
Plants do not live without water, they may be adapted to survive in the most inhospitable environments, but they still need water. Animals also have their needs, which may vary between different species. Man is included in this group and therefore needs to ensure the best possible consumption of water.
The human body is made up mostly of water, its percentage being higher in babies and children, decreasing with age. Since it has such a strong presence with a great impact on the functioning of several body systems, this is one of the main reasons to pay maximum attention to daily hydration and avoid neglecting it.  

Functions:

Water has several body functions and the compromising of them can bring very negative consequences for the human organism, which can trigger an unfavourable clinical picture. The main functions are:
– Transportation of nutrients to the different body zones;
– Elimination of metabolic waste (resulting from metabolic processes) through urine;
– Decreases the risk of kidney stones and urinary infections;
– Contributes to the regulation of body temperature;
– Promotes good muscular function, associated with physical exercise, contributing to an improvement in performance;
– Lubricates and protects the health of the joints;
– Collaborates to good cognitive function and mood, maximising attention, concentration and memory capacity;
– Helps digestion and the functioning of intestinal transit, preventing constipation;
– Preserves the skin’s elasticity, the main physical barrier against infections.
Daily water needs may vary according to different personal factors (gender, age, nutritional composition, physical activity, pathologies and food consumption) and environmental factors (outside temperature and humidity levels).
Thirst is one of the main symptoms of dehydration. For this reason, it is important that the consumption of water throughout the day is not based solely on the sensation of thirst, as it may be underestimated and may prevent an adequate consumption of water, causing other harmful body effects, such as a lower urinary volume with a darker concentration and colour, dry mucous membranes and irritability with headaches and general tiredness.
Adequate consumption of water should be sufficient to ensure the body function, as mentioned, and also to suppress water losses due to other processes such as perspiration, respiration, intestinal transit and urinary losses.
While in adults the average hydration recommendation is around 2.0 L and 2.5 L for women and men, respectively, in the elderly this value should be increased, since they have a lower renal concentration capacity and insufficient perception of dehydration levels.
Although there is this recommendation, which aims to promote adequate levels of consumption of water, the recommended values may increase according to the following changes:
– Increased thirst;
– Urine with a more intense colour and smell;
– Headaches and decreased attention/concentration;
– Practice of physical activity;
– Increase in ambient temperature;
– Specific clinical pictures such as fever, diarrhoea or vomiting;
– In pregnancy or in women who are breastfeeding.
With cold weather, it is even more important to focus on and ensure the recommended water goal throughout the day, because the body needs to work optimally throughout the year, whether hot or cold. Including water in its simple form or through preparations rich in water such as fruits and vegetables allows you to achieve the adequate consumption.   Nutritionist, Jacinta Mendes 3341N

In Nutrition, the most important and sometimes the most difficult step is to put theory into practice. The main meals arise as a problem and dilemma, when thinking about healthy options. When we talk about healthy cooking, apart from choosing the food, the processes they go through (including how they are prepared and their seasoning) make all the difference in the final result.
The truth is that all it takes is small tricks to turn the most familiar options into healthier ones, without having to become a true chef or step hours on end around pots and pans.  

Tips

• To add flavour to food, avoiding adding too much salt and/or fat, you should leave the food in a rich marinade with aromatic herbs, spices, garlic and onion.
• To ensure that the dish has an intense flavour at the same time, use a variety of aromatic herbs, as well as ingredients that intensify the flavour without adding more calories, such as peppers, leeks and tomatoes.
• Avoid adding high-calorie sauces, such as cream or mayonnaise. Opt for low-fat yoghurt sauce, natural tomato sauce or preparations in which milk replaces fat.
• In preparations which have sauce, the ideal is to discard the sauce, since it is the part which contains the added olive oil and the food’s own fat (especially in meat dishes).
• When using animal protein, namely meat, before cooking, all visible fat and skin should be removed from the different pieces.
• Opt for grilled dishes, where no fat is added, whether it is olive oil, butter, oil or coconut oil. This type of preparation without fat allows the food to cook in its own juices and at the same time makes it lose some of the fat in its composition.
• Saving on fats added to food also means avoiding frying rice and adding butter or sautéing pasta after it has been cooked. It is an addition which does not increase the volume of the dish and, on the other hand, significantly increases the calories in the meal.
• Opting for whole grain cereals (rice and pasta) helps to lower the glycaemic load of the meal and promotes prolonged satiety.
• Steaming vegetables will preserve the nutrients they contain and help maintain their flavour. If you opt to cook in water (by the traditional method), reuse the water for a soup or to cook rice or pasta.
• When seasoning vegetables, ease up on the addition of olive oil, use vinegar, balsamic vinegar, lemon, aromatic herbs and spices.
• For the quick options, avoid pre-prepared foods (for example, frozen hamburgers, fish fingers, among others), as they have low nutritional interest and high caloric value, making the meal inadequate.
• Opt for canned fish (tuna and sardines) in water and if the preparation requires it, add a little olive oil. It maintains the nutrients of the fish and avoids large amounts of fat.   By following these small steps, you will make your meal much healthier and more nutritious, no matter want you are looking for. Besides, in some cases you can even save time in the kitchen, making your daily routine easier.   Nutritionist, Jacinta Mendes 3341N

Digital marketing is much more than just a trendy concept. The best marketing ideas have the potential to lead gyms to more recognition, clients and sales. However, when the budget is low, the best ideas and intentions may be nothing more than that.
There is no doubt that the expectation of gaining new clients through digital marketing is valid. However, the idea of having to spend hundreds or thousands of euros on websites, ads, graphic design, software or influencers can discourage the most optimistic manager. Undoubtedly, having money to invest can bring excellent results. Still, when it comes to digital marketing, there is a lot that can be done even when the budget is tight.  

Bet on Google MyBusiness

Google My Business is a great tool for promoting businesses locally. Plus, it’s free! All you need to do is build your business page on Google My Business and with time it will appear in Google’s search results for gyms.
Appearing in Google searches as well as Google Maps can give your gym the boost it needs to be found more easily by potential prospects. It can also impact people within your geographic area more consistently. Your clients can also leave reviews of the gym, which ends up being a very powerful way to get the word out about your business.  

Offer subscriptions for specific niches

The strategy behind this idea is to create subscription conditions according to a certain category of clients, such as:
• Students
• Couples
• Senior population
This allows you to spread the word about your gym to a wider demographic, creating an extra incentive of exclusivity for these people to want to get to know your gym better.  

Perfect your sales pitch

The window of opportunity to grab people’s attention is very short. So you need to have your sales pitch well tuned to make a positive and persuasive impact. The key is to know what motivates the audience you want to impact. Are people looking for a lifestyle change? To lose weight? Or do they simply want simple and practical information to stay healthy? Anticipate the audience’s questions and have an empathic and approachable message in your relationship with people.  

Use storytelling

We have already shared here an article on how you can use storytelling to “convey a unique and unforgettable message, connecting in a much stronger way on an emotional level.” Tell a story that shows your level of expertise and how your gym is prepared to meet the prospect’s questions, challenges and expectations.  

Engage with the community

Managers often think of marketing as a large-scale, grand strategy. The truth is that its “goal” may lie precisely in thinking on a smaller scale and focusing on your local community.
When you think locally, you can create a closer and engaging message, rather than a cold and very “corporate” relationship. There are plenty of cases of gyms across the country that have had great success because they have focused on the needs and challenges of the local community.  

Publish high-quality content

Believe us, you don’t need to spend a fortune to create high-quality content for your prospects. Don’t know how to create videos on YouTube? You can learn and make simple videos but rich in information and content. Don’t think you are a gifted writer? You don’t have to be if you know how to give people the information they are looking for to improve their lives. Don’t have time to send emails? Instead of sending emails every day, set aside 1h of your week to create a weekly newsletter with information, exercise suggestions, etc. Can’t afford to hire influencers? Make short stories with people exercising in your gym.  In conclusion, if your gym doesn’t have a big budget to invest in digital marketing, you need to get creative. There is no doubt that money is a big help, but at the end of the day the success of a marketing campaign is in impacting the right people, with the right content. Why don’t you put some of these tips into practice? And, if you need more inspiration, be sure to take a look at our blog, with dozens of articles that will help you boost your gym’s digital marketing strategy… Without spending too much money 😉