Fitness Management is the magazine for owners, managers and program directors in physical fitness facilities. Founded in 1985, the magazine publishes 12 issues per year with editorial content emphasizing facility management and preventive health care.

Niche Marketing
It’s easy to oversimplify the reasons why people join fitness facilities. We all know the standard answers: to lose weight, to meet other like-minded individuals, to improve health and appearance, etc. But, to compete in today’s crowded fitness marketplace, it’s necessary to narrow in on more specifi c reasons for what people really are looking for in a membership.

Fitness has evolved from much more than weightloss and bodybuilding formulas. In fact, fitness’ significance to specific populations today makes this a time, more than any other, for niche marketing.

This concept isn’t new to our industry. We’ve done a lot of target marketing in the past toward women, older adults and youth. But, the future is to take that target marketing one step further by combining demographics to specific types of training and environments.

This method of marketing won’t require that fitness operators revamp their facilities, but, rather, the programs they offer and the way in which they offer them. Here’s a look at what some of the top niche trends are: ...

Read the Digital Issue: Fitness Management Magazine, February 2009

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FEATURES
Special Report: MARKETING & SALES
24 The ‘Issue’ Is Marketing & Sales
Ronale Tucker Rhodes, M.S., Editorial Director
The ‘solution’ is to focus on your assets and apply those to your marketing and sales strategy.

26 Tech-Savvy Marketing
Amy Scanlin, M.S.
Improve your marketing and sales efforts with Internet services, such as blogs, networking sites and email.

30 Marketing and Selling Personal Training
Laurie Cingle, M.Ed.
Grow your personal training programs by using ideas from four facilities’ successful marketing techniques.

36 Marketing to the Needs of Multiple Cultures
Mike James
To effectively reach a multi-cultural clientele, fi tness centers need to research and possibly modify their marketing strategies.

38 Meet the Experts: Used Equipment
Anne B. McDonnell, Senior Editor
Used equipment supplier representatives discuss how they acquire used equipment and what happens before being offered for sale again.

42 Research/Science Update: Strength Training and Resting Energy Expenditure
Wayne Westcott, Ph.D., CSCS
Your members can achieve desirable body composition results with the resting metabolic increase that occurs by building muscle.

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Issues & Solutions for Fitness Facilities

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