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