Welcome back to Sweat Equity Digital. This week is all about how your fitness business can capitalize on the holiday shopping season. Although Black Friday, Small Business Saturday, and Cyber Monday have, in previous years, been peak revenue opportunities during the holidays, you can expect that to look a little different this year. With more people than ever shopping online, now is the time to position your fitness business’s services as the ideal holiday gift for friends and family.
New This Week: How 2020 holiday sales can reign in your 2021 revenue…4 on-camera skills every fitness trainer needs to master…Creating inclusivity for new members…Interview with Kevin Hollabaugh, owner of Proforce Sports Dynamic.
Still with us? Great. Let’s get started. And if you’re ready to grow and manage your business better, book a demo with our team today.
Black Friday Ideas for Gyms and Fitness Businesses
Use your 2020 holiday sales to boost your revenue opportunities in the coming year
Why Black Friday Matters to Small Businesses
Holiday shopping is likely to be a bit unconventional this year––due to COVID, more people will be shopping virtually than ever before. Not to mention, many shoppers will be looking for deals on COVID-friendly gifts that promote health and safety. But even with Black Friday just over two weeks away, there’s still time to take advantage of the pre-holiday shopping frenzy.
This year, Black Friday and Small Business Saturday take place on November 27 and November 28, with Cyber Monday falling on November 30. Originally, Black Friday deals were available in stores only, with Cyber Monday featuring deals accessible online only, but those lines have blurred and Friday through Monday has become a four-day in-store/online shopping extravaganza.
According to National Retail Federation’s Annual Thanksgiving Weekend Consumer Survey: “124 million people shopped in stores while 142.2 million shopped on retailers’ websites; demonstrating today’s seamless shopping world, 75.7 million did both. Consumers who shopped in both channels spent an average $366.79.”
How can fitness businesses capitalize on Black Friday?
Check out this list of gym-specific Black Friday deal ideas:
- Gift cards. Not everyone loves e-gift cards, so consider self-print gift cards and old fashioned snail mail.
- New Year’s offers. New Year’s offers make sure the gift recipient will use their gift sooner, rather than later.
- Deals with incentives. Think giveaways and bundles.
- Hourly flash sales. Offer deals for membership types, classes, and personal training.
- Discounted merch. Offer discounts on your gym merchandise.
- Bundles. Combine popular classes and training programs.
- Subscription services. Offer a percentage off of regular subscription prices.
- Friends and family. Give your members access to discounted rates for their friends and family.
- Reward customer loyalty. Encourage your clients to treat themselves with a VIP deal available only to them.
- Unlimited access deals. Sell a package that gives the user unlimited classes for one month.
- Promotion codes. Create codes for first-month free and BOGO deals.
Black Friday Strategies for Fitness Retailers
- Create a landing page for your Black Friday deals and offers.
- Send an email on Black Friday with offers/promotions. Make sure to personalize the content, include a CTA, and come up with a catchy subject line.
- Create a gift-giving guide that explains your deals to help customers select the right gift.
- Create social media content that is exclusively Black Friday-related and use hashtags for more traction.
- Turn your Black Friday promotions into a Facebook event.
- Host a virtual Post-Thanksgiving workout on Friday and offer participants a deal on a class package.
- Don’t be afraid to start your online deals before the big day.
- Add a countdown clock to your website and landing pages for urgency.
- Have a game plan to engage the owners of all those abandoned carts.
- Keep going strong and extend promotion variations past Cyber Monday.
Need a little inspiration on where to market? Take a look at some pre-sale ads from some popular home gym equipment brands: 2020 Black Friday & Cyber Monday Garage Gym Equipment Deals
Sales Predictions for Black Friday 2020
The election is over and ad space is yours again. But consumer behavior has changed radically because of COVID distancing measures. So does anyone really know how Black Friday will unfold this year? Not exactly. You may have even heard that Black Friday is dead…well, not so fast.
According to blackfriday.com, “Online Black Friday sales (combined Black Friday and Thanksgiving spending) will decrease a bit from last year, to rest at $11 billion. On one hand, spending will likely be down from last year. On the other, many loyal in-store Black Friday shoppers will probably get pushed online this year.”
[Source: National Retail Federation]
Google’s 5 Shifts in Shopping Behavior This Holiday Season also has some insight to offer, with the key point being: expect holiday shopping to be extended. Shoppers will be looking for deals both before and after the weekend. So, while spending may be down, shoppers’ online presence will be up. Despite all of the economic challenges of 2020, expect retailers and merchants to go heavy on their deals this year.
BTW, what is Small Business Saturday? Instituted by American Express in 2010, the purpose is to encourage support of local businesses that might get side-tracked by major retailers.
This is especially important in light of COVID: “According to a survey conducted by the National Federation of Independent Business, one in five small business owners say they’ll have to close their doors if economic conditions don’t improve through the early months of 2021. Another 19% say that an economic downturn lasting another seven to 12 months could result in them having to close up shop for good.” (Small Business Saturday, Investopedia.com).
American Express even provides marketing resources for small businesses participating in Small Business Saturday.
Covid-19 News & Updates
Your bi-weekly snapshot of all things COVID-19
A shock to none, COVID-19 is still very much a part of day-to-day life. Here’s what’s trending:
4 on-Camera Skills Every Fitness Trainer Needs To Master
Empowering your message with content that multi-tasks
COVID has officially ushered us into the age of video everything––meetings, classes, socializing––and, of course, fitness training. Whether you’re full-time online with your fitness programs or offering a hybrid training experience, understanding how to produce quality video content is essential to your business’s growth and revenue stability.
And because outsourcing video production isn’t cost-effective for everyone, learning a few tricks of the trade will make sure your video content looks professional and is worth the watch.
- Technology. Two main factors that influence a video’s quality, whether live or recorded, are light and sound. Your clients need to be able to hear your instructions and see your movement without the distraction of poor sound or lighting. Understanding how to operate webcams, light cubes, and USB mics is important. And if you’re filming from your smartphone, a tripod offers stability and angle variety.
- Get scripted. That means delivering your content during video recording without using notes. If you reply on notes while you’re filming, you may appear distracted, which leaves your viewers feeling distracted as well. Memorizing your script and instructions communicates confidence and professionalism. Although, placing cue cards at strategic locations isn’t a bad idea if you need a little help with focusing on key points and training transitions.
- Confidence. On-camera confidence looks a little different from in-person training. Your voice should be more commanding and your personality a little bolder. As well, body positioning and eye contact can be harder to master when looking into a camera. Consider shooting some practice videos to work through any awkwardness and solicit feedback from fellow fit pros before taking your content live.
- Video editing. A basic understanding of video editing can help you navigate the distance between just an ok video and a great one. If you’re producing your own videos, exploring the editing capabilities of your smartphone is a great place to start. But there are also tons of video editing software options, tutorials, and classes to make your video content a premium choice for online subscribers.
Creating Inclusivity for New Members
Help your new members feel more at home so they’ll stick around
With new members turning up at your gym for some post-COVID activity – and with New Year’s revolutionists lurking in the shadows – now is the perfect time to evaluate and tweak your new member engagement practices.
According to the study, How do the activities members usually take part in and how often they attend affect loyalty (conducted by Customer Engagement Academy), here are the percentages representing why members attend:
[Source: Customer Engagement Academy]
When new members feel welcomed and included during and after your gym’s onboarding process, their participation rate and likeliness to remain committed to a fitness program increase. Here’s what increasing client commitment means for you:
- You get to see your clients progress and achieve success in their fitness goals
- You increase your gym’s member retention rate, reducing member turn-over
Here are a few ways to make sure your new members get and stay connected:
- Offer introductory classes and training sessions to facilitate new members getting to know your gym and staff. Follow up after their first visit to field any questions and concerns. Make sure to offer classes that are geared towards beginner fitness levels.
- Update your onboarding process to include welcome emails, complementary paid sessions and classes, facility tours, and monthly or quarterly new member community events. Make sure your gym’s policies, procedures, and expectations are clearly communicated.
- Make sure your staff and trainers are modeling inclusivity by introducing themselves to members and connecting new members with other members that have been around a little longer.
And the same strategies hold true for online personal training. Keeping your onboarding process up-to-date is even more critical in the virtual fitness realm and making sure inclusivity is a priority for your fitness business’s community groups and social media pages will address your clients’ community and inclusivity needs.
Balancing Progress and Injury Prevention with Kevin Hollabaugh of Proforce Sports Dynamic
Our resident interviewer, Schimri Yoyo, sits down with Kevin Hollabaugh, owner of Proforce Sports Dynamic, to discuss the importance of staff dynamic.
- “I think each of our team members, their personality’s a fit with the company. It’s not, “Do they know the X’s and O’s?” I can teach you the X and O’s of how I want you to train somebody. I need a personality.”
- “…creating a brand and identity for the brand versus just the workouts identify who it is. I think that’s what makes us unique. Like the last two years, we’ve won Best of Cincinnati and I don’t think—I mean you don’t just get votes for that just because your workouts are good.”
- “A big thing for me is I should pay myself more. I don’t because I want the people who work for me to be able to buy a house, raise a family. Why they work here instead of having to feel like they have to job hop to get to where they want to go. So that’s just—I think that all creates the brand and the identity and the family feel.”
Read the full interview here.
Interesting Internet Finds
Share these links on your social media platforms for increased reach and engagement
Watch: Whether you’re choosing to distance during this year’s Thanksgiving season, or, just need some fresh ideas for your turkey day menu, you may want to check out 41 Non-Traditional Thanksgiving Dinner Ideas (Because Not Everyone Loves Turkey) for some extra inspiration.
Buy: With daylight disappearing and those outdoor runs getting cooler, the goal is to remain warm (and visible) without overheating from too much clothing. Check out Brooks’s Carbonite Gloves.
Read: How professional sports teams are keeping their fans engaged during COVID: Atlanta Hawks CEO Steve Koonin on how COVID-19 is changing basketball.
And that’s a wrap! We hope you’ve enjoyed this week’s digital issue of Sweat Equity: Insider Fitness Business Insights. We’ll see you in two weeks! Stay safe. Stay kind. And wash your hands.
If you’re ready to grow and manage your business better, book a demo with our team today.
This week’s newsletter was brought to you by Brittany, Mathew, and Jeff.
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Want to know the confidentiels to getting a fit-as-hell body in record time ? We did too, so we went straight to research, personal trainers, exercise physiologists, and sport instructors to round up the best workout tips to kick a fitness routine into high gear. Put a few of these moves, motivation, and prière into action each week and you’re guaranteed to see faster results !
save your life-really ! Regularly doing cardio and strength training reduces your risk of heart disease, diabetes, and endometrial, colon, and breast cancers. The American Heart Association recommends exercising for 30-60 minutes on most days to reduce your risk of heart disease. ( Whoa. This push-up test might be able to predict whether you’ll have heart disease later in life. )
You’ll feel less stressed and happier. Exercise has been proven to improve your mood and decrease anxiety. Studies show that the fitter you are, the better you’ll be at handling the long-term effects of stress. One moderately intense 50-minute aerobic workout has been shown to significantly lower anxiety levels. And a study in the British Journal of Sports Medicine found that exercise may be more effective than drugs in treating mild to moderate depression.
It strengthens your bones. Exercise increases bone density, helping prevent osteoporosis. High-intensity activity, like jumping and running, is most beneficial for preserving bone mass.
Always warm up and cool down. This exercise tip will help you maintain your mobility and flexibility and prevent injury. Take 5-10 minutes to gradually raise your heart rate at the beginning of a workout and lower it afterward. Before strength training, do low-intensity cardio that recruits larger force groups like your legs, back, and core. Try this quick warm-up before every exercise sesh.
Take this jump-rope challenge. ' The best cardio workout is the jump-rope double-turn maneuver, ' says Michael Olajide Jr., constituer number one world middleweight contender and cofounder/trainer at AEROSPACE High Performance Center in New York City. ' It’s soutenu : You’ll burn about 26 kcal per minute ! Do a basic jump for 5 minutes, then jump twice as high and turn the rope twice as fast so it passes under your feet twice before you land. This takes timing, patience and power. But you’ll get in great shape just by sérieux at it. ' ( Once you’ve mastered that, up the ante with our 30-minute jump rope workout. )
Don’t cruise through cardio. Increase intensity by doing intervals : After a warm-up, alternate 1-2 minutes of activity at a rate of perceived exertion, or RPE, of sept or 8 with 2-4 minutes of lower-intensity periods ( RPE of 3-4 ). Repeat 4-6 times. Use our handy guide to help determine your RPE during any workout.
Tone up on the treadmill. ' Save time at the gym with this 10-minute cardio/sculpt séance : Hop on a treadmill holding a three- to five-pound dumbbell in each hand, and set the speed to a brisk walk. Do a 60-second set each of shoulder presses, biceps curls, triceps extensions, side laterals, front laterals and standing triceps kickbacks one after another as you walk. It’s an amazing upper-body challenge that also gets your heart pumping. Do this series two or three times each week. As you improve, work up to doing 4-minute sets, ' says Michael George, se reproduire and author of Body Express Makeover.
Make over your course routine. ' Unless you’re training for a marathon, skip long, slow, distance running-sprinting builds more muscle. Add a few 10- to 60-second sprints to your run, slowing down just long enough to catch your breath between them, ' says Stephen Holt, ACE personal se progager. ( See : How to Use Running for Weight Loss )
Use the talk test. If you can’t speak a sentence or two with each breath, you’re pushing too hard ( unless you’re purposely doing high-intensity interval ).
Get a jump on weight loss. ' Add plyometric box jumps to your workout to improve your cardiovascular stamina and leg strength - you’ll really sculpt your hamstrings, quads and glutes. Find a sturdy box that’s at least one foot high [like a j/fit Plyometric Jump Box, $71; amazon. com]. Starting from a standing position, explosively jump to the middle of the box, then jump back down. Repeat 20 times, ' says George. ( Related : Plyo Box Workout for Your Upper and Lower Body )
Watch the clock to lose weight. In a Journal of the American Medical Association study, women who racked up at least 200 cardio minutes a week for 18 months lost nearly 14 percent of their total body weight. Those who accumulated fewer than 150 minutes reduced their weight by less than 5 percent.
Power up your runs. ' Adding wall sits to the end of every run will strengthen your quads, hamstrings, and glutes, improving your speed and résistance. Lean against a wall with your feet shoulder-width apart, then squat until your knees are bent at quarante cinq degrees. Hold for 30-60 seconds; work up to doing 10 sets. Add a challenge by including heel raises : Lift your left heel, then the right, then lift both together twice, ' says Mindy Solkin, owner and head conseillé of The Running Center in New York City.
Lift like you mean it. If you can do the maximum number of suggested reps ( usually 10-12 ) without feeling fatigued, add pounds ( 10-15 percent at a time ). If you can’t complete the minimum number of suggested reps ( usually 8 ), reduce the weight in 10 percent increments until you can. Your last 1 or 2 reps should always feel tough, but doable.
Try this all-in-one toner. ' A side-step squat with wood chop works your arms, torso, abs, back, legs, inner thighs and butt, ' says David Kirsch, se reproduire and author of The Ultimate New York Body Plan. ' Stand with your feet shoulder-width apart holding a three- to four-pound medicine ball in your hands. Bend your arms up so that the ball is at eye level over your right shoulder. As you bring the ball toward your left knee, step out with your left leg and bend it no further than 90 degrees, keeping your right leg straight. Return to the starting position. Do 10 to 15 reps and repeat on the other leg. '