A Marketing Plan for a Fitness Center

by Scott Christ ; Updated September 26, 2017
Large, bright gym with workout equipment.

A marketing plan is a written document that describes the promotional activities for your company. For fitness centers, health clubs and gyms, having a marketing plan can help you attract more members. Large fitness centers have plans that may span up to 100 pages. Regardless of the size of your plan, ensure that it covers an entire year and clearly communicates your marketing goals and objectives.

Executive Summary

In the first section of your marketing plan, give a brief overview of your fitness center and describe your marketing goals. These should be concise and measurable. For example, "Increase web sales of protein supplements by 15 percent by the third quarter" or "Use direct marketing to sign up 20 new members by the end of July."

Marketing Mix

The marketing mix includes the four P's of marketing: product, price, place and promotion. First, list the types of fitness products and services you offer at your fitness center. For example, "20 state-of-the-art treadmills," "2,000-square-foot weightlifting area," "made-to-order protein shakes" and "a full line of fitness apparel." Then, describe the center's location and layout. Next, list the price of your products and services, such as membership rates, personal training fees and workout classes. Finally, outline the promotional tactics you plan to use to market your gym.

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Target Market

The target market for your company is the group of customers you want to focus on. Are they generally older or younger? What types of exercise do they enjoy? What motivates them? Research your market segments by closely observing the customers that come to your gym. Then, conduct online searches by typing in key words like "gym demographics," "fitness center research" and "health club target market." Describe one or more market segments, and include demographic and lifestyle information about them.

Marketing Tactics

Describe the marketing tactics you listed in the marketing mix section in detail -- for example, "We plan to implement a direct-mail campaign in the first quarter of next year that will target 1,000 men and women between the ages of 20 and 30 who live within a 5-mile vicinity of our fitness center." Or, "We have budgeted $2,500 for a search engine advertising campaign that we hope will help accomplish our goal of increasing the number of unique visitors to our website by 25 percent next year."

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