With gym membership figures at an all-time high and more competition in the industry than ever, gym businesses need to ensure they are constantly assessing the experience they provide to members, and how this is affecting their bottom line.
In order to make the most of this peak level of interest in health and fitness, gyms should be actively seeking ways to motivate members and keep them coming back, and one key player in doing so is technology like digital signage.
One of the advantages of using digital signage over print for advertising is that it is more eye-catching and we are naturally drawn to digital channels. Dynamic content is therefore more likely to gain people’s attention and encourage them to actually read and understand the message.
One way gym operators can benefit from this is by using their digital screens to advertise and upsell to members. For example, you could advertise retail, food or supplement products available to purchase in your club, providing convenience and inspiring consumers while also increasing revenue for your business.
As well as advertising to existing members, digital signage could aid your business in attracting new joiners. Why not widen the reach of your digital screens by showcasing a series of slides on your centre’s best features, targeting visitors when they enter your club? The use of digital technology in gyms also implies that your business is current, and investing in new solutions - something that is key for consumer experience.
One of the main benefits of using digital signage over print is that you can update content in real-time, with minimal effort required. As opposed to needing to redesign, print and assemble materials, digital content can be created in moments and switched at the click of a button. Therefore, if an advert isn’t working for you, or perhaps you’d like to promote an event or offer at late notice, the process couldn’t be easier.
A key way to maintain a positive relationship with members and subsequently retain them is to communicate well.
While it’s important to interact on a face-to-face level, digital signage can also provide an easy way to personalise the member experience. One way to do this is to broadcast personalised messages celebrating birthdays, announcements, or perhaps someone’s recent achievement. This kind of activity will make your members feel special and a valued part of your gym’s community.
People love giving feedback on topics they care about, but often only when they’re asked for it. By broadcasting open and encouraging questions in the gym environment, your members will feel more inclined to share their thoughts. For example, asking consumers, “How did you find the new Spin bikes today?” - a focused yet simple and open question - allows members to feel like their opinion as an individual is highly regarded. This will allow you to build on your relationships with members and gain insight to improve the experience you provide.
A lot of fitness venues simply use digital screens for entertainment purposes such as broadcasting TV, as this is definitely still worth including in your digital signage strategy. Particularly during busier periods when members want to be in-and-out, it’s important to have good entertainment streams available in a central area, such as on your gym-floor.
However, there are other ways to entertain members than with the use of TV or music. With the ability to upload videos of many different formats to your screens, why not begin sharing daily workouts, with short video demonstrations to give your members new ideas and get them engaging further with the brand? This could play on screens in a certain designated ‘zone’ in your venue, either at regular time intervals or specific times of day.
If you have a small team and are struggling to provide a sufficient number of classes, you could even use your digital screens to bring virtual classes to your venue. These videos could be pre-recorded by a member of staff and included as a regular part of your class timetable, giving members more choice and opportunities to participate in group workouts even when an instructor isn’t available.
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