Friday 2nd January Briefing Back to Basics

Introduction and Setup: The host opens the session discussing returning to early morning classes and the snowy weather. She welcomes participants, especially those joining after the recent webinar, and introduces the day’s theme: “Back to Basics Marketing.”

Hybrid Business Model Overview: Reviews the hybrid model shared in the webinar, combining community classes, workshops, events, online programs, and personal training. The model promotes multiple income streams and stronger community engagement.

Community Classes and Events: Encourages focusing on smaller, fuller classes rather than overextending. Recommends offering monthly or occasional “special events” or “pop-ups” — unique, short workshops or themed sessions that attract new clients and boost engagement.

The Power of Community: Highlights community and connection as key business values for 2026. Fitness professionals are uniquely positioned to create meaningful connections in an increasingly digital and AI-driven world.

Online Seasonal Programs: Suggests creating short-term online programs (e.g., 10-day or 30-day challenges) during January. Advises being active and engaged — go live, answer questions, and provide daily accountability. Passive programs may work later, but active involvement is best for January.

Long-Term Client Retention: Short-term programs act as funnels to attract new people. The goal is to convert short-term participants into loyal, long-term clients through consistent engagement and results.

Website and Content Strategy: Emphasizes the importance of having a living, dynamic website that acts as a “digital shop.” Suggests posting blogs, embedding videos, and updating pages frequently to increase discoverability and relevance in search results.

Social Media Evolution: Notes that 2026’s social media trend prioritizes authenticity. “FaceTime” content — direct, unpolished videos where instructors speak naturally — outperforms polished marketing clips. Personality and energy matter more than production quality.

Content Creation Habits: Advises creating video content during high-energy periods (e.g., mornings). Filming at the studio or during daily routines keeps content authentic and relatable.

Content Ideas: Recommends doing a 2025 recap video, “Christmas photo dump,” or “reintroduce yourself” post to start the year. Encourages showcasing who you are, what you offer, and how people can join your programs.

Carousel and Visual Posts: Mentions examples of effective carousel posts introducing instructors and their services (e.g., yoga, meditation, reiki). Combines imagery with text to communicate value and build trust.

Pillar Content Strategy: Defines “content pillars” as recurring themes for social media and marketing. Suggests four main pillars for fitness professionals:

• Authority: Share technique videos, exercise demos, and tips to establish credibility and expertise.

• Connection and Community: Show behind-the-scenes clips, class arrivals, laughter, and client friendships. Capture authentic moments that reflect your brand values.

• Personal Reflection: Write opinion posts, share insights, and express your perspective on the industry and trends. Written Facebook posts currently perform well.

• Social Proof: Display testimonials, client results, and feedback. Even old testimonials from 2025 can build trust and attract new leads.

Marketing Tone Shift: The “New Year, New You” trend is losing appeal. Fitness audiences are shifting toward authenticity, wellness, sustainability, and community. People value routines, energy, and emotional well-being over quick transformations.

Consistency and Workflow: Encourages fitness professionals to develop a clear workflow for creating, posting, and repurposing content across platforms. Focus on consistency rather than perfection.

Closing Thoughts: The session ends with motivation to simplify, reconnect, and return to the core principles of fitness marketing — authenticity, consistency, community, and authority.