Thursday 21st August Briefing how to market your online

Summary

• Opening and Setup
  Host greets viewers, mentions new workspace adjustments, and discusses sound quality improvements. Sets the focus of the briefing: online fitness business strategies and models.

• Online Business Models
  Exploration of different structures:

  • Monthly subscriptions carried over from lockdown (sometimes difficult to grow).

  • Seasonal or short-term programs delivered via Facebook groups.

  • On-demand models with rotating or limited-time workout libraries.

  • Hybrid approaches combining live and pre-recorded content.

• Examples and Variations

  • Some instructors refresh workout libraries monthly to keep content current without overwhelming members.

  • Others run programs like “five express workouts per week” or “four-week summer courses.”

  • Emphasis on simplicity and focusing on beginners with short 10–20 minute sessions.

• Community and Retention
  Importance of accountability, WhatsApp or Facebook groups for communication, and encouraging replays to keep members engaged. Retention challenges often stem from clients feeling too busy rather than disliking content.

• Shifts in Consumer Behavior
  Observation that fewer people go to pubs and clubs, leading to a rise in run clubs, walking groups, and reformer Pilates. Small fitness businesses can benefit by aligning offers with these trends.

• Planning Seasonal Offers
  September identified as the strongest time for launching online programs. Recommendations include:

  • Clear, simple offers (e.g., “September Reset” or “Sensible September”).

  • Programs should be branded with a name and tagline.

  • Bullet-point clarity on what participants will get (e.g., three sessions weekly, lifestyle tips).

  • Short workouts with minimal equipment to attract busy clients.

• Marketing Strategies

  • Use social media content targeted at the struggles of the ideal client (e.g., time constraints, menopause symptoms).

  • Share short clips, carousels, or real-life testimonials.

  • Create teaser content and use free Facebook or WhatsApp groups to build anticipation.

  • Apply early bird pricing to encourage sign-ups.

• Case Study: Sally Gunnell
  Example of a public figure successfully using consistent branding, targeted content, and free introductory sessions to attract thousands of participants into paid programs.

• Structuring Offers

  • Programs can be broken into weekly themes (e.g., reset, healthy habits, cortisol health, coaching).

  • Pricing models include selling by week (£20 per week) or full month bundles at a discount.

  • Content can later be reused as standalone products for passive income.

• Technology Choices
  Options include Facebook groups, Zoom, YouTube, and websites, depending on technical confidence. Simpler is often better for beginners.

• Closing Remarks
  Emphasis on keeping offers simple, branded, and clear. Encouragement to build waiting lists, engage audiences with content, and maximize September opportunities. Ends with updates about reformer training availability.

• September is highlighted as the peak month for profitability in fitness businesses, with the busiest quarter of the year.

• Membership libraries mentioned with hundreds of workouts accumulated over more than 76 months of content.

• Example pricing structures: £20 per week or £67 for a month-long program.

• A case study cited 2,000 people joining a free program before being upsold into paid coaching.