The Ultimate Marketing Workshop

🎯 Workshop Theme: Ultimate Marketing Strategies for Fitness Pros (May 2025 Edition)

Host: Rachel Holmes
Audience: Fitness instructors, wellness coaches, class providers, retreat hosts
Focus: How to use content, funnels, and social media trends to effectively market services and events

🔍 Workshop Breakdown

1. Clarify Your Offer

• Define what you’re selling: a class, retreat, membership, or event.

• Understand and identify your most difficult product to sell right now.

• Always begin content strategy with: What is the goal?
  • Brand awareness

  • Building trust

  • Direct selling

2. Top-Middle-Bottom Funnel Strategy

🌀 Top of Funnel: Attract & Engage

• Purpose: Grab attention; no hard selling.

• Content Types:
  • Trending Reels (e.g., “Should I go to class?” → Cut to being in class)

  • Entertaining transitions (e.g., mini ball workout before/after scenes)

  • “Get ready with me” or “What I teach today” snippets

• Platform Tip: Use text overlays as most people scroll with sound off.

⚙️ Middle of Funnel: Demonstrate Expertise

• Content Ideas:
  • 15-sec clips teaching a movement (e.g., pilates, bounce, boxercise)

  • Split screens: high vs. low impact versions

  • Voiceovers or explanations over demo videos

• Focus: Show what you know + make people trust you.

• Tools Mentioned: Canva, CapCut, Edits app (Meta)

💰 Bottom of Funnel: Convert & Sell

• Technique: “3 Scene Reel”
  • Start with a pain point (“Are you struggling to get to the gym?”)

  • Then cut to you teaching or showing your solution

  • Final scene: clear call to action (e.g., “Comment SUMMER to join”)

• Newsletter Strategy:
  • Always collect emails from viewers via reels.

  • Create a lead-specific newsletter (e.g., “Get Fit Adelaide”)

📣 Creative Content Examples

• Mini Ball Class Reel:
  Before: You thinking “Should I go?”
  After: Everyone having fun tossing mini balls in class
  → Visually shows energy + community

• Hula Hoop Class:
  • Film 15-sec snippets of choreography

  • Add doors opening for transitions → builds intrigue!

• Cardio Drumming:
  • Use sticks + energy to show the fun visually

  • Add overlays of class participants for social proof

• Boxercise:
  • Glove transitions (put glove on → cut to class action)

  • Make it punchy and visual

🧠 Marketing Psychology Insights

• People don’t come to classes due to internal doubt (“Am I too old?” “Will I fit in?”)

• Show transitions from home/sedentary life to energized group class

• Use relatable before-after storytelling in videos

📧 Newsletter and Community Building

• Create topic-specific newsletters (e.g., retreats, local fitness, equipment)

• Promote newsletters via entertaining reels (not just static text!)

• Suggest starting a local podcast or Facebook group to become a regional fitness authority

Practical Execution & Content Strategy Tips

🔑 Hooks That Capture Attention

• Use props or gestures to draw people in:
  • Put on glasses with a hook like: “Are you in Adelaide?”

  • Clip on a mic and casually say: “I’m just getting ready for my Clubbercise class.”

  • Show behind-the-scenes actions: rummaging in bag, setting up step, prepping playlist.

• These subtle, relatable actions humanize your brand and build curiosity.

📱 Multi-Platform Posting Strategy

• Record one video, post it across Facebook, Instagram, YouTube Shorts, TikTok.

• Save every reel you create in a folder.
  • Repost old reels — followers forget older content!

  • Recycle strong content when you’re short on ideas.

• Schedule content if you’re inconsistent, or block 10 minutes daily for live posting.

• Rachel recommends a weekly theme with daily flexibility.

🗓️ Scheduling vs. Spontaneity

• Know your personality:
  • Some prefer daily real-time posts.

  • Others batch content and schedule it in advance.

• Use native scheduling tools on Instagram, Facebook, or YouTube.

🧠 Mindset Tips

• Perfectionism kills momentum.
  • Give yourself a 10-minute limit to record and post.

  • Let go of over-polishing—done is better than perfect.

• Avoid comparison traps. Focus on being a creator, not a consumer.

• Social media is full of highlight reels—don’t let that mislead you.

📣 Offline & Community Marketing

• Use local Facebook groups to promote classes (check group post days).

• Bring a QR code to events, school fairs, PTA demos:
  • Let people scan and sign up for your newsletter or freebie.

  • Rachel signed up 200+ people for her wellness newsletter this way.

💡 Content Ideas & Trends

🎥 B-Roll (No-Face Content)

• Film yourself doing:
  • Watering flowers

  • Vacuuming

  • Typing

  • Getting ready

• Overlay text: “3 reasons to join my retreat”, “Why this Pilates class is different”

🎭 Emotional & Relatable Posts

• “Things that don’t matter to a Pilates teacher”:
  • I don’t care if you’re unfit, inflexible, or nervous. I’ll help you.

• These posts target emotional objections and build trust.

🔧 Tools & AI Help

• Use ChatGPT to:
  • Write captions

  • Generate content ideas

  • Create hashtags

  • Outline email newsletters

💼 Sales-Oriented Content

• Create reels titled: “How you can work with me”
  • Include fast text overlays like:
    • Join my online program

    • Come to my face-to-face class

    • Book a retreat

    • Attend a workshop

• Use CapCut or the Edits App for editing.

🎶 Music & Engagement

• Use trending music with fewer than 5,000 uses and a trending arrow (⬆️).

• Even “random” posts (e.g. nail updates) can go viral and build engagement.
  • Rachel had 150+ comments on a post about quitting acrylic nails!

🎉 Closing Notes

• Rachel ends with a reminder:
  “Just post it. Move on. Don’t overthink it. It won’t fill your classes if it lives only in your head.”

• A transcript and bullet-point notes are offered to all attendees