March 10, 2023

Building Excitement Behind a New Brand, Class or Format

Building Excitement Behind a New Brand, Class or Format

Being a fitness instructor you wear many hats! I am pretty sure when you went through that 1st training you didn’t sign up to be a marketing expert! Creating excitement behind a new fitness brand, format, or class requires a strategic and creative approach. Let’s talk about some steps you can take to make that happen!

1. Identify your target audience:

Before launching your new fitness brand, format, or class, you need to know who you want to reach. This includes their age range, gender, fitness goals, and preferences. By understanding your target audience, you can tailor your messaging and marketing efforts to appeal to them specifically.

For example, if your target audience is millennials, you might focus on creating a social media strategy that showcases your brand's uniqueness, while using humor and trending hashtags to appeal to their sense of humor and current trends.

2. Develop a unique value proposition:

Once you know your target audience, it's important to develop a clear and compelling value proposition that sets you apart from competitors. This should be something that resonates with your target audience, and that they can't get from other fitness brands or classes.

For example, your unique value proposition could be that you offer a low impact-medium intensity workouts that can be completed in just 30 minutes, making it ideal for busy professionals.

3. Use social media:

Social media is a powerful tool for building excitement around a new fitness brand, format, or class. You can use social media platforms to create a buzz by sharing engaging content, behind-the-scenes sneak peeks, and teaser videos.

You can also use social media to build a following by using hashtags, collaborating with influencers, and engaging with your followers. Make sure to create a consistent brand voice and aesthetic that resonates with your target audience.

4. Leverage influencers: It’s not who you think!

Influencer marketing is a great way to build excitement around your new fitness brand, format, or class. Your influencers are you class participants, your loyal fans and your die hard front row.. Reach out to them and let them know about your new formatt/class and ask them to help spread the LOVE!

When talking with your influencers, make sure to tell them to speak from the heart. How do they FELL when they come to your class. Why you? Why this format?

5. Host launch events: In person or online

Hosting launch events is a great way to generate buzz and get people excited about your new fitness brand, format, or class. You could host a free trial class or pop-up fitness event, or even create a social media giveaway to encourage engagement.

Make sure to promote the event across all of your channels, and consider partnering with other local businesses or influencers to help spread the word.

6. Offer promotions:

People love getting a good deal, so consider offering a promotion to incentivize people to try your new fitness offering. This could include a discount on the first class or membership, a free month of membership for referring friends, or a loyalty program that rewards customers for frequent attendance.

When creating promotions, make sure they align with your brand values and won't compromise your long-term goals.

7. Continuously iterate and improve:

As you launch your new fitness brand, format, or class, be open to feedback and continuously iterate and improve. Listen to your customers, and use their feedback to make improvements that will keep them coming back for more.

This could include offering different class times or formats, updating your branding or messaging, or improving your equipment or facilities. By continuously iterating and improving, you'll build a loyal following of customers who love your brand and are excited to see what you do next.


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