Fitness brands—particularly those tied to a brick and mortar location—have gotten creative with marketing member services during the pandemic. AARMY, for instance, borrowed marketing tactics from digitally-native businesses, which typically focus on customer experience and owning their own distribution, in order to stay afloat. Another fitness company that has successfully weathered the storm is Blink Fitness. Here’s how it tapped community engagement, new wellness services and in-app personalization to inform a successful pivot, according to an article in AdExchanger.
When its 110 gyms across 10 states closed, the company sought to engage its community in different ways through developing new content and experiences. It opened up its app—previously reserved for premium membership—to all members for free for 60 days. It also created content that addressed customers’ mental health needs, such as short virtual meditations. Members can now check the gyms’ capacity ahead of time and make reservations, and for those who aren’t ready to frequent on-site locations there are options to train virtually.
Another area of focus for the brand during the pandemic is social media. Fitness classes were livestreamed on Facebook five days a week and then made accessible through the Blink Fitness app afterwards. It also began working with influencers on TikTok. For more on how the brand continues to engage its community during COVID, read on in AdExchanger.