The gym industry is a multi-billion dollar business. This industry is so thriving because it has mastered the art of persuasion. Gyms use many techniques to make you say yes, and they know that once you’re in, it’s hard to break.
The worldwide gym industry is worth $96.7 billion last 2020, according to Statista. In addition, the health and fitness centers in the United States have more than 184 gym members. When the pandemic hit, the total industry revenue was estimated to be $54.2 billion in 2021, down from $96.7 billion in 2020. Don’t be disheartened; with the loosening of restrictions, revenue in the gym business was expected to surpass $100 billion by 2022.
After the COVID-19 health problems, many individuals are going far in taking care of themselves, and the gym business is here to stay and expand. Looking back at what this industry was doing in 2020, you can think it will definitely bounce back in the next few years.
What’s the secret to their success? The answer lies in understanding human behavior and knowing how to utilize it.
The Power of Persuasion
Persuasion is a powerful tool that can be used in many contexts, including business. In the gym industry, persuasion gets people to sign up for memberships and keep them committed to their workouts. Here are 5 of them and how they use them.
Positive Reinforcement
This type of persuasion involves rewarding people for behaving in a desired way. For example, gyms may offer discounts or freebies to people who sign up for a membership. They may also give prizes to those participating in fitness challenges or refer new members to the gym. This creates a sense of loyalty and encourages people to keep coming back.
For example, Orangetheory Fitness gives away a free month of membership to those who refer a friend. Similarly, ClassPass offers a free month of membership to new users when they sign up with a referral code.
Social Influence
This is when people conform to the behaviors of others around them to fit in. Gyms take advantage of this by creating a community atmosphere where people can interact and support each other. They may also host events or offer group classes to encourage social interaction.
In particular, CrossFit gyms are known for their supportive and close-knit community. People who join a CrossFit gym often quickly become friends with other members.
Fear of Failure
This is when people are motivated to avoid adverse outcomes, such as embarrassment or pain. The objective isn’t to keep their fear but rather for them to make a conscious decision to let go of it and begin making daring decisions in order to achieve clear set plans.
Gyms offers personal trainers and other services that help people reach their fitness goals. They may also use before-and-after photos to show how successful their members have been in getting results.
To illustrate, many gyms offer personal training services and nutrition counseling that help people set and achieve their fitness goals. They may also offer free trials or money-back guarantees to show that they are confident in their services.
Establish Credibility
People are more likely to be persuaded by someone perceived as credible. Gyms use this by hiring well-qualified staff, such as personal trainers and nutritionists. They may also display credentials or awards in their lobby or website.
For example, gathering testimonials from your loyal clients and posting them online will be a great way to establish credibility. Also, placing certificates or awards that the gym has received in a visible spot will help new visitors trust the gym more. If you want your clients’ trust and loyalty, ensure these are all real testimonies and certificates.
Obvious Evidence
People are more likely to be persuaded if they can see evidence supporting the claims. Testimonials of other people are not enough; potential clients want to see that their prospect trainer or the gym owner is fit and healthy-looking. This will reflect the actual program in their gym that the client will take note of.
The gym’s approach works if a gym owner appears in good shape. However, suppose you will speak with your potential customers while looking untidy and unwell, like with a missing front tooth. In that case, this will demonstrate how you don’t care about your own hygiene. How can they trust you to take care of their health?
Before meeting your potential clients, always look in the mirror and make sure you can persuade them with your overall presentation. If you have a missing front tooth, immediately undergo a tooth implant procedure to reestablish your full, healthy, and beautiful smiles.
The Bottom Line
Persuasion is a powerful tool, and it’s one that the gym industry has tapped into for years. By learning and knowing how to apply strategies and real facts to persuade potential consumers, you can assist them in making well-informed decisions.
Remember, good marketing is always trying to reach your target audience with the right message in the right way. In the gym industry, that means persuading them with techniques and the truth.
