Health & Fitness Direct Mail Success Story

Health & Fitness Direct Mail Success Story

Planet Fitness

Customer Objective

A Planet Fitness franchise owner wanted to increase gym membership and grow market share for an existing location.

Campaign Strategy

  • Target consumers surrounding locations, reaching 71,000 households

  • Utilize aggressive offers and highlight key differentiators:

    • Open 24 hours
    • Extensive equipment
    • FREE training
    • $10/Month- No Commitment Membership
  • Mail the Impact Postcard due to cost savings over solo mail options

  • Establish a mailing frequency to keep the Planet Fitness name in front of their current and potential customers

Campaign Results

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The mailing produced over 800 new members and grew market share for the location
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Fitness
Industry Trends

Churn is a significant problem with fitness centers since consumer motivation is not predictable. January was once thought to be the peak month for this industry, but our research revealed that it’s a close second to the month of March. Q1 and Q4 are good months for customer acquisition due to consumer motivations to get in shape for the summer and holidays, respectively.

Another issue the fitness industry faces is high competition. Millennials, who are a large portion of the audience for this industry, crave new, fun and interesting experiences. This has sparked the growth in boutique fitness places like CrossFit, Pure Barre, Yoga, etc. It has also led to more competitive pricing and group fitness offerings in gyms.

Fitness
Industry Trends

Churn is a significant problem with fitness centers since consumer motivation is not predictable. January was once thought to be the peak month for this industry, but our research revealed that it’s a close second to the month of March. Q1 and Q4 are good months for customer acquisition due to consumer motivations to get in shape for the summer and holidays, respectively.

Another issue the fitness industry faces is high competition. Millennials, who are a large portion of the audience for this industry, crave new, fun and interesting experiences. This has sparked the growth in boutique fitness places like CrossFit, Pure Barre, Yoga, etc. It has also led to more competitive pricing and group fitness offerings in gyms.

Here are some more stats around fitness industry trends for the past year.

  • Industry revenue is $36.5bn

  • Annual Growth between 2012 and 2019 has been 3.5%

  • There are approximately 104,943 clubs in the United States

  • According to International Health, Racquet and Sportsclub Association data, the number of health club memberships in the United States increased to 60.9 million members in 2017, illustrating heightened demand for industry operators during the period (latest data available).

  • The number of adults aged 20 to 64, the largest gym-going demographic, has grown, spurring demand for gym memberships.

  • Over the five years to 2024, many baby boomers are expected to sign up for health club memberships as they grow more health conscious due to their age.

Sources: Source: IBISWorld, 2019

Fitness Advertising Opportunities in Rural America

While people in urban areas are more likely than people in rural areas to exercise, fitness clubs can still increase membership by targeting rural residents strategically. There are opportunities in rural areas, especially when it comes to targeting age groups. For example:

  • Rural Generation Z residents, who are now college-aged adults, are 26% more likely to have exercised at a gym in the last year than Generation X, the parents of Generation Z.
  • Millennials, young families and professionals, are 45% more likely to have exercised at a gym in the last 12 months than Baby Boomers, the parents of Millennials.

This all reinforces the need for advertisers to consider these nuances when formulating their mailing strategy.

Source: NHCS Adult Study 2019

Sources: Prosper Insights & Analytics 2019, 2018 ANA/DMA Response Rate Report

How Do I Find My Best Rural Fitness Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Direct Mail’s Influence on Fitness Customers

  • Consumers who exercise are 53% more influenced by direct mail than they are by newspaper
  • Rural consumers are 76% more influenced by direct mail than they are by newspaper
  • According to the 2018 Data and Marketing Association Response Rate Report, average direct mail response rates come in at 9% for a house list and 5% for a prospect list.  This is nearly double the response rates reported in 2017 and a testament to how data and precision targeting can produce better results with campaigns.

Sources: Prosper Insights & Analytics 2019, 2018 ANA/DMA Response Rate Report

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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