Fitness events, whether for a launch or a first-anniversary celebration, can do wonders for your brand. When it comes to event marketing, 84% of participants stated they learned more about the product, service, or company being marketed by attending a fitness event.
It is possible to gather people for fitness events and activities as people have become a lot more health-conscious than they were before the pandemic hit. Gyms, studios, and health clubs may use fitness events to come up with new methods to interact with members and the community. Whether your objective is to increase membership sales, build community, or engage current members, events may help you do it.
Gym events are fun and promote health, fitness, and well-being. Even if you have the most cutting-edge amenities, you may still see falling membership rates. The majority of marketers consider event marketing to be the most effective marketing channel. Fitness events are a great way to give value, get people involved and inspire them to move.
Now, we'll walk you through how to plan and organize a fitness event that brings in a hell loads of leads to your studio.
You should spend time determining the objectives and goals for preparing this fitness event before diving directly into the details, such as the venue or speakers. This is the reason you decided about organizing an event in the first place. So, are you trying to boost sales, introduce a new product, raise brand awareness, or accomplish a combination of these objectives? Determine your goals and how this fitness event will assist you in achieving them.
When preparing for any event, you should quantify your set of goals that will help you achieve your final goals and these are your objectives. A few examples of event objectives include increasing sales by 50% or receiving 100 pre-orders of your recently launched product.
You may construct a preliminary scope of the fitness event after you have your goals and objectives in place. Your preliminary scope should include crucial elements and indicate how you plan to achieve your objectives. Even if it isn't set in stone, you should make a list of basic fitness event specifics, such as:
You may frame your fitness event after defining your goals and early project scope. If your sponsors are already on board with the event, your goals and scope will assist you in moving forward with the planning process.
Making a budget is one of the important first steps in fitness event planning since it clarifies other arenas of organizing an event. Establishing a budget also helps to avoid unpleasant surprises (like running out of money for décor, etc.). You'll be more effective if you plan out your full budget ahead of time, update it as variables are finalized, and stay close to the process.
Based on your overall budget and initial scope of requirements. To obtain a sense of how your money will be distributed among your needs, start mapping out your line-item expenses for the fitness event.
According to Eventbrite, “Budget is broken down by marketing and promotion (43%), speakers and talent (32%), printed materials (29%), venues (18%).”
You'll need to reassess the budget as your idea takes shape. Line items may certainly change; just remember to create a detailed budget that incorporates any adjustments or modifications. And, because you should never go over your budget, it's usual for planners to make modifications to keep you on track.
Many or all of the responsibilities may be handled by you directly for small events. Large events, on the other hand, need a well-organized staff to put on the show.
If you're starting from scratch, it's critical to assign duties as soon as possible to establish responsibility for the fitness event. Everyone on the team should report to a project manager who is aware of all of the working components of the event. Only 12% of events have teams of 10 or more people, according to Eventbrite, and the most typical number is 2 to 5 workers (45% of events), hence people frequently wear many hats. If you're one with a smaller team, duties are commonly distributed as project manager, show floor, scheduling, creative design, branding and marketing head, registration and check-in and sponsorships head.
The location and date of your fitness event are two significant factors that will influence the rest of your planning strategy. Begin your venue search as soon as possible. Because the event market is busy, it's critical to identify a time when a venue will be available for your fitness event. You'll need to think about dates for your location based on seasonal elements like travel and prices while choosing a venue.
As you conduct research and speak with representatives from various venues, make sure to ask as many questions as possible to ensure a good fit. Budget, thematic fit, location (is it central, simple to travel to? ), amenities, and on-site personnel should all be considered. Is there a handy location for bathrooms throughout the venue? What is the current state of fire control and emergency response?
After you've decided on the sort of fitness event, set a budget, and picked a location, it's time to put it all together. Make a detailed checklist with your event planning team. Everything you need to do before, during, and after the event should be included. The list will include things you'll need to purchase, such as presents for attendees and marketing materials.
Although this may seem like a no-brainer, it's easy to get carried away and get ahead of yourself. Your planning checklist should guide you through the process and keep you on track. Lists help you stay on track and know where you are in the event planning process. Make sure the checklist is shared with your team and that it is updated on a regular basis.
Your fitness event's branding sets the tone for your event, from the name and theme to the website design and on-site look and feel. You want a strong personality to come to mind when they think of your event. A strong event brand also serves as a vision for your event and aids in steering it in the right direction.
When picking your event branding, keep in mind that it should mirror your organization's brand while still having its own identity. Also, consider how your brand will be seen both online and in person. Finally, think about how you'll incorporate your event brand throughout the various parts of your event. Event branding typically includes the fitness event name, theme, logo, colors, typography and on-site decor, email, signage, and more.
Your fitness event marketing plan would be important in getting the word out and bringing people in the door. You must notify your neighborhood as well as those outsides of your gym that your event will be held. Explain why they should attend your fitness event. To spread the word, consider using Facebook advertisements, word-of-mouth marketing, email, and push alerts.
Make sure you're covered for your events in your insurance policy. Is your insurance still valid if you host a motivational talk with 30 or more people outside of your normal business hours? This is something you should look into right away because it may limit the sort of fitness event you may host on your studio location.
Check to see whether you require additional insurance to cover your event, whether it is held in-house or at a different site. Consider purchasing public liability insurance for your fitness event. If your event involves physical activity, you must be insured in case of accidents or injuries.
There's a lot that has to be taken care of before, during, and after an event. Manage the logistics so that nothing goes wrong on the big day. Consider parking, check-in, or registration on the day of the fitness event, and make sure your studio is large enough to accommodate the crowd. If you're expecting a huge crowd, consider how you'll get people in and out so there's no mayhem on-site during the day.
Don't forget to plan for social media coverage of the event. To start, use Facebook Live and Instagram Stories to show off your live event coverage. Your marketing plan must include a social media strategy for your event.
What method will you use to invite your guests? Is it a paid event or open to the public? When planning your event, you'll have to think about these things. You may send individual invites to all visitors through email if it's a members-only event.
Give your guests plenty of notice so they may make plans ahead of time. You're more reliant on your marketing reaching the proper individuals if you're conducting an open-day kind event and seeking to drive new member sign-ups. Set up open Facebook events to get an estimate of how many people will be attending.
A month or two before the event, you presumably mailed out tickets and invites. Send out a reminder to all guests so that they don't forget about your event. You would want to send a reminder around a week before the event, then another the day before. This might be sent as a text message, email, or push notification. Reminders would assist in eliminating any confusion on the day, resulting in a successful and well-organized fitness event.
Don't forget to have fun and enjoy yourself. Organizing an event is a time-consuming and exhausting job, but it is not without its benefits. Fitness events are a great way to increase engagement, retention, and new customer acquisition. Not to mention the advantages it might provide your members. A weight-loss challenge might be exactly what your members need to reach their fitness objectives.
After each event, it's a good idea to ask for comments. You can always learn and develop, no matter how successful you are. The next day, send out brief feedback forms to all guests. You want to know if visitors had a good time and if they would return, as well as what would make them appreciate it even more.
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