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The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
features

Feature: Get social media tips from The Apprentice candidate Katie Bulmer-Cooke

Former Apprentice candidate Katie Bulmer-Cooke gives her tips on making social media work for you

Published in Health Club Management 2016 issue 3

Social media is the most powerful tool we have at our disposal when it comes to spreading our business’s message and engaging with current and potential customers – and one of the best things about it is it’s incredibly cost-effective. It’s certainly had a dramatic impact on my fitness business, helping me take my operation from a local, Sunderland-based business to a company with customers in 12 countries around the world. 

When used correctly, anything is possible and there really are no boundaries to the success and revenue it can generate. With that in mind, here are my top tips for making social media work for your business.

1. Real-life testimonials
If you really want to engage the inactive and the overweight who are yet to step foot in your facility, stop using images of body beautiful women without a drop of sweat on their foreheads. Such photographs will not encourage Mrs Jones – with three kids and whose last workout is a very distant memory – to step foot in your health club. In fact, it will do the opposite.

Use images of real-life members who non-users can identify with. Better still, get some video interviews from your more down-to-earth members and share them on social media. In the video, ask what made them apprehensive about joining, what their barriers were, how they’ve been helped to overcome them and how they feel now. This is an extremely powerful tool in encouraging non-members to take that first step through the door. 

2. It’s good to talk
Stop simply tweeting and posting Facebook statuses about your services and what’s happening in your club, and instead interact with members and potential members and start to build a relationship. Make your social media feed something people follow to be both entertained and listened to – it’s great for customer feedback and market research too. There are some great ways to do this:

• Twitter chats
This involves publicising, on all of your platforms, that you will be hosting a Twitter chat on certain day at a certain time and on a certain topic – it could be nutrition, training, gym fears or anything that’s relevant to your customer demographic. Then choose a hashtag – for example, I could use #AskKatie.

Then, at the given time on the given day, followers simply tweet their questions and include the predetermined hashtag. But whatever happens, don’t forget the golden rule of Twitter chats: you must reply, and quickly, in order to create conversation and therefore build trust. After all, why would someone buy from you if they can’t rely on you or trust you?

• Twitter polls
This is a fairly new tool offered by Twitter and allows you to very simply ask the opinion of your followers, whereby you pose a question with several possible responses. I use this tool a lot to learn more about what my followers want from me – in terms of both content and products – as well as to gain an insight into other areas of their lifestyles.

• Periscope
This is one of my favourites and was a big hit in 2015, but is still massively under-used by the fitness industry – mainly because people worry too much about being on video. We need to get over this inhibition, and fast, because this is a big opportunity.

Periscope offers live video streaming via Twitter and is a godsend for clubs that want to recruit new members. Put yourself in the shoes of the apprehensive, inactive Mrs Jones for a second. She wants to come to the gym but fears the unknown. She doesn’t know what to expect – the layout, how the machines work or what goes on behind the dreaded studio door.

All of these aspects, and many more, are putting people like Mrs Jones off taking the giant step of just coming for a look around your facility.

Periscope can help you break down these barriers instantly, by taking the phone into the studio, interviewing members, doing machine demos and meeting the staff. It’s quick, real and free!

While we’re on the topic of interaction, it’s very important that not only are we thinking about new content and methods of interaction, but also the words we use. We need to be choosing language that is non-intimidating if we want to engage the non-user. I can tell you for a fact that Mrs Jones isn’t engaged with terminology such as ‘smashing it’, ‘nailing it’, ‘killing that workout’ and ‘turning on beast mode’, so let’s stop using these cult-like phrases.

Stand out from the crowd
Social feeds move very quickly, so it’s important to stand out from other accounts. Rather than checking what your competitors are doing and then taking inspiration from them, instead check them out then do the exact opposite.

As an example, last year, while everyone else was churning out Black Friday promotional offers and campaigns, we did Yellow Thursday. This allowed us to stand out in a sea of black infographics in the feed and also gave us the opportunity to get in there first. It had a significant impact on online sales – almost double that of the Black Friday promo from the previous year. 

Social media has so much potential, all we have to do is grab the opportunity with both hands – and of course a smartphone! Here’s to your social success, gaining new followers who become fans and then fanatical customers.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
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Building on the blockchain

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Bold move

We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
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Sohail Rashid

35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
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Core Health & Fitness: level up your HIIT game
Core Health & Fitness
Looking to level up your HIIT game? Meet the dynamic duo that’s about to revolutionize your workouts: the StairMaster HIIT Rower and HIIT Ski! Read more
Get Fit Tech
Sign up for the free Fit Tech ezine and breaking news alerts
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Lockers
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Digital
Flooring
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08-10 Oct 2024
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features

Feature: Get social media tips from The Apprentice candidate Katie Bulmer-Cooke

Former Apprentice candidate Katie Bulmer-Cooke gives her tips on making social media work for you

Published in Health Club Management 2016 issue 3

Social media is the most powerful tool we have at our disposal when it comes to spreading our business’s message and engaging with current and potential customers – and one of the best things about it is it’s incredibly cost-effective. It’s certainly had a dramatic impact on my fitness business, helping me take my operation from a local, Sunderland-based business to a company with customers in 12 countries around the world. 

When used correctly, anything is possible and there really are no boundaries to the success and revenue it can generate. With that in mind, here are my top tips for making social media work for your business.

1. Real-life testimonials
If you really want to engage the inactive and the overweight who are yet to step foot in your facility, stop using images of body beautiful women without a drop of sweat on their foreheads. Such photographs will not encourage Mrs Jones – with three kids and whose last workout is a very distant memory – to step foot in your health club. In fact, it will do the opposite.

Use images of real-life members who non-users can identify with. Better still, get some video interviews from your more down-to-earth members and share them on social media. In the video, ask what made them apprehensive about joining, what their barriers were, how they’ve been helped to overcome them and how they feel now. This is an extremely powerful tool in encouraging non-members to take that first step through the door. 

2. It’s good to talk
Stop simply tweeting and posting Facebook statuses about your services and what’s happening in your club, and instead interact with members and potential members and start to build a relationship. Make your social media feed something people follow to be both entertained and listened to – it’s great for customer feedback and market research too. There are some great ways to do this:

• Twitter chats
This involves publicising, on all of your platforms, that you will be hosting a Twitter chat on certain day at a certain time and on a certain topic – it could be nutrition, training, gym fears or anything that’s relevant to your customer demographic. Then choose a hashtag – for example, I could use #AskKatie.

Then, at the given time on the given day, followers simply tweet their questions and include the predetermined hashtag. But whatever happens, don’t forget the golden rule of Twitter chats: you must reply, and quickly, in order to create conversation and therefore build trust. After all, why would someone buy from you if they can’t rely on you or trust you?

• Twitter polls
This is a fairly new tool offered by Twitter and allows you to very simply ask the opinion of your followers, whereby you pose a question with several possible responses. I use this tool a lot to learn more about what my followers want from me – in terms of both content and products – as well as to gain an insight into other areas of their lifestyles.

• Periscope
This is one of my favourites and was a big hit in 2015, but is still massively under-used by the fitness industry – mainly because people worry too much about being on video. We need to get over this inhibition, and fast, because this is a big opportunity.

Periscope offers live video streaming via Twitter and is a godsend for clubs that want to recruit new members. Put yourself in the shoes of the apprehensive, inactive Mrs Jones for a second. She wants to come to the gym but fears the unknown. She doesn’t know what to expect – the layout, how the machines work or what goes on behind the dreaded studio door.

All of these aspects, and many more, are putting people like Mrs Jones off taking the giant step of just coming for a look around your facility.

Periscope can help you break down these barriers instantly, by taking the phone into the studio, interviewing members, doing machine demos and meeting the staff. It’s quick, real and free!

While we’re on the topic of interaction, it’s very important that not only are we thinking about new content and methods of interaction, but also the words we use. We need to be choosing language that is non-intimidating if we want to engage the non-user. I can tell you for a fact that Mrs Jones isn’t engaged with terminology such as ‘smashing it’, ‘nailing it’, ‘killing that workout’ and ‘turning on beast mode’, so let’s stop using these cult-like phrases.

Stand out from the crowd
Social feeds move very quickly, so it’s important to stand out from other accounts. Rather than checking what your competitors are doing and then taking inspiration from them, instead check them out then do the exact opposite.

As an example, last year, while everyone else was churning out Black Friday promotional offers and campaigns, we did Yellow Thursday. This allowed us to stand out in a sea of black infographics in the feed and also gave us the opportunity to get in there first. It had a significant impact on online sales – almost double that of the Black Friday promo from the previous year. 

Social media has so much potential, all we have to do is grab the opportunity with both hands – and of course a smartphone! Here’s to your social success, gaining new followers who become fans and then fanatical customers.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

Fahad Alhagbani: reinventing fitness

The team is young and ambitious, and the awareness of technology is very high. We share trends and out-of-the-box ideas almost every day
Opinion

Building on the blockchain

For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move

We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid

35 million people a week participate in strength training. We want Brawn to help this audience achieve their goals
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features