The Future of the Wellness Industry (and what it means for your messaging)
Americans are, by and large, reporting exercising less and stressing more. Of course they are. In fact, stress reduction is the #1 reason people DO exercise. But what I found even more interesting are the reasons consumers are NOT moving their bodies.
Yesterday, on an internal MINDBODY call, we were presented with a 2021 Trend Report based on the survey results of 19,882 fitness business customers.
Some of the results were not surprising. Americans are, by and large, reporting exercising less and stressing more. Of course they are.
In fact, stress reduction is the #1 reason people DO exercise.
But what I found even more interesting are the reasons consumers are NOT moving their bodies.
Here's what we know:
Customers want short classes
With our entire lives online, our attention spans are getting shorter. Customers want to get their movement done quickly, and they want to feel the sense of accomplishment that comes with completing a class. Gone are the days of 75 minute yoga experiences - consider adding a few "bite-sized" classes into the mix.
I was really shocked by the announcement that women are less likely to engage in online classes. Grrr. Why?
"Gymtimidation" is real.
Customers, women in particular, are nervous about engaging in fitness activities. Many reported that they wanted to "get in better shape" first (exhales), but many said:
• They wanted to see more people like them in their favorite classes
• They wanted to get the right attire/sportsware first
• They wanted to see diversity welcomed in fitness spaces
• Many said that watching a virtual class or video tutorial would help them feel less intimidated
So the bad news is that we have a lot of work to do, and the great news is that we know what that work is: REMOVE THE MYSTERY.
Your marketing needs to address your customers' fear directly. How can you use some of that video you've been accumulating for the last year to show your audience what it looks and feels like to be part of your classes?
Your photos, videos and words should tell the story of your actual clients. Aspirational versions of them, yes -- but consumers want to see real people in real bodies enjoying the heck out of what you do.
Remove the mystery factor. As I said in my live video yesterday, give your customers the gift of going second. We have this wonderful tool of video to tell (and show) them the story of how a client just like them, in the same space of struggle and intimidation, created the results they desired through your incredible work.
And don't be afraid to talk about results. What do your customers TRULY desire? Speak those aloud, over and over.
Coming up with consistently engaging messaging can be daunting.
So that's why I created 365 Days of Marketing Magic - a workshop designed to help YOU remove the mystery of "What should I write about/post/film?"
We'll drill into your clients' motivators, come up with a visual representation of your brand, then get to work creating an entire YEARS' worth of marketing strategy - so you can stop 'thinking on the fly' and start messaging with purpose.
You'll walk away with an actual content calendar, a plan, so all you have to do is fill it in with your special sauce
And when you're creating from that space of knowing - telling your story can actually be fun.
If you're someone who says:
• "I only post when I feel inspired" this was made for you.
• "I don't know what to write about" this was made for you.
• "I've never been able to market consistently" this was made for you.
The pre-work goes out tonight, so it's the absolute last day to save your spot.
What are you waiting for? It's time to do this differently.