A recent article in the Huffington Post touches on the issue of how health clubs carry out marketing efforts, specifically marketing to women. Heath and fitness is a hot topic, especially this time of year when New Year’s resolutions are still fresh on our minds.
Looking at some recent gym membership advertisements, the ways that health clubs and gyms are marketing to women has us wondering what they are thinking. From gross humor to the concept of sisterhood (complete with bubblegum pink and giggling as seen in the example below), the ads featured in the article have a wide range of themes. But what do women really want from their gyms?
To feel empowered, to enjoy better health, to enjoy convenience and a comfortable judgment-free place to express themselves is a start.
Considering that a January 2012 poll by Total Beauty, a beauty and lifestyle site, found that 79 percent of women don’t have a gym membership, there is definitely a market segment to be reached, if advertisers will employ strategic methods of doing so.
FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.