Ensure what you’re communicating is working for you not against you. 2020 has been rough to say the least. Your communication from January is now irrelevant and sticking to what has worked for you in the past could be doing your studio more damage than good. Our industry has been focused on how to reopen and ensuring we are following the ever changing guidelines, but have you adjusted your communication to make sure members are coming through your doors? Are you looking to bring in new members who have been displaced by closures or lack of confidence in their big box gym?

1. R EC OVER FR OM TH E PAN D EMIC W ITH PR OPER MESSAGIN G AN D VISU ALS
//
E N S U R E W H AT Y O U ’ R E C O M M U N I C AT I N G I S W O R K I N G F O R Y O U N O T A G A I N S T Y O U .

2. Housekeeping
⨠Visuals
⨠Messaging
⨠Actionable Items
⨠ Focus on external communications.
⨠ Social Media
⨠ Website
⨠ Advertising
⨠ The assumptions and concerns of the
industry.
⨠ What our surveyed consumers responded
well to.
⨠ Testing out our assumptions for fitness
specific communications.

3. ECO-POWR™ Line
• Campaign Brief
• Ads
• One Sheets
• Pop Up Banners
• Social Media Graphics
• Email Graphic
• Spec Sheets
• Videos
ECO-POWR™ Verde
• Campaign Brief
• Ads
• One Sheets
• Pop Up Banners
• Social Media Graphics
• Email Graphic
• Spec Sheets
• Videos
ECO-POWR™ Verso
• Campaign Brief
• Ads
• One Sheets
• Pop Up Banners
• Social Media Graphics
• Email Graphic
• Spec Sheets
• Videos
CAMPAIGNS
Current Market
Assumptions
1.) People are nervous.
2.) People are being more selective with funds and time.
3.) Gym rats will still exist. (So don’t focus on marketing to them)
4.) Memberships have been decreasing, especially in big box gyms.

4. COMMUNICATION ESSENTIALS
Safe ValuableComfortable

5. 2 Basic Strategies
⨠ Stay the course and keep doing what you have always
done.
⨠ Adapt. Try a different approach to find what works for
your business.
There is a 50-50 split in how fitness studios are strategizing
their communications styles and marketing during this
unprecedented time in the industry.

6. FIRST THING FOR COMMUNICATING TO THRIVE THROUGH
COVID IS KNOW ING W HAT YOU NEED TO COMMUNICATE.
FIND LOCAL GUIDELINES
⨠ What are the guidelines in my area?
⨠ Are masks a requirement?
⨠ Are their social distancing protocols or
capacity limits?
⨠ What are the norms in your area?
⨠ Ask your members their thoughts.

7. VISUALS

8. GAUGING COMFORTABILITY
We Asked:
On a scale of 1 to 5, how comfortable would you feel attending a workout at a gym who
posted this as their most recent Instagram post? 5 being very comfortable, 1 being not
comfortable at all.
Image 1 Image 2
@trilogycle

9. GAUGING COMFORTABILITY
We Asked:
On a scale of 1 to 5, how comfortable would you feel attending a workout at a gym who
posted this as their most recent Instagram post? 5 being very comfortable, 1 being not
comfortable at all.
Image 1 Image 2
Both images are of a
personal training session.
Both images have people
in close proximity to each
other.
One image has people
wearing masks.
@trilogycle

10. GAUGING COMFORTABILITY
We Asked:
On a scale of 1 to 5, how comfortable would you feel attending a workout at a gym who
posted this as their most recent Instagram post? 5 being very comfortable, 1 being not
comfortable at all.
Image 1 Image 2
Both images are of a
personal training session.
Both images have people
in close proximity to each
other.
One image has people
wearing masks.
@trilogycle

11. GAUGING COMFORTABILITY
On a scale of 1 to 5, how comfortable would you feel attending a workout at a gym who
posted this as their most recent Instagram post? 5 being very comfortable, 1 being not
comfortable at all.
Image 1 Image 2
Rating = 4.6 Rating = 3.3
Image 1
Made People Feel
28%
More Comfortable.
@trilogycle

12. WHICH WOULD YOU RATHER
We Asked:
Based on the below recent images of 2 local gyms posted on social media, which would
you be more likely to attend?
Gym 1 Gym 2
Assumption:
People don’t want to wear
masks while working out. So
we chose an image with just
the trainer wearing a mask.
@xshadyside @xshadyside

13. WHICH WOULD YOU RATHER
We Asked:
Based on the below recent images of 2 local gyms posted on social media, which would
you be more likely to attend?
Gym 1 Gym 2
Both photos show a trainer
working with a member.
Both photos show a trainer
helping a member with form.
One photo has a trainer
wearing a mask.
@xshadyside @xshadyside

14. WHICH WOULD YOU RATHER
We Asked:
Based on the below recent images of 2 local gyms posted on social media, which would
you be more likely to attend?
Gym 1 Gym 2
Both photos show a trainer
working with a member.
Both photos show a trainer
helping a member with form.
One photo has a trainer
wearing a mask.
@xshadyside @xshadyside

15. WHICH WOULD YOU RATHER
We Asked:
Based on the below recent images of 2 local gyms posted on social media, which would
you be more likely to attend?
Gym 1 Gym 2
65%
Of respondents
said they were
more likely to
attend gym 2.
@xshadyside @xshadyside

16. MORE OPTIONS TO
CHOOSE FROM
Boot Camp Preferences
Gym A
NORMAL WORKOUT CLASS WITH
MODERATE SPACING.
3RD PLACE
Gym B
WORKOUT CLASS WITH INDIVIDUALLY
MARKED AREAS FOR EACH PERSON.
2ND PLACE
Gym C
WORKOUT CLASS WITH EXTENSIVE
SPACING AND MASKS.
1ST PLACE
Gym D
NORMAL WORKOUT CLASS WITH LITTLE
SPACING
4TH PLACE
We showed 4 images of boot camp style workouts showing slightly different spacing and mask usage, then asked:
If you had to attend a Bootcamp next week, which of the local gyms would you feel comfortable attending?
Please rank gyms 1 being most comfortable and 4 being least comfortable. .

17. MORE OPTIONS TO
CHOOSE FROM
Boot Camp Preferences
Gym A
NORMAL WORKOUT CLASS WITH
MODERATE SPACING.
3RD PLACE
Gym B
WORKOUT CLASS WITH INDIVIDUALLY
MARKED AREAS FOR EACH PERSON.
2ND PLACE
Gym C
WORKOUT CLASS WITH EXTENSIVE
SPACING AND MASKS.
1ST PLACE
Gym D
NORMAL WORKOUT CLASS WITH LITTLE
SPACING
4TH PLACE
We showed 4 images of boot camp style workouts showing slightly different spacing and mask usage, then asked:
If you had to attend a Bootcamp next week, which of the local gyms would you feel comfortable attending?
Please rank gyms 1 being most comfortable and 4 being least comfortable. .
49%
Chose Gym C

18. THE REASONING FOR THEIR CHOICES
Mentioned Social
Distancing with
positive sentiment
Mentioned Masks
With Positive
Sentiment
Mentioned Masks
With Negative
Sentiment
44% 30% 2%

19. VISUAL COMMUNICATIONS
⨠ Post images that showcase how your are
keeping your facility clean and members safe.
⨠ Share images that depict social distancing
and spacing.
⨠ Update your main images on your website to
reflect the current times as well. (people are
always Googling)
Build Trust
Increase
Perceived
Safety
Members
Feel More
Comfortable

20. MESSAGING

21. Valuable & Essential
 54 % of consumers surveyed are aware of the fact that excess body fat
percentage is the leading factor, next to age, in COVID hospitalizations.
 69% said knowing this makes them feel more motivated to exercise.
 73% of consumers surveyed said they are aware moderate-intensity exercise
has immune-boosting benefits.
 78% said knowing this makes them more likely to workout.

22. Valuable & Essential
 54 % of consumers surveyed are aware of the fact that excess body fat
percentage is the leading factor, next to age, in COVID hospitalizations.
 69% said knowing this makes them feel more motivated to exercise.
 73% of consumers surveyed said they are aware moderate-intensity exercise
has immune-boosting benefits.
 78% said knowing this makes them more likely to workout.
Only 50% of respondents currently have gym memberships or a regular workout
routine. The intention to action gap is still alive and well, so how do we
communicate value to help reduce it.

23. Relevant Messaging
⨠ Timely Or Current
⨠ Events
⨠ Seasons
⨠ Holidays
⨠ Currently On Peoples Minds
⨠ Obesity Rates
⨠ Preexisting Conditions
⨠ COVID19
⨠ Stress Levels
Common Messaging Styles For Fall
1. New Year New You
2. Get Fit Stay Healthy
3. Stay Fit This Holiday Season
4. Exercise Is Medicine

24. Relevant Messaging
Respondents indicated that traditional Fall-
Winter messaging around holidays and
season are not perceived as the most
relevant styles for the next 6 months.
9.9%17%

25. Relevant Messaging
Respondents overwhelmingly thought
messaging around getting or being healthy
as a whole were the most relevant for the
coming 6 months.
28.1%44.4%

26. Messaging Style Preferences
We Asked:
If the provided messaging
styles represented a gym,
which gym would you prefer to
attend?

27. Messaging Style Preferences
73%
of respondents would prefer to
attend a gym with a health and
wellbeing style of messaging.
44.8%
29.8%

28. We Asked:
Which gym would you be most likely
to attend based on their advertising
message?
WHEN IN AN AD
14.04%
29.82%43.68%
12.28%
⨠ Included safety precautions performed
well.
⨠ Interesting CTA’s outperformed
traditional Join Us.
⨠ Allude to a new idea or just say it. Both
increased responses.

29. BRIDGING VALUE & RELEVANCE
⨠ Decrease messaging focus on the visual
aspects of being healthy like loosing weight
and building muscle.
⨠ Increase focus on optimal operating health
and general wellbeing, community, and safety
precautions.
⨠ Make your updates timely and actionable.
Action Statements
⨠ Join Us
⨠ Come Out
⨠ Get Out
⨠ Meet Up With Us
⨠ Be Part Of
⨠ Escape To
⨠ Find Your Escape
Timely
⨠ New
⨠ Reformatted
⨠ Socially Distanced
⨠ Immune Boosting

30. Thank You
To w a t c h t h e p r e s e n t a t i o n C l i c k
H e r e