The International Health, Racquet & Sportsclub Association is the fitness industry's only global trade association representing over 10,000 for profit health and fitness facilities and over 600 supplier companies in 75 countries.



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Leach stresses importance of Internet marketing at Fitness Brasil

With hundreds of new members resulting in thousands of dollars every year thanks to its Internet marketing, Alan Leach, Regional manager at West Wood  Clubs in Ireland, knows what he is talking about.

He parlayed his knowledge and experiences, he was previously the director of Sales and Marketing, with a packed room at the Transamerica Expo Center during the 14th IHRSA FItness Brasil Latin American Conference & Trade Show on Friday, Sept. 6.

He explained that many clubs - be in in Brazil, Argentina, United States or his home country of Ireland - have to have a strong plan in place. By getting prospective members to your site is the first step in selling them a membership, or extras like group fitness classes, private lessons and more.

"In the fitness industry today, if you are not on top of (Internet marketing) you will be left behind," he said to the crowd, the majority with headphones on to translate into Portuguese.

He said that search engine optimization (SEO) is imperative. That is the formula that decides how far up your website shows on a Google search. There are numerous ways to ensure a desired top 3 result, including the page title, URL, page description and keywords.

He added that the fact the the first three results on a search receive 58% of the clicks (35.4% for first, 12.5% for second, and 9.5% for third).

He suggested IHRSA's "Guide to the Health Club Industry for Lenders & Investors" for club owners trying to understand the operational details and the market conditions that can help their business succeed.


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