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Live from NEHRSA/IHRSA: Unlock the Secrets Behind the Brand

During her Thursday NEHRSA/IHRSA session titled Unlock the Secrets Behind the Brand, Shannon Malooly, membership and marketing director for The Claremont Club in Claremont, CA, spoke of the importance of identifying your market when designing campaigns and programs.

Here are four example demographics and what health club owners should consider when targeting them:

Seniors: Focus on terms such as anti-aging, revitalization, rejuvenation, feeling younger, living longer, more energy, and improved quality of life. Avoid focusing on chairs, talking too much about mobility and balance, overly medical photos, and scary statistics.

Women: Focus on vanity, cellulite, weight loss, toning, social engagement, glamour, and celebrations. Avoid talking too much about menopause, and terms such as belly flat, pelvic floor, and pre-baby body.

Men: Avoid programming with women, too much choreography, and too much mind-body commitment. Men want to sweat. They want very fit instructors and simple movements. Challenge them with effort, reps, and weights. Men want to aspire to be like the instructor.

Teens: Avoid a wide age range for programs. For example, age 8-13 is too broad of a segment. Avoid head-to-head competition, weight loss talk, or body image talk. Focus on individual achievements, incentive-based programming, and adult versions of kid-friendly activities. Teens should be competing against themselves, not others. 

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