Tips for Fitness Businesses to Stand Out During a Super-Competitive Black Friday, Small Biz Saturday, Cyber Monday

The Black Friday and Cyber Monday (BFCM) sales period is the most wonderful, and competitive, time of the year for fitness businesses. With so many studios and gyms offering deep discounts to entice new members, making your deals stand out can be tricky. But have no fear—with some strategic planning and creative marketing, your fitness business can thrive this BFCM.

At Walla, we want to see all our partners succeed. As your all-in-one fitness studio management software, we're here to provide tips to help you make the most of BFCM and stand out from the crowd. Read on for our best advice on analyzing the competition, crafting attractive offers, leveraging social media, optimizing your website, and focusing on customer service. With these tactics, you'll be well on your way to record BFCM sales and new members!

1. Analyze the competition

Use tools like SimilarWeb to analyze the website traffic sources and volumes for competitor gyms and studios. This shows where they are getting attention from digitally.

• Check online review sites for feedback on competitors' pricing, facilities, customer service reputations, and more.
• Search local fitness hashtags on Instagram to discover user-generated content from your competitors' current members and visitors. Look for highlights of gym amenities, class schedules, promoted deals, etc.
• Search Facebook for local fitness fan groups and buy/sell groups. Competitors may be running ads, or community managers may be posting organically about sales there.
  

These deeper analytics allow you to gain broader insights into how competitors attract customers digitally and specifically promote BFCM offers. Use what you learn to strategize differentiated offerings.

What discounts are they offering on memberships? Are they throwing in any freebies like personal training sessions, amenities credits, or apparel? How are they promoting the deals on social media and elsewhere?

Once you know what the competition is up to, you can strategize your own offers accordingly. It's key to remain competitive on membership pricing while also adding unique perks and irresistible elements that other businesses aren't providing. Get creative and brainstorm deals that play to your strengths and stand out from the typical discounted membership packages.

2. Get creative with your offers

Instead of just slashing membership fees, get creative with deals that add value and cater to different members' needs and interests. Some ideas:

• Bundle memberships with free personal training packages
• Offer amenity credits for shakes, retail purchases, childcare, etc.
• Run member referral contests with prizes
• Give free trial classes of specialty programs like yoga, HIIT, boxing
• Provide free fitness accessories like yoga mats, water bottles, headbands
• Partner with other local businesses on joint discount packages

Getting creative allows you to provide more tangible value while still offering BFCM savings. Brainstorm deals that align with your business's unique strengths and offerings to stand out from other gyms.

3. Utilize social media

An effective social media strategy is critical for promoting your BFCM deals and driving new membership sales. Here are some tips:

• Create fun, eye-catching graphics and caption copy to showcase deals
• Leverage Stories and Reels to demonstrate your gym/studio's atmosphere
• Run social contests and giveaways leading up to and during BFCM
• Retarget recent website visitors with ads showcasing current promotions
• Partner with brand ambassadors, micro-influencers, and members to organically promote your deals to their networks

Getting your BFCM offers in front of new audiences is crucial. With strategic social media marketing, you can drive traffic to your website and membership pages at scale leading up to the big sales days.

4. Optimize your website for your target market

With Walla's guided website builder, creating a lead-generating site tailored to your ideal customers is easy. Optimize your pages for BFCM with:

• Prominent calls-to-action and banners for current deals/pricing
• Benefit-focused copy and testimonials that speak to your target demographics
• Strong SEO foundations, including metadata, tags, and keywords relevant to your deals and audience
• Clear membership pricing and package details
• Online joining options, automated payment processing, and member account management portals to convert visitors faster

An optimized site establishes trust and authority while seamlessly guiding visitors through to become members. Pair this with your social media initiatives to drive maximum traffic and conversions this BFCM.

5. Focus on quality customer service

Train all staff thoroughly on BFCM promo details so anyone can accurately answer customer queries.

• Proactively reach out via email, SMS, and calls to guide new members. Recommend classes, trainers, and facility features that are explicitly catered to their goals.
• Consider assigning new members fitness mentors who can provide 1-on-1 guidance and accountability for at least their first six weeks of membership.
• Monitor member check-in frequency and participation through Walla's membership management portal. Promptly follow up with inactive new sign-ups to reengage them.
  

The more guidance, value, and personalization you can provide, the more new BFCM members will engage and feel excited by your gym or studio. This leads to higher retention over that initial high-risk six-week period after signup.

Have knowledgeable staff ready to answer promos, pricing, and gym offerings questions.

• Follow up quickly via email/call with all free trial and new member sign-ups
• Schedule 1-on-1 orientations to familiarize new members with equipment, classes, etc.
• Use Walla's CRM tools to track outreach efforts and stay engaged with your new member base.
• Listen to feedback and maintain open lines of communication post-signup

By providing personalized support, education, and value-driven experiences, your new BFCM members will feel excited about their decision to join your fitness business. This builds loyalty, boosts retention, and fuels referrals and reviews for the future.

Competing as a fitness business during the BFCM frenzy is undoubtedly a challenge. However, with the right prep and marketing tactics, your gym or studio can offer irresistible deals that attract new members and help you stand out.

Analyze the competition, get creative with bundled offers, fully leverage social media, optimize your website for conversions, and focus on delivering exceptional customer experiences. With Walla as your fitness studio management partner, you'll have the tools and guidance to make this BFCM your most successful.