Women Only Gym Marketing

Gyms for women require a different strategy than traditional co-ed clubs. You need the tools and resources to help you succeed in the hyper competitive fitness industry.

Running a niche business can either be extremely lucrative and successful, or it can become a nerve-racking experience trying to reach your narrow market. The advantage of operating a women only health club is that overhead is typically lower, eliminating the need for a large amount of members. The disadvantage is that you have steep competition. In any given city in America, there are likely as many women only facilities competing with each other as there are traditional facilities.

Marketing a woman only gym, selling memberships, and retaining the women at your facility requires unique strategies not traditionally employed at traditional fitness facilities. Your offerings are different, your target market is different, and your strategies need to be different as well.

Owning a women only health club can be a hugely successful venture if executed properly. However, like the rest of the industry the women's only gym model has changed, in many ways more than almost any other sector. When it was founded, Curves took the ball and ran with it. Marketing a Curves facility was easy back in the day. It was almost a "build it and they will come" business model. But times have changed. Today's woman might still want the privacy of a women's only fitness center, they are sadly no longer interested in rotating around a circle using only hydraulic equipment. They are interested in results, social activities, weight loss and fitness.

For some reason it was decided that women and men need different types of workouts to see results or to be attracted to a health club. Sure, women aren't interested in sweaty muscle bound idiots staring at them from the treadmill, but they also certainly are not looking for small, one dimensional clubs with link walls and a circle of equipment. They deserve the same or better than what any modern health club is providing its members. I'm sure I'm not making many friends in the corporate world of women's fitness but times have changed and the women's only sectors is suffering more than any other because of poor business development and franchise support. If you own a circuit gym, it's time to get busy making some changes. Stop competing with the same business model as every other womens only fitness center in town, and start offering what the women really want: results, social connections, and service.

Now there are certainly some very, very profitable women's only facilities out there. Many of which we have relationships with. These facilities are successful because they blend diverse programming, personal training, and other profit centers along with a high level of service.

For your women's only gym to succeed you must embrace some change or improve upon what you are already offering. Women are the much more scrutinizing then men when it comes to why and when they join a health club, so stack the deck in your favor and provide the thing you know woman want, but are not providing.

Another thing to note is that weight loss and fitness are two completely separate business models. The vast majority of women join a health club to lose weight and tone up; overall health benefits are an ancillary benefit but not a primary factor. Yet most women's only facilities are selling fitness to woman who actually want weight loss. By implementing systems and programming to appeal to a larger cross section of women you will generate more memberships and more revenue from your existing members.

We will provide you with marketing resources, pre-designed templates, and tutorials to help you attract more women into your gym and provide effective programming that will keep them involved and happy.

It's not always fun competing with all the coed facilities in town, enjoying such a small slice of the overall pie. You have a unique offering. You need to learn how to communicate your uniqueness to your target market and to convince the women of your community that you are the place to go for all of their fitness needs!

Rest assured, the woman only gym business model remains a valid and very profitable opportunity. Some of the most successful clubs, dollar for dollar, are women only facilities. Be encouraged by the fact that you can offer something that your larger or multipurpose facilities cannot; a place for women and women only. But let that be one of the few things that you do differently. Women want privacy, but above that they want results and friendships.