A Piece of the Perfect Combination for Marketing to Active Agers
FitPro is a big name in the world of fitness content marketing. But is it the right platform for you to use for marketing to and retaining clients in the lucrative over-50 demographic?
Let’s step into FitPro and look at their offer – the good, the not-so-good, and the downright amazing.
A marketing process designed for fitness professionals
On the FitPro website, CEO Bedros Keuilian introduces the FitPro newsletter. Its aim is to help the personal trainer, boot camp, and gym to generate referrals, clients, and prospects, and to improve retention of members.
The key to success with FitPro? To follow their ‘client-getting recipe’, which has three steps:
Step #1: Know your ideal customer profile.
This is essential. If you don’t know who you are marketing to, how can you market to them?
Step #2: Deliver content that is valuable to your ideal customer.
Content that is valuable to your customer will help to build trust between you and them. So, what is valuable content? I talk about this in my article, ‘Content ideas for your gym marketing strategy. Your content needs to be relevant, original, useful, and engaging. It also needs to put your ideal client at the heart of the action. What do I mean by this?
Content from Prime Fit focuses on the needs and wants of the over-50 market. We make them the hero of each story. We show them the benefits of a healthier lifestyle.
Step #3: Send your content in an email newsletter.
An email newsletter can be your most powerful marketing tool. It delivers the content your audience wants to read right into their inbox.
Of course, you’ve got to attract customers to sign up for your email newsletter first. This is why the content we deliver to you can be posted on your blog. I also recommend posting to Facebook at least once a day, as the foundation for your inbound marketing strategy. In fact, you should be using your content everywhere you can.
Email newsletters on autopilot – an amazing service
Here’s the absolute best of FitPro – its email delivery system.
You sign up, set up, and let it do its stuff. The system does all the heavy lifting for you.
Your email list receives their newsletter into their inboxes, while you don’t need to do anything else.
But there is a small issue for you if you are marketing to active agers…
Content that isn’t targeted to the over-50 demographic
Both Bedros Keuilian and I agree about the content you deliver. It’s got to be relevant for your target audience. It’s got to be valuable to them.
Here is where FitPro falters if you are marketing to active agers. Its content is generic and aimed at the ‘usual suspects’ – the 20 to 40 age group. The images it includes (where it includes them) are of young, super-fit bodies with trim torsos and even trimmer waistlines (one of the pitfalls to avoid when marketing personal training to older adults).
From FitPro, each week you’ll receive:
A long article (but no image)
A short article (but no image)
A second recipe in a second email
The recipes are great. They are easy to make and healthy. But they’re not aimed at the active ager market, either.
So, you’ve got this amazing delivery system that is delivering the wrong content to your audience. That’s a problem. If only there were a way to use FitPro’s email newsletter system, but with more effective, correctly targeted content for your ideal customers…
Step into Prime Fit Content
Our content packages start at $77 per month, and if you sign up for a year of content, you benefit from a 30% discount. That’s a little more than FitPro’s monthly price of $69.96, but you get content that is created by professionals who are geared to writing for the over-50 market. Each month, this content includes:
You can use this content however you wish to – including on your blog, Facebook, Instagram, etc. And, of course, in email newsletters.
Best of all, every piece of content and every image is geared toward active agers. All our content is researched and professionally written by a team of veteran journalists (all of whom are over 50).
I’m affiliated with the Functional Aging Institute and have written for IDEA and the Fitness Business Association. Our other writers have been published in publications that include:
The New York Times
And those healthy recipes? Created by our chef, award-winning food journalist, and cookbook author Susan Puckett.
Our content doesn’t provide workouts or tips on how to perform exercises – that’s your area of expertise. We don’t waste your time with flashy photos of young, hard bodies, or the latest fad diet recipes.
Our content is useful, engaging, and versatile, and created specifically for the active aging demographic – the ideal client you have identified. No articles on losing baby weight or dropping 10 pounds for your sister’s wedding.
FitPro and Prime Fit Content – The Perfect Combination
FitPro’s email marketing system is a tremendous addition to many fitness businesses. It’s fast and efficient and saves you a huge amount of time. It works in the background to market your personal training or gym services for you. And if you are targeting the 20 to 40 age group, then the content is fine.
But if you are targeting active agers, then FitPro’s content just doesn’t cut it.
Fortunately, there is a way you can use Prime Fit Content (as far as we know, the only content created specifically for the fitness segment targeting active agers) and benefit from FitPro’s delivery system.
We deliver our content so it can be copy-pasted into your website, blog, and wherever you want to publish it. This includes on the FitPro newsletter template. Just a couple of minutes’ effort on your part to replace the FitPro content with Prime Fit Content, and you’re good to go.
An email newsletter that is perfectly targeted at active agers, and delivered with minimal effort.
The perfect combination for the fitness business targeting the highly profitable over-50 demographic.
You can get started today. Choose from our fitness content creation options, and receive content that is created specifically for the over-50s.