Fitness is health, right?
But it doesn’t mean that promoting fitness products and services is easy. It always comes with challenges like targeting the right audience, promoting innovative products and workout regimens, and staying ahead of the competition.
The fitness industry has witnessed remarkable expansion, transforming how fitness enthusiasts engage with and access fitness solutions.
The following are key points we want to highlight in the email marketing strategies of some popular fitness brands:
- Promote exclusive offers with urgency
- Feature famous athletes
- Deliver informative and useful content
- Offer various ways to try and purchase your products
- Incentivize your customers with rewards and loyalty programs
- Highlight your brand’s engagement with renowned fitness events
We created a comprehensive analysis of the marketing best practices the top fitness brands are employing to give a sense of what works in this industry in terms of emails and ads.
Let’s dive right in!
Promote exclusive offers with urgency
Give it some push when you’re running an exclusive offer.
Urgency has been widely used to encourage the audience to take a desired action quickly, increasing conversion in limited-time campaigns.
With the banner “CATCH THIS DEAL WHILE YOU CAN”, Peloton urges their audience to act quickly so they won’t miss a good offer.
To further boost this special deal, they’ve placed the discounts customers will be getting in bold characters. They’re placed just under the banner image so one doesn’t need to scan the whole email (a good approach when creating urgency).
Then there’s a main CTA button in the middle of the copy. Immediately after, they present each promotion specifically with thumbnail images, price discounts, and a convenient CTA button for each package.
Similarly, Gymshark makes it easy for customers to get the exclusive sale.
They use the banner to present their time-sensitive offer. Also, notice the placement of the CTA button inside the banner itself, so you don’t need to scroll (whether on desktop or mobile) to grab the deal.
Feature famous athletes
Renowned athletes are one of your strongest forms of social proof.
Their authenticity and personal touch resonate well with established followers, making their advice more convincing.
Here’s an excellent example of promoting your product by showcasing a famous athlete. Give it a shot!
What are the important elements Tonal includes in this email?
The “Move Like LeBron” campaign summarizes the context of their product offer. Of course, who doesn’t want to achieve his kind of physique and performance?
For the initial catch, they place an image of LeBron using the fitness product.
The first part of the copy talks about LeBron’s priority training to achieve a “Hall of Famer” level of performance in his sports, subtly pointing out the core exercise - a type of training their product provides.
An engaging CTA follows. Here, they direct the subscribers to LeBron’s secrets to training.
They place another image of him who seemingly finished training to promote the product even more. In this section, they share the primary goal for this training regimen and how the product is beneficial to incorporate into your routine.
Deliver informative and useful content
Your newsletter should be a mix of promotions and entertainment to help generate interest and establish your brand as a credible source.
Ergatta is one of the brands that promote their blog posts containing useful information related to fitness through emails.
They share a piece of information at the beginning of the email copy to prompt interest.
The CTA to read the full article is key here to drive traffic to their blog post and website.
They follow it with supplemental information sharing their products’ benefits.
Here’s another way to spin it a bit.
They start with the main question “WHY WATER ROWING” followed by tidbits of information regarding the topic.
The difference here is that they put the CTA, linked to the blog article, after sharing a summary. It makes the copy juicier with the main content. It delivers more value but in a way, it still doesn’t take away the curiosity to click the button.
Offer various ways to try and purchase your products
Everyone wants to be physically fit, however, not all can afford modern fitness products and services.
It is a good thing companies have diversified ways to reach a broad spectrum of audiences by rendering:
- free home trials
- free interactive apps
- rentals
- showroom experiences
The main benefits of this model are to help the customers decide with confidence and have more in-person interactions.
Here’s an email from Peloton encouraging their audience to take it for a spin.
When presenting ways of trying their product, Peloton uses a layout that starts from the free and most convenient one (i.e. free app, and free home trial) to a partial or paid subscription (i.e. rental, showroom, and hotel experience).
This layout is effective in priming your audience first before showing a full-priced offer.
In this email, they emphasize the comparison between $0, no credit card required versus getting started with the free Peloton app. It effectively catches the attention of budget-conscious individuals.
Incentivize your customers with rewards and loyalty programs
In addition to providing cheaper ways to opt-in to your products and services, referral and loyalty programs help increase conversion rates and repeat purchases.
This email from Hyperice introduces their “Refer a friend” program in a neat and simple format.
Here, they share the details to get free points to your account by referring a friend and what he/she will get as well. Then, a CTA to take action right away.
They enhance the copy with a step-by-step guideto logging in or signing up for an account, getting a referral code, and redeeming the points earned. It will enhance the likelihood of trying the program by showing that the process is seamless.
Highlight your brand’s engagement with renowned fitness events
Another means to target fitness and sports enthusiasts is by participating in or organizing an event.
Fitness events allow companies, gyms, studios, and health clubs to think of creative ways to bring people together and engage with members and the local community.
Rogue Fitness is a prime example of a brand leveraging social proof through renowned fitness competitions.
They consistently emphasize in their emails that they serve as the official equipment supplier for major events such as the Crossfit Games.
They also host the annual competition The Rogue Invitational. They utilize their newsletter to announce this upcoming event and itemize ticket packages for people to readily avail from there.
We hope this article has inspired your email marketing efforts in captivating your audience and presenting them with your unique offerings.
Catch you later!
