Must-Haves for Creating a Great Marketing Plan

For Gym Operators

Must-Haves for Creating a Great Marketing Plan

Marketing can be tough – especially when there are so many different avenues that one can take. From the many social media platforms to the vast digital marketing opportunities available, it's easy to feel overwhelmed and unsure.

Lindsey Morando has a solid understanding of marketing, and how to make it welcoming to fitness business owners. Here are her five must-haves for building a strong marketing foundation for your business.

The following is a summary of an education session from the 2015 IHRSA convention, produced with full permission from IHRSA. The full length video is available for purchase at

About the Speaker

Lindsey Morando has over 13 years of marketing experience and is the co-founder of Marketing Co-op. She is a coach, author and keynote speaker. Her goals are to help entrepreneurs who feel overwhelmed by marketing choices and campaigns.


Put your CEO hat on. When thinking about your business and making decisions, you need to be in the mindset of a CEO. That means investing in your business by going to roundtables, conferences and networking. You need to have a clear understanding of your business and what you offer as a facility. Present your message in an easy way while being specific about what you’re good at, and what you can do for your customers.

Clarity is what will set you apart in the marketplace. Consumers don’t want to pay money to someone who is a Jack of all trades, but a master of none. Don’t try to dabble in everything at once; decide what you want to achieve as a business and stick to services that line up with this. Don’t over-complicate your services.

The Four W’s Marketing Method

Breaking down your business to the "Why," "Where," "When" and "What" will simplify your business and marketing decisions.

The Why

Why are you doing what you’re doing? Why are you in the fitness industry? You could be in the industry because you’re passionate about helping people and challenging them to be their best. Your company, services and values should be aligned with this strategy.

The Who

Who is your target market?

Be age-specific and consider income, gender and where they live. Create an avatar that embodies who you are targeting with your services. A specific target audience makes it easier to tailor your marketing. Understanding who you're posting for on social media and writing blogs for will enable you to make more strategic and impactful business and marketing decisions for your target market.

The Where

Where do you find your target market within the community and online? Which social media platform is your target person likely to frequent?

Having a specific person in mind will narrow down the sites where you post, as well as where you hold marketing events. The result of target marketing is that time and money will be saved by avoiding places that your target person is not likely to visit.

The What

What do you do, what are your services and what specifics do you offer? Align your services and offerings with your “Why” and “Who” in order to enhance and simplify your marketing efforts.

Author Information

Bryden McGrath
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Bryden McGrath enjoys everything the Pacific Northwest has to offer, from hiking to its picture-perfect sunsets.

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