The Power of Video On Demand in Fitness: How to Retain Customers and Acquire New Customers

In the increasingly competitive world of gyms, fitness centers and personal training studios, finding innovative ways to engage customers and attract new ones is essential. An effective strategy that is gaining popularity is the use of video on demand (VOD).

Offering a series of free videos can not only improve service for existing customers but also attract potential customers, turning them into paying members. This short article will explore how to successfully implement the ‘video on demand’ service in the fitness context, the benefits of this strategy and how it can help you grow your business.

One of the main advantages of using video on demand is their scalability. Once created, videos can be used over and over again without significant additional costs, offering ongoing value to customers. This makes videos a highly efficient investment. Let’s see how to make the most of this feature.

Implementation of VOD (Video On Demand) in Fitness

To begin with, it’s important to understand how to implement a video on demand platform in your fitness center or personal training studio. This process can be broken down into two key steps:

1. Creating Quality Content
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   The first phase is to create video content that is of high quality and that meets the needs of your customers. This may include:
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   • Complete Workouts: Complete training sessions that may vary in duration and intensity, suitable for different fitness levels.
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   • Tutorials and Guides: Videos that explain in detail how to perform the exercises correctly, preventing injuries and improving effectiveness.
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   • Health and Wellness Tips: Informational videos on nutrition, recovery, stress management, and other aspects of general well-being.
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   • Personalized Programs: Series of videos designed for specific objectives, such as losing weight, gaining muscle mass, or preparing for a competition.
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2. Distribution Platform
   
   Once the content has been created, it is necessary to choose a platform to distribute it. This platform must be accessible, user-friendly, and compatible with various devices. Options include:
   
   • Fitness Center Web Site: Integrate a VOD section into the center’s existing website.
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   • Mobile app: Create a dedicated app where customers can easily access videos, or use one that allows them to carry out this task without the disbursement of the large sums necessary for ad hoc development.
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   • Third-Party Platforms: Use existing platforms such as YouTube, Vimeo or specific fitness services.

Marketing Campaigns and Customer Acquisition

Video on demand can be a powerful asset for marketing campaigns. Here are some strategies to make the most of them:

• Geolocalized Social Campaigns: Use videos in social media advertising campaigns to reach potential customers in your geographic area. Introductory videos and tutorials may attract the attention of those looking for a new fitness center.
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• Free Getting Started Guides: Offer free videos that explain how to do the exercises correctly or introduce a training program. This not only demonstrates the value of your fitness center, but it also allows you to collect contacts from potential customers.
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• Motivation and Coaching: Create videos that help people stay motivated and achieve their fitness goals. These videos can be promoted through email campaigns or on social media, attracting those looking for ongoing support and guidance.

Offer Added Value to Existing Customers

In addition to acquiring new customers, video-on-demand can significantly improve the experience of current fitness center members. Here’s how:

• Regular Free Content: Provide existing customers with access to free videos that cover a variety of topics, from exercise tutorials to advice on nutrition and recovery. This maintains the interest and motivation of the members, strengthening their connection with the center.
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• Specialized Programs: Offer paid video programs that are part of exclusive packages sold at the gym. For example, a three-month weight-loss program might include workout videos, gym lessons, exercises to do at home, and food guides. This type of offer creates tangible added value for customers.

Creating Targeted Content

Creating video content that targets particular demographics or specific situations can increase the appeal of your fitness center. Examples include:

• Pregnancy and Postpartum: Videos dedicated to safe exercises during pregnancy and postpartum recovery programs. This content may attract new moms looking for support to keep fit.
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• Rehabilitation and Recovery: Exercise programs for rehabilitation from injuries or to improve mobility. These videos may be useful for people who are trying to regain their fitness after an injury.
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• Specific Workouts: Detailed guides for particular fitness goals, such as strength training, cardiovascular endurance, or flexibility.

Consistency with Club Services

It is essential that the video content offered online is consistent with those offered within the club. This ensures that customers receive a consistent message and reinforces the credibility of the fitness center. The videos must reflect the quality and methods used in the live sessions, creating continuity in the customer experience.

Executing a Successful VOD Strategy

To successfully implement a video on demand strategy, you need to follow a few key steps:

1. Planning and Production
   
   • Identify Customer Needs: Conduct surveys or collect feedback to understand what types of content customers find most useful and interesting.
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   • High Quality Production: Invest in good quality recording equipment, especially with regard to the audio part and, if necessary, involve professionals to ensure that the videos are well made and easy to follow.
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2. Distribution and Promotion
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   • Accessible Platforms: Use platforms that customers find easy to use, such as a dedicated mobile app or a section of the fitness center’s website.
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   • Active Promotion: Use email marketing, social media, and advertising campaigns to promote new video content. Offer free previews or trials to entice potential customers to sign up.
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3. Monitoring and Optimization
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   • Performance Analysis: Monitor which videos are most viewed and liked to understand what works best. Use this data to continuously improve the content offered.
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   • Continuous Feedback: Regularly ask customers for feedback to understand how to improve videos and what new content might be useful.

Conclusion

The use of video on demand represents a powerful strategy for fitness centers and personal training studios. It offers a scalable way to provide added value to existing customers and to attract new members.

By creating quality content, targeted and consistent with the services offered in the club, it is possible to improve customer engagement and promote their long-term loyalty. Implementing a video on demand platform is not only an opportunity to differentiate yourself from the competition, but also an effective means of building a community of motivated and satisfied customers.