The date you started your own business and opened the doors to your gym is probably cemented in your brain. If your gym anniversary is approaching, it’s time to make a plan and celebrate your success. Brand new gyms don’t get to have all the fun, so host an annual birthday bash to reflect your years of business.
It gives you the chance to reward your current members, reach out to new clients, and raise brand awareness. You should be proud of every milestone. Don’t miss out on the chance to promote your brand while throwing a party you deserve. In this article, we discuss why you need to celebrate your gym anniversary and then look at 10 fun ideas to engage members.
Skip ahead to:
- Why You Should Celebrate Your Gym Anniversary
- How to Market Your Gym Anniversary Offer
- 10 Fun Ideas for Your Gym Anniversary Offer
Why You Should Celebrate Your Gym Anniversary
In general, 20% of small businesses fail after the first year, followed by 30% in the second year and 50% in the third year. Every successful year you hit should be celebrated accordingly. Your gym anniversary not only represents an incredible milestone for your business, but it’s a fantastic marketing opportunity to run up some business.
Gym events are a great way to boost community and sales. The majority of marketers believe that a single event can be one of the most effective marketing channels. Research shows that a massive 70% of users become regular customers after an experimental marketing event. Including events such as your gym anniversary should be a no-brainer when it comes to your marketing plan.
A grand yearly event helps to raise brand awareness, bring in new clients, and reward your existing members. A celebratory event helps to boost member morale, increase the sense of community, and continue to build your reputation. It also allows you to show a potential member just how fun your gym is and what kind of social environment they will be joining. Make it a day to remember every year and an event that you, your staff, members, and non-members can look forward to and enjoy.
How to Market Your Gym Anniversary Offer
There are numerous marketing channels available to fitness businesses. Depending on your budget and anniversary offer, you can leverage multiple marketing channels to raise awareness for your anniversary event. Once you’ve decided to celebrate your success, as you should, you need to build excitement the weeks before the event. Whether you’re offering a 30-day free pass for the first 60 people through the door or are going full out with a day-long party with group activities and games, you need to promote the event.
Use your social media channels, website, branded app, staff, and front desk area to promote your offer. Drop it into conversation with members when you get the chance and encourage them to share the event with their friends and family. Events allow you to develop deeper connections with clients and enable your staff and members to move their professional relationship forward.
Instead of holding one big blow out, spread the celebrations out over several weeks. This gives you the chance to build excitement slowly. Send push notifications, emails, text messages through your mobile app and social channels. Your message about your gym anniversary should be short and sweet. It should perfectly sum up all your activities over the celebratory period.
10 Fun Ideas for Your Gym Anniversary Offer
To make sure your gym anniversary is a complete success, give yourself plenty of time to plan it. Choose a great offer that both members and non-members will love, promote the event ahead of time. Slowly build excitement and prepare to celebrate your latest business milestone.
1. Run a Fitness Challenge
Challenges or competitions are a great way to boost retention and keep members engaged. Fitness challenges should run over several weeks as progress doesn’t happen overnight. Create a challenge with a clear objective and keep members motivated in a group setting. It should help to boost your gym’s sense of community while helping to provide a little bit of friendly competition.
You can choose whether to reward members at the end with free merchandise or class passes, especially for your gym anniversary fitness challenge. Adding an incentive helps to push members that little extra to not only compete with each other but to compete for a prize at the end. Here are some fantastic ideas for fitness challenges:
- Weight loss challenge
- Running or walking challenge
- Healthy eating challenge
- Mindfulness challenge
2. Flash Special
One way to celebrate your gym anniversary is to have a flash special on the day. Run a promotion for the first 20 or 50 people through the door. Depending on the type of gym you run and your membership prices, the prize will look very different from one brand to another. If you mainly focus on one-to-one personal trainer classes, it may be a little costly to hand out six months worth of membership. However, a big-box gym would be able to deliver a handful of six-month memberships without taking too much of a hit.
Evaluate your membership and pricing model and come up with an offer that will encourage both members and non-members to visit you. If your anniversary offer is mainly focused on increasing new gym membership sales, then there are a few ways to upsell your fitness space during this time. Remember to give your 20 winners a tour around your gym, introduce them to your trainers, and make them feel welcome. You never know, this could be just what they needed to convert from interested to gym member.
Another way to celebrate your gym anniversary and show your members how much you appreciate them is to give away free stuff. Obviously, there is a cost to giving away free stuff; however, the brand exposure and member satisfaction can far outweigh the initial cost of supplying prizes. When thinking about what items to give away, focus on branded products so that your members continue to provide free exposure outside of the gym. Every time they refill their branded reusable water bottle, they share your branding.
Remember to utilize all your social media platforms to showcase what you have to offer. Clients can use hashtags, share images, content, and photos that all help to promote your brand and event. Compared to other events, giveaways are relatively easy to organize and keep track of. Products to give away can include t-shirts, water bottles, nutrition supplements, and workout gear.
4. Healthy Cooking Contest
Encouraging people to eat healthily at a cooking contest. This is a great way to show off your strengths and pinpoint yourself as an expert in healthy living, not just fitness. Host a cooking contest based on a particular genre of recipes, perhaps low-calorie, high-protein, or plant-based. Make sure people know they have to come into the gym in-person to test any entries.
Promote the cooking contest weeks in advance. Hand out free gear to all entrants, maybe a sports cap or branded t-shirts. To make sure you get enough entrants and to create a buzz around it, arrange a prize for the best dish. Something like a $500 gift card is sure to grab people’s attention.
5. Free 30-Day Membership for New Members
On your special day, open up your facilities to the public and reach out to potential new members. Show prospects around your space, connect with them, and explain how your gym can help them meet their fitness goals. Have staff on-hand to show off your best classes and equipment. Give all new members a free 30-day membership and even throw in a few class passes for the fun of it.
You can take this offer to the next level by providing a grand prize to all new members who sign up during your gym’s anniversary celebration. Consider rewarding one lucky new member with all the gym kit they need to work out or a $300 gift card. Create a sense of urgency that encourages new members to sign during your gym anniversary.
6. Reward Current Members
Even though your gym anniversary is the perfect time to build brand awareness and reach out to new members, don’t forget about your existing membership base. It’s because of them that you have gotten this far, reward your current members and show how much you appreciate them. Happy members are more likely to spread the word about how amazing your gym is and leave positively glowing reviews online.
When deciding how best to reward your current members, use all the information you have about them. During your audience research, you should have a strong understanding of what would be attractive to members. Consider free class passes, a month’s worth of personal training sessions, or a complete fitness assessment and follow up session.
7. Throw a Party
A party is a fantastic way to celebrate your success. Nothing says celebration more than an all-day birthday bash. If your members are very family-orientated, consider providing child-friendly activities for the whole family to enjoy. Try to encourage members to bring friends to the party where you can give them free class passes or maybe an on-the-day special membership discount.
Plan lots of games and activities for everyone to take part in. This is sure to help build your gym’s sense of community and help members connect further with each other. Whether you’re holding an indoor or outdoor party, think about having relay races, fun group workouts, and fitness contests.
8. Create a Hashtag
Make sure to allow members to interact with you on your social media channels. Whatever events you plan for your gym anniversary, create a hashtag to showcase the celebrations. If you’re thinking about running a fitness challenge, ensure members post before, during, and after photos using your hashtag and tagging your fitness center. You can then use this organic content from members to display how you help clients hit their targets.
9. Send a Thank You Message
Remember to thank all of your members. An anniversary message to members thanks them for all their dedication and commitment. A running theme through all of these anniversary offer ideas is to show appreciation to your existing members. As much as you need to continue to market and reach out to new members, member engagement and retention is a huge part of your business.
Personalize your thank you message and thank members for their support. Always show how grateful you are that they have chosen to be apart of this journey with you. Simple gestures can go along way. These little things can help to reengage clients and get them involved in the anniversary celebrations.
10. Find Local Sponsors
Depending on the budget you have available, gym anniversary offers and events can start to rack up costs. One way to lower the overall cost of the event is to partner with local businesses. If you know a nearby business that sells high-quality workout gear or a fantastic supplement range, these kinds of products will make excellent giveaway products. This also gives you the chance to support local businesses and form professional relationships that you can make use of throughout the business.
There are several types of businesses that can get involved with your anniversary event. From spas to workout gear and protein powder, approach other businesses to contribute prizes, experiences, food and drink, vouchers, and deals.
Your gym anniversary is an event that should not be overlooked. After long hours and hard work, it’s time to celebrate the important milestone. Whether you want to throw a birthday bash, run a fitness challenge, or arrange a healthy cooking contest, anniversary celebrations help to reward current members, reach out to new members, and boost engagement.