Branding your gym: what to consider when evaluating the perception of your business

Corey Loehr

Hapana team

Mar 21, 2022

Branding your gym in a global market that is becoming more competitive and crowded means that fitness businesses need to work hard to find their niche. Years ago, our neighborhoods mostly used to have just one gym or fitness center. The job of gym marketing is to simply spread the word of gym's existence to the audience.

Nowadays, people have many different choices. Whether you’re a startup or an established fitness studio, you need marketing that communicates exactly what “your gym is” and “who you want to target”. This is where the role of branding your gym comes into play.

Branding is what makes your business different. If we look at it from a personal perspective, we can think that in some ways, every individual person is a brand. We have different faces, names, communication styles and visual identities. All of these aspects combine to form our personal brand.

Likewise, businesses that sell different items, or offer different services, have a different voice, logos, and reputation. The combination of all these elements creates an identity - who they are, and how people perceive them. These components are what turn businesses into brands, all with their own unique characteristics.

It is important to know that solid branding can help you create a unique brand identity and establish a powerful image of “who you are”, helping you to stand out from the crowd.

So what is brand building, and how does it function when branding your gym? What do you need to consider when evaluating the perception of your business?

Keep reading to find the answers.

Branding your gym - what are the basics?

Tone of voice

Sharing helpful content in a motivational tone with the audience can do wonders to create a positive image when branding your gym. It typically inspires people to focus on their fitness routine. 

Not only can you share content about the workout sessions of your gym but also, for example, share inspirational stories of popular athletes to your social media feeds, encouraging more followers. The tone you use to do this plays an important role in connecting with and engaging your audience.

The more aspirational and motivational the tone of voice you use, the more it will benefit your gym’s brand by creating a sense of commitment.

In-studio experience

Your brand isn’t only about a catchy business name, attractive logos, fonts, and colors. It is also about what in-studio experience it offers to the members. This can include the interior design aesthetic, captions printed on the walls, the quality of the music system, the types of gym equipment available and the fitness programs you offer. Everything has an impact on your brand.

While everything your gym offers is summarized by your brand, creating a unique positioning statement for your customers, it is the in-studio experience that sets your gym apart from others. Make sure your brand reflects an image that resonates with the in-studio experience you offer. It should focus on both visual and creative aspects to describe the type of experience your audience will have when they join your gym.

Staff communication habits 

Communication is undeniably an essential aspect of business success. It is especially true when you’re in the fitness industry. Know that the quality of the communication skills of your staff plays a great role in shaping the image of your brand in people’s minds. It not only creates happy members, but also boosts the retention rate. 

You must ensure consistency in communication with your members, whether they’re new or have been with you for a long time. Consistent communication helps members to feel motivated and to build a rapport with your fitness service.

Ambiance and music when branding your gym

Have you heard about creating sensory branding? 

Though it is a new concept for many people, it really is an important aspect of branding your gym. Your choice of music during workouts has a strong impact on the minds of members. Whether you like grooving on Jazz beats when doing Zumba or love playing high–energy beats for street style workouts, it must fit the brand personality of your gym.

As music creates a vibe and ambiance, determine the type of beats that resonate with the audience’s mood and type of exercise. For instance, the music in your yoga section should be different from the music you play around the walking tracks and in the lifting zones.

Summing up

Branding your gym is not only about creating a slogan or logos. It covers the full range of experience your members will have, from seeing an advert on social media to the ambience you create and customer service you offer. Your branding should remain consistent for your members regardless of how long they have been with you and what marketing strategy you use. A killer brand gives your members the pride and confidence they need to remain loyal patrons of your gym, and also to recommend it to all their friends, which is priceless. Take your business to the power of Hapana. Get a demo today and experience the difference firsthand.

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