The Bounce Rate Podcast

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Welcome to The Bounce Rate. Hey, this is Eric Schaefer. We’re switching roles a little bit today.

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I am going to be your host, and

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we have the esteemed colleagues James and Rogers in alphabetical order.

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This is weird, Roger. I think this is how it should always have been.

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Yeah, okay. I know. I agree.

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So today we are talking about Jim.

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No, Jims. Jims. Yeah, not just Jim. I was going to say, which gym? Yeah.

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Gyms. Gyms. It’s the new year. Yeah.

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So we’re here in the new year. We’re going to talk about gyms and what they

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can do to do a better job of marketing their go forward plan for 2026.

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This is the time for gyms. I feel like when it comes to fitness,

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truly there can’t be a more, a bigger boom than January, like the first couple of weeks.

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Well, yeah, because how, I mean, there has, it has to be the number one New

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Year’s resolution, right?

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Like, can we think of anything that would, people would wish for or have a resolution

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for more than, you know, getting healthy, whatever.

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More cake. He said divorce. I don’t know.

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Yeah, certainly some people are the opposite. But I know for me,

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it definitely is that situation where I say, you know what?

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January, the second week of January, that’s what I’m getting in gear.

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And it’s also interesting when you think about the business model of a gymnasium,

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of a fitness center. It is interesting.

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Predicated on the fact that not everyone’s going to come.

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So there are different kinds of gyms now. There’s a lot more different kinds of gyms.

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So some of them are class dependent and they actually want you showing up.

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And then you have the others that are just facilities. And the idea there is

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it doesn’t really matter whether you show up or not because you’re not really

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costing anything if you’re moving weights around.

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But ideally, if you don’t show up, that’s probably better.

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Yeah, I think you’re right. I mean, there’s a huge boom in the fitness over

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the last, what, 10 years, would you say?

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I mean, you have your Orange Theories and your CrossFit and all these different

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places where, I mean, every like cycling and every type of fitness,

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they have these businesses built around it, right?

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And then you’re right. You have your big gym that everybody just goes to. Yeah.

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Well, I I’ll share some things that I’ve seen in fitness marketing that I have

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been wowed by and then other stuff that I’ve just kind of not been impressed by.

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Um the number one thing

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that i have been wowed by

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is well is parking i hate

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to say that i went to this one gym and it was the it was ample parking and and

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it’s difficult because i i went to another gym that it was difficult to find

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a space and it was just that much easier for me to say i’m one One,

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I’m not going to go. Two, I’m going to cancel my membership.

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And so I think facility is really, really does matter.

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I mean, if you’re a gym owner, you understand that. You’re probably having to deal with…

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Safety cleanliness cleanliness things but for

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me whenever i go in for like a free trial

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free day that cleanliness and that convenience really

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moves that moves the needle but like

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there’s only so much you can do about that right once you have your gym creating

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more parking is not something that you necessarily have control well and that’s

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one of those things where it’s just you can’t control how clean it is which

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yeah i have canceled a membership because the gym was disgusting right And again,

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I don’t have like a super high bar. We know.

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But I mean, I have, you know, just keep it like realistic. You know what I mean?

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And I think that’s really important.

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Yeah. I think it goes right along.

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I think we have some stuff on our website about restaurants,

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about like the number one marketing thing you can do is keep your restrooms clean.

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Keep your restaurant clean. Don’t put napkins under the table,

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whatever the corollary is for a gym.

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Just do the basics. Get the sweat off the machine.

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And it’s just, it’s, I think the interesting thing, and we talk about this a

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lot is that so often businesses will try to reinvent the wheel in terms of getting

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people to come in and become loyal customers.

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And it truly is exceptional service and a great experience that will get me to come in a second time.

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If I’ve used an offer once and I, I, I use that all and I have the option to

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use the offer again, but I didn’t have a good experience the first time I’m

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not coming in the, the, the time after that.

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So I think, you know, especially at the beginning of the year,

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that stuff is super critical that if I come in and I say, oh, I get a, I got this, uh.

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Offer and it’s a free day, if I go in there and I have an awesome experience,

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I’m going to be way more likely to cancel my other membership and switch gyms.

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Well, with gyms and the Orange Theories and the classes, both models depend

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on getting people in the door and keeping them as customers,

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so the retention, and then getting referrals, right?

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And you nailed something that I really think that goes a long way.

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It’s building a relationship with your customers, right? When I,

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I, I’m a gym down the street. When I walk in, they know me by name.

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They say my name. So guess what? If, if, if I’m going to cancel,

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it’s a harder conversation because they talk to me.

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They, they ask me about my kids and you know what I mean? So,

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and I mean, it’s a clean gym.

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Everything’s fine. I don’t mean there’s nothing, you know, bad about it. Right.

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Like it’s not the most amazing gym I’ve ever been to, but that for

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me goes a long way you know i mean so now

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the the one that i was not that that kind of turned me away from a gym and this

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is not something that especially we’re on the local level that we can always

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provide this and that is 24 hour access obviously that’s a that’s a young man thing A woman thing.

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Sorry, go ahead. A young person thing?

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I, like, the best shape I was ever in my life, it was that I was going to the

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gym at noon and then again at 11 p.m.

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Because those were the only two…

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Opportunities I had to go to the gym. And the gym that I was going to,

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they stopped doing the, they ended up closing at nine.

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So it was a choice on their end.

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And they said, all right, you know, who’s our core audience and when are they coming this time?

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Maybe it was a financial thing. Maybe they said, I think I was working at that

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gym at the time. And the question came down, who wants to stick around for Roger?

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Yeah, was I the only… You were the only guy there, and we were like,

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look, somebody has to stay here and stay late for Roger.

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Well, to be fair, it’s safety. I’m a dangerous person.

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There’s a safety issue as well. You know, for gyms, especially for chains,

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you have people who will just use the facilities for, you know…

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Take for to take a shower, which that’s helpful in some ways.

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But also, you know, it brings issues that maybe customers not equipped to deal with.

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So you do have to make probably tough calls when you’re running a fitness center.

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And yeah, maybe you can’t be open after nine.

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But that means that I’m going to need to take my marketing dollars elsewhere

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because I don’t have any other time besides after nine?

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Well, let’s think about this. You know, we know the audience.

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You got to, do we think that gyms, I mean, I think gyms are pretty hyper-local, right?

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People that spend time in the area.

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I mean, I don’t drive real far when I’m going to the gym.

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Now, I’m guilty of being members of two gyms, one near my house and one near

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my office because they’re very far apart.

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And that’s just because you can’t get them to stop auto-drafting your bank account? Yeah. Yeah.

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So look at Mr. Big Spender over here. I know.

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Must be nice. the base level on both, but I’m not going to drive too far for

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the gym. There’s lots of gyms.

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Do we all, do we, do we agree on that? I mean, is that sometimes,

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I mean, so I’m just trying to identify like how, you know, how do you market your gym?

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You know what I mean? Or, or your, so I’m going to, I’m going to throw out marketing

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concept and then I’m going to give you some examples and you have to put them

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in one to two categories.

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All right. It’s a do and a don’t. So you do, or you should differentiate your gym.

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Don’t sell the bargain. All right. That’s the adage.

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So see how this applies. Unless it’s the differentiator. Sorry, go ahead.

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Yeah. But I mean, like what? Because you’re cheap? Like Planet Fitness.

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Yeah. But even then, okay. So here’s the offer.

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Free day pass. Is that a do or a don’t? I would say that’s a do.

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I would definitely do that.

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A day pass. All right. Is that, is that differentiating your gym with a day pass?

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No, no. It’s the most popular offer I think, right?

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Yeah. I think it’s, I personally would actually say that it’s probably a don’t for that very reason.

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Oh, I see what you’re saying. The only thing about that is what I’ve seen a

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lot of gyms do is maybe it’s not a day pass.

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Well, it is kind of a day pass, but it’s bring your friend in for a class or

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to experience the gym with you okay but that’s a different offer that’s what

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i’m more referring to okay so intro sessions.

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Intro sessions meaning like an intake come in we’re gonna do a whole session

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either do evaluations or we’re gonna you’re gonna do a class so you’re not a

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member at the at the moment,

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For, for it’s difficult because for me, that’s a don’t, I’m never going to,

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I’m never going to do an intro session for the most part for me.

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If I’m going to try a gym, I don’t want anyone to even know that,

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know that I’m there. But Arger, are you a member of a gym now? Yeah.

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Okay. I would say a do because it’s a way that you get to have an experience

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with the gym, right? So you can show them to differentiators.

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Okay. Okay, I’m just going to have to say right now, you guys are totally blowing

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up AI. I don’t think AI knows what it’s talking about.

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Because it classifies that as a do because that’s differentiated.

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I don’t know. Now, I do want to mention something.

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So, like I said, whenever I’m exercising, I just want to get in,

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out. I don’t want to make eye contact with anyone.

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And that’s if I go to like a big gym just for cardio and weights.

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My sister, she does weight training classes at a gym in Hollywood.

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And this gym is all about taking films or like genres and creating workouts around them.

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So like if a movie comes out, if like, you know, there’s a new Hulk movie,

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you could go take this Hulk class.

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Or if, you know, there’s like a Star Wars thing, it might be specifically having

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to do with, you know, lifting, you know, lightsaber-ish weights or whatever.

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So if I had a gym like that near me, yeah, that would totally speak to me.

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I would say, yeah, I definitely want to take that class. But just like a regular,

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you know, cardio class that I’m going to embarrass myself, I’m very hesitant.

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All right. Fair enough. Well, but I’m going to go back to the do just because,

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again, what I said at the beginning, I really think gyms and these classes,

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fitness is all about relationships.

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Like, in a way, you know, your relationship with the gym, if you’re just another

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number, it’s so much easier to cancel. Yeah.

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All right. Fair enough. Fair enough. So another concept is, is it important

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to lower the risk of getting a membership?

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And what does that look like? Lower the risk. Oh, I think definitely.

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So like you could, hey, it’s a year membership, but you could cancel anytime,

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something like that. Hmm.

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I mean, the only thing about that is it kind of devalues your product, right?

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Where it’s like on the other side of you don’t make

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it low risk it’s like hey we’re in

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demand and we are a good product so we

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stand behind our product right so that’s a

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tough one i think when it comes to like there has

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been lots of situations where i’ve moved and there’s been a

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gym nearby and i was like all right well let’s just check out

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see what the what the cost would

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be and it ends up like the first month

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plus the setup fee plus the whatever

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fees ends up being hundreds and

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hundreds of bucks and immediately i

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i say no i’m i i can’t

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do it if there was an offer that said

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that defrayed that cost i am going to pay attention to it so is there any legitimacy

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in thinking about a gym offer as or a membership as it is a way to convince

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the customer that they’re making an investment.

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And because the only way to be successful at gym is to make it an investment

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and do it consistently, you’re really kind of framing the experience for them.

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You’re saying, look, this is a six-month membership.

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The reason we do six-month memberships or year-long memberships is because the

00:13:51.796 –> 00:13:55.396
only way you’re going to be successful is if you actually come and you do it for a year.

00:13:55.836 –> 00:13:58.496
Yeah. I mean, it’s a good point because you’re correct.

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Consistency is the only way that you’ll see results. And if you know that results

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are the way that people renew, then yeah, that makes sense.

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Is there anything that any of you guys can think of in your current work at

00:14:13.810 –> 00:14:17.530
Indoor Media that sounds a little similar to that? Yes, definitely.

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I mean, our advertising contracts, right? Because it takes time.

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It doesn’t happen overnight. You don’t just put an ad out there and all of a

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sudden all these people are coming in, Right.

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We make you sign a contract because you need that repetition.

00:14:30.070 –> 00:14:33.090
Right. Same thing applies to the gym. Right. Yeah. You’re not going to go in

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for one session and be ripped. Right. It’s a commitment.

00:14:36.550 –> 00:14:42.190
It takes time. So there’s an element of momentum. And what we always say whenever

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we’re boarding on new customers, we kind of have to introduce them to non-conventional print marketing.

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Because when people think of print marketing, they go, all right,

00:14:51.850 –> 00:14:55.790
we’ll put an ad in the newspaper, a magazine ad, or a billboard.

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And the truth is for, for things like print marketing there,

00:15:00.670 –> 00:15:03.030
there’s more esteem to it.

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There’s kind of more notoriety to it that you’re not going to get with just a random, um.

00:15:09.907 –> 00:15:16.607
PPC ad just through some random company, but it takes a certain amount of time.

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Someone’s seeing an ad before it locks in before they are ready to make a decision.

00:15:22.487 –> 00:15:28.067
And if you put in, put something out there and then within a month you say,

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well, you know, why, why hasn’t this happened?

00:15:32.027 –> 00:15:37.167
It’s because they haven’t had enough time to ingest, you know, what the ad is.

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And I think that’s, you know, that’s a pretty good comparison to if I work out

00:15:43.607 –> 00:15:48.467
for two weeks in a row and I go, well, this isn’t doing anything. And then I cancel.

00:15:49.487 –> 00:15:52.527
Yeah, it’s not going to show anything. All right.

00:15:52.547 –> 00:15:58.067
So let’s go back to the question of is it a good strategy to have free day passes

00:15:58.067 –> 00:16:04.507
or intro sessions one time come in, do something? I have a feeling AI says no.

00:16:04.767 –> 00:16:08.147
I don’t know. I say intro session is a yes.

00:16:08.887 –> 00:16:11.607
Bring a friend is a yes. Just a day pass is a no.

00:16:12.627 –> 00:16:17.267
Requiring a commitment to your membership.

00:16:17.447 –> 00:16:22.327
So that’s not offering a low risk membership where it is a commitment.

00:16:22.767 –> 00:16:26.647
Those are my, that’s where I’m going here. Yeah, I think all that’s legitimate.

00:16:26.887 –> 00:16:30.427
I mean, I think, how do you figure out what of these things work?

00:16:30.827 –> 00:16:35.107
You try them. You try them. And that’s the part. I mean, we talk sometimes about

00:16:35.327 –> 00:16:38.247
taking a risk it’s the new year’s right you gotta you gotta

00:16:38.247 –> 00:16:41.427
have a resolution let’s take a little bit of risk here right i don’t think you’re

00:16:41.427 –> 00:16:45.687
gonna you can get this information you can figure out what your customers or

00:16:45.687 –> 00:16:48.827
potential customers think about it real quick with the feedback that you’re

00:16:48.827 –> 00:16:56.627
gonna get you know well but i i do want to mention that like i think i hear a lot of people,

00:16:57.227 –> 00:17:04.867
make comments about planet fitness’s brand branding and sometimes they are critical of it,

00:17:05.730 –> 00:17:12.510
It’s the purple. I love the purple. They obviously have this lunk alarm that

00:17:12.510 –> 00:17:20.410
is this giant light that apparently if you drop, if you disruptively drop weights after…

00:17:22.960 –> 00:17:29.660
Bench pressing, I guess, deadlifting, then it goes off and they discourage behavior

00:17:29.660 –> 00:17:31.920
that’s like, you know, showing off.

00:17:32.020 –> 00:17:37.120
And I know on the Joe Rogan podcast, which is our primary competitor.

00:17:37.480 –> 00:17:43.340
Yeah, he’s one, but just barely. Yeah, he always frames it as saying,

00:17:43.540 –> 00:17:48.060
well, I’ve heard people on that podcast talk about, well,

00:17:48.400 –> 00:17:56.540
you know, that sucks because you shouldn’t be intimidated by gym behavior.

00:17:56.540 –> 00:18:05.180
You should strive to do it and to emulate them. And that’s not where I am in terms of dollars.

00:18:05.420 –> 00:18:12.680
Like last year I got class pass and I was looking between two different classes.

00:18:13.060 –> 00:18:17.320
I had two different options. So I was like, one, there’s a boxing gym near my

00:18:17.320 –> 00:18:19.820
place that. Best workout ever.

00:18:20.100 –> 00:18:23.340
And that’s what I’ve heard. I mean, like it’s high intensity and I’m like,

00:18:23.440 –> 00:18:30.660
all right, well, this could actually be a transformative thing that I could do that will.

00:18:31.460 –> 00:18:35.520
I got my boxing gloves in the truck right now. Well, look, we’re not going to

00:18:35.520 –> 00:18:37.660
fight you, but that might be a good episode.

00:18:37.880 –> 00:18:43.520
But I mean, I thought this could be actually a transformative thing where if

00:18:43.520 –> 00:18:47.020
I start doing this consistently, I could see actual results.

00:18:47.180 –> 00:18:54.400
The other, the alternative was, do I go to Planet Fitness where I just every

00:18:54.400 –> 00:19:00.800
evening go and work out for 45 minutes and then head home?

00:19:01.220 –> 00:19:04.820
But if I’m doing that, like, it’s not as intimidating.

00:19:05.260 –> 00:19:08.440
There’s less of an intimidation factor. But those are totally different models,

00:19:08.580 –> 00:19:10.500
right? They’re totally different gyms, right? Totally different gyms.

00:19:10.620 –> 00:19:12.140
I think Planet Fitness is…

00:19:13.229 –> 00:19:16.389
Your inexpensive experience where it’s just a bunch of people.

00:19:16.569 –> 00:19:19.329
You’re kind of a number there. I mean, I hate to say that, but if you go to

00:19:19.329 –> 00:19:22.129
that boxing gym, they’re going to know you by name. You’re going to meet the

00:19:22.129 –> 00:19:23.869
people. You’re going to build more of a relationship.

00:19:24.069 –> 00:19:27.209
Not to say that they both can’t work. But what if they suck?

00:19:27.429 –> 00:19:32.949
And that’s the thing, like Planet Fitness, I can go in and they advertise it as such.

00:19:33.069 –> 00:19:38.669
I can go in, I can walk on the treadmill, I can do some cable machines,

00:19:38.669 –> 00:19:45.389
and then I can go home and I don’t have anyone, you know, that is commenting.

00:19:45.669 –> 00:19:50.369
You don’t feel judged. I don’t feel judged. Or do I literally pay more money

00:19:50.369 –> 00:19:53.649
for someone to judge me every week? And it doesn’t matter, right?

00:19:53.809 –> 00:19:58.969
The thing is that these are the differentiators for these gyms,

00:19:59.009 –> 00:20:03.529
which is the whole thing about marketing the gym is you want to get that across.

00:20:03.529 –> 00:20:10.429
You want to sell the differentiation, not the bargain.

00:20:10.589 –> 00:20:14.069
And I think that’s where AI was really going with all that, which I did a little

00:20:14.069 –> 00:20:17.389
research, actually some real research, not just AI.

00:20:17.589 –> 00:20:20.769
And it’s true, right? I mean, this is kind of marketing 101.

00:20:21.229 –> 00:20:25.929
It doesn’t really help to just get people in on a discount.

00:20:26.169 –> 00:20:32.289
They got to see the value, and that value has to align with their values. 100%. It’s true.

00:20:33.089 –> 00:20:37.469
Well, next episode, I commit to being absolutely shredded.

00:20:38.895 –> 00:20:42.215
Ripped or you’re going to be beaten up shredded a little

00:20:42.215 –> 00:20:45.495
bit of fine shredded i look i just started

00:20:45.495 –> 00:20:48.595
this new fitness regimen with some friends the first

00:20:48.595 –> 00:20:51.315
rule about it is that we’re not allowed to talk about it

00:20:51.315 –> 00:20:56.035
good point so we’ll see we’ll see how things play out but i’m feeling it pretty

00:20:56.035 –> 00:20:59.815
i think we’re headed towards the revolution so this is good timing optimistic

00:20:59.815 –> 00:21:03.995
so one last note we were just talking about the planet fitness versus the boxing

00:21:03.995 –> 00:21:08.835
so and i’m gonna compare this to some of our products that we offer.

00:21:09.755 –> 00:21:13.735
You know, when you work with us, we do a lot of the heavy lifting for you.

00:21:13.855 –> 00:21:17.075
So like if you’re doing marketing, say we’re not selling you at the platform.

00:21:17.415 –> 00:21:21.295
And I feel like Planet Fitness is the platform. Whereas that boxing experience

00:21:21.295 –> 00:21:24.595
is, yes, they’re going to judge you and stuff, but they’re going to make you

00:21:24.595 –> 00:21:26.835
do it. They’re going to hold your hand, right? Like in a way.

00:21:27.195 –> 00:21:31.675
And our solutions here at Indoor Media, we do it, you know, we do that stuff

00:21:31.675 –> 00:21:32.975
for you. Does that make sense?

00:21:33.175 –> 00:21:36.815
But we do it at the platform pricing. At the platform pricing.

00:21:36.955 –> 00:21:37.635
That’s a very good point.

00:21:37.895 –> 00:21:41.035
So, I mean, that’s a win-win. A win-win. Yeah. That’s right.

00:21:41.115 –> 00:21:45.955
We’re all things to all people, which is exactly what every business needs to be to be successful.

00:21:47.115 –> 00:21:48.315
You know what I realize?

00:21:50.535 –> 00:21:55.615
Eric is going to regret not being on camera because he can’t do a Hans and Franz reference.

00:21:55.875 –> 00:21:59.355
Oh, gosh. I love that stuff. You know it, and James is old enough.

00:21:59.935 –> 00:22:05.855
We’re going to pomp you up. There we go. Oh, and that is a great way to end

00:22:05.855 –> 00:22:09.515
this episode on gym marketing for 2026.

00:22:09.935 –> 00:22:11.455
Watch me bend this bar.

00:22:11.955 –> 00:22:15.315
Oh, man. And you should see it. You should see it. Go to the YouTube video.

00:22:15.475 –> 00:22:19.975
Check it out. Check us out. We look forward to hearing from you and what kind of gym you like.

00:22:20.315 –> 00:22:25.575
And do you grunt hard when you pump iron? That’s what we wanted to do.