There’s no question – the fitness market has never been as competitive as it is today. With so many options for people to choose from, having great content online has never been more important than it is today. Rather you’re a franchise, boutique studio, or independent personal trainer, you need a strong media game to keep you top of mind with potential and current clients. Giving a mix of free value as well as information about who you are and what you’re all about is one of the most effective ways to increase interest, leads, and new clients for your business. 

As the owner of Focused Story Films, I’ve had the pleasure and honor of working with a large number of fitness and wellness businesses to help them communicate their story and message to clients as well as provide value for their current clients. 

A few great types of videos that can really boost your fitness business are:

Branding Videos – These videos give an overall look at who you are as a brand or studio. These videos let potential clients know if they’ll fit with your culture. Are you focused on really pushing and challenging athletes? Are you somewhere that someone who is just beginning their fitness journey and feels nervous about walking into a gym will feel comfortable with? Are you a large gym? A boutique gym? All these details and more can be explored in a brand video to help potential clients connect with you. 

Class Videos – If you’re a gym that offers many different class types, having short videos showing potential clients or current students who’ve never taken that particular class what to expect, can be very powerful to boost attendance and engagement. 

Trainer Videos – Rather you are a personal trainer, or employ personal trainers, giving potential clients a look into who your trainers are is very powerful to helping them feel comfortable joining a class or booking a one on one training session. People want to know if a trainer’s personality is going to mesh with theirs. If you’re someone just beginning your fitness journey, having an easy going and personable trainer might be a great fit. If you’re an athlete looking to push your performance, a trainer who is more intense and driven may be a better fit. Getting a glimpse into the experience and personality of trainers can help clients build better long term relationships with trainers and reach their goals – and increase your profits. 

Educational Videos – Offering free value is a powerful way to draw clients in. Creating short videos about ways clients can be healthy, work out, eat right, or anything else that may benefit them in their health goals is a powerful way to show them that your brand is the real deal and you know what you’re talking about. There’s a lot of bad information out there, and having a brand that has well put together, informative videos puts you head and shoulders above the ever growing instagram influencer crowd shooting  shaky videos on their phones offering potentially bad information. Perception is everything, and establishing credibility through good educational content establishes you as the expert.

Testimonial Videos – These videos are important in any industry, but especially the fitness industry. Usually your biggest fans and best clients will be excited to talk about why they love your brand and what you’ve done for them. Getting videos that either compile testimonials or focus on one particular client and their journey is an amazingly powerful opportunity to connect to new clients, as well as make your current clients feel like success stories (which they are). The more testimonials from different types of people you have, the better chance of one of them resonating with a potential client is.