Ageing population presents opportunites for fitness clubs

In an increasingly competitive fitness environment with new clubs entering the market and existing chains expanding, fitness marketing experts CFM have helped their independent fitness club clients achieve an 11% increase in promotional membership sales thus far in 2012.

CFM have helped their club clients achieve these results by their appreciation of demographics. With Australia's ageing population, CFM help fitness clubs recognise this shift and use this knowledge to their benefit when marketing to prospective members.

CFM highlight that in twenty years' time there will have been a dramatic demographic change with a doubling of the ratio of elderly to those of working age.

As a result, over time a marketing plan that does not change to accommodate this shift would be detrimental to a business fulfilling its potential.

CFM's proactive approach to marketing to the correct demographic has been the key to their impressive results. Currently the youngest 'baby boomers' are still in the mid forties, predicting the baby boomers needs and wants and how that relates to fitness marketing is something CFM has strong focus on.

CFM Australia Managing Director Liam Robertson explains "often in the fitness industry we neglect to target thatdemographic and get hung up on targeting the fit and attractive younger members, who often the baby boomers are intimidated by if they've been sedentary for a number of years and are overweight.

"Young and fit people are easily persuaded to join (a club), its the baby boomers who need to be stimulated by more marketing mediums to eventually take action. This is the key ingredient to CFM's ongoing success. "

After 22 years, CFM have undergone the ' fitness marketing' test of time, with their proactive approach setting the international business apart from their competition, and helping to make 2012 one of their strongest years yet.

To attest to this, club owner Bill Johnson, Body and Soul Healthworks, Maitland states "(CFM) have enhanced my business no end. They give us ongoing income that makes running the business quite simple."

Byron Davies of the Life Balance club in the Northern Territory adds "my favourite thing is its explosive nature and continually looking to do things to grow my business. I will absolutely use them again next year."

For more information on how CFM can aid aquatic, fitness and health club membership sales contact Projects Manager Ben Revitt on 03 8643 7474.

Visit CFM on stand S34 at this week's Australian Fitness & Health Expo. 

23rd April 2012 - FITNESS AUSTRALIA LAUNCHES ‘STATE OF THE INDUSTRY’ SURVEY

28th October 2010 - OVERWEIGHT AUSSIES DON’T HAVE TIME TO BE ACTIVE

31st July 2010 - FITNESS LEADERS CALL FOR GOVERNMENT FINANCIAL INCENTIVES FOR WEIGHT LOSS

5th May 2010 - SINGAPORE LAUNCHES NATIONAL OVER 50S WELLNESS PROGRAM

18th September 2009 - BABY BOOMERS SHOULD LIVE LIKE ATHLETES 

7th August 2009 - FITNESS AUSTRALIA LOBBIES ALP ON INDUSTRY ISSUES 

9th February 2009 - 24/7 FITNESS CLUBS OFFER OBESITY SOLUTION 

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