Genesis Health and Fitness' Ian Jensen-Muir advises of group's new marketing strategies

Ian Jensen-Muir, Chief Executive of Genesis Health + Fitness, has advised that leading fitness club group is trying new marketing strategies to reach out to new members.

Responding to an Australasian Leisure Management news item questioning Genesis' use of Facebook, Jensen-Muir advised "we are trying new strategies as part of our business development to attract the eyes of potential franchisees. As part of this, we are eagerly exploring different social media advertising techniques under the guidance of the external, professional social media experts we have employed to help us.

“We ensure that all information in our ads is accurate, as we would never want to mislead anyone. Our Genesis brand has been built over the years on foundations of honesty, friendliness and inclusiveness and a genuine care for people, including our franchisees and our members. We certainly will never stray from those founding principles in any of our decisions or strategies.

“We’re optimistic about the future and motivated to find passionate people who would like to join our team - and we want that to be felt through our various communication channels.”

With the Belgravia Group owned franchisee impacted by Coronavirus lockdowns over the past 16 month, earlier this year Jensen-Muir (pictured) explained how the group had weather the challenges of 2020 and had made a strong start in 2021.

Commenting on 2020, he advised "gyms were one of the hardest affected, being amongst the first facilities to close down and the last allowed to re-open, and even into this year we’re facing more isolated closures.

“Extending our program online through the Home Fitness Network was key to getting through the lockdown periods and continues to assist us as we manage hot spots and state-based lockdowns that are continuing throughout this year.”

Looking forward, he added “we’re … looking to implement major innovations across the network this year that will bring more services and support under one gym roof and to tap into a growing interest from the market in wellness and achieving balance in one’s approach to health.

"While 2020 was particularly challenging because what we faced was new, this year is a different story as we now know much more about what we’re dealing with.”

The group's portfolio includes Genesis Health + Fitness, Coaching Zone Group Personal Training and Ninja Parc Indoor Obstacle Course.

Affiliated with JUMP! Swim Schools and BK’s Gym and Swim, Belgravia Health and Fitness supports more than 100 franchise locations across the country.