The Future of Fitness Marketing: Embracing DOOH

Discover the benefits of Digital Out-Of-Home (DOOH) advertising for fitness brands, from increased visibility and engagement to leveraging real-time data and member satisfaction

There has never been more competition for our collective attention, and it’s harder than ever for fitness businesses to stand out and capture the eyeballs of potential members. Consumers are bombarded by advertisements across too many platforms to count, and fitness brands need improved engagement strategies. 

Enter Digital Out-Of-Home (DOOH) advertising—a powerful tool that leverages digital technology to deliver impactful, location-based messaging. For fitness businesses, DOOH not only enhances brand visibility but also facilitates real-time engagement, making it an essential component of modern marketing strategies.

“People are bombarded with upwards of 5,000 advertisements daily. Traditional methods like email or social media posts are beholden to algorithms or making your subject line stand out in a sea of other emails competing for attention. Digital signage allows owners and operators to ensure their non-dues services are being seen by the people who use the gym while they’re in a prime position to take action,” says Digital Revenue Systems co-founder, Lisa Maguire.

Why Fitness Professionals Should Care About DOOH

Digital Out-Of-Home (DOOH) refers to digital advertising displays strategically placed in public spaces, such as digital billboards, transit screens, and interactive kiosks. Unlike traditional static ads, DOOH enables real-time content updates, allowing fitness brands to tailor their messaging based on location, time of day, and audience demographics. This flexibility not only enhances engagement but also maximizes advertising effectiveness.

For fitness business owners, understanding DOOH is crucial as it aligns with digital revenue streams that are increasingly important in today’s market. Digital Revenue Systems (DRS), a pioneer in the digital signage domain for the fitness industry, showcases how effective digital networks can generate substantial revenue. Here’s how DOOH can strategically promote your fitness brand:

Dynamic, Engaging Content

The ability to update DOOH content in real-time means you can promote time-sensitive offers, such as special membership rates or seasonal classes. This agility not only captures attention but can also drive immediate responses, aligning with your digital revenue strategies. For example, studies have shown that implementing digital signage can result in an increase in customer retention by 30% and a boost in customer satisfaction by 46%.

Interactive Experiences

Incorporating interactivity into DOOH campaigns can enhance consumer engagement. Features such as QR codes can link to exclusive online offers, fitness challenges, or membership sign-ups, integrating your digital sales systems with offline interactions. Additionally, DOOH has a recall rate of 83%, nearly double that of traditional advertising, ensuring your message sticks with potential customers.

Boosting Brand Awareness

Regular exposure to dynamic DOOH content in high-traffic areas builds brand recognition. For fitness franchises, this is especially important for establishing a strong local presence, helping to attract new members while complementing digital marketing efforts. Notably, 60% of Americans have paid for a product or service because its signage caught their eye, highlighting the potential for DOOH to convert interest into sales.

Community-Centric Promotions

Use DOOH to promote local fitness events, workshops or community challenges. This not only fosters community engagement but can also lead to increased participation in your offerings, thereby enhancing revenue streams. DRS helps clubs monetize their networks by increasing awareness and sales of ancillary services while also adding paid community sponsors.

Additional Income Opportunities

Another facet of implementing digital signage in your facility is the potential for direct monetization through ad sales. Some clubs have elected to do this themselves through their own internal teams going out and generating paid partnerships or sponsorships in exchange for marketing within the club, including on the screens.

In many cases, operators have been able to add tens of thousands of dollars to the bottom line, as it’s a low-cost service to provide. Digital Revenue Systems specializes in these types of local sales and offers clubs the opportunity to join their national network of clubs and connect with national brands as partners. 

“We help clubs implement signage as a part of their overall marketing strategy within the club,” Maguire says. “It’s a powerful tool that allows club messaging to be front and center in front of their best customers. The advertising component is the cherry on top – we help curate local, regional, and national advertisers to monetize the network and the club doesn’t have to lift a finger. We just write them a check each quarter.”

For gym owners and managers, embracing Digital Out-Of-Home advertising is not just about staying current; it’s about capitalizing on a potent tool that can drive both visibility and revenue. The industry continues to integrate digital solutions into every facet of business and DOOH provides a perfect opportunity to connect with potential customers. By leveraging this dynamic advertising medium, fitness brands can stay ahead of the competition, ensuring they resonate with today’s health-conscious, tech-savvy consumers.