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Why CSRA Fitness Club Owners Must Advertise Now

Nov 20, 2019 6:56:00 AM / by Larry Julius

Almost 102,000 adult consumers in the Central Savannah River area belong to a fitness club. These memberships bring in close to $200 million in sales to local gym owners.

January is critical for the small business owners that operate gyms in the Augusta area. According to the International Health, Racquet, and Sportsclub Association, this one month alone, accounts for 10.8% of annual membership sales. New Year's resolutions are the reason for this early year spike.

Fitness Club and Gym Marketing In Augusta CSRA

To capture a larger share of the $20.4 million CSRA consumers  will spend on gym memberships in January, requires fitness center owners to advertise. The best way to do this is on Augusta radio. Here's why.

According to Nielsen, the media component of an advertising campaign that has the greatest effect on sales is reach.  This is the number of different people who are exposed to the marketing message.

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Every week, more adult consumers tune-in to an Augusta radio station than watch local TV, read a newspaper, use social media sites like Facebook and Instagram, or log-on to a streaming audio site like Pandora and Spotify.

Augusta CSRA media ReachBut more importantly, Augusta radio reaches 90.6% of all local consumers who have a gym or health club membership. This is far more than are reached by every other advertising medium.

Fitness Club Advertising in Augusta CSRA

Augusta radio's dominant reach among fitness club members extends specifically to millennials. This generation accounts for nearly 40% of all consumers who belong to gyms.  

Notice how, among millennials, radio's reach among remains consistent but, Augusta television is eclipsed by the reach of Facebook.

Advertise To Millennials in Augusta CSRA: Fitness Clubs

According to the IHRSA, advertising has become critical to the success of fitness club owners as competitors are popping up everywhere. In 2018, the number of gyms increased by 3%. Most business analysts expect this growth trend to continue.

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