AFS Announces First-Ever Fitness Studio Marketing Best Practices Research Study

(CHICAGO, ILLINOIS, January 26, 2016) – The Association of Fitness Studios (AFS) announced today that it has partnered with ClubIntel, the fitness industry leader in market research, to conduct the first-ever study to identify successful marketing practices, as well as key marketing performance indicators in the American fitness studio market.

The 2016 Fitness Studio Marketing Best Practices study will be conducted over the next two months and will –

• Identify the marketing strategies (traditional and digital) utilized by studios as well as the manner in which these strategies are employed;
• Quantify the success of these strategies, in particular the level of prospect creation and client conversion created by each;
• Measure the general marketing expenditures (e.g., overall, traditional and digital) and the return on investment of these expenditures; and
• Tabulate and segment the results by studio discipline, square footage, and geography.

The study marks the first time in the fitness industry that research has been conducted to identify successful marketing practices and benchmark metrics that studio owners can apply to their businesses. Marketing has been consistently identified as the number one challenge faced by studio owners of all disciplines.

“We’re extremely proud to bring this much-needed study to light,” said Josh Leve, AFS founder and CEO. “Our members have requested it and the industry needs it. Studio owners are great trainers, but they’re not necessarily trained marketers. This study will show them what works and how to implement those strategies.”

This marks the second collaboration between AFS and ClubIntel, following 2015’s acclaimed Fitness Studio Operating & Financial Benchmarking Report that defined benchmark numbers and metrics against which studio owners have been able to measure their success and understand trends.

“We’re pleased to expand our relationship with AFS,” said ClubIntel Co-founder and Principal Stephen Tharrett. “AFS represents the fast growing segment of the fitness industry but many studios are flying blind when it comes to Marketing. Our study will help guide their efforts.”

The importance of the 2016 Fitness Studio Marketing Best Practices study is also acknowledged by the supplier side of the fitness industry, judging by the many, high-profile companies that have stepped forward to help sponsor the research. Lead sponsors include – Susan K. Bailey, Schwinn Division of Core Health & Fitness, and Precor, supported by Sports & Fitness Insurance Corporation, American Barbell, Club Ready, and TEN Institute.

“We’re very pleased that so many industry suppliers see the value of this study and want to be associated with it,” said Leve. “Industry research as an integral component of our role serving studio owners and entrepreneurial fitness professionals.”

Studio owners who wish to participate in the study can check the AFS website www.afsfitness.com.

Upon completion of the study, the full Report will be available free of charge to AFS Premier members, sponsors, and associate members (vendors). Highlights of the report are free of charge for AFS Basic members and study participants.

About AFS

The Association of Fitness Studios is the only membership community dedicated solely to the business of fitness studios. AFS provides studio owners and developers a wide array of business-specific products, services, and benefits that enable them to more effectively manage and grow their businesses, building on the passion, compassion and courage they’ve already shown. www.afsfitness.com

About ClubIntel

ClubIntel is a brand insights firm that specializes in conducting industry related research (e.g., operational and consumer related) and developing educational curriculums and certifications for club companies and industry associations. ClubIntel also specializes in helping fitness organizations clarify their brand value proposition while helping them understand the underlying experience of their clients and employees. www.club-intel.com