Richard ToutounjiDirector, Meet Your Network · Connecting fitness & wellness suppliers to our marketing community.

Wellness Revolution

12 Jul 2023 · 1 min

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1:11

In this segment, the speaker critiques the common focus on pure awareness in fitness marketing and argues that effective marketing must also deliver resonance and relevance to the target audience. He emphasizes that messages need to connect with people’s lived experiences and offers the idea of creating alternative entry points—such as recovery lounges with NormaTec boots, physician referrals, or low‑effort recovery services—that appeal to individuals who might not be drawn to traditional group exercise. By aligning marketing with these resonant, relevant touchpoints, a wellness club can attract a broader, often deconditioned market and achieve genuine traction.

Chapters

The one thing I would say on the marketing front, a lot of times we go for awareness. You know, we feel like marketing is awareness. It surely is. But marketing is also resonance and relevance. And I think that's really powerful in what we're talking about here is it's got to resonate with people. You know, they've got to be able to relate to it. And maybe at another time we'll talk more about the deconditioned and, you know, how to attract that market. But it's all about resonance and relevance. It's got to be relevant to people. And I know a lot of people that would not go and do a group exercise class, But they might consider sitting in a recovery area in a set of NormaTec boots, you know, after a heavy day working behind the counter at Bunnings, right? Or whatever. There's entry points. If we think about lots of entry points into our club, whether that's through a physician referral or through an access point where a person doesn't feel like I've got to go and put some energy in, in actual fact where they could maybe get some energy back, right? A little bit of return. And I know we get energy from exercise, but not everybody relates to that. So again, relevance and resonance. If we really think about things when they're resonating and, and being relevant to the market we're trying to attract, that's when we get real traction.