Mul­ti­ple scle­ro­sis (MS): How the train­ing with Pix­for­mance can improve the qual­i­ty of life of peo­ple with MS

Mul­ti­ple scle­ro­sis (MS): How the train­ing with Pix­for­mance can improve the qual­i­ty of life of peo­ple with MS

Mul­ti­ple scle­ro­sis (MS) is one of the most com­mon neu­ro­log­i­cal con­di­tions of young adults in the US. In this arti­cle, we intro­duce a recent qual­i­ta­tive study that test­ed the effec­tive­ness of phys­i­cal ther­a­py based on the Pix­for­mance sta­tion and its poten­tial for improv­ing the lives of peo­ple liv­ing with MS.

At age 28, she notices the symp­toms for the first time. Short­ly before grad­u­at­ing from col­lege, Lisa wakes up one day with a feel­ing of numb­ness in her legs. Her fam­i­ly physi­cian refers her to a col­league, who soon refers her to a neu­rol­o­gist. After a num­ber of tests, she is diag­nosed with the neu­ro­log­i­cal dis­ease MS that affects the ner­vous sys­tem.

This is often how the sto­ry of peo­ple liv­ing with the chron­i­cal­ly inflam­ma­to­ry dis­ease MS starts. Yet, the con­di­tion also makes itself known through oth­er symp­toms such as impaired vision, vestibu­lar dis­or­der, an inabil­i­ty to focus as well as fatigue. Although all of these symp­toms can indi­cate MS, they don’t nec­es­sar­i­ly have to, which is why it is hard to diag­nose the dis­ease.


multiple sclerosis pixformanceMul­ti­ple scle­ro­sis: a few facts

World­wide, an esti­mat­ed num­ber of 2.5 mil­lion peo­ple live with the diag­no­sis MS. Women are three times more like­ly to be affect­ed by MS. The ill­ness which is also known as “the dis­ease with many faces” due to its unspe­cif­ic symp­toms is espe­cial­ly com­mon in west­ern indus­tri­al­ized coun­tries. That’s why researchers assume that envi­ron­men­tal as well as genet­ic influ­ences trig­ger the con­di­tion; yet, the spe­cif­ic cause is still unknown.

Accord­ing to the Mul­ti­ple Scle­ro­sis Foun­da­tion, about 400,000 peo­ple in the US have MS. Typ­i­cal­ly, MS is found in peo­ple who are between 20 and 40 years old, which is why the ill­ness is con­sid­ered one of the most com­mon neu­ro­log­i­cal dis­eases of young adults.


Pro­gres­sion and treat­ment

MS often­times evolves unpre­dictably because the dis­ease pro­gress­es in episodes before, in 40 % of cas­es, flare-ups start occur­ring more fre­quent­ly (sec­ondary pro­gres­sive MS). This means that symp­toms appear to be unre­lat­ed at first, but, as they start occur­ring more fre­quent­ly, the con­di­tion can tran­si­tion into the chron­i­cal­ly pro­gres­sive form.

That’s why ther­a­py is essen­tial for peo­ple with MS. Although there is no known cure yet, treat­ment can help peo­ple to man­age symp­toms. Espe­cial­ly new ther­a­peu­tic mea­sures, new forms of med­ica­tion and tech­no­log­i­cal inno­va­tions can improve the qual­i­ty of life of peo­ple who have MS.


Phys­i­cal Ther­a­py with Pix­for­mance

In a 16-week-long sin­gle-case-study, the Fre­se­nius Uni­ver­si­ty of Applied Sci­ences (Frank­furt) test­ed if the train­ing with Pix­for­mance improved the abil­i­ty to walk of a patient with MS. The par­tic­i­pant, who was train­ing with the Pix­for­mance sta­tion through­out the study, clear­ly improved her bal­ance abil­i­ty.

The researchers point­ed out that the train­ing with Pix­for­mance also had a pos­i­tive impact on the participant’s qual­i­ty of life and men­tal health. Even though the find­ings were made in a qual­i­ta­tive study, the researchers stressed that the results and insights could also apply to “sim­i­lar peo­ple and groups”.

Final­ly, the researchers indi­cat­ed that “reg­u­lar exer­cise, also with short recov­ery breaks, can have a pos­i­tive impact” on peo­ple with MS. They also stressed the chances of a long-term pos­i­tive impact, which the Pix­for­mance sta­tion presents, as “the ther­a­peu­tic effects can be main­tained over longer peri­ods of time and can even be accel­er­at­ed”.

multiple sclerosis pixformance


The train­ing with the Pix­for­mance sta­tion can improve the well-being and qual­i­ty of life of peo­ple with MS.

Quan­ti­fied self: three strate­gies to inte­grate new tech­nolo­gies in fit­ness and health clubs

Quan­ti­fied self: three strate­gies to inte­grate new tech­nolo­gies in fit­ness and health clubs

Every­one is talk­ing about how the quan­ti­fied self move­ment reshapes the fit­ness and health indus­try. In this post we intro­duce three strate­gies to inte­grate new tech­nolo­gies in fit­ness and health clubs.

In our last post we’ve talked about the quan­ti­fied self move­ment and how the fit­ness and health indus­try can ben­e­fit from people’s urge to track them­selves in order to improve their over­all well­be­ing. How­ev­er, where­as the advan­tages for fit­ness and health clubs are quite obvi­ous, the ways to inte­grate new tech­nolo­gies into their facil­i­ties might not be as straight­for­ward. That’s why we’ve come up with three strate­gies to inte­grate new tech­nolo­gies in fit­ness and health clubs.

1. Sell wear­able fit­ness devices and pro­vide edu­ca­tion

Even though many peo­ple are still reluc­tant to embrace fit­ness track­ers, they are nev­er­the­less a tech­no­log­i­cal devel­op­ment that is here to stay. That’s why it might be a good idea for fit­ness entre­pre­neurs to start think­ing about ways to inte­grate them in their busi­ness. Sell­ing them might be one way. But even if that’s not for you, there are oth­er options.

For exam­ple, we know that more and more peo­ple use wear­ables today. But often-times, they have no idea what to do with the data they col­lect. As a fit­ness spe­cial­ist you are in a unique posi­tion to pro­vide edu­ca­tion about how to use fit­ness track­ers. So why not offer class­es that help your mem­bers use their wear­able fit­ness devices in a way that actu­al­ly ben­e­fits their health?

You could teach class­es like “Wear­ables 101 — what the num­bers real­ly mean”. Or you could opt for a more fit­ness goal ori­ent­ed ver­sion, in which you work on defin­ing mea­sur­able and attain­able fit­ness goals. No mat­ter what you decide, remem­ber that adapt­ing to change is one of the things that will make your busi­ness stand out.


2. Cre­ate or buy a fit­ness app for your club

Anoth­er option to ben­e­fit from the quan­ti­fied self move­ment is to cre­ate or buy an app for your club. Depend­ing on which func­tions you choose to inte­grate, this app might not only enable your mem­bers to track their work­outs, log the foods they eat and, in gen­er­al, see if they are achiev­ing their fit­ness and health goals. An app can also change the way you com­mu­ni­cate with your clients. With noti­fi­ca­tions you can reach them any­time. Also check­ing into your club or book­ing class­es becomes more con­ve­nient for your mem­bers.

Cre­at­ing or buy­ing a cus­tom app for your club there­fore has many more ben­e­fits than just self-track­ing.


3. Offer data-dri­ven work­outs

Data-dri­ven exer­cis­es are cur­rent­ly rev­o­lu­tion­iz­ing the fit­ness indus­try. That’s why data-dri­ven work­outs are prob­a­bly the best option to not only stay rel­e­vant as a fit­ness club, but also to join in on the quan­ti­fied self-move­ment and reap its ben­e­fits. Offer­ing ser­vices such as quan­tifi­able exer­cise rou­tines, cus­tomiz­able work­outs and insights into your clients’ fit­ness progress will not only set apart your busi­ness from your com­pe­ti­tion. It will also improve your clients’ over­all expe­ri­ence in your club. Because who wouldn’t want tai­lor-made work­outs and quan­tifi­able suc­cess?


Sum­ma­ry: Three strate­gies to inte­grate new tech­nolo­gies in fit­ness and health clubs

  1. Sell wear­able fit­ness devices and pro­vide edu­ca­tion
  2. Cre­ate or buy a fit­ness app for your club
  3. Offer data-dri­ven work­outs



Why the Quan­ti­fied Self Move­ment Is A Busi­ness Oppor­tu­ni­ty For Fit­ness And Health Clubs

Why the Quan­ti­fied Self Move­ment Is A Busi­ness Oppor­tu­ni­ty For Fit­ness And Health Clubs

Every­one is talk­ing about quan­ti­fied self these days. With the rapid devel­op­ment of new apps and wear­able devices, we’ve wit­ness a grow­ing inter­est in col­lect­ing data about our bod­ies and lives in order to improve our­selves. This trend also impacts the fit­ness and health indus­try. It cur­rent­ly presents a busi­ness oppor­tu­ni­ty for club own­ers to dis­tin­guish their club from oth­ers. In this arti­cle we there­fore con­sid­er the ori­gins of the quan­ti­fied self move­ment and its cen­tral ideas. We then look at quan­ti­fied self in fit­ness and health clubs and how this move­ment can become a use­ful tool to increase mem­ber reten­tion by increas­ing client expe­ri­ence.

Some his­to­ry: What is the quan­ti­fied self move­ment?

The quan­ti­fied self move­ment already start­ed in 1981, when Allen Neuringer wrote a paper in the jour­nal Behav­iourism, in which he pre­sent­ed a his­to­ry of self-exper­i­men­ta­tion and called for self-mon­i­tor­ing. Although the move­ment would only receive its name much lat­er, the paper estab­lished in the ear­ly 1980s that the idea of quan­ti­fy­ing the self through track­ing one’s own behav­iour is an old one. How­ev­er, with the onset of the dig­i­tal age, the pos­si­bil­i­ties of self-exper­i­men­ta­tion and self-track­ing have been rad­i­cal­ly altered. New wear­able devices, for instance, allow the doc­u­men­ta­tion of almost all parts of human life today. Yet, the aspi­ra­tion of “exter­nal­iz­ing our bod­ies through data to learn more about our­selves”, as researchers at the Berke­ley School of Infor­ma­tion define the quan­ti­fied self move­ment, remains the same.

Quantified Self in Fitness and Health Clubs

What data is exter­nal­ized?

Usu­al­ly peo­ple with an inter­est in improv­ing cer­tain aspects of their lives, start col­lect­ing data about any of these four larg­er aspects. 

  • Inputs: food, qual­i­ty of air
  • Phys­i­cal health: pulse, blood pres­sure
  • Men­tal state: mood, qual­i­ty of sleep, sat­is­fac­tion
  • Phys­i­cal per­for­mance: exer­cise, calo­ries burnt, steps tak­en

This is also known as lifel­og­ging. In gen­er­al they col­lect this data via smart­phones, apps or wear­able devices and only about their spe­cif­ic area of inter­est. But is data enough to quan­ti­fy or even improve the self? Of course not. It needs to be processed and ana­lyzed first. This essen­tial­ly means that the col­lect­ed data is processed into visu­al rep­re­sen­ta­tions like tables and graphs. After that, these are cross ref­er­enced with oth­er data sets, such as dai­ly rou­tines.

Can you give an exam­ple?

For exam­ple, Bian­ca is wear­ing a watch that tracks her pulse. After com­par­ing peaks with her dai­ly sched­ule, she real­izes that her heart rate is high­er than usu­al, when she is in her car on the way to her office job. It also peaks on her way back home. Con­sid­er­ing this, Bian­ca might try to com­mute via pub­lic trans­port for a while, if only to see whether this change improves her stress lev­els.

Bian­ca was only able to come to this con­clu­sion by cross ref­er­enc­ing the col­lect­ed data of her wear­able device with her work sched­ule.

Now you’re prob­a­bly think­ing: inter­est­ing, but what does this have to do with the fit­ness indus­try? Hang in there, we’ll get to it in a sec­ond.

Quan­ti­fied self in fit­ness and health clubs

As peo­ple feel inclined to col­lect more and more data about them­selves to improve their over­all well-being, they also want to track their work­out progress and opti­mize their exer­cise rou­tines accord­ing to their needs. Some peo­ple, for exam­ple, might sim­ply want to track how many times they are work­ing out, how long their work­outs gen­er­al­ly take and how their heart rate adapts over time, which they can do with fit­ness apps and wear­ables. Oth­ers, might also be inter­est­ed in exer­cise pre­ci­sion and the accu­ra­cy in which they per­form, for exam­ple, func­tion­al exer­cis­es, as they are in the midst of recov­ery.

How­ev­er, many fit­ness and health pro­fes­sion­als are still wary of fit­ness apps and wear­able fit­ness track­ers. They fear new tech­nolo­gies might replace per­son­al train­ers and fit­ness facil­i­ties alto­geth­er. But in real­i­ty there’s no rea­son to be afraid. Thats because train­ers are unique­ly qual­i­fied to help clients ana­lyze their data and make sug­ges­tions to improve the fit­ness rou­tine of their clients.

In fact, mem­bers will more and more rely on the ana­lyt­i­cal skills and over­all knowl­edge of their train­ers, since data with­out the abil­i­ty to con­tex­tu­al­ize, real­ly, is no data at all.

Thus, the knowl­edge of train­ers as well as fit­ness and health pro­fes­sion­als is essen­tial in order to use these new tech­nolo­gies the right way.

New tools for fit­ness and health pro­fes­sion­als

Fit­ness track­ers, apps and oth­er devices that gen­er­ate data are there­fore new tools fit­ness and health pro­fes­sion­als across the board can use to improve the expe­ri­ence of their clients. If used the right way, these tools can help you to cre­ate new and inno­v­a­tive approach­es to fit­ness that are not only more effi­cient but also tai­lored to the needs of your mem­bers.

So here’s three rea­sons why the quan­ti­fied self move­ment is a busi­ness oppor­tu­ni­ty for  fit­ness and health clubs:

1. Bet­ter coach­ing

New data-dri­ven work­outs will not only help you to improve the work­outs of your clients accord­ing to their indi­vid­ual goals but also enhance the over­all qual­i­ty of your ser­vices.

2. More moti­va­tion

Bet­ter coach­ing and bet­ter ser­vices will inevitably increase the moti­va­tion of your clients. Because real­ly, who would not want to work­out in a club that val­ues the expe­ri­ence of their mem­bers above all things?

3.Happier clients = increased reten­tion

No mat­ter if dig­i­tal natives or dig­i­tal rook­ies, any­one appre­ci­ates tai­lor-made work­outs. And with increas­ing­ly hap­pi­er clients, you will see ris­ing reten­tion rates.

Quantified Self in Fitness and Health Clubs



The quan­ti­fied self move­ment is a busi­ness oppor­tu­ni­ty for fit­ness and health clubs. Cre­at­ing apps, sell­ing wear­ables or offer­ing data-dri­ven work­outs can improve cus­tomer expe­ri­ence by mak­ing suc­cess quan­tifi­able.

Fit for the new year: Three lessons fit­ness clubs can learn from Weight Watch­ers’ new busi­ness strat­e­gy

Fit for the new year: Three lessons fit­ness clubs can learn from Weight Watch­ers’ new busi­ness strat­e­gy

We’ve all been there. The hol­i­day sea­son is almost over and our social media feeds are cramped with new year’s res­o­lu­tions. As we’ve seem­ing­ly reached the peak of self-loathing, almost every post men­tions lifestyle changes, weight loss, sign­ing up for a gym and eat­ing more healthy foods. But where­as this might be off-set­ting for some, oth­ers couldn’t be hap­pi­er. Espe­cial­ly busi­ness own­ers in the fit­ness and health indus­tries view this time of the year as the most lucra­tive sea­son. Their under­ly­ing assump­tion: most peo­ple sign up for gyms or diet­ing pro­grams in Jan­u­ary. But is this still the case? We’ve checked and found that times are chang­ing and one par­tic­u­lar­ly well-known com­pa­ny had to learn this the hard way. But before we take a clos­er look at the busi­ness lessons for fit­ness club own­ers, we first want to con­sid­er this case in more detail.

The Weight Watch­ers case

Weight Watch­ers had been the most dom­i­nant play­er in the diet­ing mar­ket for decades but from 2011 until 2015 the company’s sub­scrip­tion num­bers were shrink­ing rapid­ly and its mar­ket val­ue declined from $6 bil­lion to $1 bil­lion with­in only four years. So the com­pa­ny sought answers as to why peo­ple were reluc­tant to join their pro­gram and iden­ti­fied an ongo­ing cul­tur­al shift, it’s name: diet­ing fatigue. Peo­ple no longer want­ed to hear about “diet­ing” or “weight loss” but were rather inter­est­ed in becom­ing healthy and fit. Clean eat­ing and ideas like “strong is the new skin­ny” also fig­ured heav­i­ly in this new mind­set.

As a reac­tion, Weight Watch­ers decid­ed to change its mes­sag­ing with slo­gans like “time to move beyond the scale”. The com­pa­ny also revamped its mar­ket­ing strat­e­gy and invest­ed in new tech­nolo­gies. And they did so suc­cess­ful­ly. Today Weight Watch­ers has gained new momen­tum as its stock mar­ket val­ue con­tin­ues to climb, which is not only due to endorse­ments by Oprah Win­frey but also thanks to the company’s open-mind­ed approach to solv­ing its prob­lems.

So, here are three busi­ness lessons for fit­ness club own­ers from this sto­ry:

1. Rec­og­nize cul­tur­al shifts: Don’t assume what peo­ple want! Ask them, then lis­ten!

The Weight Watch­ers case illus­trates that being in touch with your client base is essen­tial. This implies that con­tin­u­ous­ly mon­i­tor­ing atti­tude changes toward your prod­uct is key to stay­ing rel­e­vant as a busi­ness. When the com­pa­ny final­ly acknowl­edged that some­thing was off, they did not hes­i­tate to inves­ti­gate the prob­lem thor­ough­ly. They sent out inter­view­ers to recon­nect with their client base and dis­cov­ered that there were some fun­da­men­tal atti­tude changes toward diet­ing at hand. Diet­ing fatigue, not only was a trend, it pre­sent­ed a cul­tur­al shift, which Weight Watch­ers had over­looked for years. But now that they com­pa­ny had iden­ti­fied the core of the prob­lem, they were able to address and over­come it.

So what does this mean for fit­ness and health clubs? It is also essen­tial for them to be in touch with their client base and be aware of how their clients feel about their mem­ber­ship. This is why it is cru­cial to check in with your mem­bers reg­u­lar­ly. Don’t sim­ply assume what they want, actu­al­ly ask, lis­ten and then adapt. This will not only boost mem­ber reten­tion but also sig­nal to your clients that you val­ue their opin­ion.

lessons fitness and health club owners can learn for their business strategy

2. Adapt your mes­sag­ing: diet­ing fatigue can also become a lia­bil­i­ty for your busi­ness

It might sound obvi­ous for some but too many times the old “we’ve always done it this way” argu­ment trumps new busi­ness ideas and strate­gies. This is espe­cial­ly the case when it comes to mar­ket­ing, where it is essen­tial to stay up to date and rec­og­nize new trends and cul­tur­al shifts (see point one).

As we’ve learned from Weight Watch­ers, diet­ing fatigue for instance, can become a real lia­bil­i­ty.

As a reac­tion the com­pa­ny changed their mes­sag­ing to their more inclu­sive and less guilt-dri­ven “move beyond the scale” cam­paign.

Fit­ness and health clubs are also impact­ed by diet­ing fatigue. Yet they often-times still rely on old tropes in their ad cam­paigns and con­tin­ue to pro­mote the all too well-known new year’s res­o­lu­tion of “final­ly los­ing those ten pounds that have been bug­ging you for years”. How­ev­er, if there is any­thing we can learn from the Weight Watch­ers case, we need to acknowl­edge that peo­ple no longer want to hear that they have to lose weight. That’s also why slo­gans like “strong is the new skin­ny” are gain­ing in pop­u­lar­i­ty.

So here’s anoth­er busi­ness lessons for fit­ness club own­ers: Instead of guilt­ing new clients into sign­ing a con­tract after the hol­i­days, fit­ness clubs could seize the oppor­tu­ni­ty to con­nect with their clients. For instance, they could replace the old “final­ly lose those ten pounds with us” ad with new ideas and turn to a more pro­duc­tive mes­sag­ing that res­onates with their tar­get group.

3. Invest in new tech­nolo­gies

Anoth­er les­son fit­ness own­ers can learn from the Weight Watch­ers case, is that invest­ing in new tech­nolo­gies pays off. After their sales fig­ures had plum­met­ed, Weight Watch­ers decid­ed not only to rethink its mes­sag­ing but also to final­ly keep up with its fierce com­peti­tors and cre­ate an online plat­form and a new app. Espe­cial­ly because Weight Watch­ers joined in on the quan­ti­fied self move­ment, they were able to con­vince cus­tomers that their com­pa­ny also belonged in the twen­ty-first-cen­tu­ry.

As the world moves toward a ful­ly dig­i­tal econ­o­my, fit­ness club own­ers can ben­e­fit from new tech­nolo­gies as well and there­by increase their rev­enue. As we’ve already point­ed out in a pre­vi­ous arti­cle about bou­tique fit­ness, experts pre­dict for exam­ple that data-dri­ven work­outs are the future. So why not invest in solu­tions that will quan­tifi­ably improve the work­out qual­i­ty of your mem­bers, improve their expe­ri­ence and there­fore among oth­er things increase mem­ber reten­tion?

Busi­ness lessons for fit­ness club own­ers

So here’s what we’ve learned: First, it is essen­tial to be in touch with your client base and to always be on top of cul­tur­al shifts that also affect the atti­tudes of your club mem­bers. Sec­ond, always be ready to adapt your mes­sag­ing and don’t rely on old tropes. Be Cre­ative. Third, invest into the future of your busi­ness and and keep up with tech­no­log­i­cal and dig­i­tal inno­va­tion.

Five Dig­i­tal New Year’s Res­o­lu­tions for Fit­ness and Health Club Own­ers

Five Dig­i­tal New Year’s Res­o­lu­tions for Fit­ness and Health Club Own­ers

The new year has almost arrived and every­one is keen to fol­low through with their new year’s res­o­lu­tions. Some even say that busi­ness own­ers and entre­pre­neurs should do the same and think about their good inten­tions for 2018. But do you already have a list of res­o­lu­tions for your fit­ness or health club? If you don’t, there’s no need to wor­ry! We’ve got you cov­ered. For this post we came up with five dig­i­tal new year’s res­o­lu­tions for fit­ness and health club own­ers that will not only be easy to real­ize. They will actu­al­ly boost your busi­ness and make 2018 the year in which you final­ly increase online engage­ment with super-effec­tive online mar­ket­ing and ulti­mate­ly uti­lize your full social media poten­tial.

Res­o­lu­tion #1: Final­ly Start Using Social Media to Boost Your Busi­ness

This is the first and prob­a­bly most obvi­ous of our res­o­lu­tions, but also the most impor­tant one. If you’re not already on Face­book, LinkedIn, Insta­gram or any oth­er of the numer­ous social media plat­forms, you need to change this!

Using social media will not only improve the online vis­i­bil­i­ty of your club. It will also change the way you com­mu­ni­cate with your exist­ing and future clients.

How­ev­er, before you decide on which plat­forms you want to use, think about who your tar­get group. On which of the numer­ous plat­forms will you find them? So here’s a list of the dif­fer­ent plat­forms and who spends their time there:

Face­book & Insta­gram

Both plat­forms are about con­sumers, which makes them the ide­al plat­form to con­nect with future clients, mem­bers and cus­tomers. They are also a great tool to main­tain a con­nec­tion with already exist­ing mem­bers and to start a con­ver­sa­tion with them. That way you also col­lect infor­ma­tion that can be help­ful if you con­sid­er opti­miz­ing your club accord­ing to your cus­tomers needs.

That’s why fit­ness and health clubs, as B2C busi­ness­es, need to be on Insta­gram and Face­book to reach their tar­get audi­ence through reg­u­lar (aka organ­ic) posts or through more direct­ed adver­tis­ing cam­paigns.


If you’re a fit­ness entre­pre­neur, you need to be on this plat­form. Not only to net­work with indus­try experts. Espe­cial­ly if you’re a B2B health or fit­ness facil­i­ty, you also need to post and adver­tise on LinkedIn, as this is where you will find poten­tial investors, or com­pa­nies look­ing to improve their cor­po­rate health pro­grams.

It’s the best plat­form to boost your pro­file and per­ceived author­i­ty and set your­self off from your com­pe­ti­tion. It’s also great to find new employ­ees.


This is where you can voice your opin­ion — so rants about the dan­gers of seden­tary cul­ture or diet soda go here. This is also where you most­ly engage with pro­fes­sion­als in your field and find some­times ran­dom, yet, valu­able infor­ma­tion about your busi­ness branch.


Res­o­lu­tion #2: Cre­ate A Social Media Edi­to­r­i­al Plan

After you’ve sort­ed out which of the social media plat­forms you want to use, cre­ate an edi­to­r­i­al plan. This is espe­cial­ly help­ful since you want to be post­ing con­sis­tent­ly. It should list the con­tent you plan to release each week, as well as the dead­lines for all. An edi­to­r­i­al cal­en­dar allows you to plan cam­paigns in advance and not to hasti­ly put togeth­er con­tent in a rush. It also saves you from dupli­cat­ing con­tent and allows you to plan sea­son­al and time­ly con­tent.

Some of the help­ful cat­e­gories to include in your edi­to­r­i­al plan are: con­tent, type of con­tent, authors and pro­duc­ers, edi­to­r­i­al tasks, mar­ket­ing tasks, dead­lines, reminders, date of pub­li­ca­tion, pub­li­ca­tion chan­nel, report­ing of results.

Your edi­to­r­i­al plan is a “liv­ing doc­u­ment” which should be reviewed and adapt­ed on a reg­u­lar basis.


Res­o­lu­tion #3: Keep the Online Con­ver­sa­tion Going

Don’t just click the like-but­ton or copy-paste a gener­ic response to com­ments on social media. You can do bet­ter. Engage your audi­ence and keep the con­ver­sa­tion going. If some­one posts “I love your new func­tion­al train­ing equip­ment”, you can think about what response will keep them more engaged: “that’s great, we’re so hap­py you enjoy our work­outs” or “We are excit­ed you like our new equip­ment, what func­tion did you enjoy most? We’d love to hear more!”.  

But why should you put in the labor? There are three rea­sons: First, your cus­tomers feel impor­tant and val­ued. Sec­ond, you learn about prob­lems ear­ly and are in a posi­tion to fix them before they dri­ve cus­tomers away. Last, but not least, you can focus on invest­ing in areas that mat­ter most to your cus­tomers because you col­lect infor­ma­tion con­stant­ly.


Res­o­lu­tion #4: Cre­ate An Online Pres­ence Refresh Cal­en­dar

Your web­site and your social media pres­ences are not set in stone. When your busi­ness grows, changes hap­pen and it’s impor­tant to keep them updat­ed, so don’t just set it and for­get it. Cre­at­ing a review-and-refresh sched­ule will remind you to revis­it your site and oth­er chan­nels on a reg­u­lar basis. It is essen­tial to check if your infor­ma­tion is com­plete, your key facts are cor­rect and if your texts are still per­sua­sive in order to main­tain a suc­cess­ful online pres­ence.


Did you fill in all the fields on your social media pro­files? If your pro­file is incom­plete, your facil­i­ty will not prop­er­ly show up in search results on Face­book or Google Busi­ness. This can cost you cus­tomers as they often-times rely on search engines to find fit­ness and health clubs.


Check if con­tact details, open­ing hours, your address, your pro­grams and ser­vices are cor­rect. For exam­ple, do you adver­tise your new func­tion­al train­ing cir­cuit train­ing?

Also check your pho­tos. Maybe you need to update and remove pic­tures of for­mer staff and replace old logos.

Pow­er­ful Copy­writ­ing

The ads you place, your home­page and also the descrip­tions in your social media pro­files, this is how your clients first encounter you. That’s why you want to leave a stel­lar impres­sion, which depends on pow­er­ful copy­writ­ing. So it’s a good idea to revis­it your online texts and make adjust­ments reg­u­lar­ly.


Res­o­lu­tion #5: Respond Faster To Emails And Oth­er Mes­sages

It sounds sim­ple but it’s def­i­nite­ly not easy. We all know that some­times life gets in the way of fast respons­es, but they are impor­tant. If a future client walked into your club, you would not ignore them for a day, two days or even weeks and months. You would talk to them imme­di­ate­ly, mak­ing sure they feel wel­come.

So here’s the deal with Emails, Face­book and LinkedIn mes­sages, voice­mails and busi­ness reviews: if you don’t respond fast, poten­tial clients will lose inter­est.

That’s why it’s a great idea, to com­mit to tak­ing some time in the morn­ing, and some time in the after­noon to check all your mes­sages and imme­di­ate­ly respond to them. This will not only impact your busi­ness in a pos­i­tive way, but also ease your mind, because we all know there’s noth­ing worse than hav­ing to sit down and respond to 100+ mails.


If you keep in mind these res­o­lu­tions, then 2018 will be the year in which you prof­it from your online pres­ence in new ways and there­by increase mem­ber reten­tion among oth­er things.