By Reneir Cruise
Prologue From Reneir
Knowing that I have a life purpose in Digital Marketing and Physical Fitness, the last decade of years have allowed me to test and even retest which physical fitness brands’ products and services work well with me, especially as my body and my mind along with my goals continue to change. Some of my primary physical training brands included lululemon for my tank tops, under armour for my pants, and nike for my shoes. For my physical recovery, 1 of my primary brands are hyperice for my massage gun. This is what makes working with these type of brands that much more of a passion project.
What is a physical fitness brand? A physical fitness brand is a company or entity that offers products, services, or experiences related to physical health and fitness. These brands are centered around helping people achieve or maintain their physical fitness goals and their lifestyles. They can focus on various aspects of fitness, including exercise, nutrition, wellness, or recovery.
Here are some examples of these types of brands:
Apparel
Examples: Nike, Lululemon, Adidas
Products: Clothing, footwear, and accessories designed for workouts, sports, or fitness activities. These brands often emphasize performance, comfort, and style for athletes and fitness enthusiasts.
Equipment
Examples: Peloton, Bowflex, Rogue Fitness
Products: Home gym equipment, workout machines, weights, resistance bands, and other tools used for physical exercise. Some of these brands also offer digital content like workout videos or training programs.
Gyms and Fitness Centers
Examples: Planet Fitness, Gold’s Gym, Equinox
Services: Physical spaces where individuals can access equipment, personal training, and group fitness classes. These brands often focus on community, convenience, and creating an environment conducive to physical activity.
Online Fitness Centers and Apps
Examples: MyFitnessPal, Beachbody, ClassPass
Services: Digital platforms that provide workout plans, fitness tracking, and on-demand classes. These brands focus on accessibility and flexibility, allowing users to work out anywhere, anytime.
Nutrition and Supplements
Examples: GNC, Optimum Nutrition, MusclePharm
Products: Protein powders, vitamins, pre-workout supplements, and other nutritional products that support fitness goals like muscle growth, weight loss, or improved endurance.
Performance and Recovery
Examples: Theragun, Hyperice, Whoop
Products and Services: Tools and devices focused on muscle recovery, performance tracking, and injury prevention. These brands cater to both casual fitness enthusiasts and professional athletes by offering products that enhance performance and aid recovery.
Health and Wellness Tracking
Examples: Fitbit, Garmin, Calm
Products and Services: Fitness trackers, wearable technology, or apps that monitor physical activity, heart rate, sleep patterns, and overall wellness. They often integrate with broader health goals, such as mental well-being, stress management, and healthy habits.
Physical fitness brands aim to inspire people to lead active, healthy lifestyles, and they often create a sense of community around their products or services.
While a digital marketing agency usually has a few steps in their process when working with clients, below are those steps with descriptions, usually in this order regarding Physical Fitness brands:
Identification and Outreach
- Marketing agencies often scout for fitness brands who have similar interests with their clients’ brand image and target audience. They may use various tools and platforms to identify brands who have a significant following and engagement in the fitness niche.
Proposal and Negotiation
- Once potential fitness brands are identified, the marketing agency reaches out to them with collaboration proposals. These proposals outline the campaign objectives, deliverables, compensation, and any other relevant terms. Negotiations may occur to finalize the details of the collaboration, including the scope of work and payment.
Campaign Planning
- Once an agreement is made, the brand is now a client. It is now time for developing a campaign strategy that aligns with the client’s goals. This may involve brainstorming additional content ideas, setting timelines, and determining key performance indicators (KPIs) to measure the campaign’s success.
Content Creation
- A separate design agency hired by the client or the client themselves usually provides content based on the marketing strategy. This could include sponsored posts on social media platforms like Instagram, YouTube videos featuring the client’s products or services, blog posts, or other types of content.
Content Revisions and Approval
- The influencer submits the content to the marketing agency for review. The agency ensures that the content meets the client’s requirements and brand guidelines. Revisions may be requested if necessary.
Content Marketing
- Once the content is approved, the marketing agency assists in distributing it across various channels. This could involve scheduling posts, optimizing content for SEO, and utilizing paid advertising to maximize reach and engagement.
Monitoring and Reporting
- Throughout the campaign, the marketing agency monitors the performance of the influencer’s content using analytics tools. They track metrics such as engagement rates, click-through rates, and conversions to assess the effectiveness of the campaign. Regular reports are shared with the client and the influencer to keep them informed of the campaign’s progress.
Payment and Compensation
- Like any other business upon successful completion of the campaign deliverables, the agency receives compensation as per the agreed-upon terms. This could be a flat fee, a commission based on performance, free products, or a combination of these.
Relationship Management
- The marketing agency maintains communication with the point of contact for the fitness brand to nurture the relationship for future collaborations. This includes providing feedback, addressing any issues that may arise, and exploring opportunities for ongoing partnerships.
If you are a small to medium business that owns a restaurant(s), gym(s), clinic(s), salon(s), or athletic apparel line, fill out MAGNA APEX’s contact form so that we can talk.
Epilogue From Reneir
This epilogue could actually be a blog post on its own. Additionally, my last 2 epilogues have been fairly short. This time, I figured while the thoughts above are still fresh, this is the time to give my take on the points above.
We now have a blog within a blog, starting with my take on identifying and reaching out to potential clients. As an agency, I obviously have Digital Marketing campaigns in place. Additionally, the old school word of mouth has been great for complimenting any of the SEO and PPC campaigns that MAGNA APEX has going on. 1 example is that I spend much of my time and energy Physically training at the gym on a weekly basis. It has started to become only natural that connections are made when it comes to the ideal clients for Physical fitness.
Once there has been an introduction call with a potential Client, usually comes an actual proposal. It is usually sent through email and the terms were already discussed during the introduction, which includes pricing. Of the several clients over the years that I have worked with, there have been a few common factors that determine if a marketing agreement can be made. Some of those are:
- Workflow Expectations
- Deliverable Timeline
- Financial Compensation
For Content distribution, I have used several platforms for both organic and paid marketing including Google Business, Google Ads and Meta. When some of my clients have either been great content producers themselves or have had a design agency provide it for them, this is where I have been able to give them the strongest Digital Marketing possible. The old saying “you get what you give” is applicable here.
1 of the reasons that I do like working with small to medium sized businesses is because of the process for getting things such as content approved. It is usually less time and less “cooks in the kitchen”. Thus, less energy is spent going in circles.
With monitoring and reporting, I usually like to have a 1 reporting tool when presenting with clients. Currently, Google’s Looker Studio (formerly Data Studio) has been enough as it is able to combine most of the data from Google Analytics, Google Search Console, Meta, and TikTok. Something to know about me is that I am consistently updating these reports, from its formatting to data being collected to tell an accurate story. From there, proper next steps can be taken.
For payments and financial compensation, I will admit that this can be the 1 of more challenging steps. This is why it is crucial that expectations are set during The Proposal and Negotiation Phase. Additionally, having a fit that works for both parties is also crucial in making this phase when invoices are sent out.
My continual investment on managing relationships is more the “cherry on the cake”. It involves managing all of the concepts above and combining it into this 1 concept. If all is solid with those phases, then I have found that maintaining the working relationship is more seamless, especially with Physical Fitness brands that I have a personal investment in.
About Reneir Cruise
He is the owner of MAGNA APEX, which he deems The “FITNESS” Digital Marketing agency. He started training for his Physical Fitness in September 2001 & continues to the present day. It was 11 years later in June 2012, that he entered the world of Digital Marketing and has been employed by some of the top marketing agencies.
