Head of Marketing for Gyms (MPG), Nacho Perelló, explains that MPG has gone through a major change, evolving from its initial focus on attracting potential clients for fitness businesses to comprehensive specialist marketing consultancy.
(4-15-2024). Over this year, gyms have had the best start since the beginning of the pandemic, thanks to the significant increase in the activity of their facilities, according to the CEO of the consultancy Marketing for Gyms (MPG), Nacho Perello.
Head of Marketing for Gyms (MPG), Nacho Perelló, clarifies that the first three months of 2024 have been particularly positive for fitness centers, with high levels of activity and registration of new members compared to the previous years in the same period.
The manager determines this after analyzing the data provided by the gym operators he works with and his own results. “The campaigns have been much more successful and with more traction clients,” explained Perelló.
END YOUR ACTION
MPG ended 2023 last year with a 23% increase in its turnover, largely driven by the diversification of its operations. and encouraged by advice as a digitization agent linked to the Digital Kit programme, a feature that had had a positive impact in the previous year. In this area, the company now serves more than 60 clients.
In these five years of operation, the company has seen a lot of change, evolving from its initial focus on attracting potential clients for fitness businesses to consulting comprehensive specialty marketing. The change is due to its ability to adapt to changing needs and new demands in the market.
Stable 2024
According to MPG’s projections for 2024, a year of consolidation and stability in terms of income is expected, with a growth of 5%. The company is emphasizing a podcast launched in January, which has already included 15 interviews that will strengthen ties with the community of managers and attract new customers.
In those five years, the consultancy has been expanding its portfolio of services by adding areas such as fitness industry consultancy to marketing. In addition to these two services, they have also recently introduced Leadfit, a gym software designed to promote your business. Likewise, the company is developing a new service that will focus on advice on buying and selling sports equipment.
REFERRAL OF APPEAL
“We want to move the process of resources to gyms. We are working on an application that will allow those owners who want to retire and others who want to expand to connect,” explained Perelló.
On the other hand, the company has stopped its international growth, with previous agreements in Italy and America. This foreign activity is currently “residual”, contributing less than 10% of the total income, according to Perelló.
LAODIES OF CEILIDH
Since the beginning of 2022, the consultancy has been developing a vertical to work on offers and discounts related to marketing in different sectors and areas of activity.
When asked about the weaknesses of fitness clubs in marketing, Perelló assures that, in most cases, they do not have “a well-defined marketing plan that includes the actions that should be done to attract customers. ” He also points out the importance of each client being well defined and the automation of all operations, including artificial intelligence.
“Everything related to automation is critical to marketing,” he said. However, in his opinion, gyms “have not yet understood the importance of automation processes.” In this way, employees could be freed up to devote themselves to direct customer relations.
Its client portfolio includes Orangetheory Fitness, Vals Sport, NAC Nueva Alcántara, F45 and Bewaysportcenter.
2024-04-15 17:01:16
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