Congrats on diving into the world of marketing for your climbing gym! It will be an incredible journey, and at HARNESS we’re here to help you. Let’s team up to spread the word about your gym and attract more climbers!
As you delve into this venture, remember that one of the critical factors in your success will be your ability to think like a marketer. Marketing is not just about advertising or promotions; it’s a strategic approach to understanding and delighting your customers while achieving your business goals. In this in-depth guide, we’ll explore some fundamentals of marketing and how you can apply them to your climbing gym business, focusing mainly on a customer-centric, inbound marketing approach rather than older, interruptive methods.
UNDERSTANDING MARKETING FUNDAMENTALS
Define Your Unique Value Proposition (UVP)
Your Unique Value Proposition sets your climbing gym apart from the competition. It explains why customers should choose your gym over other gyms and substitute offerings in different industries. Some examples of substitutes competing for a share of your customers’ wallets are CrossFit gyms, Dave & Busters, ice skating, and trampoline parks.
Your value proposition should clearly define a path to closing the gap between your business and your customers by describing who you are, what you sell, how you provide your product/service, who should become a customer, and why they should buy from you. Consider location, facilities, routesetting, community atmosphere, pricing, and any unique offerings you provide.
Know Your Target Audience
Identifying your target audience is crucial for effective marketing. For a climbing gym, your audience might include avid climbers, beginners looking to learn, families seeking weekend activities, fitness enthusiasts, and even corporate groups for team-building events. Understanding their demographics, interests, and motivations will guide your marketing efforts.
You may be surprised to learn that most of your audience will likely be non-climbers. Depending on where you plan to open your climbing gym, the ratio of people willing and able to try climbing is roughly 4:1, according to our calculations—20% are climbers, and 80% are individuals who have likely never tried or even considered rock climbing as an activity they can participate in. Of course, this ratio varies based on several factors, such as proximity to mountains and the number of competitor gyms already established in your area.
Set Clear Marketing Objectives
What do you want to achieve through your marketing efforts? Whether increasing membership signups and retention, boosting weekday attendance, promoting special events or enhancing brand awareness, your objectives should be specific, measurable, achievable, relevant and time-bound (SMART). By setting clear marketing objectives, you can feel confident and in control of your marketing strategy, knowing what you’re working toward.
However, simply setting goals is not enough. As the SMART approach to goal setting implies, it’s also important to plan how to measure success. Determine your KPIs (key performance indicators) in advance and set up any required tools to track that information. Some crucial digital marketing KPIs include:
Website
1. Website Traffic
- Indicates the effectiveness of marketing campaigns and SEO efforts. Increased traffic means more potential customers are engaging with the gym’s website.
2. Conversion Rate (Website)
- Measures the percentage of website visitors who take a desired action (e.g., signing up for a membership, booking a class, etc.). A higher conversion rate shows that the website is performing well in terms of the user experience and lead generation.
3. Organic Traffic Growth
- Shows the success of content marketing and SEO efforts. Growing organic traffic means the gym is attracting visitors without paid advertising costs.
4. Search Engine Rankings
- Measures where the gym’s website ranks for relevant keywords. Higher rankings typically result in more organic traffic and reduced dependency on paid advertising.
5. Bounce Rate (Website)
- Indicates the percentage of visitors who leave the site after viewing only one page. A high bounce rate can signal that the website content or user experience needs improvement.
6. Average Session Duration (Website)
- Measures how long visitors stay on the website. Longer durations indicate that the content is engaging and relevant.
Ads
7. Return on Advertising Spend (ROAS)
- Measures the revenue generated for every dollar spent on advertising. ROAS can help with determining the effectiveness of ad spending and is essential for adjusting marketing strategies to maximize profitability.
8. Click-Through Rate (CTR) on Ads
- Indicates the effectiveness of digital ads. A higher CTR suggests that ads are resonating with the target audience and driving interest.
9. Cost Per Click (CPC)
- Shows how much the gym is spending per click in paid advertising campaigns. Keeping CPC at an optimal level can help with managing a budget and improving the return on investment (ROI).
10. Cost Per Acquisition (CPA)
- Measures the cost associated with acquiring a new member through digital marketing. A lower CPA indicates a more efficient use of the marketing budget.
Google My Business
11. Google My Business (GMB) Views
- Tracks how often the gym’s GMB profile appears in search results and on Google Maps. This metric can help a gym assess its visibility level in local searches.
12. GMB Clicks to Website
- Indicates how many people are visiting the gym’s website through the GMB listing. High numbers suggest a strong interest in learning more about the gym.
13. GMB Calls and Direction Requests
- Tracks the number of calls made and requests for directions through the GMB profile. This metric is a strong indicator of local customers’ intent to visit or inquire about the gym.
14. Online Reviews and Ratings (GMB, Yelp, Facebook)
- Tracks the number of calls made and requests for directions through the GMB profile. This metric is a strong indicator of local customers’ intent to visit or inquire about the gym.
Social Media
15. Social Media Engagement (Likes, Shares, Comments)
- Indicates how well the gym’s social media content resonates with the audience. High engagement can lead to increased brand awareness and community interaction.
16. Social Media Follower Growth
- Tracks the growth of the gym’s social media audience. A growing follower base signals increased interest and potential new members.
17. Email Open Rate
- Measures the effectiveness of email campaigns. A high open rate indicates that the subject line and content are relevant to recipients.
18. Email Click-Through Rate (CTR)
- Shows the level of engagement within email campaigns. A high CTR usually means the content is compelling and driving readers to take action.
Focusing on these KPIs can help climbing gyms to optimize their digital marketing strategies, improve their online presence, and attract more members.
Facility
Some gym-specific metrics you’ll want to measure should be found in your POS system. These KPIs provide a comprehensive framework intended to help climbing gym owners make informed decisions, enhance customer satisfaction, and optimize profitability:
1. Daily Check-Ins
- Tracks the number of daily visits and can help gym owners understand peak times, overall foot traffic, and member engagement. High check-in rates indicate an active member base, high day-use, and strong community involvement. In contrast, lower-than-expected check-ins may suggest the need for new promotions or engagement strategies.
2. Member Retention Rate
- High retention indicates there are likely satisfied members and a steady revenue stream. Tracking this rate can help a gym identify issues that might cause members to leave and adapt to improve the member experience.
3. New Member Sign-Ups
- This metric shows how effective the gym’s marketing efforts are at attracting new members. A consistent flow of new sign-ups indicates healthy growth.
4. Average Revenue per Member (ARPM)
- A measure of how much revenue each member generates. This KPI can help identify opportunities to upsell memberships, offer classes, or sell merchandise.
5. Customer Lifetime Value (CLV)
- Represents the total revenue a gym can expect from a member over the entire duration of their membership. Understanding CLV helps gyms evaluate how much they can spend on customer acquisition and retention while remaining profitable. A higher CLV indicates that members are staying longer and contributing more to the gym’s revenue, which signals strong customer satisfaction and value provided by the gym.
6. Customer Acquisition Cost (CAC)
- Shows how much it costs to gain a new member. By optimizing CAC, gyms can make marketing spending more efficient and increase profitability.
7. Net Promoter Score (NPS)
- Measures customer satisfaction and loyalty. A high NPS suggests members are happy and willing to refer others, while a low score can be a red flag for issues in service quality or gym facilities.
8. Utilization Rate
- Indicates how often gym facilities are being used. A high utilization rate means space is being efficiently used, while a low rate may indicate the need for better scheduling or promotions to increase attendance during off-peak times.
9. Class and Event Attendance
- Tracks the popularity of classes and events, which can help a gym tailor its offerings to members’ wants and optimize schedules for maximum participation.
10. Churn Rate
- The percentage of members who do not renew their memberships. High churn signals problems in member satisfaction, pricing options or competition.
11. Revenue Growth Rate
- A key indicator of overall business health. Steady revenue growth suggests that marketing, customer retention and service quality work effectively.
12. Conversion Rate from Trial to Full Membership
- Shows the effectiveness of trial offers in converting participants into full members. A low conversion rate might indicate the need for better onboarding processes or promotions.
13. Secondary Revenue Streams (e.g., merchandise sales, cafe)
- Tracking this KPI helps gym owners see how well additional services and products perform and identify opportunities to increase revenue outside of memberships.
Understanding the importance of these metrics, many marketers would agree, should also inform your decision about a critical choice for any climbing gym: which point-of-sale (POS) software to use. When evaluating the various software packages available, consider your goals and whether or not the system makes those metrics easy to track or downright impossible. Can you easily access your data? Does your POS talk to your other marketing tools, such as your email-sending platform, advertising systems and analytics software?
Such requirements are essential, in our opinion. Any decent POS system in any industry will make that information freely available to you, the owner, and include the ability to build bridges between various software either through native integrations or via an API (an application programming interface). Still, not all developers create their software with marketing in mind; however, in today’s industry, it’s crucial to build your business to be marketing-forward. For many gyms, it is a prerequisite for successfully attracting the 80% mentioned above.
Develop a Marketing Strategy
Your strategy outlines how you will achieve your marketing objectives. It includes your chosen marketing channels (online and offline), messaging, tactics, and budget allocation. Consider a mix of digital marketing (website, social media, email marketing) and traditional methods (local advertising, community events).
Our most successful clients continue to work on local marketing activities that complement our digital efforts, such as sponsoring and attending events, community-building activities, and working with local “mom groups.” Determining which areas to focus on will likely require experimentation, but your strategy should be comprehensive, customer-focused, and results-driven. Often, a successful strategy will include a healthy mix of traditional and digital marketing tactics.
EMBRACING A CUSTOMER-CENTRIC APPROACH
Create Compelling Content
Content marketing involves providing valuable and relevant information to attract and engage your target audience. For a climbing gym, this form of marketing could include blog posts about climbing tips and techniques, success stories from members, videos showcasing new sets or problems of the week, and social media posts highlighting events.
Our clients have heard me say this phrase very frequently: “Like it or not, you are an educator.” We are in the business of supporting the creation of new climbers, so educating customers in a way that helps them feel more comfortable in the gym is crucial for successful community building. Some of that knowledge will in part be shared organically through your community, with veteran climbers handing down techniques to newer members. However, providing such information through a blog on your website can help ensure that your site will be a resource for your customers. More importantly, businesses with an active blog that provides value to their readers receive 67% more monthly leads, based on our research. That uptick is likely due to a high-quality blog directly increasing the website’s domain authority (a vital search engine optimization metric).
Optimize Your Website
Your website often gives potential customers the first impression of your gym. Ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO). Include clear calls-to-action (CTAs) for steps like signing up for a trial membership or joining your mailing list.
This topic warrants a long series of blogs. Still, the essential message is that a snappy, polished website can be the difference between success and failure in the digital space, where most of your customers will likely find you. Remember to consider the importance of this investment in your business. It’s more than an online brochure; instead, it’s a living resource and a digital reflection of your climbing gym community.
Utilize Social Media Effectively
Social media platforms like Facebook, Instagram and Twitter can be powerful tools for connecting with your community and promoting your gym. Share engaging content, interact with followers, run contests or challenges, and use targeted advertising to reach specific demographics.
The promise of social media being the most crucial facet of online marketing for a climbing gym is a common misconception. What we’ve seen is that most of your customers will likely come from somewhere other than social media. Social ads may help to bring in new customers; however, social media is best used as a channel to engage with your current community online rather than as a source of new customers, in our experience.
For most climbing gyms, organic social media will likely represent a single-digit percentage when measuring website traffic sources relative to other channels and an even smaller percentage as a source of new customers. That observation is not to say it is unimportant to your business, but we want to dispel the myth that social media will serve all your marketing needs. It is a means to engage with your community, but it will most likely not lead to sustainable growth over a more extended period of time.
Engage with Your Community
Building a solid sense of community is critical to retaining members and attracting new ones. Host events like climbing workshops, yoga sessions or social nights. Encourage members to share their experiences and testimonials, both online and offline.
Your community is an intangible asset that you will want to work hard to help establish and preserve over time. It is one of the contributing factors to your unique value proposition and likely a major distinguishing factor between you and your competitors. When interviewing climbing gym members worldwide, we have consistently heard that the community is why they continue to pay to be members. They often come for the workout and routesetting but stay for the community. As you already know, climbing gyms can offer a unique social setting unrivaled in most competing industries, so facilitating the healthy growth of your community is an important marketing initiative as well.
Implement a Customer Feedback Loop
Feedback from your members is invaluable for improving your services and marketing strategies. Implement systems for gathering feedback, such as surveys, suggestion boxes or regular check-ins with customers. Use this feedback to make data-driven decisions that benefit your gym and its members.
CLIMBING GYM MARKETING CHECKLIST
To summarize, here’s a checklist to guide your marketing efforts:
- Define Your Unique Value Proposition (UVP): What makes your climbing gym unique?
- Know Your Target Audience: Who are your ideal customers, and what do they care about?
- Set Clear Marketing Objectives: What specific goals do you want to achieve through marketing?
- Develop a Marketing Strategy: How will you reach your objectives? Which channels and tactics will you use?
- Create Compelling Content: Provide valuable and engaging content to attract and retain customers.
- Optimize Your Website: Ensure your website is user-friendly and optimized for search engines.
- Utilize Social Media Effectively: Engage with your community and promote your gym through social platforms.
- Engage with Your Community: Host events and activities to build a sense of belonging and loyalty.
- Implement a Customer Feedback Loop: Gather and utilize feedback to improve your services and marketing efforts.
Thinking like a marketer involves understanding your customers deeply, creating valuable connections, and consistently delivering exceptional experiences. By embracing a customer-centric, inbound marketing approach, you can effectively promote your climbing gym while nurturing a thriving community of climbers. Remember, marketing is more than a series of tasks—it is a strategic mindset that can propel your gym’s success.
Incorporating these principles into your marketing strategy can help attract more climbers to your gym and foster a loyal community that keeps returning for more adventures on your climbing walls.
Are you unsure of how well your marketing strategy is performing for your gym? Do you know where your next member is coming from? We can help—sign up for the HARNESS Quickdraw Marketing Audit. We will assess your current efforts to determine what’s working, what could be improved, and what to eliminate altogether. Then, we provide you with an actionable plan to improve your climbing gym marketing. Click here to sign up for your audit today.
This story was paid for by the sponsor and does not necessarily represent the views of the Climbing Business Journal editorial team.
