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Blog 75: Health Club Marketing Aspirational Age

Aspirational age as defined by Wikipedia.org, is a concept from advertising and marketing, and refers to an ideal age whose characteristics consumers aspire to embody. Thus, marketing messages aimed at that target age will resonate with consumers of other ages.

It is said that the aspirational age in Western society is 16 or 17, the cusp between childhood and adulthood. In theory, consumers younger than this age aspire to the maturity and freedom it signifies, while those older than it seek to recapture the (real or imagined) youthfulness and freedom from responsibility of this age. Thus, products pitched at notional 16-year-olds will appeal to a broader target market.

Aspirational age health club marketing is simply marketing to the core emotional needs of the prospective member. I have said a thousand times, prospective members buy for emotional reasons and justify their purchases for logical reasons. One of the six core emotional needs every prospective member wants to experience is variety/excitement. Variety is an emotion you want to be able to tap into.

When incorporating aspirational age health club marketing into your overall health club marketing strategy, always remember that you are marketing to the prospective members who want to recapture their youth. Your prospective members want to know that training at your health club is going to be fun and exciting. They want to know being a member of your health club can take them back to being a kid again where they are carefree and where they can forget the responsibilities, worries, and challenges of everyday life.

Most prospective members leave their office and/or behind them or leave their troubles behind them and go out to have a great time and recapture their youth on the health club. Their “who cares” attitude about everyday worries is an important aspect of all health club marketing because this is an emotional need every prospective member wants to meet.

Be aware of the prospective member’s emotional needs and address them in your health club marketing campaigns and you will grow your health club and your health and fitness career.

For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.