Before beginning a boot camp program, decide who your target audience is. Trader at Fitness & Image Results explains, “We purposely decided to target women in the 25- to 35-year age group for this program. These women are a different demographic from our personal training clients. They are looking for something different from the traditional aerobics class format.” Trader also points out that “the boot camp’s intense type of training has a number of benefits, including increased strength and cardiovascular endurance, with greater calorie burning and fat loss.” These types of benefits should be mentioned in marketing materials.
Allman at Frog’s Club One finds that the age group for his class “tends to be 40 years and under, with a 60-percent men [to] 40-percent women ratio.” While Fitness & Image Results markets its program as a four-week package at an additional cost (discounted for Gold’s members), Frog’s Club One has boot camp as a regular class that is held throughout the year, at no additional cost for members, and daily rates for non-members.
To attract people to your program, the boot camp class should emphasize a variety of activities and exercises. Examples include running laps with a brick in each hand or up stairs with a sack of 10-pound dumbbells.
To market these classes, use pictures and personal testimonials on posterboards to help attract existing members. Club newsletters, along with local newspapers and television stations, are other commonly used marketing vehicles, and Fitness & Image Results also has a Website