Build Your Business with Community Events



Summer and fall are great times to get involved with local and regional charity events, as they can build new business for your facility and engage your team in some friendly competition. With a quick search, it’s easy to find charity runs, rides, walks, paddles, obstacle courses or family-friendly hikes. Right now you’re probably asking, “Does involvement in community events really translate to more business?” The answer is a resounding yes. Here are a few ways to get involved with your local community and help drive membership in the process.

Get Charitable

Nothing bonds people together more than a shared desire to support a worthy cause, especially when it has a direct local impact.

  • Ask your team to identify local events that resonate with your members. Maybe a youth event for the local children’s hospital or a dog walk promoting pet adoption. The opportunities are endless.
  • Develop a social media campaign to drive participation.
  • Pick a few key events, create buzz and ignite some community spirit!

Build Team Spirit

Do you have a few passionate trainers who like to compete? Encourage them to rally clients to join their training team and then compete in a friendly “club challenge” at a local event.

  • Pick an event and award a prize from your club to the team with the best showing. Possible options could include road races, bike rides, obstacle course races and fun runs.
  • Pre-race or event training will generate revenue for your club while building team spirit among staff and clients. It will also breed healthy competition and good-natured trash talking, which will help build and solidify relationships.

Create Brand Awareness

Large community events bring active and like-minded people together in one location and are the perfect opportunity to build awareness for your business.

  • Provide items with your company logo for the event. This is a great way to have current and prospective clients seeing and sharing your logo during and after the event.
  • Set participation goals and challenge your membership, club desk, trainers, instructors and management to recruit members to participate in the event. Be sure to distribute promotional materials for the event, so your members can share them with friends and family.
  • Get your entire club focused on a fun activity that promotes camaraderie and can translate into new business. 

A great community engagement strategy does not take a big budget, sponsorship dollars or a large management team. There are plenty of existing community events and charities to support. With some early planning and promotion, you can create an epic experience for your staff and members that makes a clear statement about your club. Showing the community that your business cares about local charity events builds trust, and takes you one step closer to signing that new member and creating a relationship for life.

If you're looking for even more ways to build your business, don't forget the importance of inspiring innovation and try these three ways to reach your facility's target audience.

Janice Hutton Janice Hutton
With deep and diverse expertise in the fitness and sport conditioning education industry, combined with practical experience as a coach, trainer, instructor, presenter and manager, Janice has unique perspectives on future trends and business demands. Always passionate about collaborating and sharing ideas with industry professionals, connect with her on Facebook, LinkedIn or by commenting below.


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Cybex is a provider and manufacturer of premium commercial fitness equipment. Content featured in the Cybex Fitness Blog is meant to inspire healthy living and wellness and should not be taken as medical advice. As always, be sure to consult a physician if you are unsure of your individual exercise readiness or have a pre-existing medical condition. While these programs offer great benefits, there are many considerations that should be weighed before attempting any type of physical activity.

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