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National and global sporting events go hand-in-hand with spikes to the UK leisure industry. For example, Britain’s Olympic success in 2012 led to a record increase in sports participation with an additional 750,000 new members and a £19 billion boost to the economy.
In 2019, we’re seeing Brits taking on more active lifestyles, with an overall spend of £129 billion on leisure activities just last year.
International Olympic Committee (IOC) President, Thomas Bach, recently revelled at the promise of diversity that the Tokyo 2020 Olympics will bring, claiming that it will be “more youthful, more urban and will include more women”.
As a leisure provider, you have the ability to increase your members’ activity and help them to achieve their fitness goals, and all that’s needed is a marketing strategy that taps into some of the year’s key sporting events.
Tap into game day marketing opportunities
Whilst opinions are divided on the long-term effect that events like the Olympics may have on overall sports participation, with many countries showing a dramatic decline post-event, it’s up to the individual facility to increase its own membership engagement.
During major sporting events, offer unique membership promotions, discounts or classes, with topical campaigns that encourage positive brand affiliations or a new take on the importance of exercise.
There’s also a diverse range of activities that you could introduce to your class schedule, encouraging participants to try something new.
For example, if you have the space to hold football coaching, promoting this around the World Cup or Premier League is likely to gain your business more attention.
Or, given that indoor cycling is believed to be the most popular form of group exercise, why not encourage your members to attempt bicycle-led fitness sessions?
Whatever you decide to do to tap into the potential of the latest competitions and matches, make sure it’s well publicised across your online and offline marketing channels to really give your business the leading edge.
  • Men participate in sports 63% 63%
  • Women participate in sports 58% 58%
  • Millennials participate in leisure activities 48% 48%
  • Prefer running 15% 15%
  • Prefer fitness classes 14% 14%
  • Prefer swimming 11% 11%
  • Prefer exercise machines 9% 9%