In the fitness club world, competition is fierce. Direct Impact mailers prove over and over again to be the most effective way of attracting potential members. Extreme Fitness is one of the prime examples of this marketing practice and their monthly mailers bring over 90% of their new business.
There are two basic ways in wich most Gyms try to attract potential members. The first and most obvious one is is by offering reduced membership fees. The other way of getting attention are unusual direct mail pieces that are simply are hard to ignore.
In order to get the most out of our mailer, the offer was delivered in a quite unusual language.
‘30 days of smoking, drinking & swearing, free.’ is a line you would never expect to see on a fitness or a health club’s flyer. Of course there was a twist to that line, which was explained on the back of the mailer, (smoking through a personal exercise… drinking the right fluids… and swearing that Extreme Fitness is the best club…) etc.