Taking Your Fitness Business Online Successfully
Any gym or fitness club owner knows that building a community is key to a successful business model, and this is true whether you offer your services online or offline. The atmosphere you create, the advice you’re giving, and the personal example you set are bound to attract people.
The question is how to take that community spirit and transfer it into your VOD business so people will want to come to you instead of relying on free online content.
Is Video on Demand the Future of Fitness?
It might as well be, and not only in the light of the COVID-19 situation. Besides offering users the chance to work out from the comfort of their home at a time that suits them, video on demand is also often much cheaper than going to a class in person. Not to mention that you can get 24/7 access to videos on multiple devices for extra convenience.
The competition is indeed fierce out there, as more and more business are hopping on the VOD bandwagon. But this doesn’t mean that it’s not possible to still thrive in the industry.
Find Your Niche and Create Amazing Content
While your VOD business is not competing with the likes of Netflix or Apple the figures above are just some examples to see how important the creation of original content is for a subscription-based business. As a rule of thumb, you should establish that a very large part of your budget should be allocated to creating content. If you don’t already have a consistent library of content, you should focus on building it before spending money on anything else, such as advertising, for example.
When it comes to the type of content you should create, it’s extremely important to find your niche as a business, as you won’t be able to compete with the big players if your content is too general. Whether your VOD business focuses on HIIT, yoga, strength training or anything else, do your research to come up with niched content that is not readily available on most websites that are your competition.
Take Care of the Technical Part

Understand Your Audience and Be as Different as Possible
It’s easier to say “be different” than actually putting it into practice, but if you’re offering the same type of content as the big players, you are not likely to get very far. Whether you are just launching your platform or have already been in the industry for some time, being different is key to attracting more customers.
To grow your customer base, you need to offer them something that they aren’t going to find elsewhere
By delivering a content library that’s relevant to your core audience, you can target the needs of preferences of your subscribers effectively.
Being different is a necessary step to take your VOD business to the next level, but you can grow even further by featuring exclusive content that is not available anywhere else, not even in your own offline classes. By offering subscribers a catalogue of exclusive videos, you entice them to remain loyal and feel like they are getting their money’s worth for the subscription package.
Create a Real Community
When people decide to subscribe to a VOD service, they generally do so because they feel connected to the person behind the videos. Someone who has gone to a yoga studio for years is very likely to become a subscriber when their favorite instructor decides to go into the VOD business.
By creating a real community, both offline and online, you can offer people something more than simply access to a catalogue of content. Your subscribers are much more likely to become loyal if they feel like they are part of a community, where they can connect with like-minded individuals.
To increase the community in the online space, focus on having a Facebook page or Instagram account that you update every day. Besides allowing you to share valuable tips and tricks, you can also connect with your followers, answer their questions, and make them feel welcome and a part of a community.
In the example below, you see a fitness on demand service that has managed to have more than 11K followers on Instagram. They use a mix of daily photos, videos, and tips to promote their VOD services.
Keep an Eye Out for the Competition
Work with Influencers

Giveaways are a surefire way to gather interest for a specific event, and are generally very affordable ways to spread the word about your business.
Be Consistent
Consistency is key for all business ventures, but it’s particularly important when you’re in the VOD business. Creating fresh content on a regular basis is the easiest way to keep your audience enticed, and also get more subscribers. People love it when they see comprehensive catalogues of content that are obviously updated regularly, and this also makes them more likely to subscribe.
Adapt Your Revenue Model

Leverage Data the Right Way
Making data based decisions is one of the key to success for businesses.
Conclusion
Even though the video on demand streaming market for fitness is still in its early years, it already looks highly competitive. Nevertheless, it’s still an incredible opportunity for fitness trainers and gym owners, as it allows them to grow their audience and benefit from monetizing their content. If you’re a VOD provider, it’s essential to have a well-planned business strategy to promote your services. The essential things to keep in mind for a successful business model include committing to unique content that sets you apart from the competition, making it super easy for subscribers to access the content, and building an authentic community.