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In this episode of the Fitness Business Podcast, host Justin ‘JT’ Tamsett engages with Kim Gouch, Chief Brand Officer at Retro Fitness, to dive into effective gym marketing and management by building an authentic brand. Kim emphasizes how understanding current fitness industry trends and fostering internal brand evangelists is crucial for a cohesive message, demonstrating how Retro Fitness uses its core mantra, “Get Real,” across all communications—from social media marketing for gyms to broader gym advertising. While the episode champions a long-game approach to branding, it provides practical gym marketing ideas and strategies that can be implemented today, including the vital role of consistent messaging to drive campaigns, convert leads, and ensure team alignment. Dr. Patrick Porter also contributes ‘Wise Words’ on brain fitness, discussing essential health habits.
ABOUT OUR GUEST
Kim Gouch is the Chief Brand Officer for Retro Fitness, the fast-growing high-value, low-price fitness gym franchise that aims to inspire and empower individuals to live their best lives. As Chief Brand Officer, Gouch is charged with spearheading the implementation of brand-defining initiatives that encapsulate Retro Fitness’ complete approach to exercise, health and fitness. Gouch has over 30 years of brand-building experience across hospitality, food and beverage, and consumer brands.
Dr. Patrick K. Porter, PhD, is an award-winning author/speaker and the Founder of BrainTap®. He has dedicated his life to studying neuropsychology with the goal of bettering a billion brains. For years it was believed that we have a set number of brain cells, that our intelligence quotient is fixed, and our brains do not change. Dr. Porter’s clinical experience and research told a different story, revealing that the human brain is, in fact, plastic, making it capable of change, improvement and expansion.
key takeaways
Discover how Retro Fitness builds an authentic brand message that informs all gym marketing strategies, emphasizing internal team alignment and brand evangelism.
Explore practical gym marketing ideas for maintaining a cohesive message across various platforms, including digital marketing for gyms and social media marketing for gyms.
Understand the long-term play of effective gym advertising and management within the fitness industry trends, ensuring your brand stays in its lane for sustained growth and impact.
“An authentic brand is committed to evoking an emotion.” – Kim Gouch
“We want to build on the relationship that we have with the team that’s going to work to build the brand. Those people eventually become your brand evangelists.” – Kim Gouch
“Your culture really is actually the essence of your brand and the essence of your brand message.” – Kim Gouch
Justin “JT” Tamsett is a seasoned fitness industry veteran and passionate advocate for promoting physical activity. His mission is to reduce the health care costs across the globe by having more people move and move more often. JT’s hope is that his daughter Zoe can grow up in a world full of opportunity rather than one where governments and communities don’t have the burden of an ageing and sickening population. With over 30 years of experience, JT has owned gyms, coached fitness classes, and now specialises in business coaching for fitness entrepreneurs.
Through his company, Active Management, JT provides guidance and support to gym owners worldwide, empowering them to build successful businesses and contribute to a healthier society. He also leads 8 REX Roundtables in the US and Australia, spoken at over 40 conferences in 23 countries, and consulted with gyms worldwide. JT’s commitment to improving health extends beyond his professional endeavours, as he has also dedicated himself to coaching various sports and actively participates in industry organisations.
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