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Podcast Episode: Tom Wingert – Disrupting Marketing in the Fitness Industry

Tom Wingert is the Vice President of Marketing at City Fitness in Philadelphia. He is a relative newcomer by fitness industry standards, but has created a tremendous amount of disruption in the past 4 years. He has helped grow City Fitness from 60 employees to 300+ employees, and from 6,500 members to 15,000 members in his short time there, by building and brandingbeautiful fitness facilities, and is disrupting what digital marketing means in the fitness industry to deliver ultra community-based, hyper-personalized experiences in all of his facilities.

Tom and Kelly discuss some of the innovative marketing strategies that he has implemented for City Fitness, from approaching digital marketing from a different angle to the way he took on his new health club pre-sales. Tom explains more about his inspiration behind being an industry innovator and marketing disruptor, as well as how he has helped transform City Fitness into a community brand that contributes to the lives of the people it serves. Tune in to find out more as Tom shares his insights about upcoming marketing trends in the fitness industry, and the role of technology in creating consumer experiences.

Powerful Quote:

“Make sure that what your brand truly represents, is reflected in the work that you do.” – Tom Wingert

Highlighted key topics discussed:

Tom Wingert shares his City Fitness story, and how he has honed in on what it means to offer personalized experiences in the marketplace. [11:15] Tom discusses his approach to the club design process. [15:22] He explains hows he has helped entrench City Fitness in the community as the community brand. [18:50] Kelly and Tom discuss how City Fitness has focused on driving experience that is contributing to the lives of people in the community, outside the walls of the facilities. [20:30] Tom took a really disruptive approach to his new health club pre-sales. He shares more about what inspired that, and what he did. [24:55] Tom shares where he gets his innovative marketing inspiration. [29:58] Kelly and Tom discuss what role technology plays in helping Tom deliver that experience and grow City Fitness at the rate it’s growing. [35:22] Tom expands on what he observes to be trending in terms of marketing within the fitness space and where he sees marketing going in the future of the fitness industry. [38:28] Tom’s one piece of marketing advice for club operators.


ABC Financial Services

Kelly Card

Tom Wingert on LinkedIn

Tom Wingert on Instagram

City Fitness

Club Solutions Leadership Retreat 2019 in Scottsdale

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