Aromamarketing in fitness clubs

Comfortable conditions for exercise and relaxation. More efficient training. A relaxing and refreshing atmosphere. Air free of fungi and bacteria. These are the benefits of scented advertising in fitness clubs.

Challenges facing fitness centers

According to the Better Business Bureau, complaints about fitness centers have reached 90% in the past five years. Meanwhile, lack of energy is often cited as an excuse for inactivity. So, how do you retain and grow your customer base in an industry where consumer expectations are increasingly high? How can you motivate people to exercise and increase their energy and effort levels?

Flavoring as a solution to problems

Ambient scenting has been proven to positively impact customer experiences and location evaluations. Ambient scent subconsciously and significantly influences consumer perception of a store's environmental attributes (2007 study). Furthermore, scented spaces improve mood, energy levels, and athletic performance. Ambient scent can enhance physical performance while reducing perceived exertion and frustration. To improve the customer experience , a chain of children's sports centers in Florida introduced ambient scenting at entrances and in the gyms. The large gathering of active children often created unwanted olfactory sensations that didn't match their colorful and light image. Meanwhile, a chain of yoga clubs in China has introduced aroma marketing to provide its customers with a fresh, luxurious and energizing experience.

The success of aroma marketing

What were the results of both scent "experiments"? The success of the American kids' club in 2014 motivated the owners enough to open new locations and immediately purchase scenting equipment. Children, staff, and parents noticed a huge improvement in the atmosphere – the place smelled clean and pleasantly cool. Meanwhile, the yoga studio enjoys the scent of green tea. Practitioners and staff alike praise the new scent, admitting that it improves their well-being, boosts energy, and brings about improved results from their yoga practice. The success of the pilot program has been sufficiently encouraging, and plans are underway to expand the fragrance to other locations.