Use and Effect of Outdoor Advertising for Member Acquisition in Brick-And-Mortar Fitness Studios from the Perspective of Studio Operators

This book examines the effectiveness of outdoor advertising in acquiring new members for stationary fitness studios. The author explores the current fitness and outdoor advertising markets, analyzes the impact of the Covid-19 pandemic on the industry, and evaluates various forms of outdoor advertising in terms of their reach and effectiveness. The use of posters, digital billboards, and other out-of-home (OOH) media is assessed with qualitative interviews and quantitative surveys. The work provides detailed recommendations for studio operators to make their advertising campaigns more targeted and successful.

Dr. Karsten Happel works in sales at a media company. He has been marketing fitness studios for around 10 years and holds several trainer licenses.