How to market your health and fitness business to rich people

When it comes to marketing to rich people, money is no longer the priority. This means that using competitive strategies around low pricing isn’t going to work.

In this blog, I go through 4 things you should focus on instead which covers the initial attraction stage, the delivery of the product and post delivery because, whilst it is important to attract people in the first place, word of mouth and upselling is just as important.

Let’s go!

Focus on quality over pricing

Rule: Always overdeliver on your services.

You want to offer the best service possible so that your customers feel that luxury experience which essentially means they feel cared for and looked after.

This could look like:

Having a smooth initial contact experience which means a slick, expensive-looking website (which doesn’t necessarily have to be expensive) and an easy process to contact you where the contact is handled professionally.
Having a high quality product which not only delivers on what it says it will deliver on but looks expensive, and feels expensive to have.
Extra bonus touches that you don’t mention but give with every service to make the clients feel extra special, bonus bonus points if you can tailor it to each customer to make it more personalised.
A great post-sales strategy that shows your customer that it’s not just about the money for you but also ensuring that your customer is happy and comfortable.

If you need a hand with your post-sales strategy, then please contact us on hello@hypedhealthmarketing.com

And of course, if focusing on your quality means you have to increase your pricing, then do it.

Focus on being attentive and having good communication

People value time and money, if money is no longer an issue, time becomes even more important.

Here are a few ways you can show your clients that you value their time:

Ensuring that almost everything is laid out before them including anticipating any possible questions they might have and having resources on hand, links and scripts – ready to give them the smoothest journey with your services as possible
Using phrases on your website like, we value your time so we have done x,y,z. followed by offering a ‘quick notes’ version of something, or for example only 15 minute appointments, or a downloadable sales sheet so they have all the information they need
Ensuring that all communication is clear and laid-out well with all the information required in the simplest way possible whilst still being polite, this includes sending emails
Not overtalking on phone calls or sales calls where they end up itching to get off the calls
And equally, giving them time to talk and say everything they need to say.

Focus your marketing on their needs

With bargains and discounts out the window, how you phrase your services will make a difference between you and your competitors. You might be selling the exact same service, but how you phrase what you sell will make all the difference between a client picking you or them.

Think about what needs they have and how you can phrase the start of your sentences with those needs.

This could be:

to make things more efficient and save time,
to help them learn something new and achieve mastery,
to help improve their health and fitness without them needing to do the extra work and research into it,
to make them look good – be that intellectually, physically, financially, and so on
to make them feel good – be that intellectually, mentally, physically, financially and so on

Remember that they are expert in their fields, not in yours, and not everyone has the time, effort or care to shift through the endless internet to find free information when they can pay someone to do it for them. Find out what they need from your service, it isn’t usually to get fitter or build muscles. It’s usually to be more mentally sharp to succeed in business and to look muscley in their friendship groups or to attract a partner.

Focus on where they are

With social media platforms popping up (ahem… Threads) and taking off at speed, and so many different formats of advertising, it is so easy to spread yourself out too thinly.

The issue with this is burnout, which takes you from doing too much to doing nothing.

So how do we decide where to market?

If you are a local-based business, write a list of all the more expensive and luxury places in your area. Whether that is particular shops or bars, clubs, airports, areas where the housing prices are higher, activity centres and so on.

Then once you have made this list, see where there are advertising opportunities, this could look like:

leaflets in noticeboards of those areas
advertising opportunities in the airports, clubs and activities centre
sponsoring local teams, or projects or charity galas
heading to conferences, networking events exhibitions and where you target clients are

If you need a hand with your marketing strategies or are planning to launch something big and need a launch campaign, please arrange a 30-minute call in my diary here.

Arrange a free 30-min call