The Skinny on Fitness Promos

can foster press and photo opportunities on a local level. It can also lead to further recognition among peers from industry publications and associations, Espinoza continues.

Health awareness has trickled down to the masses, too. “Not only are corporations becoming more educated about healthy living, but Americans generally have an increased focus on the subject,” Hoylman says. “The annual amount spent on gym memberships in America rivals the annual amount spent on promotional products: According to the International Health, Racquet and Sportsclub Association, Americans as a whole spent $14.8 billion.”

“The best promotional products are those that appeal to a large demographic segment and fitness products definitely fit that profile,” she continues. Fitness-related products tend to be well-received because most people, whether they follow through or not, have good intentions to take care of themselves. And the right product can provide the encouragement they need.

As far as selling solutions instead of mere products, getting your clients to begin in-house wellness campaigns peppered with healthy gifts such as pedometers and progress-tracking journals can save them a lot more capital down the road. “Companies are adopting fitness programs to combat the rising costs of health care,” Hoylman says. “As companies adopt and launch wellness initiatives, it makes sense to internally promote and to give promotional products in conjunction with theses programs.”

Tout the benefits of a wellness program, and watch your client respond favorably. “Sell the message that this type of campaign can build,” Espinoza advises. “Then talk about how a particular product or selection of products will bring all this about, along with the longer-term advertising that having their logo out there will bring. This simply amounts to a familiar and successful tactic: Create a need, and then fill it.”