How to Talk About the Value of the App vs. the Gym
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Whether your target audience is new to working out or they’ve been going to the gym regularly for years, they’re likely going to have several questions about the app. One of the most common questions you’ll likely receive as a creator is “What’s so special about the app? Why should I purchase it?”
When you talk about the app with your audience, it’s important to communicate its value. You can answer that through your value proposition, aka what customers will gain — both mentally and physically — from using the app.
When marketing, you want to clearly convey the following value propositions:
The app can replace a user’s gym subscription. This is an important selling point if your app contains mostly at-home workouts or ones with minimal to no equipment. Remind your followers that a subscription to the app is way cheaper than a monthly gym membership. Your app is more affordable than a gym membership, so cost savings is the value here!
The app can supplement a user’s gym subscription. This is a key selling point if your app contains workouts that require a gym or lots of equipment. Remind your followers that a subscription to the app will help them achieve better results at the gym than they could on their own. With dedicated workout plans to follow in the gym, reaching their fitness goals is the value here!
Here are a few ways to talk about the value propositions above with your audience, specifically when it comes to how the app can replace or enhance their gym workouts for better results:
1. Exclusive, App-Only Workouts
When working out at a gym on your own, it’s often tough for the average person to come up with a workout plan that doesn’t get repetitive. So, the most important thing to convey when marketing your app is that your channel includes app-exclusive workouts that people won’t find anywhere else, and that these workouts will help them reach goals and achieve results.
You must convey the exclusivity factor of your app to potential customers in order to get them to understand exactly what your app entails by conveying your content strategy, which should include:
New workouts published every week
Three to five programs
Three to five categories
When marketing your app, let your followers know that the app can replace their gym membership. Here’s an example Instagram post you can use to help you brainstorm:
Who doesn’t like going to the gym?? 🙌🙌 If that sounds like you, you’re not alone. And that’s why I’ve created bodyweight and at-home workouts that make it easy for you to ditch the gym but also give you effective and meaningful plans you can do from the comfort of your home.
Get all of my workouts and plans by downloading my app experience, powered by Playbook. For only $0.27/day or $8.33/month you can get unlimited access to all my workouts, plus access workouts from over 1,000 other creators. Plus, I offer a 7-day free trial, so you can try before you buy.
I can’t wait to help guide you on your fitness journey. Click the link in my bio to start working out with me for FREE today!
2. Explain the $$ Value of the App
While your potential customers could opt to work with a personal trainer at their local gym, it’s your job to convince them to choose a personal trainer in their pocket (you!) instead. Remind your followers and existing subscribers that your app offers one-on-one access to your health and wellness expertise and the ability to use in-app messaging, so they can interact with you and ask questions at any time, all for just $0.27/day.
When marketing your app, let your followers know the value you bring — in both your expertise and affordability. Check out the sample Instagram post below and use it to customize your own message:
Did you know the average cost of a personal trainer is between $50 and $100 per HOUR?!
When you download my app experience and work out with me, you get access to app-exclusive workouts, as well as my expertise. I’m a certified personal trainer with 15 years of experience as a health and wellness coach, and I’m here to help you reach your fitness goals, one step at a time.
The best part is, you can try the app out for FREE for one week. With a subscription, you’ll have full access to my expertise for just $0.27/day.
I can’t wait for you to start working out with me! You’ve got nothing to lose (except maybe your pricey gym membership!) — click the link in my bio to subscribe today.
3. Workouts That Push Subscribers to the Next Level
Your programs and challenges are unique workout plans that your subscribers won’t find anywhere else. Use that to your advantage! When marketing programs and challenges, make sure to explain how each will help your app users level up and improve their health, achieving results beyond what they’d see working out on their own in the gym.
When marketing programs and challenges to potential customers, it’s important to let them know what type of results they can achieve by following your programs and challenges, and that you’re there to answer any questions along the way through Playbook’s in-app messaging. This is a great way to turn followers on social media into app subscribers!
If your app includes mostly gym programs, this is a great opportunity to include a marketing message that conveys how your app will help users enhance their results in the gym. Customize the following Instagram post to convey that message:
I’ve just released a brand new, exclusive program in the app! ‘4-Week Gym Beach Body’ launches today and will help you get toned, lose fat, and build strength in the gym. This program is perfect for beginners and advanced athletes alike, and is an absolute asset for anyone looking to optimize their workouts in the gym.
Follow my four-week gym program, which includes five days on and two days off, in the gym to get absolutely AMAZING results! If you’re not already a subscriber, you can try the app out at no cost to you by accessing a seven-day free trial — just click the link in my bio!
This program is killer and will enhance your gym workouts, guaranteed. Feel free to message me in the app if you have any questions. I can’t wait for you to start working out with me!”
We recommend asking for written and video testimonials from existing users to explain how your app has helped them improve their workouts in the gym.
Ask the following questions:
What is your name and how long have you been training with me on my app?
How have your gym workouts improved since you began training with my app?
What specific result(s) or goal(s) have you achieved in the gym since you began using my app?
Why would you recommend my app to a friend at the gym to help him or her level up his or her workouts?
Sharing these testimonials from happy current customers is an excellent way to talk about the value of your app to potential new customers because it’s a type of social proof that builds trust while demonstrating your authority.
You can solicit participants using a call out on Instagram (stories, live, etc.) asking people who’ve used your workouts in the gym if they’d like to share their experience/feedback.
5. Bonus Lifestyle Content
The key to your subscription business’ success is creating a well-rounded bundle of content. Adding lifestyle content to your app is an excellent way to keep your users engaged, and it’s definitely a value-add that potential users won’t get from a gym membership alone.
When talking about the value your app provides, be sure your marketing efforts mention any lifestyle content your app contains, such as app-exclusive mindset tips, beauty tips, meal plans, or life coaching. While these categories are supplementary to your workouts, lifestyle content is a great bonus offering to keep your audience engaged.