The latest benchmarking report for the top health and fitness clubs in the United Kingdom has recently been released. This report covers the performance of the 11 largest clubs in the country, which include Virgin Active, The Gym Group, énergie Fitness, LivingWell Health Clubs, TotalFitness, Anytime Fitness, The Bannatyne Group, Fitness Space, Snap Fitness 24/7, PureGym, and Fitness First.
The report offers valuable insights into which clubs are excelling in the online space and identifies areas of improvement for others seeking to enhance their brand exposure, drive online views, and increase membership numbers. It provides actionable recommendations to enhance online strategy and uncovers potential barriers that may impede a site’s digital performance.
For those interested, a preview and contents page of the report can be viewed by clicking here. To obtain a complete copy of the report and its key takeaways, readers can fill out an enquiry form or schedule a call.
Key Metrics Assessed
The comprehensive 70+ page report assesses each brand based on over 50 metrics related to successful digital strategy, such as organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Optimising Paid Media Channels
The study revealed that some major players in the industry are heavily investing in paid media channels like Google, Bing, and Facebook, yet they lack an effective conversion improvement strategy. It is recommended that at least 10% of a paid media budget be allocated to ongoing conversion optimisation to maintain long-term viability, competitive advantage, and sustainability.
Technical Website Compliance
Maintaining a technically sound website is crucial for health and fitness clubs to maximise conversion performance and overall digital strategy. Brands are advised to address 4xx errors, broken links, and site speed to ensure an optimal user experience.
Building Competitive Advantage
Domain authority (DA) is a vital metric for measuring SEO effectiveness, with a good DA considered to be between 40 and 60. Collaborating with fitness publications and bloggers to expand backlink profiles can help increase organic traffic and referral traffic.
Organic Performance
A strong organic performance is crucial for outranking competitors and ensuring visibility. Health and fitness clubs should focus on optimising and ranking for relevant terms to maintain traffic and drive conversions.
Exploiting Universal Search Opportunities
Capitalising on Google Universal Search Results can enhance visibility, while optimising for longtail keywords can strengthen a club’s content strategy and ranking.
Maximising Social Media and Content
Releasing ‘evergreen’ content and maintaining a strong blog presence can enhance audience engagement and attract more followers on social media platforms like Facebook and Instagram.
Website Readability & Accessibility
Considering the needs of users with disabilities is essential, with a focus on improving website visibility for those with colour deficiencies and other impairments.
Obtaining the Full Report
To obtain a copy of the full 70-page report or discuss strategies to accelerate digital performance, interested parties may fill out an enquiry form or schedule a call with industry experts.