A swim school campaign that goes at the enrolment problem from a different direction, using behavioural science rather than a louder safety message. This post explains how Get Them There works and how to put it to use on your own marketing.
Identity salience refers to how individuals align their behavior with their social identities, significantly impacting engagement in activities like fitness. Gym-goers often lack a strong identity, leading to lower commitment. Fitness organizations can enhance member retention by fostering a collective gym identity through targeted marketing and community-building efforts, promoting belonging and motivation.