January: the month where many of us hit the treadmill and pump some iron to counteract the indulgences of the festive period. But sometimes, consumers looking to sign up for gym membership aren’t provided with sufficient information to make an informed choice, potentially shredding their trust in the process and leaving them to work out the complexities on their own. But no need to sweat - here’s a few pointers to obtain maximum marketing gains for the minimum of regulatory pain.
Make sure your “free” trials are fit for purpose
There’s nothing quite like a free (or discounted) trial to get the blood pumping, but make sure prospective members know what they’re committing to. If, after the trial, consumers are signed up to a subscription service with ongoing payments, this must be made explicitly clear, along with other significant terms and conditions.
Exiting memberships shouldn’t be exhausting
It makes abs-olute sense you’d want members to become long-standing regulars, but circumstances change and consumers should be permitted to exercise their cancellation rights without unduly raising their heart rate. Ensure cancellation periods are made clear upfront, along with any associated charges.
Don’t stretch the meaning of “No contract”
For gymgoers who seek flexibility with their membership as well as their bodies, the core strength of “no contract” deals are the lack of minimum term requirements, and the ability to cancel with ease. Some advertisers may be tempted to bulk these up with additional requirements, but these would potentially be seen as contradicting the “no contact” claim.
We hope these tips will result in peak regulatory performance, but if your ads could do with a little personal training, the CAP Copy Advice team are on hand to push up your marketing to the next level.
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