#040: How to Get Sponsors to Fund Your Next Gym Events

#040: How to Get Sponsors to Fund Your Next Gym Events

If you plan on hosting an event at your gym, one of the first questions that often comes to mind is how you’re going to fund it. A great solution is to seek out sponsors to help you foot the bill.

Roux Fitness is well-known for their epic gym events so we’re thrilled to have their owner, Coach Bradley Schneller, join us for this episode of Gymwright LIVE to explain how he partners with like-minded local businesses to help him foot the bill. He’ll explain his strategies for presenting your gym to the companies you’re interested in to gain valuable sponsorships.

Join us every Friday at 10 a.m. PT on The Network where we’ll be airing live. Be sure to stick around for the live Q&A session at the end of the show so we can answer any questions you have.

This show was recorded live in The Network on Friday, July 13, 2018. Click the video to watch. 

In this article:

gym events

Image Credit: Roux Fitness

1:30 Why should a gym owner care about throwing sponsored events?

Hosting regularly scheduled events increases your awareness in the public eye vaulting you to the forefront of potential clients minds. This is like a Google or Facebook ad but so much better. You’re offering real value and a fun personal experience through the event.

Having sponsorships through local companies not only brings in additional revenue without additional time but also creates working partnerships with other small business owners in your community.

Bradley’s gym, Roux Fitness, holds 3 events on a monthly basis:

  1. 1st Saturday of the month is a ladies only workout
  2. 3rd Saturday of the month is a men’s only workout
  3. 4th Saturday is a community workout which is an all-out party which has it’s own Facebook event page, food and drink, etc.

Image Credit: Roux Fitness

3:3o Make an event people actually want to go to

It’s important to understand the values of your gym and your members. Being in New Orleans, Roux Fitness is all about the “work hard, play hard” mentality. They don’t pretend to be an uber health conscious, nutritionally immaculate group of athletes. Their events work with the community’s interests: Metcons and Mimosas (for their ladies-only events), Workouts and Whiskey (for the men), gay pride events, female empowerment events, etc.

If you’re throwing events to bring in potential new members, you’re going to want to create something that’s inviting and fun. So, it would be best to stay away from holding competitions as your primary event type.

Image Credit: Roux Fitness

7:00 Create awareness around your gym’s events

One of the simplest and cost-effective ways to promote your event it through social media. Bradley suggests creating a Facebook event page and supplementing it with Eventbrite where they have to give more information to receive a “ticket.” While the event won’t cost them anything, this process of registration reduces the number of no-shows.

Then you can share both of these pages on all of your social accounts. For more info on promoting your events, check out this episode of Gymwright LIVE.

Image Credit: Roux Fitness

9:00 Put on a really good event

Not all of your events at the beginning are going to be awesome. It took Bradley and his team 1.5 years before they really started to become remarkable and well-known in the community.

And while your attendance may be low to start, they have to be kickass on your end every single time. Make sure:

  • Every single person is having a great time
  • It’s organized and everything is intentional and planned
  • You’re connecting to as many people there as possible
  • You create an intra-event process to document the party to promote future events. For more on this process, check out this episode of Gymwright LIVE. 
  • You collect the names and emails of everyone there so you can reach them in the future for events or membership

Image Credit: Roux Fitness

15:30 Approaching sponsors

Once Roux Fitness started getting some impressive numbers of people to his event, he began the process of reaching out to sponsors to see if he could get them to foot the bill and potentially make a profit.

  1. He created a list of companies in his area which were hosting similar events.
  2. He researched how they were sponsoring the event (cash, product, or both)
  3. He narrowed down the list to companies who would be interested in his audience at each event (i.e. Approx 50 health-minded local women)
  4. He created custom sponsorship decks for the companies he was interested in working with.

Image Credit: Roux Fitness

19:00 How to create a sponsorship deck

Download this example provided to you by Roux Fitness: Premium Sponsorship Proposal

Give your potential sponsor the facts, be honest: Provide them with analytics:

  • who is your customer?
  • What is their income?
  • What is their education?

Don’t tell them why you are awesome. Show them with numbers and statistics.

Explain why your members are attracted to you, why they trust you, and why will that cus, in turn, would want the sponsor’s product?

Give a few options on how they can pay you for being associated with your brand and your event. Will it be cash or will that sponsor provide products, goods, or services? Will they do it during the event, after the event, or both?

Here are several examples Bradley gives for various scenarios:

A doctor or hospital may want title rights to the event but may also require a presence at the event. You can and should charge for this as they want to see and meet your clients.

A local food vendor may not have the funds to pay for the event yet, but they can provide their product and give a little talk about it prior to the workout.

He believes, anytime a logo is used in conjunction with yours and they are not offering anything tangible a promotion, a fee should be charged.

Any packages/promotion fees and deliverables you are providing should be able to be tweaked on multiple levels. If a great brand has something to offer yet does not have the capital to participate, try to meet them in the middle.

Do not over promise. Never guarantee the sponsor they will receive “x” amount of sales or new customers. And always honor your commitment to your sponsor. Failing to live up to your agreement can result in the tarnishing of your brand.

Newsletter for gym owners

Jessica Depatie About the author

Jessica is the marketing maven here at Gymwright. She's a business consultant and holistic marketer for fitness businesses. She specializes in the decision-making psychology of what makes everyday people want to optimize themselves. She dives deep into how people seek out growth in the pursuit of living happier and healthier.

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