Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Fitness Center Video Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces your facility to clients, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 119 seconds ("as long as it takes to see the full tour")

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 43% 42% 15%
Animated Logo Intro No 13% 45% 42%
Background Music No 23% 45% 32%
Tour of the Facility Yes 84% 12% 4%
Building & Neighborhood Yes 59% 35% 6%
How the Facility Came to Be No 21% 37% 42%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 85% 10% 5%

Industry Overview:

In the fitness center industry, a main theme we heard from potential members is that they want to work out with people similar to them. Young people prefer to work out around other young people. People of one ethnicity don't want to feel like they are the only one from their ethnicity. Beginners prefer to be among other beginners and vice-versa. Clients of higher weight or age want to work out with others like them. Seeing all young, fit clientele in a fitness video will motivate older, out-of-shape people to look elsewhere.

Things that Improve Customer Interest:

  1. Has all the amenities/equipment I need (pool, hot tub, steam room, classes, yoga, tennis, racquetball, trainers, nutritionists, day care, juice bar) 29%
  2. Good price, deals 12%
  3. Cleanliness 12%
  4. Sincere, accommodating, knowledgeable, friendly staff (Seeing instructor encourage a member) 11%
  5. Realistic view of the entire facility (equipment and people using it) 10%
  6. Seeing larger body types or older ages 8%
  7. Providing an appealing, personalized workout program 8%
  8. Information needed is provided (What to expect on a first visit, client traffic, activities, programs, rules, contract details, why your facility is better than another) 6%
  9. Video is concise/not longer than it needs to be 5%
  10. Showing it is in a nice neighborhood 4%
  11. Friendly people/atmosphere 4%
  12. Newer equipment 4%
  13. Attractive decor (theme, mirrors, hardwood floors) 4%
  14. Accommodating hours, card access 4%
  15. Organized 3%
  16. Appealing clientele (upper class, fit, attractive) 3%
  17. Cheerful, informative narrator, no sales pressure, realistic goals 3%
  18. Not crowded, no wait times to use equipment 2%
  19. Shows how to use the equipment 2%
  20. Good building security/safety 2%
  21. Seeing diversity in staff and clientele 2%
  22. Testimonials from current gym goers 2%
  23. Membership perks/Bonus amenities 2%
  24. Facility is close in proximity 1%
  25. Handicap accommodations 1%
  26. If health insurance paid for it 1%
  27. If they did not have a video 1%
  28. Good video production quality (original, authentic, no jingles) 1%
  29. Before and after of real clients 1%

Things that Scare Customers Away:

  1. Seeing only young, fit, or bulky weightlifters (making older, overweight people feel self-conscious) 17%
  2. Sales message is too aggressive, slick, exaggerated, dishonest or arrogant 12%
  3. Price (Too high/extra fees or failure to mention price) 12%
  4. Lack of desired amenities or equipment (overnight lockers, pool, steam room, jacuzzi, towels, showers, food) 11%
  5. Not authentic (staged, using actors not real members, bad acting, sounds scripted, over-the-top enthusiasm, cheesy, cartoonish) 10%
  6. Unclean 10%
  7. Run-down/worn out 8%
  8. Unfriendly or unappealing members 8%
  9. Owner or staff does not come across as friendly, professional 7%
  10. Video fails to show equipment/all areas 4%
  11. Low quality production (shot on a flip phone) 4%
  12. Cramped space, facility too small 4%
  13. If the video is too long, not concise, wanders off topic 4%
  14. Too busy/crowded 3%
  15. Proximity/distance 3%
  16. Bad neighborhood 3%
  17. Sweating people 3%
  18. Annoying background music or noise 3%
  19. Video fails to provide desired facts/information 2%
  20. if the video is boring, generic 2%
  21. Non-ideal scenery or atmosphere (too trendy) 2%
  22. The fact that they have a video 2%
  23. Unnecessary graphics 1%
  24. Lack of diversity 1%
  25. Gym is empty/no people 1%
  26. Facility is dimly lit 1%
  27. Limited hours 1%
  28. If the facility is too big 1%
  29. Poor audio 1%
  30. Pushing you to use a trainer 1%
  31. If trainers are unqualified (no degree) 1%
  32. Hearing from customers 1%
  33. Undesired rules (can’t bring water into) 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 80 fitness facility marketing video examples here: Fitness Center Video Examples.


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Fitness Center Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

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