By IHRSA

Given today’s societal awareness of obesity and, to lesser a degree, the related chronic diseases, my sense is that most fitness marketing focuses, implicitly or explicitly, on the physical health benefits of exercise. The work of behavior economists, however, suggests that humans are more attracted to short-term gains than long-term gains, which presents profound challenges for marketing the health benefits of exercise programs.…

By ACSM

Generous partners sometimes underwrite sophisticated marketing campaigns, reaching target audiences with carefully honed messages about health and wellness. But without such resources, proponents of physical activity must find other ways of getting the point across. This is the intersection of advocacy, strategy and ingenuity.

The American College of Sports Medicine (ACSM) uses a special-event strategy that I’ll paraphrase as “taking the show to the audience.” The idea, in short, is to piggyback on a gathering that is already being planned and promoted in its own right.…