Ray Smith

[Ray Smith @razorsmith]

https://t.co/oTXBWrYPfR

[Ray Smith @razorsmith]

New research reveals a gap in how our brains process ads.
In a head-to-head test, photograph ads saw a 71.1% click-through rate, but Illustrated ads saw only 46.1%.
Illustrations provide "enjoyment," but photographs provide trust.
Read the the science in the comments

[Ray Smith @razorsmith]

Full breakdown of the study here: https://t.co/0NZMrwKwXQ

[Ray Smith @razorsmith]

Researchers tested 10 positive emotions in advertising. Excitement came 5th. Inspiration came 1st.
Almost every gym ad in the country runs on excitement, which means gym marketing is optimised for the 5th best emotion on the list.

[Ray Smith @razorsmith]

https://t.co/kZE8tqRExG

[Ray Smith @razorsmith]

https://t.co/bCAnnCu07z

[Ray Smith @razorsmith]

https://t.co/IZ3iU9iSr8

[Ray Smith @razorsmith]

https://t.co/KDr6igoSYG

[Ray Smith @razorsmith]

The fix isn't a new piece of equipment. It isn't a Christmas BBQ once a year.
Community is a behaviour loop. And it can be built deliberately.
Full breakdown here 👉 https://t.co/4lLRY87iFQ
#gymowner #fitnessmarketing

[Ray Smith @razorsmith]

Lululemon has never owned a squat rack. Gymshark has never run a group fitness class.
Yet both brands have built more gym loyalty than most actual gyms ever will.
Here's why and what gym owners can steal from it 🧵

[Ray Smith @razorsmith]

Here's a brutal litmus test for your gym:
If you left tomorrow would your members still hang out together?
If the answer is no, you don't have a community.
You have a crowd that uses the same equipment.

[Ray Smith @razorsmith]

I’ve written a full "No-BS" guide on how to apply these 5 levels to your gym (including the exact emails to send).

Read it here: https://t.co/oZJSkfByOX

#FitnessBusiness #BehavioralScience #GymOwner

[Ray Smith @razorsmith]

Motivation is a terrible retention strategy.
It flickers. It fades. And when it’s gone, your member cancels.
Smart gyms don’t rely on hype. They rely on Choice Architecture.
Here are the 5 Levels of "Personalised Nudging" to fix your retention (based on new science). 🧵👇

[Ray Smith @razorsmith]

⚠️ A word on Ethics: Nudging is powerful. Don't use "Dark Patterns" (Sludging) to trap people in contracts.
Use nudges to help them reach their goals, not just your revenue targets.

Be a Coach, not a Con-man.

[Ray Smith @razorsmith]

🤖 Level 5: "The Adaptive Nudge" The system learns.
If Nudge A fails, it doesn't just shout louder. It automatically switches to Nudge B. It adapts to the human behavior in real-time.

This is the future of coaching.

[Ray Smith @razorsmith]

🎯 Level 4: "The Targeted Nudge" (Mechanism) Different strokes for different folks.
Member loves community? Send a Social Nudge ("Join the crew"). Member loves plans? Send a Commitment Nudge ("Pre-book your week").

Don't guess. Ask them.

[Ray Smith @razorsmith]

🧠 Level 3: "The Tailored Nudge" (Framing) Same nudge, different angle.
For the nervous newbie? Use Gain-Framing ("You'll gain energy"). For the consistent vet? Use Loss-Framing ("Don't lose your streak").

Match the message to the mindset.

[Ray Smith @razorsmith]

📊 Level 2: "The Individualised Nudge" Using their data to provide Social Proof.
"You've visited 12 times this month, Mike! That's in the top 10%."

You aren't motivating them with hype; you're validating them with data.

[Ray Smith @razorsmith]

👋 Level 1: "The Named Nudge" "Hey Sarah..."
Basic? Yes. Essential? Absolutely. It leverages the "Cocktail Party Effect"—our brains are wired to focus on our own names, even in a loud room.

If you aren't doing this, you're invisible.