Don’t just think about it, do it.
Background and History
TRAIN and TRAIN For Her Magazines launched in February 2013 with an innovative distribution model that evolved magazine publishing within the health and fitness Industry. Although it had been a long-time staple of the marketing efforts of sports nutrition brands, the impact of magazine advertising was challenged by marketers who needed to see data and analytics from their campaigns. In order to cater for the needs of its advertisers, TRAIN Magazine partnered with Bodybuilding.com (the world’s biggest health and fitness website) to distribute magazines with every outgoing order. This distribution model offered an ability to drive direct marketing to a guaranteed end consumer who received the publication as a free gift with purchase. Not only was this beneficial to sell advertising, it proved highly appealing to the customers. Data revealed that the monthly free gift was well received and prompted return purchase, therefore increasing the customer’s lifetime value to Bodybuilding.com.
For the last eight years, TRAIN and TRAIN For Her Magazines have been part of the Bodybuilding.com eco-system both in the US and the UK markets and have spoken directly to customers who have spent over £2 billion on sports nutrition during this time. In January 2019, this partnership model was extended into the Middle East with all outgoing orders from Sporter.com being fulfilled with a territory specific publication. This was met with huge appreciation from consumers in this thriving marketplace.
Strategy and Implementation
The editorial team at TRAIN and TRAIN For Her produce the most authoritative, engaging and high-quality content within the health, fitness and wellness industry. They understand the importance and benefit of providing high-value education to a readership which has a constant hunger for knowledge. This has been achieved thanks to their invaluable insights regarding how content can be used to inspire people and drive revenue by working with Bodybuilding.com.
Article Keyword Breakdown
Highly Rated Content
A 2018 survey completed by 1000+ bodybuilding.com customers produced a very confident response with impressive insights. “The response to the content is very positive with readers primarily enjoying articles with the keywords relating to workout, muscle building, training advice and nutrition content. What’s more, 93% of respondents would like to continue to receive the publication, cementing it as the perfect partner to power awareness.”
Content Examples
Social and Digital
TRAIN and TRAIN for Her have a constantly expanding and highly active social media following. Their strategy is geared towards building highly engaged communities, rather than simply looking to accumulate higher numbers. TRAIN also has positive email databases with significantly above-average open and click-through rates. In addition to this, the magazine subscription is tied to the digital version of the magazine.
Community Building
TRAIN’S community building is focused on offering value to their readership. The new Team TRAIN initiative runs monthly challenge groups on Facebook where it connects master trainers or athletes with the fitness-adoring public in the name of progressing fitness through support. Members of the group receive free digital magazine subscriptions, support from team TRAIN and athletes, as well as encouragement from within the community. Winners are published in future magazine editions and there are commercial opportunities to tie in prizes from companies who work with TRAIN. The Team TRAIN community is now an ecosystem of content provision, value, brand-building, trust, gratification and commercial opportunity.
- Value + Support = Trust
- Trust + Engagement = Growth
- Growth = Commercial Opportunities
Mutual Trust
TRAIN’S social and digital channels tie in synergistically with the magazine. Everything that’s posted funnels the community towards bringing the magazine content to life. The aim is not just for people to read the magazine. Instead, readers are encouraged to get involved and live the TRAIN lifestyle. Readers can perform workouts provided by TRAIN, take the supplements endorsed, buy the necessary apparel and equipment, take out a PT course or involve themselves in whatever the next step is in their personal development plan. This means that TRAIN and TRAIN For Her encourage a positive blend of physical and mental development for overall wellness.