Maximizing Equipment ROI: The Power of Digital Signage
Partnership
Sponsored By Digital Revenue Systems
Discover how Digital Revenue Systems transforms digital signage into a marketing powerhouse, driving engagement, revenue and member satisfaction
As a gym or studio owner, you invest thousands – if not more – into state-of-the-art equipment each year. These are big-ticket items that represent a significant piece of your annual budget. Yet, all too often, this investment or even the equipment goes unnoticed by your members.
Digital Revenue Systems (DRS) is here to change that.
Specializing in fully branded, high-end digital content experiences for fitness facilities, DRS uses award-winning software and industry-leading strategies to captivate members in ways that traditional in-house communication cannot match.
With a team of seasoned fitness marketing experts and the ability to create fully personalized content, DRS empowers studios and gyms to spotlight their equipment investments effectively. Whether it’s showcasing new features, driving engagement, or highlighting benefits, the possibilities for connecting with members are endless.
“What’s great about using our system is the ability to be both strategic and creative to achieve the goals,” says Lisa Maguire, co-owner of DRS. “Whether it’s reinforcing your commitment to excellence or delivering an engaging demo to educate members on how to use a unique or specialized machine, our screens provide the perfect platform to communicate effectively.”
The Magic is in the Marketing
What makes DRS truly unique is the deep expertise of its founders, Lisa Maguire and Taylor Watkins. Both industry veterans, Maguire and Watkins honed their craft during their combined 30+ year tenure at Hockessin Athletic Club (HAC), one of the nation’s most prestigious health clubs. At HAC, they managed 32 screens as valuable advertising platforms both internally and externally, paving the way for DRS’s approach today.
DRS doesn’t just offer technology, they offer strategy. Maguire explains, “Every studio’s scenario and goals around new equipment are different. Some may want a campaign that simply announces a new piece and highlights its features, while others may want to drive members to their mobile app to learn how it works. We tailor the messaging and visuals to fit those goals.”
DRS begins every partnership with an in-depth consultation to understand the facility’s goals. They hold brainstorming sessions, review best practices, and collaborate to develop a comprehensive strategy from initial planning to content creation. Whether it’s introducing a $12,000 treadmill or educating members about a rare or specialized piece of equipment, DRS ensures the messaging resonates.
“Digital signage should be an extension of all marketing efforts,” Maguire emphasizes. “When introducing new equipment, we recommend celebrating it across all platforms …email, apps, social media and of course, digital signage. Our screens are often the most visible part of a facility’s marketing efforts because they reach members where they already are: on-site.”
One standout feature of the system is the ability to play different content at different times of the day. For example, a gym can target active adults and seniors in the morning with videos showcasing their age group using specific equipment. In the evening, the screens can shift focus to younger members, featuring training that’s relevant to their fitness goals.
DRS’s technology can even parcel out the screens to incorporate custom tickers or QR codes, directing members to additional resources, such as tutorials or app features. “Our screens can showcase videos, provide detailed instructions, and even drive people to ask a trainer for help, which is an excellent opportunity to boost personal training sales,” adds Maguire.
Beyond Showcasing Equipment
While DRS is highly effective at spotlighting new equipment, their digital displays serve a variety of broader purposes, transforming them into essential tools for any fitness facility’s success. One of their key features is the ability to act as a powerful revenue stream by offering advertising space to local businesses, creating mutually beneficial partnerships. This not only provides gyms with a steady source of additional income but also fosters valuable connections within the community.
Beyond revenue generation, DRS screens are designed to elevate the overall member experience. The displays can be used to promote gym events, such as fitness challenges or charity fundraisers, helping to build a sense of community among members. They’re also perfect for announcing group fitness schedules, offering timely updates and even showcasing inspiring member success stories to boost engagement.
“Digital signage should be a seamless extension of your marketing efforts,” Maguire stresses. “It’s not just about sharing information but creating a dynamic and engaging experience that adds value to every member’s visit.”
Feedback from gym operators and front desk staff has been overwhelmingly positive.
“We’ve heard from facilities that members often see something on the screens and then come to the front desk to ask about it,” Maguire says. “It facilitates additional engagement between members and staff, which strengthens the overall experience.”
Looking ahead, DRS envisions even greater integration of digital displays in fitness spaces.
“In terms of digital signage, it’s further solidifying its role as an essential tool for member engagement,” says Maguire. “Members may not always read an email or check social media, but when they’re in the gym, they’ll see the screens. That makes this platform invaluable for communicating essential messages and driving deeper engagement.”