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Retailer Champion Fitness spreads the word by hosting local fitness radio show

Hiring somebody holding a dancing sign on the corner can attract customers. But even better is hosting a radio show about fitness and wellness so thousands of interested area residents can hear your store's name. That's exactly what Champion Fitness started doing a year ago on a Salt Lake City sports radio station.


Hiring somebody holding a dancing sign on the corner can attract customers.

But even better is hosting a radio show about fitness and wellness so thousands of interested area residents can hear your store’s name.

That’s exactly what Champion Fitness started doing a year ago on the Salt Lake City sports radio station 1280, known as “The Zone,” with its show “The Fitness Zone.”

“It’s helped us distinguish ourselves from our competitors,” said store manager and show host, Dallas Griffiths. “It gets the name out there.”

The hour-long show is on Saturday mornings on the sports-talk radio station and talks to local wellness, fitness and nutrition guests about their training and programs, takes questions from listeners, and also manages to talk about the store and its equipment brands.

“It’s a soft sell,” Griffiths said. “We don’t want to shove it at them, but rather just put it in their heads.”

Managers at the stores — now three in the Salt Lake area — know it helps. When they ask customers where they heard about them, Griffiths said, the sales staff often hears, “On the radio.”

They tag themselves as “the exercise equipment specialists” to an audience that is a target one for a store like Champion Fitness.

Griffiths said he plans and hosts the entire thing and it keeps him very busy, but enjoys the residual effect.

“We’ve had a lot of sales from it,” he said. “We’ve had a lot of recognition from it.”

To read more about the show or to hear episodes, click here.

SNEWS® View: This is certainly one way to get a store’s name out there in a vehicle other than advertising. It helps establish the name and the personnel as experts rather than just a place to buy. And what consumer wouldn’t rather buy from an expert?