But what if I told you those larger competitors are playing an entirely different game?

The strategies they use often don’t translate for small or independent operators — and in some cases, they can actually do more harm than good.

Here’s the truth: you don’t need to copy what works for them.

You’ve got strengths they don’t — speed, authenticity, and real community — and that’s exactly what your promotions should lean into.

How the Big Brands Do It

Let’s take a look inside the playbook of a franchise or large fitness brand to examine their tactics.

1. Loss Leaders

The most visible promotional tactic that larger operations run are deep discounts.

You see these all the time:

• "Join Now for Just $1!”

• “50% Off Your First 3 Months!”

• “Unlimited Classes. One Low Intro Price!”

These are known as loss leaders — offers that are designed to attract attention and drive sign-ups, even if it means losing money upfront.

They’re playing a numbers game. It’s all about volume and predictability.

They know:

• Their retention rate (how many clients stay)

• The lifetime value of each customer (LTV)

• Their cost to acquire a new one (CAC)

Why This Doesn’t Work for Smaller Operators

If you copy this model without the same financial buffer or backend systems, you risk:

• Burning your margins

• Devaluing your offering

• Attracting the wrong kind of client — price-driven, not value-driven

Franchise tactics make sense when you’re a franchise. But as a smaller, independent operator, you have other strengths to play to — and better strategies at your disposal.

2. Generic “One-Size-Fits-All” Campaigns

Large chains rely on simple, high-volume, one-size-fits-all campaigns. Their goal is broad brand awareness and lead generation at scale.

Because they target the widest possible audience, their promotions tend to be generic and low-risk. Trying new ideas or tweaking their proven formulas is often seen as too risky — it could disrupt the finely tuned system they’ve built.

But this isn’t you…

If you copy their playbook, you’ll end up with safe, generic promotions that don’t truly resonate with anyone in particular. And unlike the big players, you don’t have the volume of eyeballs to make these generic campaigns effective.

On top of that, you likely don’t have mature automation, upsell funnels, or CRM systems working behind the scenes to maximize every lead.

So what makes sense for me?

Now that we’ve looked at what the big players do, it’s time to focus on your strengths — the ones franchises wish they had.

Make it Personal

If you're not relying on high-volume marketing, your edge is relationships, not reach.

Unlike a faceless brand, you can build real loyalty. Use promotions to:

• Spark conversations

• Showcase your unique style

• Invite referrals from your current clients

A well-run giveaway, challenge, or local event can deepen your community roots and grow your business organically.

Stand Out with Authenticity

Franchises go wide and generic.
You can go deep and specific.

Smaller operators win with:

• Personal touches

• Community trust

• Tailored offers that speak to the real people you serve

This is how you build something that lasts — and something people want to talk about.

Long-Term > Short-Term Thinking

Your business isn’t a machine pumping people through a funnel.

You’re building a tribe, not just chasing transactions.

That means being intentional about lifetime value, client experience, and retention — not just getting bodies through the door with a discount.

Move Faster and Smarter

Big brands plan campaigns quarterly.
You can launch something next week.

Use that agility. Test a small, scrappy promo. See what clicks.
You don’t need approval from corporate — just the green light from your gut.

If you’re ready to try something but not sure where to start, I’ve got ideas — and I’d love to help.

Let’s build something that actually works for you.

Let's Plan a Promo Together

— Scott Cameron

I created Healthy Competition to help health and wellness brands grow through smarter promotions — not discounts.

If you run a gym, coach clients, or manage a wellness brand, you're probably seeing it too:

• AI is changing how people seek advice

• Ozempic is reshaping conversations around goals

• Competition in the wellness space is heating up fast

But here’s the opportunity:
More than ever, people are engaging with health brands that feel real, motivating, and human.

Who am I?

For over 20 years I’ve been I’ve been behind the scenes of billion-dollar growth campaigns in mobile apps, crypto, and emerging tech.

I’ve been part of some wild growth stories in tech, crypto, and apps.

But after years in the office, I realised it was time to focus on what’s actually important.

Health. Energy. Real life.

So I took everything I know about strategy, engagement, and growth — and pointed it somewhere that actually matters: toward the people building healthier lives for others.

That’s what Healthy Competition is about. Helping wellness professionals grow their businesses — without selling out or burning out.

What You’ll Get as a Subscriber

Subscribe to Healthy Competition to get fresh ideas for promotions, competitions and campaigns for the Health & Wellness Industry.

Not just the same old ideas recycled & repackaged, not just AI cut-and-paste plopped into a newsletter…

…but real, hand crafted, market tested campaigns and insights. Campaigns YOU can execute… designed for impact in your industry.

Join me, and let’s make the world a healthier, happier place!

— Scott Cameron

Healthy Competition

www.healthycompetition.com.au

Subscribe now