When Shannon Boughn and fellow fitness coach Marissa Axell co-founded 17th Street Athletic Club, they set out to create an inclusive place in their changing neighborhood. For What’s in Store we traveled to San Francisco to learn how the 17th Street team used a combination of channels to grow their audience and encourage more people to join their gym.
As residents of the Mission District for over 20 years, the duo saw trendy studios from other cities popping up in their area. “We’re just anti-fad,” Marissa says. To build a diverse community that reflected their neighborhood, they knew they’d have to reach more people. “Marketing has been both of our Achilles’ heels,” Marissa says. She’d been using Mailchimp for emailing existing members, but the 17th Street team knew they’d have to revisit their marketing strategy if they wanted to attract new patrons.