Fitness programming might not be the typical purview of fitness equipment manufacturers, but that did not stop Cybex International, Medway, MA, from introducing fitness programming at the International Health, Racquet and Sportsclub Association trade show last week in Las Vegas.

Exercise scientists at the Cybex Research Institute developed the programs, which are a series of circuit-based exercises that incorporate many of the manufacturer's cardio and strength products, including its Arc Trainer, Eagle strength equipment and Bravo line of functional equipment.

The programs include a boot camp, small group training, core, interval and weight loss, among others.

Cybex will work with trainers to communicate the science behind the programs and provide continuing education credits for trainers who can use the programs with small groups, says Art Hicks, COO of Cybex, which earlier this year went private.

Club members also can access the programs through applications if they want to run through the programs on their own.

"We are really trying to make sure we are helping the end member achieve their fitness goals," Hicks says. "And in the meantime, help the customers and clubs retain their members and help their business models.

Another way that Cybex is helping its customers is by providing public relations assistance via a free how-to booklet, which was released in late 2012. “Cybex Public Relations Guide: Helping You Build Your Business & Brand" is available for download.

"Many club owners and fitness entrepreneurs have a great message to share with customers but haven't discovered the power of public relations," Lisa Juris, vice president of marketing for Cybex, said in release about the booklet. "By incorporating public relations into their business growth strategy, fitness professionals can reach the right audience and make the kind of impression that traditional marketing or advertising simply can't provide. Our free guide isn't intended to take the place of a full-service public relations firm, but provides helpful background information and tips for getting started.”

The 31-page guide offers tips on how fitness professionals can use public relations to promote their business, build their brand and attract new clients through earned media coverage.

The booklet includes:

  • How to spot the differences in public relations from marketing and advertising
  • How to build media relationships
  • How and when to promote news
  • How to target an audience using both traditional and social media
  • How to drive media to your event
  • How to write a press release