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Web Exclusive - November 2018
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Scent Marketing in Fitness Facilities

By Deborah L. Vence


The concept of scent marketing involves influencing and connecting with consumers on a more emotional level, and even has been used at indoor recreation, sports and fitness facilities.

Aroma360, a boutique scent marketing and branding company in Boca Raton, Fla., which specializes in providing essential oil-based scenting solutions to businesses and individuals across the globe, has clients in the recreation industry that use scent marketing in their facilities.

Information on Aroma360's website, for example, explains how scent marketing is used in gyms: "Today's gyms have evolved into more than just a place to get fit, strong and healthy. For many members, it has become a place to find happiness and well-being. Different rooms within the gym can provide relaxation and rejuvenation while others can be scented to inspire and re-energize. Guests can get more out of each workout in a healthier, cleaner environment."

What's more, "Using essential oil-based scents in this industry works to both stimulate neurological responses within the body and to achieve desired training responses. Certain ingredients have properties that have been proven to energize individuals and increase athletic performance. Additionally, gyms are perfect places for pure essential oils, as many oils possess antiviral and antibacterial properties to help stop the spread of germs."

The specialty of Farah Abassi, founder of Aroma360, is "enhancing the overall brand and customer experience through scent branding and marketing strategies." Abassi has hundreds of clients that span more than 22 countries.

Some of Aroma360's recreation industry clients include: HiTec Fitness (Clermont, Fla.), I Love Kickboxing (Boca Raton, Fla.), Orange Theory (Naples, Fla.) and Anytime Fitness (Las Vegas).

Other industries that use scent marketing include the hotel industry, the automotive industry, spas and retail stores.