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Posted by on December 23, 2022 — Updated on February 24, 2025
Gym digital marketing can separate the best gyms from the gyms who go out of business. Digital marketing for gyms is crucial and learning how to market a gym online is a critical step for all gym owners.
Gym digital marketing should be a large part of any gym online marketing plan, whether you consider yourself a fitness digital marketing expert or not. With more people searching for fitness solutions online, implementing strong digital marketing for gym owners is essential for attracting new members and increasing retention. Understanding how to promote a gym online involves a mix of advertising for gym memberships, content marketing for fitness businesses, and strategic paid advertising like fitness PPC ads. Whether you’re working with a digital marketing agency for gyms or handling campaigns in-house, the right gym digital marketing services ensure that your marketing efforts are effective and scalable.
| Strategy | Why It Works | Best Platforms/Tools |
|---|---|---|
| Social Media Advertising | Increases reach and attracts new leads | Facebook Ads, Instagram Ads, TikTok Ads |
| Search Engine Optimization (SEO) | Improves visibility in local and national searches | Google My Business, Yoast SEO, Ahrefs |
| Pay-Per-Click Advertising (PPC) | Drives targeted traffic with high conversion rates | Google Ads, Bing Ads, Facebook Ads Manager |
| Content Marketing | Builds trust and engagement with valuable content | Blogs, YouTube, Email Newsletters |
| Influencer Marketing | Leverages social proof to attract new members | Instagram, TikTok, YouTube Partnerships |
| Email & SMS Marketing | Retains existing members and nurtures leads | Exercise.com, MailChimp, Twilio |
| Fitness App & Mobile Marketing | Increases engagement and direct access to clients | Exercise.com, MyFitnessPal, Strava |
| Health Club PPC Advertising | Targets people actively searching for gym memberships | Google Ads, Meta Ads, Local Listings |
Successful fitness gym marketing includes a combination of fitness digital advertising, fitness SEO agency optimization, and social media engagement. Gym digital advertising can include Facebook and Google ads, while fitness content marketing agency strategies focus on building blogs, videos, and lead magnets. Whether you’re looking for digital solutions for boutique gyms, a fitness marketing agency, or guidance on how to market a gym business, having a structured approach maximizes results. Different gym digital marketing strategies are more suited for different gym business models and gym sizes.
| Gym Type | Best Digital Marketing Focus | Recommended Budget Allocation |
|---|---|---|
| Boutique Fitness Studios | Social media ads, referral programs | 10-15% of revenue |
| Big-Box Gyms | PPC, SEO, email marketing | 8-12% of revenue |
| CrossFit & Functional Gyms | Community-based content, influencer marketing | 7-10% of revenue |
| Luxury & Wellness Clubs | High-end branding, personalized PPC ads | 12-18% of revenue |
| Online & Hybrid Gyms | Digital products, YouTube, fitness SEO | 15-20% of revenue |
Exercise.com simplifies digital marketing for health and fitness by integrating gym marketing campaigns, lead tracking, and automated marketing tools in one platform. Whether you’re looking for fitness digital marketing companies, a health and fitness digital marketing agency, or tools for fitness gym digital marketing, Exercise.com provides best-in-class solutions for gyms, studios, and personal trainers. From integrating gym PPC services to fitness studio digital marketing, Exercise.com streamlines how to market a fitness business and grow a strong online presence.
To learn more about how to market your gym online and how to use various online gym marketing strategies, check out this in-depth gym online marketing guide, then read our full gym owner guide, our big list of gym marketing ideas, compare the best gym marketing agencies, and explore the best gym management software.
See why Exercise.com is the best marketing software for gyms and fitness businesses, and how you can run your entire fitness business in one place.
Send gym and fitness marketing automations: email, SMS, and in-app.
Schedule your fitness client journey.
Use the gym CRM for lead management and fitness retention marketing.
All from your own custom branded fitness apps.
Ready to take your gym digital marketing to the next level with the best gym management software?
If you’ve been asking yourself, “How do I attract more members to my gym?” then gym digital marketing campaigns are a key solution. Fitness online marketing and online gym marketing strategies are more vital than ever and is also more within your reach. In this guide, we’ll discuss how to make fitness digital marketing work for your business by using the most effective digital strategies for gyms and tools for increasing gym lead generation efforts.
Digital marketing for gyms is by far the best use of your advertising efforts and with so many opportunities to make an impact, many even free, investing time in learning the basics and developing a strategy for marketing your gym online is a no-brainer. Digital marketing fitness industry trends are revolving more and more around automationsU sing automations to send email, SMS, an in-app notifications is a best-in-class way that fitness businesses are accelerating their marketing ROI.
Effective online marketing for fitness companies starts with having a service that makes an impact and benefits customers. If you’re a gym owner or personal trainer, then it’s critical your online fitness marketing strategies and fitness center digital marketing campaigns are utilizing the best gym management software to run your business, create and deliver workouts, and sell your workout plans online. Exercise.com is the all-in-one solution for fitness sales, marketing, and service.
Schedule a demo to learn how our software is helping gym owners grow their businesses and help more clients succeed in fitness.
We will dive into the specifics of how to market your gym business online down below, but to get started take a look at this list of ways to market a gym online and see if they get your creative juices flowing.
Here is a list of 37 ways to market a gym online:
Implementing these marketing strategies can help increase your gym’s online visibility, attract new members, and retain existing ones. Remember to track and analyze the results of your marketing efforts to optimize your strategies over time.
Additionally, be sure and check out our big list of gym marketing ideas, fitness challenge ideas for your gym, and gym event ideas. Okay, now on to some specific actionable ways you can promote your gym online.
Want to learn more? Get a demo today!
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In today’s competitive fitness market, it’s imperative for gyms, personal trainers, and fitness influencers to stand out and engage potential clients. Crafting a compelling advertising campaign can be the difference between a thriving fitness business and a stagnant one. Whether you’re a gym owner or an online fitness coach, it’s essential to find innovative ways to showcase your services and motivate individuals to prioritize their health and well-being. For fitness professionals seeking an all-in-one solution to manage their business, Exercise.com offers a comprehensive, custom branded fitness app tailored to your needs. Now, let’s explore some creative advertising campaign ideas that will elevate your fitness brand:
To truly stand out in the fitness industry, integrate your campaign with a professional platform like Exercise.com. Not only will it streamline your operations, but it will also provide a seamless experience for your clients.
One of the first steps in starting any business venture is identifying potential customers for your product or service; what common thread connects people that are most likely to be attracted to your offering and have the means to purchase it.
If you got your training business off the ground without this consideration, don’t worry; it’s not too late and you’ll actually already have some valuable information from anyone you already train.
Consider who you want to work with, who your service is most suited to, and whether this segment of people is adequate to support growth in your business.
One of the best online fitness marketing strategies is to lay out the characteristics of your ideal customer based on who you’re already training or envision working with. Identifying your target audienceLink is the first step to making your advertising the most effective; this information will help you determine how to present your business in every form of media.
Many trainers and gyms mistakenly push one fitness promotion after another from cutting price to giving extras, but get little or no response. The issue is a failure to tell the audience about you/your business before jumping to the sale.
Thinking specifically about premium, high-value services, and put yourself in the customer’s shoes. Wouldn’t you want to know that the service matches your needs and the provider is credible before committing your time and money?
You must establish a desire to train at your gym before the customer cares what it costs to train at your gym. You do so by providing some information free-of-cost. This can be a video with nutrition tips or a free seminar, anything that presents you and your gym as the solution to what the customer needs.
Once you’ve hooked the customer and got them wanting what you offer, you’re ideally positioned to present the buying proposition and be successful.
As a general rule, the higher the price of your service, the more you need to provide before the sale to convince a prospective customer the investment will be worthwhile.
Ever have a conversation that ends awkwardly with, “well ok…see you later I guess…”?
When you have no call-to-action, that’s what it’s like with the customer.
A CTA is an instruction to the customer to take a specific step bringing them closer to making a purchase; examples of which can be seen in the video above. The action you want the customer to take is not necessarily closing the sale, sometimes its just moving one step forward in the process which funnels them toward an eventual purpose.
Sample CTAs:
“Sign up now”
“Learn more about ____”
“Contact us to ____”
The CTA should make it clear what the customer should do and how; the easier and more natural you can make it, the more likely they are to take the desired action.
For example, if you have used a call-to-action like, “Contact me now to schedule a consultation,” you shouldn’t make the customer hunt down the method for contacting you or wonder what they should say when they do. Instead, link the CTA directly to what you’ve referenced – a purpose-built form that collects their contact info and allows them to request an appointment time.
Here is an example of a fitness upsell with a clear CTA that one Exercise.com customer launched that increased their AOV 7.93%!
A common blanket question is, “How do gym advertise?” Unfortunately, despite an array of gym promotion ideas and gym promotional messages, some gyms get an impressive number of new member sign-ups each month but still can’t grow due to too many members leaving. What many would describe as a revolving door phenomenon points to a problem with client retention.
It is not enough to convince someone to pay for your service if soon after they will be gone and you’ll need to replace them. You’re much better off investing more in member retention so that you keep them committed and excited to be part of your gym.
You can utilize a gym digital marketing strategy to keep members engaged and to provide additional value on top of your day-to-day services at the gym. Here are some of the best methods that have proven to be useful in keeping clients interested and excited about being part of your gym:
It’s most likely not your facility or equipment that keeps members around, it’s the feeling that they are part of a community and that people care about their goals and want to help. By engaging members continuously, you can build and maintain loyalty that lasts for years.
Read More: Best Gym Member Engagement Software
Many gym owners, especially those operating small facilities with few other staff, have to serve many functions personally in their business. Coaching clients, managing finances, cleaning, and advertising may all fall on your plate. That’s why utilizing automation in your gym online marketing is such a life-saver.
Automation is a broad description of any process you can set up to operate on its own without further input from you. For example, when a client enters their contact information in an interest form on your website, they should be automatically added as a contact in your email marketing platform (like with the Exercise.com MailChimp integration—you can automatically add custom tags to trigger automations and more).
Operating your business with a full-featured gym management software solution is the best way to make use of automation in your business. Exercise.com software features great automations you can set up to improve your service and ensure retention:
When you utilize automation to market and operate your business, you’ll save a tremendous amount of time that you can spend instead on growth and business development.
Read More: Best Gym Software with Automation Marketing
Year after year, research shows that the use of video in your digital marketing is superior to photos and far surpasses text alone.
Video is so effective online for natural reasons; like the tendency of users to remain on a web page longer to watch a video and by design of major online powers like Google and Facebook which preferentially display video content over anything else. According to the marketing firm Video Explainers, web pages that include video are 53 times more likely to appear as a first-page result on Google.
A crucial element to why video is so effective for gyms and trainers is that it puts the personality and feel of the gym on display in a way prospective clients can much more easily connect with compared to reading written material. Video is the best way to let customers get to know your personality and make a connection before coming into the gym.
Create videos showing members’ progress, demonstrating techniques, or giving motivating advice and use them across all marketing channels.
One of the best online fitness marketing strategies is to prioritize quality over quantity. When marketing your gym, there are myriad ways to spend your advertising dollar and many companies who have a vested interest in getting you to spend it on their particular channel. Offers will roll in incessantly to advertise in various places, to sponsor events, to have your brand featured in one place or another.
Most of the advertising opportunities presented to you will not be right for your business and it’s up to you to discern the duds from the silver bullets.
If you operate a premium service or serve a specific niche, it’s not always volume that counts. Advertising companies that utilize mass media such as TV, radio, and billboards will present statistics of total viewers in order to wow you with the sheer quantity of people who could potentially see your business name but be wary of this sales tactic.
It’s not just how many people you can reach, it’s whether those people are potential customers.
For instance, a billboard on the highway has a huge audience, however, this is a medium with very little targeting. Consider what proportion of people driving that road are your potential customer based on your predetermined target audience? Of the thousands of cars that will drive by the billboard, only 1-5% may fit your ideal customer profile depending on how specific your niche is.
When it comes to digital marketing on social media, for example, it is not necessarily better to have an ad display to every person in your city. Your advertising dollars will go further and get you more quality leads if you spend them on getting your message in front of the particular audience it is most likely to appeal to.
With very valuable free and paid services, the social media platforms Facebook and Instagram are a business owner’s best friends. See the video above for a look at how to engage with your followers on these platforms.
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The most obvious use, which most gyms are doing already, is creating and updating a business profile featuring information, pictures, video, and events. With this being completely free, there’s no excuse not to take the opportunity to create content and work on spreading it organically by way of likes and shares.
Content shared on social media builds brand awareness and allows you to express your company’s character and inform consumers of why they should come to you with their fitness goals.
On Facebook in particular, one of the best practices is to create a private members-only group for your gym members or smaller categories like a weightlifting competition club you operate within your program. In this group, you can post extra content with less stringent guidelines than what you might post on the official company page.
The objective is building a sense of community so maybe you’re sharing a motivating quote, maybe you’re keeping people engaged in a running joke about something that happened in a workout; whatever keeps them thinking about your gym community and makes them glad they’re a member.
With the Exercise.com platform you can run online workout groups, run fitness challenges, sell workout memberships, and much more.
While on the surface and to the typical consumer these sites are for networking and staying in touch with friends, marketers and business owners know the real genius of social platforms lies in getting people to self-identify their hobbies, interests, demographics, and buying behaviors and providing that information to advertisers at an enormous profit.
Running paid ads on Facebook and Instagram is one of the most accessible forms of advertising available to gym owners because you can do it all yourself, from creating the content, setting the budget, and targetting your audience. That’s not to say that you’ll be as effective as a professional digital media company at running your ads, but it lets you get started even if you have a tight budget.
The biggest strength of advertising on social media is the specificity of information you can use to target specific groups who are your most likely customers. Age, gender, and zip code are enough to beat traditional advertising but it doesn’t stop there. Facebook tracks a ton of data about what people view, buy, and how they respond to advertising.
Learn to use their marketing tools effectively and you can achieve an excellent return on investment and utilize your ads’ statistics to improve from one marketing campaign to the next.
An informative and visually appealing website is the centerpiece of your digital presence. Regardless of how the visitor learned about your brand, your site will likely be the source of their initial feeling about your business’s quality and credibility.
Having a gym website is important, make sure your site follows these principles:
Read More: Best Gym Website Builder Software
SEO refers to strategies website owners use to rank higher in search results and therefore generate more traffic to their site.
There are many factors that engines like Google use to determine whether your site will be recommended to users and if so, how high in comparison to competitors. Your chief considerations when designing or maintaining a fitness site should be:
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Fitness email marketing can be very effective while costing little or nothing. At a minimum, you should be sending a monthly newsletter about events, promotions, member success stories, etc. This helps keep current clientele engaged and shows non-member subscribers that you run an active community where people are achieving things in fitness.
An additional step beyond newsletters is creating content for multiple audiences broken down by categories like members, prospects, group fitness interest, weight training interest, and so on. This is where a tool like Mailchimp comes in very handy as it lets you easily apply custom tags that classify subscribers so they receive the content most relevant to them.
On top of managing all your contacts, Mailchimp is where you can build each newsletter or sales campaign within a visual editor that helps you add the text and media you want to include in an organized. professional template. Mailchimp is one of several valuable integrations offered with our Exercise.com software to save time for gym owners.
There are two important characteristics of email marketing that distinguish it from other forms:
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If you have a talent for writing and a desire to share your perspective, starting a fitness blog can be enjoyable and beef up your fitness content marketing. Utilizing a professional digital fitness marketer can pay dividends, but the nice thing about fitness blogging is that every fitness professional has something authentic they can share. A big trend in health club digital marketing is for fitness professionals to create fitness content online, even if they may not have a fitness content creator background. Well, surprise, you can now become a fitness content creator—today! Digital marketing for fitness studios now requires that owners think like content creators.
Your blog, ideally hosted on your business website to drive traffic there, is your place to provide deeper content than the short, quick-hit social media post. When you write original, high-quality content, it can show up in search results and bring more users to your site, exposing them to your business.
Consider the following when choosing topics for your blog posts:
As always, consider the ideal customer you wish to attract with your content. If, for example, you want members who lean toward training for athletics, focus entries on performance as opposed to health and wellness. Conversely, if you specialize in helping clients lose weight and get healthy, stay away from topics like improving the vertical jump test!
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Far more people will research your gym online than will walk in your door to ask for information. It is highly likely that they will form an opinion of your business based on what they find when searching the web, particularly reviews left by current and former members.
Your best form of advertising is the success of your current clients. When it comes down to it, the ability to show prospects proof of results is more meaningful than your promises. They are much more likely to trust your clients’ words than your own.
Encourage positive reviews on social media, Yelp, and your Google Business listing so that when searching prospective customers can see the experiences of real people associated with your business and develop trust in your credibility and ethics.
When a great review is added, or a customer gives excellent feedback in person, consider making them the subject of an in-depth testimonial you can feature on your site or post on social media. As mentioned earlier, video is optimal to catch the visitor’s eye and hold their attention.
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An effective online marketing strategy for gyms includes a well-designed website, active social media presence, content marketing, email marketing, online advertising, search engine optimization (SEO), and leveraging online reviews and testimonials.
Use social media platforms like Facebook, Instagram, and Twitter to share engaging content such as fitness tips, success stories, gym events, and promotions. Encourage interaction with your audience, respond to comments and messages, and create a sense of community among your followers.
Read More: Gym Social Media Marketing
Content marketing involves creating valuable and informative content, such as blog posts, articles, videos, and infographics, to attract and engage your target audience. By providing helpful and relevant content, you can position your gym as an authority in the fitness industry and build trust with potential members.
Use email marketing to send targeted campaigns, such as promotional offers, event invitations, or fitness tips, to potential and existing members. Create segmented email lists based on factors like membership status and interests to ensure your content is relevant to each recipient.
Read More: Gym Email Marketing Guide
Consider using online advertising platforms like Google Ads, Facebook Ads, and Instagram Ads to reach a larger audience and attract new members. Use targeting options to ensure your ads are shown to your ideal demographic and geographic audience, and track the performance of your campaigns to optimize your ad spend.
SEO involves optimizing your gym’s website and content to rank higher in search engine results, making it easier for potential members to find your gym online. Use relevant keywords, optimize meta tags, and ensure your site is mobile-friendly to improve your SEO performance.
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Encourage satisfied members to leave reviews on platforms like Google My Business, Yelp, and Facebook. Share positive testimonials on your website and social media channels, and consider offering incentives, such as discounts or referral bonuses, to motivate members to share their experiences.
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Use tools like Google Analytics, social media insights, and email marketing reports to track the performance of your online marketing efforts. Analyze data on engagement, conversions, and user behavior to identify areas for improvement and adjust your strategies accordingly.
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Influencer marketing involves partnering with individuals who have a strong online presence and influence within the fitness community. Collaborate with influencers to create content, host events, or offer promotions that showcase your gym and attract new members.
Read More: Influencer Marketing for Gyms
To stand out, consider hosting virtual events, offering online fitness challenges, collaborating with local businesses and other prominent and influential local community members.
Read More: Gym Marketing Ideas
The 7 P’s of marketing, when applied to a gym, are as follows:
The best gym advertising campaigns often combine creative, engaging content with targeted digital strategies. Successful campaigns leverage social media marketing for fitness, content marketing for gyms, and influencer partnerships to reach a broad audience. Examples include Nike’s “Just Do It” campaigns and Planet Fitness’s “Judgement Free Zone” promotions, which focus on inclusivity and motivation.
The most effective fitness internet marketing campaigns use a mix of digital marketing for fitness industry strategies, including SEO, PPC, email marketing, and social media engagement. Companies like Peloton and ClassPass have successfully used online marketing for fitness gyms to create engaging content, offer virtual classes, and build strong online communities.
The digital marketing strategy for gym businesses should be set by experienced professionals who understand digital marketing for fitness centers and the specific needs of the fitness industry. This could be an in-house marketing team or a specialized fitness digital agency. They should be adept at digital marketing strategies for fitness industry and social media marketing for gyms to effectively promote the gym online.
The most effective advertising for gym memberships often involves a combination of fitness business marketing tactics. These include targeted online ads, social media campaigns, referral programs, and special promotions. Utilizing digital marketing for fitness gyms, such as PPC campaigns and influencer partnerships, can significantly increase membership sign-ups.
Fitness brand marketing is crucial for establishing a strong, recognizable presence in the competitive fitness industry. Effective fitness club digital marketing helps build trust, attract new clients, and retain existing ones. A solid brand can differentiate your gym from competitors and create a loyal community around your services.
To find the best gym digital marketing agency, look for agencies with experience in the digital marketing for fitness industry. Check their portfolio, client testimonials, and case studies. Specialized agencies like a fitness digital agency will have a deep understanding of online marketing for fitness gyms and can offer tailored strategies to promote your gym online.
The cost of digital marketing for health clubs varies based on the services required and the agency’s expertise. On average, health clubs should budget between $1,000 to $5,000 per month for comprehensive digital marketing services, which can include SEO, PPC, social media marketing, and content creation.
A gym should publish a variety of engaging and informative content, including blog posts on fitness tips, workout videos, client testimonials, and class schedules. Content marketing for gyms should focus on providing value to members and prospects, such as healthy recipes, wellness advice, and success stories. Incorporating keywords like digital gym and fitness marketing online can also improve SEO.
Yes, PPC for gyms can be highly effective. Pay-per-click advertising allows gyms to target specific demographics and reach potential clients who are actively searching for fitness solutions. When combined with other digital marketing strategies for fitness such as SEO and social media marketing, PPC can drive significant traffic and conversions.
The highest ROI digital strategy for health clubs often includes a combination of SEO, PPC, email marketing, and social media engagement. By optimizing their online presence through fitness digital marketing and online marketing gym tactics, health clubs can attract more members and increase retention rates. Effective use of search marketing for fitness studio can also significantly boost ROI.
A basic gym marketing plan includes:
The best marketing strategies for fitness websites include:
Yes, your gym should make fitness marketing videos. Videos are highly engaging and can effectively showcase your facilities, classes, and success stories. They can be used in online marketing for fitness studio, social media campaigns, and on your website to attract and retain members. Including fitness videos as part of your digital marketing gym strategy can significantly enhance your online presence and engagement.
Promoting a gym involves a combination of traditional marketing, digital marketing, and word-of-mouth referrals. Consider offering promotions or discounts for new members, hosting open days or free workshops, engaging in local community events, partnering with local businesses, leveraging social media, and collecting positive testimonials and reviews.
Read More: Gym Promotion Ideas
The cost of advertising a gym varies based on factors like location, advertising medium, and duration of the campaign. Digital advertising might cost between $1 to $3 per click, while a local newspaper ad could range from $250 to $1500 depending on the paper’s circulation. Running promotions, offering free trials, and hosting events can also be added to the budget.
The 4Ps for a fitness center are a subset of the 7Ps:
Customers are attracted to gyms that offer value for money, a range of equipment and classes, experienced trainers, a sense of community, cleanliness, and convenience in terms of location and operating hours.
An appealing gym offers modern equipment, diverse classes, a positive atmosphere, cleanliness, and additional amenities like showers, lockers, and perhaps a juice bar or cafe.
To grow your gym’s social media presence:
Read More: Gym Social Media Marketing
According to the Planet Fitness Annual Report, Planet Fitness spends approximately $240 million dollars annually in advertising the Planet Fitness brand.
Absolutely. In the competitive fitness industry, marketing helps gyms attract new members, retain existing ones, and build their brand presence.
Exercise.com is an all-in-one software solution for fitness professionals and gyms. It assists in managing your business, accepting payments, online booking, hosting exercise videos, and selling workout plans. With a custom-branded fitness app, Exercise.com streamlines operations, enhances the member experience, and provides powerful tools for marketing and growth. Booking a demo with Exercise.com can offer more insights into its comprehensive features tailored for gym management.
An all-in-one fitness business management software is a key tool you can leverage for further growth. Here are a few features of Exercise.com Fitness Business Management software that will help you step up your online gym marketing game:
Using technology like that provided by Exercise.com is one of the single biggest improvements you can make to grow your business and manage it better in the digital age.