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9 min read

Fitness Marketing: Ideas To Attract Gym Members

By Tracy Morrell on 7/15/22 7:30 AM

Topics: Fitness

If you're a gym owner, you know how important it is to attract new members constantly. It can be tough to compete with the big chains, but there are still plenty of ways to promote your business and bring in more customers.

People are becoming more aware of the importance of staying fit and healthy. As a result, fitness centers are on the rise – in fact, there are now more than 20 million gym memberships in America.

There is also an increasing demand for personal trainers, nutritionists, and other fitness experts. However, competition for these customers is also growing fiercer by the day.

To stand out among other gym owners and attract new customers, you must develop an effective marketing strategy.

In this blog post, we’ll give you an insight into fitness marketing and some valuable tips and tricks to get you started with your strategy right away!


What Is Fitness Marketing?

Local businesses are under pressure as the fitness industry rapidly expands with new entrants such as national and international chains.

Fitness marketing is the process of attracting new clients and retaining your existing clients by implementing an effective marketing strategy.

Fitness marketing encompasses various activities, from advertising to public relations. You will be responsible for acquiring new customers depending on your fitness business model (e.g., fitness trainers, nutritionists, wellness coaches, etc.).

This is where fitness marketing comes into play. Fitness marketers can either be internal or external staff members. Internal staff members manage different marketing channels, such as social media marketing, email marketing, or digital marketing.

External fitness marketers are hired to manage specific marketing channels, such as ad campaigns.


What You Need To Know Before Starting Your Fitness Marketing Strategy

Before you begin your gym marketing strategy, you should conduct some research better to understand your customers and the landscape of your industry.

Here are some essential things you should know:

Your Customer Personas

Every business has customers and clients. However, not all of them are the same. Some clients may have a particular need or want, while others may look for something new and different.

To attract the right kind of customers for your gym business, you must first understand who they are. With this knowledge, you can then get started with your marketing strategy.

The Competition

You’ll want to know who your competitors are and what they are doing. This way, you can develop a marketing strategy that stands out and appeals to your specific target market.

If you want to succeed, you must know your competitors; otherwise, you’re setting yourself up for failure. For example, a referral program can be a great way to attract new customers, but only if your competitors don’t already have one.

The Landscape Of Your Industry

The fitness industry is constantly changing and evolving, so you must stay up-to-date with the latest trends. This way, you can ensure that your marketing strategy is relevant and practical.

You’ll also want to get an idea of the landscape of your industry: What kinds of customers do you serve? What are their needs and goals? What are their pain points? Do they usually need a personal trainer? What are the demographics of your industry? What are the most popular marketing channels in your industry? And so on.


Gym Marketing Ideas To Attract Members

Here are some gym marketing ideas that will help you attract new members:

Identify Your Target Audience

To have a successful gym marketing plan, you must understand who you are trying to attract. Start by creating a customer persona based on your target audience.

A customer persona is an imaginary representation of your ideal customer. When creating your customer persona, you’ll want to consider their age, gender, location, interests, and so on.


Create A Marketing Strategy

With your customer personas in mind, you can begin developing your marketing strategy.

A marketing strategy is a general plan that outlines your specific actions and activities for acquiring new customers and increasing your revenue.

Here are a few tips to help you create an effective marketing strategy:

Set Goals

Before you create your strategy, you must know what you want to achieve. This means setting goals that are measurable and trackable. Your goals must be specific, realistic, and have a timeline.

Define Your Marketing Mix

After setting your goals, you must determine the right marketing mix for your business. There are 4Ps of marketing (product, price, place, and promotion).


Create A Marketing Calendar

Don’t just jump in and start marketing your business randomly. It’s important to create a marketing calendar so you can stay on track and launch new campaigns at the right time.

Focus On Engagement

If you want to grow your business, you have to focus on engagement. This means interacting with your customers and community and listening to their needs.


Create A Digital Marketing Strategy

If you want to grow your business offline, you can do so with digital marketing. This includes social media, digital advertising, and Search Engine Optimization.

Use Social Media To Reach Out To Potential Customers

You can also use social media to reach out to potential customers. Use engaging posts and relevant hashtags to get your gym's name out there. You can also run ads on social media platforms like Facebook and Instagram.

Social media has become one of the most effective marketing channels available today. There are around 4.62 billion social media users worldwide, and more than 90% of them visit social media at least once a week! 

You can use social media to reach out to your target audience and build a community around your brand. Here are a few social media marketing tips: 

Pick The Right Platform

Not all social media platforms are the same. You’ll want to pick the right platform for your business and target audience. 

Create A Strategy

Once you’ve picked the right platform, you’ll need to create a strategy. Your strategy will depend on your goals, your target audience, and the type of content you want to post. 

Stay Consistent

Once you’ve created your strategy, you’ll need to stay consistent. You must post new content regularly and respond to your customers. 

Be Genuine

Don’t just try to sell and push your products. Instead, be genuine. Interact with your customers, ask them questions, and respond to their comments.

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Keep Your Existing Customers Satisfied

Word-of-mouth is still one of the best ways to promote your gym. Make sure your existing members are happy and satisfied with your services. If they're happy, they'll be more likely to tell their friends and family about your business.

A solid subscriber base will help you gain free traffic, build trust, and rank higher in search engines. You can acquire new customers by providing them with value on your website and encouraging them to sign up for your newsletters. 

Creating a lead magnet is an excellent way to get people to sign up for your newsletters. A lead magnet can be anything from an e-book to a cheat sheet. Once people sign up for your newsletter, you can start communicating and building a relationship with them. 

You can also use fitness forums to your advantage and partner with other influencers in your industry. Collaborating with fitness forums can increase your visibility and reach a wider audience.

Create Effective Ad Copy

The ad copy is one of the most important aspects of gym marketing campaigns. It is the first thing potential customers will see and will decide whether or not to click on your ad.

You must create compelling ad copy that appeals to your target audience and sparks their interest.

Use Benefit-Driven Copy

You need to highlight the benefits of your products and services rather than listing the features. Make sure to include the primary benefits of your products to appeal to your target audience.

Create An Irresistible Offer

You can also use your ad copy to offer an irresistible offer that will appeal to your customers. This way, they will be more likely to click on your ad.

Create A Sense Of Urgency

You can also create a sense of urgency by advertising limited-time offers or flash sales. This will encourage your customers to act quickly.

Be Clear And Concise

You should also ensure that your ad copy is clear and concise so potential customers can understand your offer immediately.

Include A Call To Action

Your ad copy should also include a call to action. It should urge potential customers to click on your ad and purchase your products or services.


Choose The Right Platform For Your Ad Campaign

When choosing the right platform for your ad campaign, you need to consider your marketing budget, the cost of the different ad platforms, and the potential return on investment (ROI) of each platform.

You should also consider your target market and the devices and apps they use most often.


Facebook is one of the most popular ad platforms. It allows you to create custom audiences based on your target market. You can also use Facebook’s powerful targeting options to reach your target market.

Google Ads

Google Ads is another popular ad platform that allows you to reach your target market through search engine marketing (SEM). Google Ads will enable you to create custom audiences and use powerful targeting options.


Instagram is an excellent platform for reaching a younger audience. It allows you to use hashtags and geotagging to reach your target market. You can also use Instagram’s powerful targeting options to reach your target market.

Summing Up

Fitness marketing is a great way to attract new gym members. Using the right platform and creating effective ad copy, you can reach your target market and encourage them to sign up for your gym membership.

You can also use fitness forums and partner with other influencers in your industry to increase your visibility and reach a wider audience.

Using these marketing ideas, you can attract more gym members and grow your business. So get creative and start promoting your gym today!

Tracy Morrell

Written by Tracy Morrell

Director at React Fitness Limited with over 20 years of experience in the fitness industry.