Fitness email marketing is a fantastic promotional strategy for gyms, personal trainers, and product companies. We often recommend it to our clients over social media because it gets such fantastic results for fitness businesses. You can use it to nurture prospects, promote products, generate revenue, on-board new clients, and boost retention.

In this article – Learn how to develop a fitness email marketing strategy (including list growth & campaign ideas) that gets results for your business.

We’re a specialist fitness marketing agency with 15+ years of industry experience, so we know first-hand what works (and what doesn’t!). We’ve helped gyms, fitness studios, and personal trainers to successfully promote their businesses using email, so our digital marketing strategies are tried and tested.

Email marketing benefits for fitness businesses

Email is a fantastic marketing strategy for fitness businesses. Here are a few of the benefits that it offers to gyms, personal trainers, and product companies…

  • Nurture prospects – use email to turn website visitors into prospective customers by educating them about your products, services, and overall approach to fitness.
  • Promote products – promo new exercise classes, gym membership offers, nutrition programmes, or workout gear and supplements.
  • Generate revenue – run email marketing campaigns that drive sales and revenue for your fitness business.
  • On-board new clients – use automated welcome sequences to induct new members and clients into the gym or online fitness programmes.
  • Boost retention – build a loyal customer base by emailing them regularly and providing useful fitness tips, healthy recipe ideas, and educational info.

Email marketing has so much potential as a lead gen, promotional, and retention tool. Plus, it’s relatively low-cost compared to other forms of marketing.

Email Marketing Kit Hero

But one of the key benefits of email is that you own the marketing channel.

Unlike SEO and social media, email is a digital option where you’re not relying on third-party platforms for access to your audience. Google can update its algorithm and tank organic traffic to your website overnight. Social media platforms can ban your account without warning so you don’t have access to the followers you’ve worked hard to build up.

But email is different. You can email your subscribers whenever you like without worrying about algorithms or feeds. While only 1-2% of your social media followers will see a post, 20-40% will open an email. So, it’s a powerful marketing tool for health and fitness businesses to utilise.

Fitness Email Marketing Strategy Overview

Define your email marketing goal

So, how do you develop a fitness email marketing strategy? The first step is to define your goal.

What is it you want to achieve with your emails? Is it membership leads, programme sign-ups, or retention?

Without a clear objective, your email strategy is destined to fail. You can’t reach your destination if you don’t know where you want to go.

Here are some examples of fitness email marketing goals that businesses often aim for…

  • Generate X number of gym membership leads per month.
  • Increase participation in X workout class by X date.
  • Raise awareness of nutrition strategies that support weight loss among our gym members.
  • Generate anticipation and buzz for the launch of X product.
  • Increase sales of X fitness supplement.

Once you’ve defined your fitness email marketing objective, you can move on to the next step…

Fitness Marketing Ebook Tablet

Fitness Marketing Ideas Mini-Guide

25 fitness marketing ideas for your gym, studio, or online business. Attract new members, get more PT clients & boost your fitness blog.

Choose the right email marketing software

The good news is there are lots of email marketing platforms to choose from. Most are easy to use and have similar features.

Some, like Podia and Mailchimp, will let you get started for free. But if you have an existing list, then prices will vary depending on how many subscribers you have. If that’s the case then it’s worth doing your research to find the most cost-effective option for your list.

We’ve used the first three email platforms on this list with our fitness clients and heard good things about the other two…

Simply register for an account and you’ll be ready to move on to the next step…

Build your fitness email list

You’ll want to build your fitness email list with people in your target market. This way your subscribers will be more likely to convert into paying members and customers.

The simplest way to do this is do add an email opt-in form to your website. You’ll need to do this within your email marketing platform and then insert it into your web pages. It’s really easy to copy and paste or you can ask your web designer to do it for you.

Most fitness businesses include an opt-in form on the homepage, sidebar, and at the end of blog articles. You can keep it basic with a call to action that says ‘join our email list’. But you’ll grow your fitness email marketing list more quickly if you offer an incentive like a freebie or lead magnet.

In our experience working with gyms and personal trainers, the top-performing opt-ins for fitness businesses are…

  • Complimentary day passes to the gym
  • Ebooks that summarise strategies for achieving a fitness goal (such as bulking up or weight loss)
  • Recipes and shopping lists that support fitness goals
  • Discount codes for fitness supplements or workout gear
  • Quizzes that help people choose the best product for their needs

Make sure that your opt-in freebie aligns with your target audience’s needs and your product or service offering. This is the best way to collect high-quality email addresses and grow an engaged list that generates revenue.

You might also like… How We Grew Our Fitness Email List Of 15,000 Subscribers. or Fitness Ebook Ideas For Email Lead Magnets.

Set up your email opt-in forms so that people automatically receive their freebie after subscribing. Your platform should have a feature that makes this easy to do.

Next, you’ll need to promote your email lead magnets and opt-in forms at every opportunity. You can include it in your social media bios, blog posts, and guest posts or podcasts you participate in. The more you promote your opt-in, the faster you’ll grow your fitness email list.

Grow Your Email List Hero
Our Fitness Marketing Roadmap includes email list-growth resources that make it quicker and easier to get results.

Create engaging email campaigns

So, what should you send to your shiny new subscribers? A combination of welcome emails, regular newsletters, and promotional content should be enough to achieve most marketing goals.

Let’s dive into some fitness email campaign ideas…

Fitness Welcome Emails

Sending welcome emails to new gym members or PT programme clients subscribers helps introduce them to your services. You can use welcome emails to build the relationship and signpost them towards next steps, such as how to collect their gym membership card or book group classes.

If you sell online fitness programmes, then welcome emails should explain how clients should access the resources and participate in workouts.

A good fitness welcome email should…

  • Reinforce that joining your gym or programme was a good decision – this helps avoid buyer’s remorse and cancellations.
  • Provide essential info – like your club opening times, class timetable, and a list of what to bring or wear.
  • Ask them to visit – prompt them to visit by asking them to put a workout date in their calendar that’s within the next 3 days.
Gym Email Templates
Our Fitness Marketing Roadmap includes welcome email sequences for gyms and online fitness programmes.

You might also like… The Complete Guide To Creating Awesome Gym Welcome Emails

Fitness Email Newsletters

Sending regular health and fitness newsletters helps to build customer relationships, educate subscribers, and improve retention. They provide a variety of valuable content, such as informative articles, tips, updates, and announcements. Here are some fitness newsletter ideas to get you started…

  • 3 Ways To Get Maximum Results From Quick Workouts
  • Spotlight on Fitness Trends: What’s Hot In Health & Wellness
  • Muscle-Building Myths Debunked: Separating Fact from Fiction
  • 5 Key Benefits of Personal Training
  • Inspiring Fitness Success Stories from Real People
  • HIIT vs Steady-State Cardio – Which Is Better For Weight Loss?
  • Protein-Packed 15-Minute Dinner Ideas

Send email newsletters on a consistent basis, whether that’s weekly, fortnightly, or monthly. This way you’ll get subscribers into the routine of opening and reading your emails regularly, which improves engagement rates and click-throughs.

Fitness Campaign Emails

Fitness campaign emails are typically focused on sales, offers, and promotions. They’re designed to achieve a specific marketing objective, whether it’s launching a new product or driving sales.

Here are some fitness email campaign ideas that you can use in your business…

  • Fitness challenges – run 7-day email challenges designed to grow your list, help people progress towards a goal, and warm them up for a product or service later on.
  • Product launches – use a series of emails to build anticipation for a new workout class or product, then announce the big launch and educate people about the benefits.
  • Success Stories – showcase the success stories of real gym members and personal training clients over several weeks to inspire others on their fitness journey.
  • Highlight limited-time offers – use email marketing to announce discounts or special offers, educate subscribers about key benefits, and remind them when the deadline is near.
  • Awareness days – send email campaigns themed around fitness awareness days like National Cycling Day or Global Stress Day.

While newsletters and welcome sequences prioritise building relationships and providing value, email campaigns typically encourage purchases. With some smart segmentation and personalised offers, you can generate really strong results from these types of fitness emails.

Scale & Automate Your Fitness Emails

Once you’ve mastered your regular newsletter and campaigns, the next step is to scale and automate. There are lots of ways to use email marketing to improve your results even further.

Two effective email marketing strategies that made Life Time Fitness over $600,000 were creating automated welcome series and sending personalised emails based on fitness goals. Here’s how they work…

Send An Automated Series Of Welcome Emails

Go beyond a simple welcome email by creating a series of 3-4 welcome emails instead. Email platforms make it really easy to automate the sending of these so they go out at regular intervals.

Here’s an example…

  1. Welcome email covering the 3 key points listed in the last section
  2. Follow up 2 days later with an email reminder to visit the gym
  3. Provide an overview of the different group exercise classes 3 days later
  4. Highlight your most popular services and how to book them a few days after that

Sending regular emails encourages members to take action and educates them about your offering. It provides the perfect opportunity for you to upsell additional services.

Automate Personalised Emails Based On Fitness Goals

Take things a step further by creating personalised emails based on different customer fitness goals.

Think about the three most popular workout goals that your members or clients typically have and create three different email series based around them. This way when a new member signs up whose goal is ‘weight loss’, you can send them a series of emails that are tailored to their specific needs. Think workout tips, healthy recipes, and best classes for burning calories.

But someone else who joins your gym with the goal of bulking up will receive different emails that align with their interests. They can still focus on tips, recipes, and services, but the content will be different.

Email Marketing Tips

Alternatively, you can create emails around different fitness interests. So if some of your members are training for a triathlon event, you can develop gym emails that are helpful or promote beneficial products and services. Then create additional emails tailored to other popular interests, such as PT, yoga, or nutrition.

Creating emails that are tailored to your members’ interests means they’re more likely to open, click through, and take action. It can help them reach their fitness goals, feel more connected to the club, and boost your revenue too.

Personalising your fitness emails can help your marketing become even more effective. You can use email to sign up more gym members and personal training clients, keep subscribers engaged, and generate more revenue in the process.

Fitness Email Marketing Templates

Our Fitness Marketing & Lead Generation Roadmap is packed with email marketing templates, guides, and done-for-you lead magnets. It’s your all-in-one toolkit to attract, engage, and convert more clients – tailored specifically for fitness businesses like yours!

The email marketing resources make it easy to generate leads and sales revenue. They include a step-by-step playbook, done-for-you email templates, and resources to help you get results. From coming up with the perfect lead magnet and growing your list, to sending effective emails that help you sell more, this kit has it all.

Fitness Marketing Roadmap Hero

Fitness Marketing & Lead Generation Roadmap

Your All-in-One Toolkit to Attract, Engage & Convert More Clients

But it’s not just email marketing resources – the roadmap contains everything you need to promote your fitness business effectively. It covers:

  • Fitness Marketing Strategy: Build a solid foundation and plan for success.
  • Lead Generation: Attract more clients with effective tactics.
  • Social Media: Boost your online presence and engagement.
  • Email Marketing: Nurture leads and convert them into loyal customers.
  • Advertising & Promotion: Get your message out there efficiently.
  • Content Marketing: Create compelling content that resonates with your audience.
Fitness Email Marketing Guide Pinterest

Caroline @ Wellness Creative Co

Qualified personal trainer (BSc Sports Science) & nutritionist (MSc Human Nutrition) with 15+ years of fitness & wellness marketing experience working with global brands.