Now feels like a good moment to step back and take stock of the fitness marketing landscape. There have been plenty of shifts and developments in the last few months, with some strategies proving hugely popular and others no longer working at all. Understanding these trends can help you stay ahead of the competition and take advantage of effective strategies.

In this article, we outline the top fitness marketing trends we’re seeing play out and why they’re proving so popular with industry brands.

As a specialist fitness marketing agency, we’re constantly monitoring industry trends and testing new strategies. Over the last 15+ years, we’ve helped gyms, workout studios, and personal trainers take advantage of digital marketing developments and emerging promotional platforms. But we’ve also seen the demise of popular channels like Vine and Google+ which is why it’s so important to maintain a broad view.

Email Marketing

Email marketing isn’t new, so why is it trending in 2024? Well, mainly because other platforms are becoming increasingly unpredictable and businesses need at least one reliable marketing channel.

Email offers stability, control, and effectiveness, a combination that other marketing methods currently can’t match. 

Fitness brands are increasingly turning to email marketing as a way of maintaining control over their reach. Email provides ownership of the communication channel and audience data.

Whereas social media results are heavily reliant on the algorithms showing your content, email offers brands complete control.

It’s also proven to be a more effective marketing channel for generating sales. 60% of people have bought something because of an email compared to just 12.5% for social media. So it’s a strategy that delivers strong revenue results too.

Learn more… Create an effective email marketing strategy for your fitness business.

Marketing Diversification

More and more fitness brands are diversifying their marketing efforts. Instead of relying on just one traffic source, such as search engine optimization (SEO) or TikTok, they’re expanding their methods for audience building and lead generation. 

A flurry of Google algorithm updates has left many fitness websites with less organic traffic than this time last year. Those that were focused on SEO alone are now diversifying into other traffic acquisition methods like Pinterest, Reddit, and paid ads.

Uncertainty over TikTok’s future and whether it’ll be banned in the USA has led many brands to explore other social platforms. Instagram and YouTube have been the big winners with many creators shifting their focus to these instead. 

Website marketing is back with a bang too. While most established fitness businesses have had websites for years, influencers and creators have built their brands primarily on social media. But many are now realizing the importance of ‘building on owned land instead of rented space’. 

Famous fitness influencers like Caroline Girvan are setting up websites as their home base instead of having everything on YouTube. In this video, she explains why in her own words…

Fitness Marketing Funnels

Most successful fitness brands are using marketing funnels as part of their 2024 strategy. Funnels lead would-be customers on a structured journey from not knowing anything about your offering to becoming paying clients. They’re an effective strategy for generating consistent revenue in your fitness business and converting more visitors into customers.

Funnels are particularly effective in the fitness industry because customers are so wary of this niche. Many have tried and failed to reach fitness goals or been burned by false promises made by shady businesses. So they need a bit more convincing – free or low-cost tasters with a structured follow-up process can help you work through their concerns and objections.

Popular funnel approaches involve offering a free lead magnet (like a fitness ebook or cheat sheet) or paid tripwire (like a $9 product). By collecting people’s email addresses during the sign-up process, brands are able to send follow-up email sequences. Designing these emails in a way that builds the relationship and creates demand for your paid offering, can create a steady flow of paying customers on autopilot.

Learn more… Read our guide on creating a sales and marketing funnel for your gym.

Video Marketing

Video has been one of the top marketing trends in recent years and continues to be popular in 2024. An increasing number of fitness brands are leveraging its power to engage and convert audiences. 

Short-form video is scorching right now with Reels dominating on Instagram and YouTube pushing Shorts. According to recent studies, videos that are less than 30 seconds long have a significantly higher engagement rate than longer videos. And Reels typically generate more interactions than regular posts, making them a powerful tool for increasing reach and visibility.

But it’s not just short-form videos that fitness brands are focusing on. Many are repurposing other content formats like written blog articles and audio podcasts, into videos. It’s a smart way to get your existing content seen by more people and get more bang for your marketing buck.

Interactive and live videos are also gaining traction as powerful tools for fitness marketing. Live streaming workouts, Q&A sessions, and behind-the-scenes content create real-time engagement opportunities, fostering a sense of community and immediacy.

Learn more… Get inspired with this list of video ideas for fitness brands.

Fitness Challenges

Running challenges remains one of the most popular marketing trends for fitness brands. They’re a highly effective way to attract and engage target audiences, create a sense of community, and drive conversions. By offering structured, time-bound challenges, fitness brands can motivate participants, showcase their expertise, and turn participants into loyal customers.

Fitness challenges are popular because they offer a clear, achievable goal within a set timeframe. They give participants a sense of purpose and direction, tapping into our need for achievement and community. People are typically keen to join challenges that promise visible results, social support, and a structured approach to fitness.

Challenges are particularly effective at attracting the target audience with pinpoint accuracy. By designing challenges that align with the interests and goals of their ideal clients, fitness brands can attract a highly relevant audience. For example, a gym targeting weight loss clients might offer a “30-Day Weight Loss Challenge,” while a personal trainer focusing on muscle gain might create a “4-Week Strength Building Challenge.”

Once participants join a fitness challenge, brands can leverage marketing funnels to convert them into paying customers. The challenge serves as the top of the funnel, attracting a large audience and providing an opportunity to showcase the brand’s expertise and value. From here it’s about generating engagement and creating a sense of community to increase the likelihood of participants becoming long-term customers.

Learn more… With our guide on how to run fitness challenges successfully.

List of Fitness Marketing Trends

Influencer Marketing

Influencer marketing continues to be a dominant trend in 2024. Fitness influencers have gained substantial power to sway consumer opinions and drive purchasing decisions

Fitness brands are increasingly partnering with influencers to tap into their engaged follower bases. This strategy not only enhances brand visibility but also lends credibility.

Influencers, particularly those well-respected in the fitness community, can authentically showcase products and services, making endorsements feel more genuine. This authenticity resonates with consumers, who are increasingly wary of overt advertising.

Influencer marketing allows fitness brands to reach highly specific niches. Whether it’s yoga enthusiasts, weightlifters, or marathon runners, there’s an influencer for every segment. By collaborating with the right influencers, brands can tailor their marketing efforts to their audience’s precise interests and needs, leading to higher engagement and conversion rates.

In 2024, the trend is moving towards long-term partnerships rather than one-off collaborations. This shift helps build deeper connections with the audience and provides a more consistent and reliable promotional strategy. Fitness brands are focusing on creating comprehensive campaigns that align with the influencer’s brand and ethos, ensuring better integration of products or services into their content.

Influencer marketing offers fitness brands a powerful tool to build trust, reach targeted audiences, and achieve higher engagement through authentic, relatable endorsements. As consumers continue to seek authenticity and connection, partnering with influencers remains a key strategy for effective fitness marketing.


Building and nurturing a community is emerging as a pivotal marketing trend in 2024, especially for fitness brands. The shift towards creating a sense of belonging and fostering connections among customers is reshaping how fitness companies approach their marketing strategies. In a world where digital interactions often feel impersonal, a strong community can provide the warmth and support that consumers crave.

Fitness brands are increasingly focusing on community-driven marketing to create loyal and engaged customer bases. This approach involves cultivating an environment where members can share experiences, offer support, and motivate each other. By facilitating these connections, brands can build deeper customer relationships, enhancing loyalty and retention.

Online platforms and social media play a crucial role in this trend. Brands are creating dedicated Facebook groups, online forums, and exclusive member areas where individuals can interact. These spaces allow for the exchange of tips, progress updates, and personal stories, all under the brand’s umbrella.

Fitness challenges, group workouts, and live Q&A sessions with trainers are just a few examples of activities that can keep the community engaged and active.

In-person events are also making a strong comeback as part of this community-building effort. Fitness brands are organizing meet-ups, boot camps, and wellness retreats to bring their online community members together in real life. These events not only strengthen the bonds within the community but also provide memorable experiences that deepen customer loyalty.

Customers who feel a part of a community are more likely to remain loyal to the brand, participate in events, and recommend the brand to others. They become brand advocates, driving organic growth through word-of-mouth. These communities can also provide valuable feedback and insights, helping brands tailor their offerings and improve customer satisfaction.

Tapping Into Fitness Marketing Trends

Tapping into these fitness marketing trends can help you find effective promotional strategies and get ahead of your competition. The key is to focus on one or two rather than trying to do them all. That’s just a recipe for overwhelm and mediocrity.

By using email marketing and diversifying your customer acquisition channels, you’ll minimize the risks from algorithm updates and other uncontrollable factors. Using funnels, videos, and challenges will help you engage your target audience and convert them into paying customers. Influencer marketing and community building can add those personal, authentic elements to your marketing that keep people loyal long-term.

Which of these are you using in your fitness business? Send us a DM on Instagram – we’d love to hear what’s working for you!

Fitness Marketing Trends Pinterest
Categories: Marketing

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.