Are you looking for gym marketing ideas that don’t cost the earth? If you run a health club, fitness studio, or personal training business, then attracting new clients is always a high priority. But how do you decide which gym marketing strategies to use? There are hundreds of ways to promote a fitness business, so where do you start?


In this article – we share 7 essential marketing strategies for gyms and fitness studios. Whether you’re just starting out or run a well-established business, these tactics are fundamental to success.


They include the best gym marketing ideas for generating leads, selling memberships, and retaining clients long-term.


Effective Gym Marketing Ideas

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Marketing a gym business isn’t always easy, especially if budgets are tight. So, it’s important to focus on the activities that will generate the greatest return on your investment. This means choosing the most effective methods that’ll give you the best bang for your buck.


Here are 7 of the most effective gym marketing ideas that every health club and fitness studio should be implementing…


  1. Google Business Profile
  2. Testimonials & Reviews
  3. Social Media
  4. Online Advertising
  5. Email Marketing
  6. Fitness Blogging
  7. Strategic Partnerships


Now let’s look at each of these ideas in a bit more detail…


#1 – Google Business Profile

If you’re looking for a product or service, then Google is probably your first stop. There’s a high chance that anyone vaguely interested in joining a gym will search for one nearby. So, you want to be front and centre of the search results when they do.


“88% of local searches on mobile result in a call or visit within 24 hours”.  


To ensure that you’re top of the search listings, you’ll need to complete your Google Business Profile. This allows you to control the information that people see about your business on Google Maps or search results. Include your contact details, opening hours, and in-club photos so that people have all the info they need to arrange a visit.


#2 – Testimonials & Reviews

Did you know that between 20-50% of all purchasing decisions are driven by word of mouth? People trust the opinions of others far more than any advert or promotional campaign. This is why referrals are one of the leading gym membership sales strategies.


But it’s not enough to hope for amazing testimonials and positive word of mouth – you need to be proactive in generating it. Ask your existing members for feedback and follow a defined structure to ensure you hit all the key points. Then share these testimonials and reviews everywhere you can including your website, social media platforms, and Google Business Profile!


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#3 – Social Media

You knew this one already, right? Social media marketing for gyms and fitness studios is a no brainer. It helps you reach a wider audience of potential members and maintain a loyal relationship with existing clients. But it’s crucial to take a strategic approach if you want to generate meaningful business results.


The first step is to plan your social media content ahead of time. This will help you align the content with your business goals, such as lead generation or awareness of new services. If you’re unsure where to start, then these gym social media ideas will help.



#4 – Online Advertising

Online advertising is a great value marketing channel that generates a strong return on investment. Unlike the other gym marketing ideas on this list, there is a cost involved but you can often get a free credit when first signing up. But perhaps most importantly, it’s incredibly effective at generating leads.


When it comes to advertising, Facebook and Google Ads are the most popular forms of digital marketing for gyms. The first step is to define the sales funnel that these ads will feed into – we recommend creating a custom landing page to capture contact details. Then create some persuasive ad copy that entices people to click through and take action.


Top Tip – Be sure to set up retargetting for online ads so that you get more than one bite of the cherry.


#5 – Email Marketing

Email marketing is no longer optional – at the very least, members expect to receive welcome emails when they sign up. They want to be given the essential info they need to get started. But it’s also an opportunity to promote other paid services that they may find useful.


Emails can also be a highly targeted form of marketing. You can segment your lists based on different interests and send them content that’s perfectly aligned with their fitness goals. This personalised approach helps you create high-converting emails that boost retention and secondary spend.


Check out how Lifetime Fitness did it in this case study.


#6 – Fitness Blogging

Adding a blog to your website is an effective way to increase visitors numbers and lead enquiries. By writing articles that target specific keywords, you can get in front of people who are interested in your particular offering.


Fitness blog articles also allow you to showcase your expertise, position yourself as a subject authority, or educate members about products and services. It’s a fantastic soft-sell tool that many gyms have yet to take advantage of.


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Blog posts can also be used to capture email addresses and lead information. Offering a free download in return for contact details is an easy way to do this. You can then use email marketing to nurture the lead as part of an automated sales funnel. Here are some lead magnets that work well for gyms…


  • Ebooks & workout guides
  • Email & video courses
  • Challenges
  • Meal plans & recipe cards
  • Cheat sheets & checklists


#7 – Strategic Partnerships

Partnerships are one of the least utilised lead generation ideas for gyms. But working with other businesses is a hugely effective way of raising brand awareness and getting more members. It allows you to benefit from their existing customer relationships and get in front of new audiences.


The key to successful partnerships is finding complimentary businesses. Health food cafes, sports apparel stores, and spas are all strong options. Their audiences have similar interests to your target market which makes them a good fit. Then it’s a case of running events, campaigns, or promotions together so that both companies gain more clients.


Essential Gym Marketing Ideas

These gym marketing ideas are designed to generate leads and boost awareness of your services. By aligning them with your business goals, you can ensure that your promotional activities attract new clients and keep existing ones loyal.


Set up your Google Business Profile, be proactive about reviews and testimonials, and take a strategic approach to social media. By implementing these ideas you’ll be able to generate lots of shiny new leads for minimal outlay. Just be sure to have a follow-up process in place to take full advantage.


Are you interested in customised gym marketing ideas for your fitness business? Check out our gym marketing services to learn how we can help you generate leads and maximise memberships.



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Caroline @ Wellness Creative Co

Qualified personal trainer & nutritionist with 15+ years of fitness & wellness marketing experience.