Creating a professional gym marketing plan is essential for generating revenue. However, many people aren’t sure where to start. Most club managers have a strong background in fitness but aren’t always given the business training needed to run a gym.
This can make the idea of preparing a fitness center marketing plan quite daunting. So, if you’re wondering what to include or how to structure it, then we’ve got you covered.
In this article – we explain how to write your own gym marketing plan from scratch, with examples and templates to follow.
Writing a marketing plan is one of the first things we do with our gym clients, so we’ve created loads over the years. The approach we’ll outline can be used by any type of fitness business… So, whether you’re a gym owner, fitness studio manager, or run a health club, you’ll find this guide helpful.Fitness Marketing Fundamentals [Online Course]
Structuring a Fitness Marketing Plan
A gym marketing plan has the same fundamentals as most strategy documents…
- WHY (objectives)
- WHAT (strategies)
- HOW (tactics)
We’ve discussed these 3 elements before, in relation to marketing strategy and content planning. But successful gym marketing also requires a clear overall business goal and follow-up to measure the impact of each activity.
We like to keep things simple so usually summarise these 5 elements on a single page. A marketing plan really doesn’t need to be complicated in order to be effective. Here’s an example gym marketing plan template…
You can download the template and a done-for-you gym marketing plan sample as part of our Fitness Marketing Template Bundle or create your own version. Let’s look at each of the five elements that your plan should contain…
#1 – Goal
Most businesses will have an overall goal related to revenue and/or profit. But if you’re a social enterprise or non-profit, then your over-arching goal may be around the number of people who benefit from your services. The goal is usually defined by management, so plug it into the top section.
#2 – Objectives
Next, break down that overall goal into 1-3 smaller marketing objectives. What are the bite-sized objectives that will contribute to the larger goal? For example, if you want to increase revenue then you generally have three options…
- Increase the number of clients you sell to
- Increase your pricing
- Up-sell additional products or services to existing clients
Examples of marketing objectives for a gym could include attracting 20 new members per month or increasing retention to 80%.50 Fitness Marketing Templates
#3 – Strategies
Strategies outline what you’ll do to achieve these objectives. If you want to increase the number of clients you have, then you could…
- Increase the number of leads you generate
- Increase the proportion of sales tours that convert
- Target a niche audience
- Position yourself as a specialist
- Partner with industry leaders
Think high-level here, so things like audience targeting, brand positioning, or increasing leads and conversions.
Marketing strategies for gyms often involve increasing the number of membership leads or boosting tour conversions so that more people sign up. Health and wellness marketing strategies also need to address credibility, since many people are distrustful of fitness fads and diets.
#4 – Tactics
The tactics section is about how you’ll execute your strategies. This is the most detailed part, where you cover the entire marketing mix for gym studios (product, place, promotion, and price).
What channels will you use to communicate with your target audience? Will you produce promotional materials, digital assets, or create experiences through hosting events? Define deliverables (such as ebooks, brochures, adverts, etc) and communication methods (social media, email, advertising platforms, etc).
⇒ For more inspiration, check out this free ebook dedicated to fitness marketing ideas.
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.
#5 – Measurements
Lastly, you’ll need to define how each activity is measured. How will you know whether your gym or fitness club’s marketing efforts have been successful? Where can you improve? How will you decide if it’s worth repeating?
Make sure your measurements link back to your objectives. Although clicks, reach, and attendee numbers are interesting, they may not always be the best indicators to measure.
For example, if your goal is to generate new leads, then the measure of success should be around how many people’s contact info you captured, and ultimately, the number of leads produced!Fitness Marketing Fundamentals [Online Course]
Gym Marketing Plan PDF Template
So, now you know exactly how to create an effective gym marketing plan. Including the five elements above will ensure your marketing contributes to your business goals and actually gets you results.
To help you get started, we’ve put together a gym marketing plan PDF template that you can download to save time. It includes sample plans for gym studios, fitness centres, and health clubs. Plus examples for personal trainers, health bloggers, and fitness equipment manufacturers too.
You can access it as part of our Fitness Business Templates Bundle which includes professionally designed promotional materials and time-saving cheat sheets too.
Fitness Business Templates & More
Our ready-made templates make it quicker, cheaper, and easier to promote your fitness business. They can improve the effectiveness of your sales and marketing campaigns. If you aren’t an experienced marketer, then templates also provide a useful guide for you to follow.50 Fitness Marketing Templates
Whether you run a gym club, fitness studio, or personal training business, these templates will save you time and effort. They’ll help you to plan and organize your promotional activities so that you generate more leads and revenue. You’ll get 50+ templates covering marketing strategy, social media, content marketing, and promotion.
[P.S. Want to outsource your gym marketing planning? We offer strategic planning services so use our contact form to request more details.]