Creating a professional gym marketing plan is essential for generating revenue but 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 they need to run a gym.


This can make the idea of preparing a fitness center marketing plan quite daunting. If you’re wondering what to include or how should you structure it, then this article is for you. It’ll walk you through the exact steps to creating your own, with zero marketing knowledge needed.


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There’s also a handy gym marketing plan template that you can download and several example marketing plans to guide you.


The approach and planning templates can be applied to any type of business… So, whether you’re a gym owner, personal trainer, fitness blogger, or product manufacturer, you’ll find this guide helpful.


Structuring a Fitness Marketing Plan

A gym marketing plan has the same fundamentals as most strategy documents – your WHY (objectives), WHAT (strategies), and HOW (tactics). We’ve discussed these 3 elements before, in relation to social media 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 fitness marketing plan template…

Gym Marketing Plan PDF Sample

You can download this document 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%.


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#3 – Strategies

Now let’s look at what you’ll do to achieve these objectives. If you want to increase the number of clients you have, then you could target a niche audience, position yourself as a specialist, partner with industry leaders, increase the proportion of tours that convert, and so on. 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

Next write down 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). Define deliverables (such as ebooks, brochures, adverts etc) and communication methods (such as social media, email, advertising platforms etc).


⇒ If you’re stuck for inspiration, check out this free ebook dedicated to fitness marketing ideas.


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#5 – Measurements

Lastly, you’ll need to define how each activity is measured. How will you know whether your fitness club marketing 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 attendees are interesting, they may not always be relevant. So 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!


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Gym Marketing Plan PDF Template

So, now you know exactly how to create an effective gym marketing plan. Including the 5 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, personal trainers, fitness bloggers, and product manufacturers. You can access it as part of our Fitness Business Templates Bundle which includes sales scripts, professionally designed promotional materials, and time-saving cheat sheets. Or buy it directly below.

[P.S. Want to outsource your gym marketing plan? We offer strategic planning services so use our contact form to request more details.]


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