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.
The approach we’ll outline can be used by any type of fitness business… So, whether you’re a gym owner, personal trainer, fitness blogger, or equipment manufacturer, you’ll find this guide helpful.
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 fitness marketing plan template…
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%.
#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).
⇒ If you’re stuck for inspiration, check out this free ebook dedicated to fitness marketing ideas.
#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!
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, personal trainers, health bloggers, and fitness equipment 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.
[P.S. Want to outsource your gym marketing planning? We offer strategic planning services so use our contact form to request more details.]