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As a gym owner, you know that competition is fierce. It can be challenging to attract new members and keep your current ones returning for more.
That's where gym marketing comes in!
This article will discuss everything you need to know about gym marketing, from creating a solid branding strategy to using social media effectively. 
We will also provide 30 brilliant gym marketing ideas that you can use to get started today!
What is a marketing strategy?
A marketing strategy is a plan of action to achieve your desired marketing goals.
It should be based on a thorough analysis of your gym's strengths, weaknesses, opportunities, and threats (SWOT).
Why is marketing for a gym important?
Gym marketing is important because it can help you attract new members and retain your current ones.
A well-executed gym marketing plan will make your gym stand out from the competition and help you achieve your business goals.
How do you plan gym marketing strategies?
When planning gym marketing strategies, you should start by conducting a SWOT analysis of your gym. This will help you identify your gym's strengths, weaknesses, opportunities, and threats.
Once you have identified these factors, you can begin to develop your gym marketing strategy.
You should also consider your target market, budget, and the channels through which you will reach your customers.
30 Gym marketing ideas to get more clients
Marketing is essential because it helps you connect with the people you want to sell your gym to. It allows you to find them and turn them into paying customers.
We have listed some of the best ways to market your gym in 2022, including some that are low-cost and others that may require a little more investment.
Create a strong branding strategy
Your gym's branding should be unique and memorable, so potential customers will remember your gym when looking for a place to work out.
Some gym branding ideas include using unique colors or logos, having a tagline or slogan, and creating branded gym apparel.
Use social media effectively
Social media is a powerful tool that you can use to promote your gym and attract new members.
Some gym social media ideas include creating engaging content, running contests, and partnering with influencers.
Use Instagram hashtags
Hashtags are a great way to increase the reach of your gym's social media posts and promote your brand on Instagram.
When choosing hashtags for your gym, select ones that are relevant to your gym and will reach your target audience.
You can also use gym-specific hashtags, such as #gymlife, #gymrat, or #fitnessmotivation.
- #weights
- #cardio
- #fitfam
- #fitspo
- #gymtime
- #noexcuses
- #grind
- #gymflow
- #gymaddict
- #gymflow
- #gymaddict
- #gymjunkie
Your business should use hashtags that are specific to your niche. For example, if you have a Crossfit gym, use hashtags like #crossfit and #crossfitcommunity. Similarly, if you have a Yoga or Pilates studio, hashtags like #yoga, #yogainspiration, and #pilatesstudio should be the right option.
Invest in SEO
Search engine optimization (SEO) is the process of optimizing your gym's website to rank higher in search engine results.
Some gym SEO ideas include keyword research, creating informative blog posts, optimizing your website for mobile devices, and local SEO.
Produce high-quality content.
Content is a vital part of any gym marketing strategy. Quality content will not only attract new members but will also keep your current members engaged.
Some gym content ideas include creating instructional videos, writing blog posts, and developing infographics.
Make the most of email marketing
Email marketing is an effective way to promote your gym and stay in touch with your members.
Some gym email marketing ideas include sending weekly newsletters, running promotional campaigns, and offering discounts and coupons.
Invest in video marketing
More gym members are likely to sign up if they can see what your gym offers. Video is a great way to show off your gym, its amenities, and your staff.
Some gym video marketing ideas include creating a tour of your gym, filming customer testimonials, and featuring your staff in short videos.
Advertise through paid ads
Paid advertising is a great way to reach new gym members unfamiliar with your brand.
Some paid advertising platforms you can use to promote your gym include Google Ads, Facebook Ads, and Instagram Ads.
Offer discounts
Discounts are a great way to attract new gym members and get existing members to try new services.
Some gym discount ideas include offering a free trial, giving discounts to seniors or students, and bundling services.
Create challenges
People are more likely to stick with their gym goals if they feel like they're part of a community.
One way to create a sense of community is by hosting challenges where members can win prizes.
Some gym challenge ideas include a weight loss challenge, a fitness challenge, and a social media contest.
Develop a referral program
Referral programs are an excellent way to attract new gym members through word-of-mouth marketing.
Some gym referral program ideas include offering discounts, giving away free gym memberships, and providing incentives for current members to refer their friends.
Get involved in the community
One of the best ways to market and grow your gym is to get involved in your local community.
Some gym community involvement ideas include sponsoring a charity event, partnering with a local business, and hosting free events at your gym.
Create promotional materials
Promotional materials are a great way to spread the word about your gym. Some gym promotional material ideas include creating flyers, posters, and postcards.
Run giveaways for brand awareness
Giveaways are a great way to generate buzz about your gym and attract new members.
Some gym giveaway ideas include giving away free membership, personal training sessions, or gym gear.
Read more about the UGC content strategy for gyms
Launch affiliate program
An affiliate program is a great way to attract new gym members and generate word-of-mouth marketing.
Some gym affiliate program ideas include partnering with local businesses, fitness bloggers, and other gyms.
Grow your email list
Your gym's email list is one of your most valuable marketing assets.
An email list is a valuable marketing asset because it allows you to stay in touch with your gym members and promote your gym's services.
Several ways to grow your gym's email list include offering freebies, running a contest, and partnering with other businesses.
Get your business listed In popular niche directories
Many online directories cater to the fitness industry. Getting your gym listed in these directories is a great way to reach new members and promote your services.
Some popular fitness directories include
- YDC
- IDEA Fit
- Fitness TO
Further reading: Marketing your fitness business on online directories
Create billboard ads
Billboard advertising is a great way to reach new gym members driving by your gym.
Some tips for creating effective gym billboard ads include: using eye-catching visuals, keeping the text short and sweet, and including a call to action.
Optimize pricing
Pricing is a critical part of gym marketing. Finding the right balance between attracting new members and generating revenue would be best.
Some tips for pricing your gym services include
- Offering discounts and promotions
- Creating different membership levels
- Tailoring your pricing to your target market
Further reading: Gym membership pricing ideas
Strategically place promotional items
Promotional items are a great way to promote your gym and attract new members.
Some gym promotional item ideas include water bottles, gym bags, workout towels, and t-shirts.
Place your promotional items in high-traffic areas, such as the gym lobby, locker room, and parking lot.
Barter agreements
Bartering is a great way to get gym marketing exposure without spending money.
Some gym marketing ideas that you can barter include:
- Offering personal training sessions in exchange for social media promotion
- Hosting a free event in exchange for gym advertising space
- Sponsoring a charity event in exchange for gym memberships
Offer new classes
Offering new classes is a great way to attract new gym members and keep current gym members engaged.
Some ideas for new gym classes include:
- Pilates
- Yoga
- Spinning
- Circuit training,
- Zumba
Create an online workout group
An online workout group is a great way to connect with gym members and promote your gym's services.
Some benefits of creating an online workout group include the following:
- You can reach gym members who live far away
- It's a great way to build community
- You can promote new gym classes and events
Further reading: Tips for successful group fitness business
Market to ex-members who have left
If you have gym members who have canceled their memberships, you can still market to them and try to get them back to your gym.
Some ideas for marketing to ex-members who have moved away include:
- Sending them a gym membership renewal form
- Sending them gym promotional material
- Calling them and asking if they'd like to come back to the gym
Gym flash sale
A gym flash sale is a great way to attract new gym members and generate revenue.
To run a successful gym flash sale, you'll need to promote the sale heavily and offer a significant discount. Here are some more ideas to run a gym flash sale.
- Offering a discount of at least 50%
- Making the sale time-sensitive
- Promoting the sale on social media and your gym's website
- Creating a sense of urgency by only offering a limited number of memberships
Once you've determined how to run your gym flash sale, you'll need to promote it. Here are some of the best ways to do just that.
- Creating social media posts
- Sending email blasts
- Posting flyers around town
- Running ads in local newspapers and on TV
Contribute to publications
Writing articles or blog posts for publications is a great way to market your gym and attract new members.
Some ideas for publications to write for include:
- Local newspapers
- Fitness magazines,
- Online fitness blogs
When writing for publications, include a call-to-action that tells readers how they can learn more about your gym.
For example, you could include your gym's website address or phone number.
Try podcasting
Podcasting is a great way to market your gym and attract new members.
Some benefits of podcasting include the following:
- You can reach a broad audience
- It's a great way to build community
- You can promote new gym classes and events
To start podcasting, you only need a microphone and some recording equipment.
Once you've recorded your podcast, you'll need to promote it. Here are 3 of the best ways to do it.
- Promote the event on social media
- Send invitations through email
- Ask gym members to tell their friends
Further reading:
Fitness podcasts
Best Yoga podcasts
Best CrossFit podcasts
Leverage your space
Your gym space can be a great marketing tool. If you have a large gym, you can host events and workshops. You can also offer space to local businesses for their events.
Another option is to rent out your gym for parties or other events.
This can be a great way to generate revenue and get your gym's name out there.
Donate to local schools and organizations
Giving back to your community is a great way to market your gym.
You can donate gym memberships or other items to local schools and organizations.
You can also offer to host events or workshops at your gym.
This is a great way to get your gym's name out there and can also help you build relationships with community members.
Corporate wellness challenges and partnerships
Corporate wellness programs are becoming increasingly popular.
Many companies now offer gym memberships and other fitness perks to their employees to improve their health and productivity.
You can take advantage of this trend by partnering with local businesses as a gym owner.
You can offer corporate discounts or create wellness challenges for employees.
You can also offer on-site fitness classes or workshops.
As you can see, there are many gym marketing ideas that you can use to attract new gym members and keep current gym members engaged.
Using some of these ideas, you can create a successful gym marketing campaign to help you reach your fitness goals.
5 Best gym marketing campaigns examples
When it comes to gym marketing, there are many different campaigns that you can run to attract new gym members and keep current gym members engaged.
Here are 5 fitness marketing campaign examples to give you some inspiration on how to market your fitness business:
1. Pinterest (Lululemon)
Lululemon, a Fitnesswear brand, has experienced global success by connecting with users on Pinterest through posts about hair and workouts and their specialty items.
By taking this lifestyle approach to marketing, they have become a relatable source for people worldwide.
Furthermore, Lululemon sells workout clothes and has a page dedicated to self-care post-workout.
This company strives for its customers' positive physical well-being through community events and personal success stories.
2. Co-market your gym (Planet Fitness x Boys & Girls Club of America)
Co-marketing is a marketing strategy where two or more companies cooperate to promote each other. An example would be Planet Fitness' co-marketing with the Boys & Girls Club of America as part of its Judgment Free Generation campaign.
Co-marketing can also happen between gyms and vitamin supplement brands or fitness trackers, exposing both companies' audiences to other businesses and resulting in effective marketing.
3. Welcome video (PureGym)
The welcome video at PureGym is a fantastic example of how gym advertising doesn't have to look like an ad. This video covers topics such as giving new customers a quick tour of the gym, different workout types, personal training sessions, and PureGym's commitment to health and safety--all while maintaining a fresh perspective.
This introduction also serves as an effective way to advertise your gym to potential customers who have already shown interest. You can use it to target people who have already taken an interest in your gym and would like to know more before signing up for a membership.
4. Inclusivity (Soul Cycle)
Soul Cycle's 'All Souls Welcome' ad campaign tells the stories of some of their LGBT+ and queer personal trainers, showcasing the company's inclusivity.
This heart-warming ad series clarifies that everyone is welcome at Soul Cycle gyms, regardless of orientation.
5. Influencer marketing (Gymshark)
Gymshark's recent success is undeniable, but how did it make it big?
By utilizing influencer marketing.
Gymshark reached out to famous athletes and celebrities to get word of their brand out there. In addition, the founder of Gymshark, Ben Francis, documented his entire journey on social media platforms like Youtube.
This allowed potential customers to connect with him personally and made the brand more relatable and likable.
Other resources for gym owners:
Gym membership pricing,
Gym features,
Opening a gym
20 Gym marketing slogans
Your gym's marketing slogan should be catchy and reflect your gym's unique brand.
Some gym marketing slogan ideas include "The best place to get fit," "Get in shape with us," and "The gym for all levels."
Think about what makes your gym unique and use that to inform your slogan. Keep it short, sweet, and to the point. Here are some more gym marketing slogans you can use for your business.
- You can't put a price on happiness.
- Choose to be happy today.
- Find your gym family here.
- A gym is more than a place to work out; it's a lifestyle.
- Invest in your health.
- It's never too late to start living a healthy life.
- Better fitness, better health, better life.
- Take the first step to a better you.
- A gym is a second home.
- We're here to help you reach your fitness goals.
- Health is wealth.
- Start your journey to a better you today.
- We'll help you sweat your stress away.
- Feel good, look good, be good.
- The best gym in town for the fittest people around.
- Fitness is our passion; come join us!
- Nobody said getting fit was easy, but we made it fun!
- We'll help you achieve the body of your dreams.
- Our gym is like a second home, come and join the family!
Know more about our GYM Management Software to manage your promotions, marketing, and business.
GYM marketing ideas for medium-sized gyms
Direct-response campaigns
A direct-response campaign is a marketing campaign designed to generate a specific response from the recipient.
Direct-response campaigns are often used in gym marketing to generate leads or sales.
To run a successful direct-response campaign, you'll need to create compelling copy and offer a strong call to action.
You'll also need to track your results to determine whether or not the campaign was successful.
Press releases
A press release is a statement issued to the media that provides information about your gym.
You can use press releases to announce new gym locations, services, or special events.
To write a successful press release, you'll need to ensure it is newsworthy and well-written. You'll also need to include contact information so that reporters can get in touch with you.
Media outreach
Media outreach is the process of building relationships with members of the media.
When you have a good relationship with the media, they are more likely to cover your gym in a positive light.
To do media outreach, you'll need to identify and reach out to key media members.
You can do this by sending them information about your gym or by inviting them to tour your gym. You can also offer to be a guest on their show or write an article for their publication.
Doctor referrals
Doctors are a great source of gym members.
Many people go to the doctor for a physical and are told to lose weight or get in shape.
If you have a good relationship with your local doctors, they may refer their patients to your gym.
You can offer free gym memberships or discounts to build relationships with doctors.
You can also offer to speak at local medical events.
You can also provide doctors with information about your gym so that they can refer their patients to you.
Recruiting local influencers
Local influencers are people who have a large following on social media.
These people can be potent gym marketing tools, as they can reach many people with your message.
To recruit local influencers, you'll need to identify people with a large following in your area.
You can then reach out to them and offer them a free gym membership or discount.
You can also ask them to post about your gym on their social media channels.
Member referrals
Your gym members are some of your best marketing tools.
Encourage your members to refer their friends and family to your gym.
You can do this by offering referral discounts or giving away free gym memberships.
You can also create a referral program where members who refer new members receive rewards.
Create a YouTube channel
YouTube is an excellent platform for gym marketing. You can use it to post workout videos, tips and tricks, and behind-the-scenes footage.
You can also use it to run ads and promote your gym.
Ensure to include links to your gym's website and social media channels in your videos.
Integrated digital marketing
Integrated digital marketing is a holistic approach considering how people interact with businesses online.
This includes everything from website design and SEO to social media and email marketing.
By taking an integrated approach, you can create a more seamless experience for your customers and make it easier for them to engage with your gym.
GYM marketing ideas for smaller gyms
Brand awareness
Ensure your gym's name and logo are visible in as many places as possible.
Put them on your website, social media channels, business cards, and marketing materials.
You can also put them in gym members' cars or local businesses.
The more people see your gym's name, the more likely they will remember it.
PPC advertising
PPC (pay-per-click) advertising is a great way to reach new gym members.
With PPC, you only pay when someone clicks on your ad.
This makes it a very cost-effective way to market your gym.
You can use many platforms for PPC, including Google AdWords, Facebook Ads, and Instagram Ads.
Member reviews
Encourage gym members to leave reviews on your gym's Google listing, Facebook page, and Yelp page.
The more positive reviews you have, the more likely people will join your gym.
You can also use reviews in your marketing materials, such as on your website or social media channels.
Member mailers
Direct mail is a great way to reach local gym members.
You can use it to promote special deals, new programs, or events.
Make sure to include your gym's name and logo, as well as your website and social media information.
Membership marketing
Make sure your gym's membership marketing is up to par. This includes having a well-designed website and using social media to promote your gym.
You should also have a system for tracking leads and converting them into gym members.
Further reading:
Equipment you need to start a CrossFit gym
CrossFit Business Plan
How to make your gym stand out?
How to do marketing for gyms with a small budget
Develop a Content Marketing Strategy
Content marketing is a great way to attract new gym members and promote your gym's services.
Some gym content marketing ideas include:
- Creating a blog
- Developing an e-newsletter
- Shooting gym video tours,
- Posting gym photos on social media
Invest in digital content creation
Make sure your gym has a solid digital presence.
This includes having a well-designed website and using social media to promote your gym. You should also have a system in place for tracking leads and converting them into gym members.
Create a blog
Blogging is a great way to attract new gym members and promote your gym's services.
Some gym blogging ideas include
- Writing workout tips
- Showcasing gym members' success stories,
- Posting gym photos and videos
Social media marketing
Social media is a great way to reach new gym members and promote your gym's services.
Some gym social media ideas include:
- Creating a gym-specific hashtag
- Hosting a social media contest
- Sharing gym photos and videos
Focus on SEO
SEO (Search Engine Optimization) is a great way to attract new gym members.
Make sure your gym's website is optimized for the keywords people are searching for when looking for a gym.
You can also use SEO to promote your gym's blog posts and social media content.
Email marketing
Email marketing is a great way to reach new gym members and promote your gym's services.
Some gym email marketing ideas include:
- Sending a welcome email to new gym members
- Promoting gym events and specials
- Sharing gym tips and tricks
Leveraging user-generated content
User-generated content (UGC) is a great way to promote your gym and engage your members.
Some gym UGC ideas include hosting a photo contest, creating a gym-themed hashtag, and featuring user photos on your gym's website or social media channels.
In-House marketing and branding
Make sure your gym's branding is on point. This includes having a well-designed logo, consistent colors and fonts, and a clear brand voice.
You should also ensure your gym's marketing materials are up to par. This includes things like flyers, posters, and business cards.
Do gyms need to hire a digital marketing agency?
There are a few things to consider when deciding if you should hire a digital marketing agency for your gym.
The first is whether or not you have the time and resources to handle digital marketing yourself.
If you feel you can't keep up with the constantly changing digital marketing landscape or need the workforce to do it justice, consider hiring an agency.
The second thing to consider is your gym's budget.
Digital marketing agencies can be expensive, so you'll need to ensure you can afford the services.
The third thing to consider is your gym's goals.
If you need help with what you want to achieve with your digital marketing, then an agency can help you develop a clear strategy.
Here are the main pros and cons of using a digital marketing agency for your gym.
Pros of hiring a digital marketing agency for gyms
- You'll have access to experts who can help you develop a solid digital marketing strategy.
- An agency can perform the heavy lifting when executing your gym's digital marketing campaigns.
- An agency can provide valuable insights and data you might need help getting yourself.
- There is no set time requirement for learning, so you can start as soon as possible.
Cons of hiring a digital marketing agency for gyms
- Digital marketing agencies can be expensive.
- You'll need to give up some control of your gym's digital marketing to the agency.
- There may be a learning curve as you get used to working with an agency.
- Working with an ad agency requires a bit of trial and error to find what works specifically for your company.
- The ad agency is driven to increase lead flow, which means it will spend whatever money is necessary.
- Agencies also charge high rates, which could increase your cost of acquiring leads.
- Agencies will have a different definition of "a lead" than you, and more often than not, they'll produce leads who are entirely unaware of your service—or worse, unqualified.
As you can see, hiring a digital marketing agency for your gym has both advantages and disadvantages. You'll need to consider all the factors carefully before deciding if it's the right move for you.
Frequently asked questions on marketing for gyms
How do you market a gym?
There are many ways to market a gym. Some common gym marketing ideas include email marketing, social media marketing, content marketing, and running promotional campaigns.
How do I attract more members to my gym?
There are many ways to attract more members to your gym. Some gym marketing ideas include offering discounts, running promotional campaigns, and sending weekly newsletters.
How can I promote my gym brand?
There are many ways to promote your gym brand. Some gym marketing ideas include social media marketing, content marketing, and email marketing.
How do you create a marketing plan for a gym?
When creating a marketing plan for a gym, you should start by conducting a SWOT analysis of your gym. This will help you identify your gym's strengths, weaknesses, opportunities, and threats.
Once you have identified these factors, you can begin to develop your gym marketing strategy. You should also consider your target market, budget, and the channels through which you will reach your customers.
What attracts customers to a gym?
Some factors that attract customers to a gym include location, amenities, and price. Additionally, many people are attracted to gyms that offer classes or personal training services.
How can I increase my gym sales?
Creating a promotional campaign, offering discounts, or even sending newsletters are fantastic ways to increase gym sales.
However, remember the importance of providing quality customer service and maintaining a welcoming atmosphere in your facility. Those small details make a big difference!
How do you convince clients to join a gym?
Some gym marketing ideas to convince clients to join your gym include
- Offering a free trial period
- Highlighting the unique features of your gym
- Offering a discount for signing up
Additionally, many people are more likely to join a gym if they know someone who is already a member.
Who is the target market for gyms?
The target market for gyms typically includes people interested in staying fit and healthy. However, some gyms may target specific demographics, such as seniors or families.
Why is marketing important for a gym?
Marketing a gym is essential to growing its membership base and retaining existing members. Promoting the gym through marketing can also help to increase awareness of special events or sales at the gym.
How do I promote my gym on social media?
There are many ways to promote your gym on social media. Some gym marketing ideas include creating a social media profile for your gym, posting regularly, and using relevant hashtags. Additionally, you can use social media to run promotional campaigns or offer discounts to followers.
Recommended Reads:
Best GYM Software Features
How do GYM Management Systems work?
Best Gym Management Software
