8 Gym Marketing Strategies You Should Be Using Right Now

Investing in multiple marketing channels takes time and money, but it doesn't have to break the bank. Plus, it often pays off by helping you attract new members, engage your current ones, and increase renewals. After all, when people keep seeing your gym in different places, they're more likely to give it a shot.

Get started with these eight proven gym marketing strategies.

1. Increase Local Visibility Before Prospects Visit Your Gym

If you're marketing your gym on a small budget, focus on improving your local visibility first. According to the 2024 Gymdesk Gym Owner Survey, almost 70% of new members find gyms through online search.

Start by setting up a free Google Business Profile (GBP). When people search for nearby gyms, your business listing can appear in Google Search and Maps. That makes it easy for people in your area to discover your fitness center organically.

These tips can improve the chances of your GBP appearing in local search results:

• Keep your business hours and contact details updated.
• Post photos and videos regularly to show that your gym is active.
• Encourage members to write reviews by posting a QR code at your front desk or sending email invitations.

Beyond Google, community partnerships are another affordable way to give your fitness club marketing strategy a makeover. For instance, collaborate with the local humane society for a puppy yoga event. These partnerships are also a great opportunity to create organic content, such as blog posts or Instagram Reels.

2. Create Marketing Content That Members Actually Want to Share

Almost three out of four Americans (73%) use social media, making it a powerful marketing tool. However, it's not as simple as posting photos of your equipment on Facebook.

Users prefer authentic content, not scripted videos. Look for opportunities to record candid moments at your gym, such as filming 30-second interviews with your current members or trainers.

Sharing short clips of members working out (with permission, of course) is another great source of content. Ask your members if you can record them scrambling up the rock wall or attending their 100th yoga class.

These gym social media tips will also help you grow your following:

• Encourage members to create user-generated content (UGC) with fun contests.
• Promote a referral program with free merchandise or training sessions for people who recommend your gym to their friends and family.
• Build community by hosting monthly social media challenges.
• Create a hashtag for your gym to make it easier to find UGC.

Paid social media ads can also be effective for fitness center marketing. Use them to retarget people who have already visited your website or reach specific audiences. For the best results, pair paid ads with authentic organic content to help curious people learn more about your gym.

3. Turn Hybrid Fitness Into Your Competitive Advantage

Use hybrid gym marketing to promote your on-demand and virtual content. These amenities improve gym member retention by allowing members to access fitness content from anywhere.

Fitness on Demand's Virtual Fitness for Gyms is one platform that helps keep members engaged at the gym and at home. It allows users to access more than 1,800 on-demand and scheduled virtual classes. The extensive library includes over 800 science-backed workouts from Les Mills.

Of course, members may not realize you offer these classes if you don't promote them. Consider spotlighting an on-demand class each week on social media. You can also create listicles, such as "Top 10 On-Demand Cardio Classes to Try This Month."

These simple gym marketing ideas will help you stand out from competitors who only offer in-person classes.

4. Automate Lead Nurture and Member Re-Engagement

Once you understand how to market a gym, you'll naturally start attracting leads. However, finding the time to follow up with them is often easier said than done.

Prevent leads from slipping through your fingers by investing in marketing automation software. It allows you to automatically nurture leads with welcome emails and friendly reminders. For example, try sending a message inviting prospects to stop by for a tour or a free personal training session.

Look for opportunities to win back inactive members, too. Fitness on Demand's Group Studio lets you automatically schedule and play virtual programming, so your studios never sit empty. Spotlighting this amenity could help re-engage people who don't have time to attend your in-person classes.

5. Fill More Hours by Serving Niche Audiences

Gyms often try to cater to as many people as possible, but that can make it harder to leave a lasting impression. Instead, find your fitness niche and build a smaller but loyal community.

Some gyms specialize in active aging. Consider filling your schedule with senior-friendly classes during off-peak hours, such as Monday mornings.

Marketing to families is another solid approach. If you offer an hour of free childcare each day with a membership, you'll draw in busy parents. You can also create a play space with foam play sets and other kid-friendly equipment.

Specializing in corporate wellness can also bring in new members. Partner with local businesses to offer discounted memberships or virtual lunchtime fitness classes.

While it may seem counterintuitive, focusing on specific audiences can increase gym member acquisition. It also diversifies your revenue and fills gaps in your schedule.

6. Build Strategic Community Partnerships to Expand Your Reach

Collaborating with local organizations is one of the most effective fitness business growth tactics. A well-planned partnership can boost your reputation while introducing your gym to new audiences.

Look for organizations that can benefit from wellness activities, such as:

• Apartment complexes
• Local businesses
• Healthcare providers
• Schools
• Sports organizations

Invite these organizations to plan co-hosted events or run wellness challenges with your gym. For example, you could partner with a high school to organize an obstacle course race for a food pantry.

Local businesses may also be eager to cross-promote your services with giveaways or discounts for their customers. Maybe a popular coffee shop could offer a free latte to anyone who joins your gym. In exchange, you could invite their food truck to set up during your next community 5K.

For the best results, look for partnerships that lead to long-term relationships, not one-off promotions. These gym marketing ideas can help you get more referrals through word-of-mouth. Plus, your collaborators might feature you in their own marketing.

7. Use Technology to Market Inside Your Facility

There's no single best fitness marketing strategy. For long-term growth, you'll need to combine local visibility, member engagement, retention, and technology.

Broadcast TV is one of the most popular digital fitness solutions for gyms. It lets you play informational and entertainment content on screens across your facility. As members lift weights or steam through a long cardio session, this content will help them stay engaged.

Adding digital signage for fitness is another easy way to promote your business with tech. Use screens in your gym to cross-promote community events. You can also broadcast announcements, such as holiday hours, and advertise new services.

Digital screens are also an excellent place to display leaderboards and community challenges. This gamification creates a little friendly competition and helps members get to know each other.

Fitness touchscreens also make workouts more interactive. Members can use them to browse content and launch workouts right from their stations. This convenient technology improves the member experience by expanding your offerings instantly. No additional staff necessary.

8. Measure What Drives Long-Term Growth

There's no guaranteed way to increase your gym sales overnight. However, you can speed up growth by responding to leads faster, creating referral programs, running regular promotions, and developing retention initiatives.

Of course, these gym growth strategies aren't equally effective for every business. Tracking these marketing metrics for gyms will help you see what works and what doesn't:

• Customer acquisition cost
• Member retention rate
• Number of referrals
• Social media engagement
• Visit frequency

Use these key performance indicators to continually improve your fitness gym marketing plan. For instance, if you notice that user-generated content gets consistent engagement on Instagram, run a contest for the best member photos or silliest post-workout videos.

Transform These Ideas Into Long-Term Growth for Your Gym

As more gyms invest in digital marketing, one or two tactics won't cut it anymore. To improve your member acquisition, engagement, and retention, combine multiple strategies.

Of course, you don't have unlimited time to promote your business. A gyms and health clubs solution can help you streamline your marketing efforts by automating simple tasks and coordinating different strategies. This technology also gives members a better experience.

For even more practical tips, check out our in-depth member retention guide. Or schedule a free demo to see how Fitness on Demand's virtual classes, digital signage, and engagement solutions can help your gym grow.