Back to Blog

A quick guide to copywriting for fitness 

Growth
man copywriting for fitness on his phone and laptop

Your blog, ebook, paid ad, and social media post all have the power to generate leads. The words you use, and your intention are an essential part of your lead generation toolkit. Copywriting for fitness is the process of creating written content in a way that encourages your reader to take action. 

Think about your favorite ad or blog you have seen recently. Some of the best fitness copywriting examples feel so natural. But there’s a team behind those words who are thinking about the impact of each sentence. 

When it comes to creating lead-generating, it’s all about writing content that converts. How effective your copy is contributes to your marketing success and sets the foundation for lead generation. 

We know copywriting isn’t a new thing, but if you can harness your intention and make every word count, you can create high-converting content. In this article, we try to understand the different types of fitness copywriting and some useful tips you can implement to generate more leads.

Skip ahead to:

What is fitness copywriting? 

Put simply, copywriting is the process of writing persuasive marketing content for the purpose of action. That action could be to sign up to a membership, enter your contact details, or go to your landing page. It’s the lead generation activities that begin to take a customer from a complete stranger to a loyal and paying gym member. 

Your fitness copywriting includes elements like your fitness website copy, paid ads, organic social, and brochures. It’s the words you use to sell your services and generate leads; the material you use to promote your business. Of course, you can post on social media without much thought to lead generation. Copywriting, specifically, is writing with intentional thought to generate leads and sales. 

Copywriting refers to a range of communication, even video scripts are referred to as copywriting. By using words to position yourself as an authority and provoke action, you can build your brand and generate more leads. 

Why is copywriting important in lead generation? 

In the lead management process, the first stage is lead generation. This is the stage where you’re looking to capture and convert website visitors or social media users into paying customers. In the fitness industry, it’s all about conversion. Creating fitness marketing copy that attracts and brings people in should be a priority. 

Your copy isn’t just your benefits, features, and messaging; super copy showcases an incredible offer in a way that’s too good to miss. These days, leaders in the wellness and fitness industry must do more to stand out from the sea of noise. 

To give you an idea of why copywriting is important in lead generation, here are some standout statistics: 

Copywriting is essential in business because it drives return on investment (ROI). Your copy is one of your biggest marketing assets. It’s a way to tell your customers how you can solve their problems with your offer and value. Your copy is one of the cornerstones of your marketing efforts. 

4 key areas of copywriting in lead generation 

Within the umbrella term of copywriting, you have different types of copy. It’s important to understand that each area of copy may have a slightly different audience, tone, and messaging. For example, your social media will likely be more casual in tone than some parts of your website. Copywriting can take on a variety of forms that all work to provoke action with intentional words.  

Social Media and Paid Ads 

There are various social media platforms you can use to communicate with your audience like Twitter, Instagram, and Facebook. You can tailor your tone and messaging to your specific audience so you can communicate effectively. With social media copy, it’s common to adopt a more informal tone with brief copy. Normally, you would use copy alongside a visual element like a video or image. You will likely be writing paid ads across various social media platforms as well. Often, the focus is on shareability and showing that you understand your audience well enough to write copy to skyrocket your conversion rates for Facebook ads.

The Top 10 Barriers
Slowing Your Fitness
Business Growth

Discover more

Website Copy and Blogs 

The words you use on your website are important. From the footer and headlines to your brand story page and services, every word on a website is thought out to deliver a certain result. Effective website copy is also important for SEO (search engine optimization). When you nail your copy, it can help to attract prospective customers to your website, you will rank higher in search engine results, and your visitors will be more likely to convert. Other areas to consider are landing pages and your fitness brand’s blog. Your blog showcases your expertise and authority in the industry, educates your audience, and converts more sales. 

Email, SMS, and Push Notifications 

Great copywriting is an essential part of email marketing, SMS, and push notifications. Often, people are a little resistant to selling in an email inbox. By understanding how your audience likes to communicate, you can engage with them in a way that’s more responsive. Email and SMS marketing can fall into the category of direct response copywriting. This is where you’re looking to get an immediate response from someone. You could do this by asking a question in an email that encourages the reader to reply. 

Ebooks and Fitness Guides 

Ebooks and fitness guides are examples of lead magnets. A lead magnet is used to describe something that you give away for free in exchange for collecting contact details. Crafting an engaging lead magnet takes time. Using fitness copywriting within your lead magnets is a wise investment. Ebooks and fitness guides drive value, educate readers, and position you as an authority in the industry. By collecting contact details, you can begin to generate leads and nurture potential customers. 

9 fitness copywriting tips to generate more leads 

There’s often a lot of overlap between content marketing and copywriting. Content marketing is about creating and distributing sharable content to attract and retain an audience. Things like blogs, podcasts, and videos can all fall into content marketing. Copywriting is the art of writing persuasive words that provoke action from the reader. Copywriting can encompass websites, blogs, direct mail, and sales pages. While there is an overlap, by evaluating your fitness copywriting you can implement tactics that have a more direct impact on lead generation. 

1. Understand demographics, desires, and psychographics 

The best copywriters know exactly who they are speaking to. Knowing your audience is a powerful asset in marketing and sales. When you know the hopes, fears, and wants of your audience, you can create a valuable offer. You know how they think and can put yourself into their shoes. By understanding demographics, desires, and psychographics, you can use the right language, tone, and highlight the best values in your writing to really connect with your audience. This applies to all areas of your fitness copywriting including your website, paid ads, and organic social media posts. 

2. Ask a question in your headlines 

Exceptional headlines are powerful; they can drive traffic to your blog post or content. If a headline isn’t clickable in your blog or paid ad, a reader may just be carrying on scrolling. When a large majority of readers only look at the headline, you want to make it a good one. You will often see fitness copywriters use questions in their headlines to attract attention. An effective question is one that is open-ended. Avoid using closed questions with a simple yes or no answer. The aim is to make your audience curious with your headline to provoke action. 

3. Lead with the benefit 

When crafting copy that converts, try leading with the benefit or end result. Instead of focusing on your features, emphasize how your service benefits a person by taking them from where they are now to their end goal. It’s about telling the right story that emphasizes the value of your solution. For instance, many gym-goers don’t sign up to the gym just for a treadmill and showers. They are joining your gym to feel good about themselves, to be strong and healthy, and to connect with the community. Lead with value rather than listing features; this comes later. 

4. Create a sense of urgency 

Good copywriting creates a sense of urgency and makes you feel like you have to take action immediately. To create a sense of urgency in your writing, try using short and snappy sentences and paragraphs. Focus on what makes someone make a decision and try to create a connection with the reader. Emphasize scarcity that your offer is limited, time-sensitive, and valuable. 

5. Use the language in your niche 

Once you understand your audience’s needs, wants, and fears, you can speak to them in the language they understand. Complex jargon can easily deter people from looking at whatever it is you have to offer. Persuasive writing and online communication have everything to do with knowing who your audience is. When you can speak their language, you can convert them more easily. This is because what you are saying is relevant to them and their situation. 

6. Get to the point 

Great copy gets to the point fast. So, that means that cutting out excessive phrases is important as it helps your sentences to be more direct and get to the point. To write briefly, you can cut down longer phrases into single words and reduce vague nouns. In general, if you can cut down the sentence and you still know the point, then you’re on the right track. Keep challenging yourself to strip down your content and drop your word count. In some cases, you may need to keep all your words. It’s not about making every sentence brief; it’s about making every word count. 

7. Leverage social proof 

Working social proof into your copy is a great way to show your target audience how your services or product has changed someone’s life who is just like them. Intertwine real customer stories into your sales copy to add another level of credibility. You can add social proof to your copywriting by mentioning a customer story within social media posts. Another way to leverage social proof is by adding testimonials to your website and key web pages.  

8. Make your first sentence land 

Your opening sentence is what sets the tone for the rest of the copy. Whether it’s a blog, website copy, or paid ad, the first sentence matters. Second to the headline, it’s what hooks the reader and gets them to stick around in the hopes that they take the desired action. It’s the time where you can pique the reader’s interest and evoke curiosity. Keep your sentences short and to the point.   

9. Craft high-converting content 

Crafting high-converting copy is about writing with the reader in mind. It’s about writing copy that is user-centric to not only hook the reader but also convert them into a paying customer. Writing high-converting content uses a combination of the previous tips. By having complete audience awareness, making your content skimmable, and using powerful headlines you can craft persuasive copy. Don’t forget to add your call to action to direct your reader’s what to do next and how to do it. 

In summary 

Copywriting for fitness is a fine balancing act. When you have a great understanding of your target market, you can speak to them in a way that provokes action. The words you choose can have a massive impact on your lead generation. Your copy is a key element of marketing and sales success. By implementing these tactics and writing with intention, you can harness the power of copywriting to attract more customers and grow your fitness business. 

The Top 10 Barriers
Slowing Your Fitness
Business Growth

In this e-book, we will list the most common barriers that
slow fitness business growth and list some of the tips to
help overcome them.
Discover more
Glofox-The-Top-10-Barriers-Slowing-your-Fitness-Business-Growth_Page_01-1-1

Get a quote

Take advantage of our flexible pricing structure. We'll show you the product and answer all your questions in 30 minutes.

“We align our success with the success of our customers which is why our offering transcends our software. ”
Screenshot-2021-07-02-at-11
Conor O’Loughlin
CEO, Glofox
  • 4k
    Businesses and growing
  • 60+
    Countries and growing

We empower you to boost your business

"I think Glofox speaks to lots of different fitness businesses. I looked at a few options, but the Glofox positioning was more flexible. Without it the business wouldn't be scaleable”
Mehdi-Elaichouni
Mehdi Elaichouni
Owner at Carpe Diem BJJ

Trusted by studios, and global gym chains.

  • flydown-9round
  • flydown-f45
  • flydown-snap-fitness
  • flydown-BMF
  • row-house
  • flydown-spartans

Talk to us to find out how we can help your business grow