20 Evergreen Marketing Strategies for Gyms

Fitness marketing strategies can be an absolute minefield. In some instances, a slow and steady campaign is all you need. In other situations, however, it’s better to go on the offensive.

Each fitness type and demographic demands something different, but today’s gym owners face a bigger shift than ever before: the rise of hybrid fitness and the growing influence of digital-first platforms.

People certainly are back in the gym, but it’s more of a hybrid approach. People will go to a gym or studio maybe once or twice a week, but they’re also doing home workouts and getting advice from fitness influencers more than ever before.

This is leading to a lot of competition between online and in-house businesses.

And now, gyms are not just competing with other local studios; they’re up against apps, AI-powered workouts, and influencers with global reach.

Gyms still hold the largest share of direct market value, but they’re growing more slowly. Fitness apps and digital platforms are dominating growth and user engagement, with a market size nearing $29 billion. AI-driven training is becoming a fast-growing subset of this space, while fitness influencers continue to shape consumer behavior, even if they’re not selling a product directly.

That’s why now, more than ever, it’s essential to double down on what gyms do best: offering real spaces, real coaches, and real community. Authentic, local-first marketing is no longer optional; it’s your clearest competitive edge. Whether you’re a studio or a full-service gym, what makes you different isn’t the tech. It’s the people, the culture, and the experience you deliver every day.

In this article, we will look at what exactly a marketing strategy is, explore what you need to know about marketing for gyms, and lay out 13 proven marketing tactics that will supercharge your fitness marketing strategy.

What is a Marketing Strategy?

“Marketing is no longer about the stuff you make, but the stories you tell.” – Seth Godin

This quote from famous marketing guru Seth Godin perfectly explains the modern way marketing operates. Your audience isn’t interested in promotions, quick sales, or desperate “buy now” messaging. They are interested in great stories about who you are, what your business is, and what you sell.

A big part of getting these stories out into the world is a clearly defined marketing strategy – but what is a marketing strategy?

A marketing strategy is a business’s game plan for reaching prospective consumers and turning them into customers.

Typically, a marketing strategy is made up of the company’s value proposition (what the product or service actually delivers to the customer), the overall messaging, the target customer demographic, and what the company wants to achieve with the strategy.

Fitness Marketing Strategies vs. Marketing Plans

The difference between a marketing strategy and a marketing plan is that the marketing strategy defines long-term plans and “positioning” in the market.

A marketing plan is tactical and outlines specific campaigns, actions, and timelines.

When it comes to marketing plans and marketing strategies for gyms, it could look like this in a very basic form:

Marketing Strategy: Life Fitness wants to use paid digital ads to increase awareness of its top-tier membership in Q3
Marketing Plan: Life Fitness will run Facebook and Instagram Ads specifically with messaging around its top-tier membership with the aim of increasing lead volume for this membership by 15% from Q2 to Q3.

Basically, marketing strategies will cover big-picture goals and messaging, while marketing plans cover the logistics of how you actually achieve this.

Marketing Strategy Elements

Marketing Plan Elements

1 – Business objectives

2 – Value proposition

3 – Ideal client profile (ICP)

4 – Core campaigns

1 – Campaign calendar

2 – Channel mix (e.g., email, social)

3 – Budget & timelines

4 – KPIs and benchmarks

Timeframe: Quarterly to annual

Timeframe: Weekly to Monthly

Marketing Strategies for Gyms: What You Need to Know

For some people, marketing can be a mystery they struggle to wrap their heads around. Why do some marketing campaigns work and others flop? Why do some companies just seem to get it right all the time?

There’s no one set answer for any of this. A lot of different factors come into play, but some of the main things to be aware of are what’s going on with your target customer, the wider industry, and the world at large.

This means you can deliver relevant messaging that will resonate with your audience of potential customers. Here are three areas to consider when it comes to marketing strategies for your fitness business.

Be Authentic: Fitness marketing expert David Steel makes an excellent point about the type of imagery you use in your messaging. In his Fitness Founders Podcast interview with us, he makes the point that you should use real, authentic images of your members, rather than trainers or stock photo models.

There are plenty of statistics to back this up. According to data gathered by Oberlo, around 80% of consumers now expect authenticity from the brands they purchase from. In the fitness industry, projecting a real, authentic image resonates more than big muscles and toned abs.

Experiment With Other Platforms: Good marketing comes from tried and tested solutions. Great marketing, however, comes from experimenting and thinking outside the box. For a fitness studio, this could mean looking outside the normal social media channels like Facebook and Instagram.

Naturally, TikTok has emerged as the definitive platform for growing a business or your own personal brand.

Follow Through: All the marketing knowledge in the world won’t cover a product or service that just doesn’t deliver for its customers.

As fitness business experts Alex Hormozi and Chris Cooper have explained on our podcast numerous times, it’s the value you deliver to the member that matters. If you promise results and actual progression in your marketing message, you need to make sure you have the structures in place to do that. It seems simple, but it’s where many fitness entrepreneurs fall short.

20 Gym Marketing Tactics to Boost Your Attendance & Retention

When you have your marketing strategy in place, you need to start thinking about implementing the strategy. Here are 13 different tactics, tips, and ideas to give you the best chance of success in a highly competitive market.

#1: Connect and Inspire on Social Media

Your social media marketing strategy should inform, connect, and inspire your audience. Social media is a fantastic place to motivate members and add value. You can use a variety of different posts and content to inspire others in a way that’s relatable.

Share user-generated content, success stories, virtual fitness challenges, and quick home workout tips. Tools like Facebook Live and Instagram Stories allow you to connect with your audience and boost engagement organically.

People want to learn and get educated, but people also want to relate. Focus on content that mirrors your ideal member’s internal dialogue: objections, fears, and small wins. More than high production hype, show them either that you’ve been there or your clients have and you know the way through.

Don’t forget to make them laugh and entertain them by consciously following specific trending audio or trending videos.

Now you also have the option of growing your audience via partnerships and local or national fitness influencers.

#2: Create a Seamless User Experience

Today’s consumers are savvy, time-sensitive, and want their demands met instantly. When it comes to delivering a successful digital marketing strategy, your user experience plays a significant role.

A new member isn’t just going to show up on your doorstep looking for a new gym. Instead, they might come after viewing a social media post, an influencer’s post from your space, or an article on your blog.

And this online journey should be seamless. Anything that slows or confuses the user can hurt your marketing results. A user-friendly mobile-optimized website and top-quality customer service are just the start. That’s why it’s essential to map out the journey from first touch to conversion, and make every step obvious and frictionless.

A potential member might first see an Instagram Reel, an influencer’s post, or a boosted ad.
The next step should be simple: visit your website, claim a free trial, download a pass, or schedule a call.
Once they opt in, your sales team (or automated system) should follow up quickly and clearly. No guessing, no drop-offs.
Whether they land on your site or walk into your gym, they should always know what’s next and what’s in it for them.

#3: Share Reviews and Success Stories

In the fitness world, success stories are powerful. When a potential member sees how you helped someone who looks like them, it makes them feel like they can do it too.

For example, WW (formerly Weight Watchers) regularly posts before and after images of customers. They share the customer’s story in a way that taps into the readers’ emotions.

After joining WW, they share how their life has changed. Although the brand is selling a service, they are also selling happiness and self-confidence. Success stories and reviews increase social proof, trust, and authority.

A quick note: don’t cherry-pick the most dramatic transformation, because that will not always be the most relevant case.

What matters is relevance, stories from people who look, live, or struggle like your ICP. Add a timestamp, a quote in their words, and what changed emotionally (not just physically). That’s what builds belief.

#4: Take Advantage of Targeted Advertising

There are more than three billion users on social media. The average US adult spends almost 40 minutes on Facebook every day. As people are spending a record amount of time online, take advantage of targeted advertising. Consumers are scrolling through social media to find ways to stay healthy.

You can use Facebook ads’ robust targeting solutions to get your content in front of the right audience on Instagram and Facebook. Target by location, interests, demographics, engagement, and more.

Think about it this way: you can burn out trying to go viral on social media, chasing thousands of views, or you can take the pressure off yourself and your team, and make growth more predictable.

Instead of pumping out high-production content every day, use that same budget to run an ad that’s guaranteed to get in front of the people who actually matter.

#5: Create a Referral Program

A referral program is a great way to encourage referrals that benefit both your members and you. In fact, 92% of people trust recommendations from friends and family above all other forms of advertising. Turn your customers into brand cheerleaders and encourage them to share your brand with friends and family.

To create a referral program, you offer the referrer and the referee a treat that is too good to turn down. For example, you could offer members a personal training session or an individual fitness program for every referral. The best offer really depends on your members and their needs.

But instead of asking members to “tell a friend,” make it feel like a shared win:

“Bring a friend to class next week and earn VIP access to our next challenge.”
“Get your crew together, we’ll name the leaderboard after you.”
“Refer three friends and earn your invite to our Founders Club wall.”

These are moments people want to be part of and talk about.

And yes, you can still layer in perks:

Free sessions, branded gear, or stackable credits
Nutrition consults or recovery kits
Digital badges, shoutouts, or milestone unlocks (if using ABC Glofox’s XLerate, you can automatically reward your members)

#6: Offer Transparent Pricing

Transparency is key throughout your business. Unclear pricing is frustrating and will deter customers. If potential members feel deceived about your pricing in any way, this can have a negative and long-lasting effect. Make your pricing clear and easy to find with no hidden costs.

To avoid that spiral, here are some proven strategies to win without relying on price drops:

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Focus on Differentiation: Stand out through superior coaching, niche programming, personalized attention, or community.
Educate Your Customers: Share what makes your offer worth it: your method, results, culture, or service model.
Build Brand Loyalty: Make price secondary by creating an experience people don’t want to leave through client wins, consistency rituals, or identity-based culture.
Collaborate Instead of Compete: Partner with local businesses for bundled offers that increase value without reducing your rate.
Reduce Costs Without Reducing Value: Streamline your operations and class scheduling to lower your expenses and maintain healthy margins.
Target Quality-Driven Clients: Focus on clients who value quality, expertise, and outcomes. These members are more loyal and less price sensitive.
Use Tiered or Flexible Pricing: Offer multiple membership tiers or commitment options (e.g., monthly, quarterly, family packs) to meet people where they are,

#7: Retarget to Encourage Sign-ups

Retargeting is a great way to keep your gym at the forefront of customers’ minds. These are for the prospects who have visited your website a couple of times but have yet to commit to a purchase or sign up.

The idea is that when they see your targeted ad, it encourages them to make the final step.

You can retarget the right ad by looking at the data you have available. If they have spent most of their time on your digital membership page and have shown an interest in home fitness, then marketing your digital services is relevant and more likely to convert.

Here are a few things you can do this week to start retargeting smarter:

Look at which pages get the most traffic
Build a retargeting audience of people who viewed key pages but didn’t convert
Write a simple retargeting ad
Use a lead magnet to capture email
Set up basic automation (you can use ABC Glofox to track your marketing campaigns)

#8: Make Data-Driven Decisions

You don’t need to be a data expert, but you do need to know what’s working.

Start by asking: Who are your best members? Who shows up often, stays the longest, and refers friends? That’s the type of client you want more of. Once you know what they look like, you can focus your marketing on finding people just like them.

As a business owner, get comfortable tracking a few key numbers:

How much does it cost to get one new member?
How long do people usually stay?
Who drops off early, and why?

With tools like ABC Glofox, you can track attendance, engagement, and member history, all of which help you make better decisions and keep your best clients around longer.

#9: Highlight Your Digital Services

Digital fitness is the #1 growing sector in the industry, and is not going to stop in the next decades either. If you’re not already fully digitalized, you’re behind.

Your marketing strategy should highlight your digital services and encompass this part of your business. Re-evaluate your current marketing strategy to make sure that it’s still relevant, especially if you have expanded into digital fitness.

The Fitness Business Podcast has an interesting episode on the value proposition for going digital. The episode discusses the need to go hybrid to compete in the ever-changing landscape of fitness.

But let’s take a quick step back and clarify what we mean by “digital fitness.”

It means more than just “having an app.” It means showing up where your members already are, on their phones, their watches, their screens. Your gym doesn’t stop at the front desk anymore.

Most people spend hours a day in front of multiple devices, and your brand should be part of that.

Whether it’s through app-based check-ins, push notifications, habit tracking, or quick text support, digital services keep you connected between sessions and make your coaching feel constant, not occasional.

If you’re not showing how you support members beyond the gym, you’re missing the full picture of what today’s clients expect and what tomorrow’s market demands.

#10: Invest in Digital Content Creation

Digital content creation is essential in your marketing strategy. Content marketing can create up to three times more leads than paid advertising and costs less. Content marketing is still hugely relevant and a great way to increase brand reputation and authority.

From blogs to videos and podcasts, content marketing helps you stand out from the competition while sticking to your marketing budget.

For gym owners, that means sharing helpful, value-packed content consistently: quick videos, form tips, client wins, behind-the-scenes posts, or short emails. This builds trust, positions you as the expert, and gives people a reason to stay connected, even before they buy.

Start simple: one video, one story, one blog post a week. Use it to educate, inspire, and connect. In 2025, the best marketing doesn’t interrupt, it helps. And the best brands feel like coaches before they ever sell.

#11: Use an Omnichannel Approach

When it comes to marketing, you need to play it smart to maximize your budget and efforts. You interact with your potential customers across multiple devices and media.

An omnichannel approach takes this into account so that you can create a seamless experience across all marketing channels. From local search to YouTube ads and Instagram posts, you need to be where your customers interact with you, both online and offline.

Once you’re showing up across platforms, the key is consistency, not complexity. Make sure your messaging and offers feel connected across channels. Then, instead of pushing people to act, let the system work. People will move through the channels at their own pace, and when it clicks, they’ll already know who you are and what you offer.

#12: Personalization is Key

Personalization is part of the brand experience. Ideally, you want to personalize each marketing campaign in a way that segments your target audience.

Different people have different needs. A gym has multiple member personas. The person looking to bulk up and get stronger may have different needs than the new mother looking to get back into fitness.

Start by identifying 2–3 types of members you serve (e.g., busy professionals, new moms, athletes). Then tailor your marketing to each group. That could look like:

Different landing pages or emails for different goals
Instagram posts that speak to one type of client per post
A welcome message that mentions the client’s goal

Even using someone’s name in an automated DM or tagging them in a “new member spotlight” counts. The point is: the more your marketing feels like it was made for them, the more likely they are to engage and stay.

#13: Leverage User-Generated Content

User-generated content (UGC) is any content your members create, such as photos, reviews, stories, and videos, that show real people training in your space. It’s powerful because it builds trust. Prospects don’t just hear from you, they see people like them succeeding in your gym.

Plus, it saves you time. You don’t have to produce everything from scratch.

To get more UGC:

Create shareable moments (e.g., post-class selfies, PR boards, challenges)
Ask members to tag you or use a hashtag
Highlight and repost member content with permission

When prospects see real results and real community, they’re more likely to join. UGC is social proof in its most authentic form, and it works.

Here’s an example that we created with Victoria Thomas of JourneyFit:

#14: Leverage Micro-Content

Micro‑content, think Instagram Reels, TikToks, and YouTube Shorts, is specifically designed for fast, high‑reach engagement at the top of the funnel.

Use these formats to address real questions, doubts, or misconceptions your ideal clients have. But also entertain, and show parts of your personality, your team, and your community that you think can attract others and set you apart from what’s out there.

Focus on one moment per clip: a common mistake, a mindset shift, or a quick win from your program. Think: “30 seconds that show what it’s like to train with us.”

Or you can also repurpose longer videos, testimonials, or class moments into multiple bite-sized posts.

#15: Double Down on Local SEO

Local search is high-intent traffic; these people are already looking to invest. They’re most probably going to convert, sooner or later, and one of your local competitors is going to get that if you’re not showing up there at all.

You start by claiming and optimizing your Google Business Profile:

Add up-to-date hours, service descriptions, and high-quality photos
Use keywords like “personal training in [City]” or “HIIT classes [Neighborhood]”
Encourage happy members to leave reviews (and respond to all of them)

Then do the same on Yelp, Bing, and Apple Maps. Post regular updates, share events, and include direct booking links.

Show up early, look professional, and give them a reason to click.

#16: Run Time-Limited Challenges

Time-limited challenges aren’t just a fun way to boost engagement; they’re a powerful lead magnet and conversion tool. A 21-day reset or 14-day intro program gives people a reason to start, a timeline to follow, and just enough urgency to commit.

They’re perfect for reactivating old members or giving new leads a low-risk way to try your gym. Promote it across your social media channels, email, app, and website, and make the entry simple: limited spots, clear payoff, and an easy upsell at the finish line.

The key is to keep it short, structured, and outcome-driven. When done right, challenges don’t just fill classes, they build momentum you can turn into long-term memberships.

#17: Build a Member Ambassador Program

Your most consistent, enthusiastic members are more than just loyal, they’re potential growth partners. A member ambassador program turns them into advocates who promote your gym authentically, because they already believe in what you do.

Instead of chasing influencers, look for members who consistently show up, embody your values, and bring positive energy. Offer perks like early access to events, referral rewards, or exclusive gear, not just discounts.

Give them a simple way to share your story: a personal invite link, a welcome code, or even a feature on your socials. When people see someone like them thriving in your gym, it builds trust faster than any ad could.

#18: Integrate AI for Personalization

AI can augment your skills and push them to another level. Its ability to process and interpret large sets of data can help you coach smarter and deliver a more personalized member experience.

With tools like ABC Glofox’s AI Churn Predictor, you can identify members who are likely to drop off before it happens and take action with personalized check-ins or retention offers. That alone can dramatically improve member lifetime value.

But personalization goes beyond re-engagement. You can also use AI to:

Recommend the right program or membership tier based on goals and behavior
Track individual progress and trigger milestone messages or rewards
Analyze feedback or survey responses at scale to adjust your offerings

The goal is to make every member feel like you’re paying attention, even when you’re not manually doing it all.

#19: Host Hybrid Events

Hybrid events combine in-person workout classes, workshops, runs, or any other fitness events with virtual accessibility, so everyone, online or off, can join in. Whether it’s a seminar, challenge kickoff, or Q&A, smart coaches design the experience for both audiences from the start.

To make it work:

Set clear goals: Define whether you’re educating, selling, or building community upfront
Prioritize virtual participants: Engage them with shout-outs or polls, and stream in-person audio and visuals effectively.
Train both sides: Brief on-camera coaching for speakers, and teach in-person guests how to interact with chats, polls, or hybrid tools.
Choose the right tech: Use stable livestreams, quality audio, and reliable platforms that let virtual members engage in real time.
Follow up afterward: Share replays, survey feedback, and give everyone, online or in-person, a clear next step.

Start simple: stream a class or seminar from a smartphone, invite online questions, and gather feedback.

#20: Collaborate with Local Businesses

Have you heard of the Bun Run in Copenhagen? It’s a 21km race where runners stop at 10 local bakeries to eat traditional Danish buns. It’s quirky, memorable, and powered entirely by local business collaboration.

That’s the kind of creative partnership more gyms should be thinking about.

Teaming up with nearby cafés, physios, wellness clinics, or coaches doesn’t have to be transactional. It can be an experience. A “Train + Treat” route with smoothie bars. A recovery day co-hosted with a massage therapist. A community pop-up with a local yoga studio.

What you offer and who you partner with depend on your community and your role in it. The key is shared values and shared audiences. Done well, it’s not just promotion. It’s participation.

Build a Strategy That Works Wherever Your Members Are

In today’s hybrid fitness world, no single tactic is enough on its own. Your marketing strategy needs to be complete, adaptable, and built for how people actually discover, trust, and choose gyms, both online and in person.

That means blending smart content with local visibility, personal outreach with automation, and digital flexibility with in-gym connection.

Whether you’re just getting started or ready to scale, ABC Glofox gives you the tools and support to bring your marketing strategy to life. From automation to retention insights to powerful lead tracking, we’re here to help you grow smarter.

Book a demo or explore how ABC Glofox can support your next stage of growth.

Melisa Gjika

The Future-Proof Fitness Management Platform