A few Instagram posts, cookie-cutter ads that blend in with everyone else’s, asking for referrals only when someone on your team happens to remember… that kind of marketing doesn’t cut it anymore. Gym marketing needs to be way more flexible and intentional.
The good news? You’ve got this playbook. It’s packed with gym marketing tips and ideas to save you time and simplify the whole process. Bookmark this page so you can come back to it anytime you need direction.
Why Are You Doing Marketing in the First Place?
Before you dive into which gym marketing strategies to try, you need to know why you’re doing any of this in the first place.
The main goal? Get people through your doors. Whether that’s brand-new members or former ones coming back. It’s all about keeping your gym full.
Different people respond to different messages, on different platforms. That’s why your approach can’t be one-size-fits-all.
If that sounds overwhelming, don’t stress. This is exactly where the concept of the marketing funnel comes in.
The funnel gives you a clear roadmap: what to do, how to do it, and when. So instead of throwing stuff at the wall, you’re actually guiding people step-by-step until they become members.
What is a Marketing Funnel?
A marketing funnel is just a fancy way of mapping the journey someone takes from “never heard of your gym” to “just signed up.” And it’s usually broken into three key stages: ToFu, MoFu, and BoFu.
Let’s break it down:
ToFu – Top of Funnel (Awareness + Interest)
This is where people first come across your gym. They’re not looking to join yet, they’re just discovering you exist. Your goal here is to get noticed. Don’t try to sell hard here. Just get on their radar and make a solid first impression.
MoFu – Middle of Funnel (Consideration)
Now they’re curious. They’ve seen your gym, maybe followed your page, maybe even checked out your website.
This is your chance to build trust. Help them see why your gym might be the right fit. They’re not fully in yet, but they’re thinking about it.
BoFu – Bottom of Funnel (Decision + Conversion)
They’re close. They’re comparing options and deciding where to spend their money. This is your moment to remove all friction. And once they join? Keep going. Membership isn’t the end. It’s where the real relationship starts.
The Most Important Step for Successful Fitness and Gym Marketing
The market where you operate will have the biggest impact on your approach to your marketing strategies.
So, the first thing you should do is research it, understand it, and adjust to it.
Brian O’Rourke, CEO of Core Health & Fitness shares insights on where he would start:
“The first thing you’re going to want to do is to understand the marketplace you’re operating in as a single gym—what’s your competition, who your existing membership is, what programs and services you are offering. Then, you decide: Am I going to make this a more automated business that’s a lower price, or am I going to make it a more luxury experience that’s more personalized with more human touch points? What balance do I want to strike there? What programs should I be offering that address the marketplace and why?”
To get a better understanding of this topic, make sure to check out that segment of the podcast episode. You can do it here.
Top of Funnel Gym Marketing Ideas
Gyms lose about 30-50% of their members each year. That’s just reality. People move, lose motivation, or switch things up. To stay ahead, your top-of-funnel game (ToFu) needs to constantly bring new leads into the picture. Here’s what you can do:
Local Brand Awareness Posts
Social media isn’t just for selfies and flexing. It’s one of the easiest, cheapest ways to stay in front of local potential members. But the key? Speak their language.
Let’s say your target audience is middle-aged moms who want to lose weight and feel stronger. Don’t post about peak week prep for a bodybuilding comp. Instead, focus on stuff that matters to them.
Examples of simple home workouts, nutrition tips for busy schedules, and how to manage stress through movement.
That doesn’t mean your content has to be all serious, though. Throw in gym bloopers, funny member moments, or even a staged viral-style challenge.
For example, this video went viral and showed up all over social media among people who follow fitness content. Just because of one unexpected and funny moment.
Guest Instagram Live Sessions
This one’s slept on. Whether you’re in a big city or a small town, there’s likely a local nutritionist, yoga teacher, running coach, or even fitness influencer who already speaks to the kind of people you want in your gym.
Invite them on for a 15–30 minute Instagram Live chat. Keep it casual. Talk about fitness myths, meal prep hacks, whatever makes sense.
Free Mini-Workshops
Most people don’t want to dive straight into a membership. They want to dip a toe in first. That’s where free mini-workshops come in.
Host something short and beginner-friendly:
- Intro to kettlebells
- Stretching for desk workers
- Posture and pain prevention
- Core strength for busy parents
Keep the vibe relaxed and non-intimidating. These sessions lower the barrier and make your gym feel approachable, even for people who’ve never stepped foot in one before.
Partnerships with Local Businesses
If you’re near a healthy cafe, supplement shop, massage therapist, or wellness center, reach out. These people are talking to the same crowd you want to attract.
Here’s how you can team up:
- Put flyers or QR codes in each other’s spaces
- Co-host events or giveaways
- Offer discounts to each other’s customers
These cross-promos cost almost nothing and build strong local connections.
Use ‘Google My Business’ Strategically
This one sounds boring, but it’s actually huge. Most people who are looking for a gym right now are going to Google “gym near me.” If you don’t show up, or if your listing looks half-baked, you’re losing leads.
Do this:
- Make sure your profile is fully filled out (hours, phone, website, etc.)
- Add real photos of your space and classes
- Post weekly updates (class schedules, promotions, member shoutouts)
- Collect Google reviews regularly (they boost your rank and trust)
Facebook/Instagram Geotargeted Ads
Paid ads don’t have to be salesy, and at the top of the funnel, they shouldn’t be. The goal here isn’t to get someone to pull out their credit card. It’s to make them stop scrolling and think, “Wait, this gym looks cool.”
Use Facebook or Instagram’s location targeting to run ads just in your city or zip code. That way, you’re not wasting money showing ads to people 50 miles away who’ll never come in.
What should your ad say? Don’t go with “Sign up now!” Instead, highlight what makes your gym different:
- A quick video tour showing your gym’s vibe
- A behind-the-scenes clip of a fun group class
- A real member story (not overly polished, raw is better)
Hook them with personality first. The pitch can come later.
Digital Referral Program
Referrals are pure gold. It’s warm traffic from someone who already trusts you. And if you make it easy to refer people, you’ll get way more of them.
And here’s a great resource: In this podcast episode with Dave Posin, President of SOLDIERFIT, he explains why referrals are the backbone of his lead gen strategy. He breaks down how they’ve systemized it to make it consistent and scalable. Worth a watch if you want to take referrals seriously.
This doesn’t have to be complicated. Just give your members a reason (and an easy way) to invite others.
If you’re looking to simplify your referral program, make sure you check out Referrizer’s solution.
Middle of Funnel Marketing Strategies for Gyms
According to Inc., 92% of visitors aren’t ready to buy on their first visit to a site. That means if you’re not following up, nurturing, and guiding people, you’re losing nearly everyone.
Let’s fix that. These MoFu strategies will help you convert curiosity into action.
Testimonial or Success Story Spotlights
Nothing sells your gym like a real person talking about how it changed their life. Share short testimonials, member quotes, or transformation stories that your audience can relate to.
Just a heads-up, if you’re running Meta ads (Facebook or Instagram), they don’t allow before-and-after photos in ads. But that doesn’t mean you can’t post them organically or use transformation stories in your content.
Want a better route for ads? Use a quote from a member, a video of them sharing their journey, or even a side-by-side of their improved mood or confidence (instead of physical appearance).
Keep it real. Keep it relatable.
Personalized Follow-Up Emails
If you’ve collected emails through ads, website forms, or in-person visits, don’t let them sit cold.
Send simple, helpful follow-ups that feel personal, not mass-blasted. For example:
- A quick tip email about healthy eating for busy parents
- A “what to expect” guide for someone considering group classes
- A follow-up asking if they have questions about your gym
If you want to nerd out on email strategy, check out this podcast episode with Mark Fisher, Co-Founder of Business for Unicorns and Mark Fisher Fitness. He breaks down exactly how to use email to nurture leads in a non-annoying, high-converting way.
Limited-Time Free Trials
When someone’s on the fence, sometimes all they need is a little push. Offering a short free trial (like 3 or 5 days) with no pressure to join lets them experience your gym firsthand.
Keep it simple:
- No contracts
- No spammy follow-ups
- Just “come try us out and see if it’s a fit”
This builds trust, removes friction, and gets more people in the door.
For more ideas on offer structure and how to position them, check out this specific part of the podcast with Mark Fisher. He drops real, tested strategies.
Social Proof on Ads and Landing Pages
MoFu is where people start doing their homework. If your landing page or ad looks generic, they’re gone. If it feels like people like me go here and love it, they’ll stick around.
Add things like:
- Star ratings and Google reviews
- Real member testimonials
- Photos of group classes in action
- Quick case studies or stats (e.g., “80% of our members say they feel more energized within 30 days”)
Find Members in Your Phone
Sounds basic, but it works. You’re probably sitting on a goldmine of leads. Old trial members, ex-members, interested DMs, or people you met at local events and never followed up with.
In a part of the podcast episode with Mark Fisher, he talks about how gyms can unlock serious growth just by re-engaging people already in their world.
Bottom of Funnel Gym Marketing Strategies
Bottom-of-funnel (BoFu) is where leads make a final decision. This is your shot to remove doubts, kill friction, and make saying “yes” the obvious move. Let’s cover the best BoFu tactics that turn fence-sitters into full-blown members.
Personalized Membership Options
Not everyone wants the same thing. Some people just want group classes. Others only care about open gym access. Some want a full personal training experience.
Give them options.
Offer tiered or customizable plans so people can pick what fits their goals and budget. When people feel like they’re choosing, not being sold to, they’re way more likely to commit.
One-on-One Consultations
Even when someone’s interested, they might be stuck in their own head. “What if I don’t fit in? What if I fail again?”
A quick free fitness consultation or goal-setting session is your chance to remove those doubts. Help them see a clear path forward, and let them talk through their goals, concerns, and questions in a low-pressure setting.
First-Month Incentives
Give them a little extra nudge. A discounted first month, a free personal training session, or some bonus merch can be just enough to tip the scale.
Make sure it feels like a bonus, not a discount trap. It’s not about slashing prices, it’s about adding value.
Simple & Transparent Pricing
This one’s non-negotiable. Don’t bury the price behind “book a call” buttons or confusing tiers. People hate hidden fees or unclear commitments.
List your pricing clearly. Use plain language. Make the path to join feel easy and honest. That transparency is part of your sales pitch.
Money-Back Guarantees
This sounds scary at first, but it builds instant trust. Offer a 7- or 14-day money-back guarantee if they’re not happy.
Most people won’t use it, but just knowing it’s there lowers the risk in their mind. It tells them, “We’re confident you’ll love it here.”
New Member Community Welcome
Joining a gym can feel intimidating. Ease that with connection.
Start a private group chat, Facebook group, or WhatsApp thread just for new members. Share tips, spotlight wins, and let members connect. When people feel part of something, they stick around longer.
Speed Sells
Here’s the harsh truth: leads go cold fast. If someone fills out a form or clicks your ad, you’ve got a 60 to 180 seconds window before they forget about it or join somewhere else.
In an eye-opening podcast, Dave Posin, President of SOLDIERFIT, talks about:
- Booking same-day appointments
- Using urgency language without sounding pushy
- CRM tools and automations to move faster
Tracking is Non-Negotiable
If you’re not tracking, you’re guessing. And guessing isn’t a marketing strategy.
You can run the coolest ads, post the best content, and offer the strongest deals, but if you’re not measuring what’s working and what’s not, you’ll waste time and money fast.
When you track your efforts, you know:
- Which ads are bringing in leads
- What emails get opened (and which ones get ignored)
- What content drives clicks, calls, or sign-ups
- Where people drop off in the process
This helps you double down on what works and cut what doesn’t.
Want to see how the big players do it in real life? Check out this podcast episode with Jeff Sanders, Chief Growth Officer at Energy Fitness. He breaks down how their team tracks performance across multiple locations and uses data to make informed, strategic decisions that drive real growth.
Another great one is with Cale Owen, CEO of Gym Launch. He talks about the biggest mistakes with metrics and what data separates struggling gyms from successful ones.
You’re most likely automating some of your workflows with AI. Learn the key steps of using a gym chatbot successfully.
Final Thoughts
Marketing your gym isn’t about luck, it’s about having a system. The days of randomly posting on Instagram or relying on the occasional referral are over. If you want to grow, you need a clear plan that moves people from “never heard of you” to “raving members.”
This playbook gives you that plan. From getting attention at the top of the funnel, building trust in the middle, to sealing the deal at the bottom. Every strategy in here is designed to work together, so you’re not just spinning your wheels—you’re building momentum.
And remember, the best gym owners aren’t just hustling, they’re tracking. They’re testing. They’re learning from what works and adjusting what doesn’t. That’s what separates steady growth from constant struggle.
