Whether you’re a boutique gym or a large fitness centre, attracting and retaining members requires innovative and effective advertising strategies.
Here, we explore several tactics that can help your gym not only bring in new members but also keep them engaged and loyal.
1. Utilise Social Media Effectively
Social media platforms like Instagram, Facebook, and TikTok are powerful tools for reaching potential members.
Share engaging content that showcases your gym’s unique features, such as specialised classes, personal training sessions, or state-of-the-art equipment.
Example:
CrossFit gyms often post videos of members completing workouts, celebrating personal bests, and engaging in community events. This not only highlights the gym’s offerings but also builds a sense of community.
“Social media is the perfect way to give a snapshot of your gym’s culture and community. It’s about showing what makes your gym unique,” says Joe Wicks, the popular fitness coach and social media influencer, in an interview with the Guardian.
2. Offer Trial Memberships
People are more likely to join if they can experience what your gym offers without a significant financial commitment. Offering a free trial week or a discounted first month can lower the barrier to entry.
Example:
PureGym offers a day pass for potential members to explore their facilities before committing to a membership. This strategy has proven effective in converting trial users into full-time members.
3. Leverage Testimonials and Success Stories
Word-of-mouth remains one of the most effective marketing strategies. Highlight testimonials and success stories from current members to build credibility and trust.
Example:
“I lost 20 pounds in three months thanks to the supportive trainers and community at XYZ Gym!” – Sarah, a satisfied member.
“Customer reviews and testimonials are among the first things most people look for when considering a purchase” states Neil Patel, a digital marketing expert, in his blog.
4. Invest in Quality Visuals and Branding
First impressions matter. High-quality photos and videos of your gym can significantly impact potential members’ perceptions. Ensure your website, social media, and promotional materials are visually appealing and professionally designed.
Example:
Gymshark‘s marketing campaigns are known for their sleek visuals and consistent branding, which attract a large following and create a strong brand identity.
5. Host Community Events and Challenges
Creating a sense of community can be a major draw for new members. Host events such as open houses, fitness challenges, or charity runs. These activities not only attract potential members but also engage current ones.
Example:
Many gyms run ’30-day fitness challenges’ where participants can win prizes, fostering a sense of competition and community spirit.
“Events and challenges create a buzz and give both potential and existing members a reason to get involved and stay engaged”
6. Partner with Local Businesses
Forming partnerships with local businesses can expand your reach and attract new members. Collaborate with nearby cafes, health food stores, or wellness centres for cross-promotional opportunities.
Example:
A gym could partner with a local smoothie bar to offer discounted post-workout drinks to members, providing added value and promoting both businesses.
7. Utilise Email Marketing
Email marketing remains a powerful tool for retaining members. Send regular newsletters with fitness tips, class schedules, and special promotions. Personalised emails can also re-engage inactive members.
Example:
Sending a ‘We Miss You!’ email with a special offer to members who haven’t visited in a while can incentivise them to return.
Popular tool: Mailchimp
8. Implement a Referral Programme
Encourage your current members to refer friends and family by offering incentives such as free months of membership, branded merchandise, or discounted personal training sessions.
Example:
Many gyms offer a “Refer a Friend” programme where both the referrer and the new member receive a discount on their next month’s membership.
9. Emphasise Health and Safety
In the post-COVID era, ensuring that your gym is a safe and hygienic environment is paramount. Clearly communicate your cleaning protocols and safety measures to reassure both current and prospective members.
Example:
Gyms like Anytime Fitness have detailed their enhanced cleaning procedures and social distancing measures on their websites and social media.
Conclusion
Attracting and retaining gym members requires a blend of traditional and innovative marketing strategies.
By leveraging social media, offering trial memberships, showcasing success stories, and creating a community, your gym can thrive in a competitive market.
Remember, the key is to highlight what makes your gym unique and to continuously engage with both current and potential members.
