Gym Marketing Ideas: 21 Ways To Get More Members
This article covers various gym marketing ideas that can help you reach more people in your area and turn first-time visitors into regulars.
Whether your gym just opened or you’ve been in business for a while, you can mix and match our recommendations below based on your budget and the resources you already have (like your staff and social media following).
Gym Marketing Ideas for Local Online Search & Social Media
Let’s start with how to show up in local searches, as well as how to promote a gym on social media in ways that give people a good reason to check you out.
1. Fill out your Google Business Profile & keep it up to date
Setting up a Google Business Profile makes it more likely for your gym to show up in search results (like when someone types “gyms near me”) and on Google Maps.
To improve your chances of showing up near the top of local search results, fill out every section of your profile and keep a steady flow of reviews from members.
Also, upload photos of your actual equipment, class spaces, and changing rooms. Don’t forget to post an update whenever you change your operating hours or add new classes (if your gym offers that).
2. Answer gym recommendation threads in online communities
Make it a habit to check out local subreddits, community Facebook groups, and neighborhood apps. There, you’ll likely find posts by people in your area who are asking for gym recommendations.
Use that as an opportunity to subtly promote your gym, including why they should consider signing up. Though, before everything else, check the group’s rules on promoting businesses so your answer doesn’t get taken down.
It’s best to be transparent about you being the owner (or manager), and make sure your reply answers their question rather than just pitching for the sake of pitching.
3. Set up a website where people can find out more
When someone comes across your gym on Google or Instagram, your website is often where they go next to get more details.
So, make sure it has all the essential information like your opening hours, membership and drop-in options, equipment and facilities, and location. If you offer workout classes or personal training, add your class schedule and trainers’ bios, too.
Most importantly, give visitors a way to take the next step right on the site, without having to call or send a DM first. That could be signing up to be a member, getting a free trial visit or intro session, or booking one of your fitness classes.
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4. Publish posts that answer common beginner questions
Chances are, some of your potential members are people who have some hesitations about joining a gym for the first time.
They likely have some questions they’d feel awkward asking in person, like “Do I need to get fit first?”, “What if I’ve never lifted before?”, or “How often should I train?”
Answer each question in a short video (ideally with one of your trainers explaining), a photo carousel, a detailed caption, or a story highlight.
If you have a blog on your website, you can turn these answers into longer blog posts. These give people searching on Google another way to come across your gym.
5. Film short how-to videos on using gym equipment
Plenty of workout beginners skip equipment they aren’t familiar with because they don’t want to risk embarrassing themselves. If they haven’t joined a gym yet, that worry can be enough to keep them from signing up.
So, why not post short clips on your social media showing how to set up each machine? You can also do a video on common mistakes to avoid, which can help potential clients feel less self-conscious about their first visit.
6. Feature each of your trainers on social media
For people thinking about joining your gym, knowing who’ll be coaching them can make it easier to decide whether your gym is the right fit.
That’s why you should also post social media content introducing your trainers. It can be a short video, a carousel with a few fast facts, or a photo with a longer caption.
Either way, the post should ideally include their specialty, certifications or years of experience, and something personal (like their favorite workout or what got them into training in the first place).
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7. Encourage trainers to post about your gym, too
If your staff includes trainers or instructors who are active on social media, ask if they’d be open to featuring your gym in their fitness content. (Well, assuming they haven’t been doing this already).
Chances are, if they’re posting content to build their own client list, they’re also reaching people who may be interested in signing up for a membership or class.
You can let them film at the gym, then tag the gym’s location and social media handle. In return, you reshare their posts and feature them on the gym’s account.
Just make sure to lay out some ground rules, like sticking to certain areas and times and only recording members or clients who’ve agreed to it.
8. Invite a local micro-influencer to try your gym for a month
Start by researching fitness creators in your area who have smaller but engaged followings.
Aim for those whose content matches the training your gym has — whether that’s strength training, HIIT, yoga, or a mix of different workout types. That way, you’re more likely to reach people looking for a place to do those.
Offer a free one-month membership, which should be enough time to try everything the gym offers and show their followers the progress they’ve made. Agree upfront on how often they’ll post, and require them to tag your gym each time.
It’s best to start small, especially since you’re giving memberships away for free.
You can reach out to three to five creators, then pick only one or two to work with for the first month. If their posts bring a good number of people in, you can invite more creators afterward or keep working with the same ones.
Ideas for Advertising Your Gym Online & Offline
No matter how much your marketing budget is, here are several ways to advertise your gym both on the internet and in person.
9. Run online ads that promote one specific offer
When it comes to online ads, you want to make sure every dollar you spend gives you a solid shot at bringing in new members. That’s why you should avoid putting out generic ads that only say “Join our gym” or something to that effect.
People should be able to easily understand what they’ll get and what to do next. Also, keep in mind that for a lot of people, signing up for a gym membership feels like a big decision.
So, we recommend putting out a low-commitment offer, like a free intro session or a discounted first month. Your goal here is to make it easier for hesitant first-timers to try out your gym.
Also read: What the Ad Tracking Feature Can Tell You About Your Ads & Your Clients
10. Put up a billboard if your budget allows
Some people may not even know there’s a gym in their area until they see your billboard. And unlike an online ad they might simply scroll past, a physical ad they see in person can make your gym seem more established and trustworthy.
If possible, choose a spot that’s close to your gym and on a street your target audience passes by regularly, like a main commuter road or near a school drop-off zone.
If a full billboard is out of budget, you can also consider bus shelter ads, bench ads near busy intersections, or a print ad in your local newspaper or community magazine.
11. Leave flyers at businesses where potential members spend time
Think about what type of people you want to sign up for your gym (i.e., those interested in fitness) and which places they typically go to.
That probably includes sporting goods shops, health food stores, cafes, and perhaps even physical therapy clinics.
Reach out to these businesses to ask if they can display your flyers somewhere their customers will see, like the front desk, a waiting area, or a bulletin board. In return, offer to display the other business’s flyers at your gym as well.
12. Stick a QR code decal on your front window
There’ll be times when someone passing by wants to learn more about your gym, but it’s already closed or they’re in a hurry.
That’s why it’s good to have a window decal with a QR code that leads to your website. All a curious passerby has to do is scan the QR code, and they can instantly find out your hours, membership options, or how to book a first visit.
Local Partnership & Community Ideas for Gyms
Now, here are some ideas for how to get more gym members by getting involved in your local community.
13. Partner with a local run club or rec sports league
Runners and players in recreational sports leagues are often told they should add strength training, but they may not have a routine for it yet. This is where you can come in to help out, while also promoting your gym.
Reach out to local running clubs and sports leagues and invite their members to a free group strength session.
If the session goes well, offer a paid training program that runs for a few weeks before their next season starts. That way, anyone who enjoyed the free session can keep training at your gym.
14. Offer a resident discount to nearby apartment buildings
There might be some apartment buildings in your neighborhood that either have no gym or just a small room with a treadmill and a few dumbbells.
That’s your opportunity to attract potential members looking for a fully equipped gym close to home. If your gym offers classes, you can also highlight the variety they’d get (from strength training to yoga, for instance) that most apartment gyms can’t match.
Contact the building managers and ask whether they’d be open to sharing an intro offer with their residents. Many buildings send out newsletters or resident emails, have a notice board in the lobby, or hand out welcome packets to new tenants.
15. Sponsor a local team or community race
Sponsoring a local sports team or a water station at a community race is a simple way to get your gym’s name in front of your target market.
In return for your sponsorship, ask to have your gym’s logo on the team’s jerseys or on a banner at the event.
Also, if you can, send one of your trainers to chat with people, answer questions about your gym, and hand out flyers with your intro offer.
Seasonal Gym Marketing Ideas To Try Out
Let’s be real — certain times of the year naturally get people thinking about fitness, so you might as well plan some promotions around those months.
16. Use Black Friday to get a head start on New Year sign-ups
January is a popular time to join a gym, given how many people are extra motivated about their New Year’s resolutions that involve working out regularly or losing weight. It’s no wonder plenty of gyms save their big promos for then.
But why not get ahead of that by launching your New Year offer as early as Black Friday? After all, people are already looking for deals by that time, too.
For example, you could offer a discounted membership that people buy in late November (or early December) but won’t start until January.
17. Sell gym passes as holiday gifts
Partners, parents, and friends might find it tricky choosing the right gift for someone who’s been talking about getting fit.
That’s where your gym can help by selling gift passes for an intro session or a one-month membership at your gym.
This also gives the person receiving the gift a reason to actually go to your gym. They might have already been curious before, but now they’re more likely to come in since their first visit is already paid for.
18. Run a “restart” promo in February
By February, some people who started a New Year fitness routine might have stopped doing it consistently, and getting back into it can feel awkward or discouraging.
So, why not run a campaign aimed specifically at people who want to try again? Just make sure to keep your messaging encouraging; you don’t want to make it sound like you’re guilt-tripping or shaming them.
Don’t forget to pair it with a small but flexible offer, like waiving the sign-up fee for anyone who rejoins in February or offering a discounted two-week pass.
Word-of-Mouth Marketing Ideas for Gyms
People who already train at your gym are in a great position to recommend it, whether they’re chatting with coworkers or posting on social media.
Below are some ideas that’ll help get your gym members involved in spreading the word.
19. Set up a photo spot & invite members to post their wins
Members are likely to feel great about your gym right after hitting a milestone, like a first pull-up, a personal record, or finishing their first month. That’s a good moment to encourage them to share it on social media and tag your gym.
You can give them an extra reason to post by setting up a dedicated photo spot, like a well-lit mirror wall or a mural with your gym’s name and social media handle on it.
Most of them probably take gym selfies regularly, so you might as well make sure your gym’s name and handle are in the frame when they do. Don’t forget to share or repost their content on your gym’s account (with their permission, of course).
20. Offer referral perks for both members & their friends
Most gym referral programs often only reward the member who brings in a friend. But adding a perk for that friend too (like a free fitness assessment or a free intro session) can make the invite easier to extend.
Make sure you keep the rules simple enough that members can easily explain the program to their friends.
Then, mention the program in your emails and put up a poster at the front desk. It also helps to have your staff remind members about it every now and then, especially those who seem to really like your gym.
21. Release gym merch members would want to wear
The goal is to have merch with cool designs that most members would choose to wear even when they’re not working out. That way, even people who’ve never been to your gym will start noticing its name around town.
Think hoodies, pullovers, caps, and tote bags with a subtle logo or a simple graphic (rather than a big, loud print). You can sell these at the front desk or give out as a reward for certain milestones, like a member’s 100th visit or a successful referral.
As for design inspiration, you can check out the athleisure brands your members wear, merch from popular local businesses, and sites like Pinterest and Instagram.
Use what you find to get a sense of what you want, but don’t copy anyone’s design. Better yet, consider hiring a graphic designer to create something original that fits your gym’s brand.
Final Word
Once new people start coming in to your gym, staying in touch with them matters just as much. Our guide to text message marketing for gyms and fitness studios has over 20 ready-to-use templates to help you out.
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About the Author
With over a decade of experience across startups, online publications, and agencies, Marcy is all about delivering content that connects brands with the audiences they're trying to reach.
