Being a graduate student focused on nutrition, I felt a surge of excitement when asked to write about fitness marketing strategies. I might not be the most athletically gifted person, but the world of health and wellness has always fascinated me. Secretly, I dream of becoming a yoga instructor, but unfortunately, my couch often wins out.

With the arrival of a new year and resolutions still echoing in our minds, the time for fitness marketing is ripe. Your target audience is expanding as people grapple with the aftermath of holiday indulgences. Ever wondered why gyms are packed in January? It’s calorie-burning season! So, how can fitness marketers make the most of these peak periods? This post will delve into nine fitness marketing strategies and ideas to help you grow your business. First, let’s clarify what “fitness marketing” entails. Organizations that fall under this umbrella include:

• Locally-owned gyms, health clubs, and workout studios (offering barre, yoga, spin classes, etc.)
• Apps focused on fitness and nutrition
• Providers of fitness gear and apparel (clothing, watches, etc.)
• Companies specializing in health food and supplements In essence, if your company revolves around health and wellness, these fitness marketing strategies can be your recipe for success.

#1: Attract New Customers with Enticing Introductory Offers

This tip, while relevant to many sectors, holds particular weight in fitness marketing due to the fierce competition. According to the IHRSA (International Health, Racquet & Sportsclub Association), “the $30 billion health and fitness industry in the U.S. has experienced consistent growth of at least 3-4% annually over the past decade, showing no signs of slowing down.” To stand out, you need a unique way to lure in new customers. Forget the free water bottle at the gym—think bigger and bolder! Consider a complimentary personal training session, a week of free classes, or a free month’s subscription to your health/wellness app. Whatever you choose, it needs to be enticing enough to give potential clients a taste of how your product or service can enhance their lives. Take a cue from this local gym that hosts “open house” weeks, offering free classes to the community.

This approach not only piques interest (who doesn’t love freebies?) but likely translates into new memberships. Once prospects experience a glimpse of how their lifestyle could improve, they’re more inclined to invest financially in their personal fitness.

#2: Showcase Compelling Reviews and Success Stories

Before investing in any health or fitness product or service, I religiously scour reviews. Given the potential cost and uncertain results, reviews carry significant weight in this industry. As fitness marketers, it’s crucial to not only gather reviews from satisfied customers but also to weave them into your marketing efforts. For instance, if you have stellar ratings on Google-approved review platforms, feature them prominently in your Google search ads. Sprinkle customer quotes into your imagery for social media and display ads. Take it a step further and produce a captivating customer testimonial video. The takeaway? If your customers are happy (as they should be!), leverage their satisfaction to market your business. It will yield impressive results!

#3: Sprinkle in Motivational Advice

While the thought of sharing motivational quotes might make you cringe, it can be done subtly and effectively. One approach is to share success stories from past or current customers (bonus points for combining this with the previous tip!). Potential leads might be on the fence about your fitness offerings, needing a nudge to take the plunge. How can you provide that extra push? The options are endless! Lose It!, a Boston-based fitness and health app, cleverly incorporates motivation through humor, healthy recipes, and more. However, their most impactful motivational boosts come from customer success photos, like the one below.

Don’t underestimate the power of motivation—it could be the key to converting a lead into a loyal customer.

#4: Be Upfront About Pricing

Nothing is more frustrating than opaque pricing, whether it’s the inability to find pricing information online or feeling misled about actual costs. Such practices are surefire ways to alienate potential customers. Ensure that transparent pricing information is readily available not only on your website but also in other prominent locations like paid advertisements. This ensures you’re attracting the most relevant clicks from individuals who are fully aware of the financial commitment. Take Aaptiv’s example below. This ad not only outlines what the service offers but also clearly states the cost twice. Even better, it highlights the availability of a free trial upfront.

#5: Leverage Instagram and Facebook Ads to Target Your Audience

This should go without saying, but are you maximizing the effectiveness of your Instagram and Facebook advertising by precisely targeting your audience? The beauty of these platforms lies in the ability to fine-tune your audience selection. This ensures your ads reach the right people, in the right location, at the right time. Let’s illustrate with an example. Here, the target audience comprises individuals within a specific zip code who are engaged shoppers, recently engaged, and interested in weight training and yoga.

This granular targeting empowers you to tailor your content precisely to this audience. In the example above, you could craft ad copy that speaks directly to engaged couples seeking to get in shape for their upcoming wedding. This strategy adds a layer of personalization to your advertising, making prospects feel heard and understood, ultimately boosting conversions!

#6: Ramp Up Your Budgets During Peak “Weight Loss” Seasons

If you’re in the fitness marketing realm, your messaging often revolves around individuals striving to achieve weight-loss goals, be it shedding a few pounds or making significant lifestyle changes. Motivation for weight loss tends to spike during specific times of the year. The obvious ones are New Year’s, pre-spring break, and the lead-up to beach season. But don’t limit yourself—think outside the box. Wedding season and the post-Thanksgiving period are prime examples. These peaks may vary based on your location (consider weather patterns) and historical trends within your organization. Factor in all these elements and leverage them by boosting your budget during these key periods. Complement this financial push with engaging and seasonally relevant campaigns.

#7: Embrace the Nostalgia—Send Out Postcards

Call me old-fashioned, but there’s something undeniably charming about receiving a beautifully designed postcard in the mail. Not only do I get giddy with excitement, but the personal touch of a handwritten address instantly grabs my attention. While mail campaigns were once the gold standard, the meteoric rise of the internet and online advertising platforms like Google, Twitter, and Facebook has relegated them to the back burner.

It’s time to revive the art of mail campaigns! Craft a visually appealing postcard, addressing your lead by name to create a sense of exclusivity. Whether it’s a seasonal greeting or a special offer promotion, infuse creativity into your mail campaigns to capture the attention of potential customers.

#8: Offer a Trial, and Make it Accessible

For many, the biggest hurdle to embracing a fitness program isn’t financial—it’s motivational. It often necessitates a shift in ingrained routines and comfort zones. Your role as a fitness marketer is to dismantle these entry barriers.

Offering a trial period is an excellent way to achieve this. Whether you’re promoting a physical gym or an online app, there’s usually a way to provide a trial. I’m not talking about a quick 30-minute consultation at your gym—allow potential customers to experience your offerings for a week or more. Giving them time to make an informed decision increases the likelihood of securing a commitment. They’ll be able to integrate a new fitness routine into their lives and witness its feasibility firsthand.

#9: Employ Remarketing to Remind Leads of What They’re Missing

Remarketing is an incredibly potent fitness marketing tool that deserves a place in every marketer’s arsenal. It enables you to re-engage those who have shown interest but aren’t quite ready to commit. As we’ve discussed, taking the leap with a new fitness product or service can be daunting. Gentle reminders about what they’re missing out on are key. Configure remarketing ads through Google and social media, ensuring they resonate with specific audience segments. For instance, if you’re promoting a boot camp program, tailor your ads to leads who have previously visited relevant pages or interacted with related content. Maintaining relevance prevents your remarketing ads from feeling intrusive.

It’s time to kick-start your fitness marketing efforts and transform leads into passionate brand ambassadors who rave about the positive impact your product or service has had on their lives and overall well-being. Now, that’s powerful!