Marketing strategies for gyms are no longer optional, they dictate how many people walk in through your doors and how many stick around. 

Nice gym equipment may initially catch someone’s eye, but marketing creates a sense of motivation and community. The gyms that not only survive but thrive are the ones that foster a sense of connection. 

From what I’ve seen and experienced, the most successful gyms are the ones with a clear sense of identity and branding that not only communicates it confidently but also extends an invitation to others to participate. This is what causes the difference between someone joining for just a few classes and someone who refers their friends to share in the same experience. 

So I’ve put pen to paper to share the marketing strategies I’ve seen that lead to success- specific, tested methods for real results.  

Why Trust Us

As a content editor, I started working with beehiiv about a year ago because of beehiiv’s ability to empower creators to build thriving newsletters. With a background in technical writing, I leveraged my knowledge of SEO strategies and optimization to pivot into B2B and D2C content, helping brands like beehiiv maximize their reach and engagement. 

Table of Contents

• Marketing Ideas For Gyms: What I’ve Seen Actually Work

  • 1. Build A Gym Brand That Feels Welcoming And Motivational

  • 2. Start A Member Newsletter That Creates Real Community

  • 3. Prioritize Local SEO So Fitness Seekers Find You Fast

  • 4. Make Your Gym’s Instagram And Facebook Feel Authentic

  • 5. Offer Referral Rewards That Members Are Excited About

  • 6. Host Free Community Workout Events To Drive Awareness

  • 7. Partner With Local Wellness Brands And Health Stores

  • 8. Use Short Workout Videos To Build Trust And Authority

• Lessons I’ve Learned Watching Gyms Succeed With Marketing

• Common Gym Marketing Mistakes To Avoid

• Make Your Marketing Feel Like Joining A Movement

Marketing Ideas For Gyms: What I’ve Seen Actually Work.

Fitness has shifted from a lifestyle to a trend, and unfortunately, many gyms have succumbed to its ups and downs. I’ve seen this firsthand, and I’m sure you, as a gym owner, manager, or fitness entrepreneur, are also seeing this. 

The difference is, I am watching it as a bystander trying to figure out which gym to join. While you have a monetary stake in how people perceive fitness. 

That’s why what you need isn’t fluffy advice but specific, tested strategies for bringing in new members and retaining your current ones. You need a marketing strategy that is above any trend but based upon what works in the real world and what doesn’t. 

The following ideas aren’t theoretical. They are real-world, proven-effective strategies. So take notes and let’s grow your memberships! 

1. Build A Gym Brand That Feels Welcoming And Motivational

When you hear the word “brand,” you might picture logos and color schemes—but building a gym brand goes far beyond visuals. It’s about shaping the thoughts and emotions people associate with your gym, whether they hear its name or step inside. 

You want to build a gym brand that is welcoming. For many who are new to the world of fitness, the gym can be an intimidating environment, full of comparisons and feelings of “I could never do that.” 

Building a positive gym brand is powerful because it replaces fear with motivation and connection. 

Here are some specific and proven ways to make your gym brand more welcoming and aspirational: 

Spotlight Approachable Trainers

People are scared of being judged and terrified of admitting what they don’t know. The thought of a trainer may play on these fears. There is a small percentage of people who would sign up to be criticized.

Part of your branding is to feature your trainers as real, approachable human beings. 

Here’s an example from Rumble Boxing that I love: 

Rumble Boxing spotlights their trainer, Christian’s relatability by using a playful picture of him, as opposed to one of him flexing all his muscles. They highlight other aspects of his personality, like the fact that he’s a fun Californian who loves music. They also share his ethnic background. This paints a picture of Christian as an approachable person, whom you’d even want to hang out with outside of the gym. 

Feature Member Success Stories

What prevents some people from coming back to the gym is that they lose motivation. They need to see their goal ahead of them, but sometimes progress is slow and subtle. 

Featuring other members’ success stories helps gym goers to visualize and concretely define their own fitness goals. And seeing it happen for other people who are similar to them instills them with hope. 

What I love about Onelife Fitness is the way they feature their members’ success stories. There are people from all kinds of backgrounds with various fitness goals and journeys.

Onelife Fitness tells a vivid story of Rick’s fitness journey. Just the short snippet is intriguing enough for me to want to not only read more but also embark on or re-embark on my own fitness journey. 

Utilize Positive, Uplifting Imagery

I mentioned earlier the importance of helping your gym newcomers and members visualize their journey. This is further enhanced by using positive imagery in your marketing strategy.

Positive imagery fosters an emotional connection for both prospective members and existing members. Use empowering visuals of people achieving their goals to instill perseverance in your gym members. 

Whether you decide to use vibrant graphics with bright colors, visuals of people overcoming their challenges, or images of your gym’s bright, clean interior, it is crucial to have inclusive and diverse representation. We all come in different shapes and sizes with different fitness levels, and diversity conveys that your gym believes that fitness is for everyone. 

You know how, when someone mentions a certain gym, you instantly picture the type of person who goes there? A strong gym marketing strategy changes that image, from a generic fitness stereotype to a clear vision of you getting stronger, healthier, and more confident.

Michele Burmaster, who owns Surf City Fit Club gym in Huntington Beach, CA, was tired of seeing images of the same kind of body. So she made a photo collection of people with all body types working out. 

2. Start A Member Newsletter That Creates Real Community

You may think sending emails is not as effective as reaching people through social media, but there is a reason, actually multiple reasons, why email newsletters outperform social media for community engagement. 

While social media casts a wide net, email speaks directly. I can’t count how many times I forgot to work out—until an email from my gym popped up with a quick tip or motivational message that made me think, “Okay, time to get my butt to the gym.” But those emails did more than just remind me to show up—they gave me a window into the gym’s community, making me feel like part of something bigger.

Newsletters allow you to deliver targeted, relevant content to people who want to know more about your gym. Since they opted in, you’re talking to a self-selecting crowd. 

beehiiv is a great platform to make clean and simple gym newsletters to create real community. Stay top of mind and increase your open rates by featuring workout tips, class updates, exclusive offers, and motivational stories. 

You can segment your audience to tailor your messages to different groups within your membership. Sending emails to promote personal training to inactive members may motivate them to check back in, while class regulars may benefit more from workout tips for lifting, giving them something to try in the next class. 

Milk Road is a crypto newsletter that went from launch to acquisition in less than 10 months because of beehiiv. Though they’re not a gym newsletter, they used strategies that you could use for your member newsletter:

• Weekly emails - You could send a 1-minute fitness tip read, “Try this shoulder opener before your next arm day,” or promote an event, “Come run with us this Saturday!” 

• Embedded polls - Asking your members for their opinion facilitates the sense of community: “Which evening class times work the best for you?” “What class type are you looking for?” 

• Follow-ups - This is a beehiiv automation feature where you can send personalized emails to encourage people to sign up in a non-troublesome way. 

3. Prioritize Local SEO So Fitness Seekers Find You Fast

Prioritizing local SEO is crucial for gyms. Think about your own experience, do you search for “gyms” or “gyms near me”? You want to know the gyms that are relevant and close to you. 

Sometimes I don’t even want to look through all the gyms, so I’ll Google, “best fitness classes near me,” and let the algorithm do the work. But here’s the catch: if you want Google to work for your gym, you’ve got to put in the effort first. 

No matter how amazing your gym experience is, if you're not showing up in search results, you're practically invisible to potential members. 

Optimize your gym’s Google Business Profile by claiming and verifying your listing, keeping your contact info and hours updated, uploading high-quality photos and videos, and having a compelling business description. 

Be sure to collect and respond to reviews, positive or negative. If there are negative reviews, ask what you could do better- this shows potential gym members that you take their concerns seriously and that they’re not just another member. 

4. Make Your Gym’s Instagram And Facebook Feel Authentic

Gyms should showcase real members’ journeys, behind-the-scenes moments, trainer spotlights, and authentic success stories, not only polished ads.

I typically start my search for gyms on Google and then check out their Instagram and Facebook to understand their vibe and whether it’s the right fit for me. 

This means you want your Facebook and Instagram to showcase what makes your gym unique and authentic. 

Post real members’ journeys, behind-the-scenes glimpses, and trainer spotlights to cultivate a sense of authenticity and connection. 

I love this video from F45 Irvine because it lets gym-goers know their commitment is valued and recognized. There is a team behind the click that is rooting for them to keep persevering in their fitness journey. It’s easier to give up on yourself when you think you’re alone, but having others root for you pushes you to keep going. 

5. Offer Referral Rewards That Members Are Excited About

Referrals are not only free marketing—they’re warm leads from people who already trust your gym, thanks to a recommendation from someone they know.

Incentivize referrals with rewards that members can be excited about, like free months of membership, personal training sessions, gym gear, or gift cards. 

Not only are referrals an effective way to increase membership, but they also strengthen customer loyalty because they are vouching for your gym. 

Look at Gold’s Gym’s crazy referral program- refer 3 friends and get 3 years free membership!

Gold’s Gym not only has a referral program, but they also introduced the idea of a growing reward with increasing referrals.

6. Host Free Community Workout Events To Drive Awareness

Take your gym outside into the community with events like outdoor bootcamps or charity workouts. 

You can also give people a sneak peek into what workouts at your gym are like with free trials or “bring a friend” days. 

Strive Athletics ATX offers a free community workout every Saturday. This reduces the steepness of the on-ramp of committing to a gym and creates a sense of community.

7. Partner With Local Wellness Brands And Health Stores

Increase your visibility and credibility with cross-promotions with health stores, massage therapists, and local wellness brands. 

Partnerships like this tap into an existing customer base of people who are interested in health and wellness and introduce your gym to a new audience. 

Another great way for digital partnerships is beehiiv’s cross-promotions to tap into newsletters that have a similar audience base. 

Dhru Purohit’s newsletter, Try This, is an example of a wellness and lifestyle newsletter on beehiiv that a gym could cross-promote. Focused on research-backed health protocols, it’s a valuable resource for members who are interested in holistic health and optimizing their well-being.

8. Use Short Workout Videos To Build Trust And Authority

While photos help to visualize a space, videos transport you into the space. Quick, value-packed workout videos through Instagram Reels, TikTok, or YouTube Shorts can build brand awareness and give potential members a taste of what the gym offers.

F45 Irvine’s Instagram shows trainers doing different workouts with the proper form, which entices gym members to come in and try them out! 

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These workout videos may seem too short to have an impact but they provide members with a tangible preview of what to expect. This lowers the barrier to entry and increases familiarity with your gym, which builds trust and authority. 

Lessons I’ve Learned Watching Gyms Succeed With Marketing

Watching the way gyms market from the outside gives you a distinctive point of view, one that is unaffected by daily operations and financial risk. You can clearly see which marketing strategies work and which don’t. 

I’ve seen the difference between gyms constantly running promotions just to stay afloat and those that truly understand their members and build momentum by engaging their community. The latter are the ones that not only weather industry trends but also steadily grow and thrive over time.

To summarize my learnings of how gyms succeed in their marketing: 

• Take the time to build a real community. ​​The strongest gyms don’t just offer a space to work out—they create a sense of belonging. Through community events, sharing member success stories, and trainers who greet members by name, they make fitness feel less like an individual pursuit and more like a collective journey. Members begin to see their progress as part of a larger, interconnected story, where their growth is not only personal but also shared with the community around them.

• Have consistent communication. Instead of waiting until membership starts to drop, make it a habit to post regularly. Stay top of mind by sharing content consistently, even if it's just something simple.

• Celebrate member wins. Celebrate member achievements to foster a culture of growth and success. Recognizing individual wins not only motivates the person being celebrated but also inspires those around them, creating a ripple effect of momentum throughout the community.

• Be authentic. Nothing creates disparity like pictures of perfect bodies and videos of flexing trainers. People are drawn to genuineness and are way more likely to trust you if you show the realities of working out - sweating, laughing, and getting through obstacles. 

• Play the long game. Don’t compromise on your brand when there are sudden algorithm changes or new trends. What works in the long run is what I mentioned above - consistency, communication,  real results, and authenticity.  

Common Gym Marketing Mistakes To Avoid

You may have all the best ideas to promote membership growth, but what turns your theoretical ideas into real-world success is your marketing strategy. 

Be sure to avoid these marketing mistakes: 

• Making hard sales. Being too aggressive creates pressure and a transactional relationship. Even if people sign up, they’re buying into a discounted price, not into your community. 

• Ignoring online reviews. Your lack of communication is still communication - that there is a lack of accountability. Treat online reviews as part of your marketing because people trust what others say more than ads. Don’t be scared of negative reviews, but rather address them with a thoughtful response. On the flip side, positive reviews are free social proof, with your current members speaking for you.

• Not showcasing real member results. Your members’ progress is an influential marketing asset, putting weight and concrete evidence behind your words. If you want real results, you need to highlight that your gym works for real people.   

Make Your Marketing Feel Like Joining A Movement

Habits can be difficult to establish. Creating a habit of going to the gym requires both internal and external motivation. Here’s the thing: even if someone doesn’t have much internal motivation, your gym can be the external motivation that generates it. 

As James Clear says in Atomic Habits, “The most effective way to change your habits is to focus not on what you want to achieve, but on who you wish to become.” 

If your gym goers start seeing themselves as someone who works out, your marketing is successful. The best gym marketing projects this identity shift, thus creating belonging, motivation, and momentum.

It’s powerful when your gym marketing motivates people to work out, even when they don’t feel like it. That’s when you know you’ve built more than just a gym; you’ve created a space where people can show up as their authentic selves because they’re encouraged to just show up, regardless of how they feel. 

Here’s the key: consistency and authenticity start with you. Because you consistently show up, through emails, Instagram reels, and personalized texts, your members are encouraged to be consistent in their workouts. You’re not just pressuring them to work out, but reinforcing the belief that they are someone who follows through. 

It can be difficult to show up regularly in people’s inboxes, which is why beehiiv is so helpful.

beehiiv makes it easy to build trust through momentum and identity-driven content. Send workout tips, member spotlights, and community event invites to stay top of mind. 

Are you ready to turn your gym into a movement? Start building your newsletter on beehiiv.