10 Cost-Effective Ways to Promote Your Fitness Business

Marketing your gym is an ongoing process. Placing an advertisement periodically here and there will not be enough for your business to survive. You always have to be proactively thinking about the next promotional idea, slogan, or campaign. There are a handful of ways that are cost efficient and will effectively promote your gym business your within your immediate target area.

Here 10 ways to help get you started.

1. Sponsor charities

Simply choose a charitable event or charity organization and do short term and long term promotions. A short term promotion idea would be to donate all new members’ first month dues or signup fees to the Wounded Warrior Project on Veteran’s Day. A long term example would be to host a running program dedicated to get your members in shape for an upcoming virtual or in-person run. Then offer 50% of the proceeds for the running program to be donated to the Wounded Warrior Project. On the day of the run, you can also supply your gym brand running apparel for even greater recognition!

2. Submit press releases

Approach your local online community news sites and blogs, newspapers, and regional television stations. You can generally do this by going online to their websites. Most will have a “submit press release” link or a “new tip” link. At the very least, you can still contact them via email and attach your written press release.

Press release topics can include:

Gym anniversaries
Interesting accomplishments of members or staff
New programs
Fitness trends
Local event announcements
Seasonal advice

Press releases are generally not a platform to directly promote your gym and follow specific formats. Research how to write a press release before sending off that first one.

3. Post on online event pages

Promote online through local event pages offered via Facebook, Yahoo, Yelp, Nextdoor.com and other social media sites. Build a following by posting regularly and engaging individuals with interesting opportunities to become healthier and build their community connections.

4. Co-market

Identify a company whose product complements yours and establish a relationship where each of you promote to each other’s customer base. The shared exposure expands market reach, stretches advertising budgets, and lends credibility to your company.

5. People love freebies

Offer free personal training, nutritional counseling, or smoothies. Offer whatever you can to get them interested in your business. Don’t forget that with free stuff you give away, you are also giving away your first impression of customer service. You have to show member prospects that you are genuinely interested in their health and fitness and that you stand behind your gym business. You can do so by assuring them that they have nothing to lose by trying out your services. Talk to them and engage them in about the immense benefits that can be derived from regularly working out in a social and accountable environment. With the freebies, genuine interest, and excellent customer service, they will surely come back for more.

6. Get involved

Find local community events that deal with health and fitness. Volunteer, and set up a booths. If you are consistent with this, your exposure will accomplish brand recognition. Promote your involvement through event pages as well as your official social media sites.

7. Digitize your business card and keep a stack with you, too

You never know when you will need them. Digital business cards are gaining momentum. They’re created on an IPhone, Android, or computer and are fully customizable. Between the two styles, digital and paper, you have the chance to promote your business immediately. Every time you send your business card to a person, that person becomes a potential customer. Each time you’re at a local business, ask to leave a few on their counter. Make sure that these business cards offer an incentive to come into the gym to check it out. Also be sure to offer the same to your business neighbors and leave some of their business cards at your reception area, too.

8. App-lify your business

Although building a mobile app requires investing money and promotion, in the long run you generate customer loyalty through ease of access. Members enjoy immediate entrance into your business to set appointments, check times, and pick out virtual workouts. Cross-advertise through your website and social media sites to encourage downloads.

9. Social media.

I just saw an episode of Shark Tank the other night and the sharks ripped into the creator of PetPaint, not because they thought he had a bad product, but because of the way he DID NOT market it. He failed to use the internet and social media outlets to sell. In this day and age, this is now marketing 101. If you do not have a website and use social media, potential offers and prospects will swim right past you.

10. Never underestimate the power of WOM.

WOM stands for word of mouth. Although this is the most potent type of free promotion, it is also one that may have you work the hardest and the longest for. Your customers will give outstanding reviews of your gym but this will require time. You first have to earn their trust and loyalty. After staying true to your word, providing excellent customer service, and genuinely showing interest in their health and fitness goals, they will recommend your services to their friends and family.

Gym Insight

A well-run gym requires an organized staff and a plan for success. At Gym Insight, our gym management software provides a clear, transparent picture into your company’s financials. Our gym software is built in-house, by fitness club owners. There are no cumbersome third-party plug-ins or complicated protocols, and it’s available for a single, low monthly subscription price — no hidden fees, no links to your payment processor. Call us today for a free demonstration on how we can lower your software management costs and free up more of your capital!

This blog originally ran Nov. 11, 2013 and has been updated Jan. 15, 2020.