How Can Gyms Market Themselves To Customers?


If you own a gym, you should be well aware of the importance of exercising and leading a healthy lifestyle, but are you putting in the effort to bring in customers? Just like adopting a long-term fitness regime, attracting clients takes time but, with patience and hard work, it will certainly pay off!

Whether you own a chain of gyms across the country or just have a single place where people can work out, there will always be scope get to more fitness enthusiasts through your doors and using your facilities. In fact, the recent success of the Olympics has seen many people take a greater interest in exercising, so there’s never been a better opportunity for gym owners to promote themselves among their target audience. Here are some of the things that are worth bearing in mind when marketing your gym.

Membership packages

Gyms tend to make the majority of their profits through membership deals, so if you want to get more people to sign up to use your facilities it’s vital you make the process of joining as simple and transparent as possible. This means information on fees, opening hours and other areas ought to be easily accessible both online and in the gym itself.
It’s also worth pointing out the value-added benefits that come with being a member, such as the amount of money that can be saved by purchasing a year’s access to a gym as opposed to repeatedly paying for single sessions and classes.

Offering a free gift is another great way to get people to sign up for a membership. The present can be as simple as a printed mug, pen or a rucksack, but whatever you choose to distribute, pick something durable that recipients can carry in their gym bag.

Many people prefer to try a gym out before committing to taking out a long membership. You could offer prospective members a free trial pass for a couple of days to help them get a good idea of the range of services you offer before they sign up.

The first time prospective members come to use the gym, make sure a member of staff is on hand to give them a guided tour and answer any questions that they may have. During this induction it’s worth asking what, if any, fitness goals they have. That way, you can inform them of any services you offer – be it a sauna, personal training or classes that work certain parts of the body – that may help encourage them to take out a full membership.

It’s important to remind prospective members that they have no obligation to sign up until after their trial has expired (nobody wants to feel like they are being forced into something), but if you deliver the same great service you do for existing paying clients you should soon find they are ready to become a permanent member.

Equipment/classes offered

As obvious as it sounds, all gyms need to provide a wide range of equipment for their customers to use. There are few things fitness enthusiasts find more frustrating than not being able to access the particular machine they wish to use because someone else is on it, so, if possible, there should be at least two of everything. It’s also worth having members of staff to watch people working out, so customers have a ready point of contact if they want to know how to operate a certain piece of apparatus or are looking for advice on a training regime.

While there are those who enjoy working out by themselves, some people prefer to attend group sessions like spinning and Zumba. Obviously, these classes are a good way to keep fit but you should also inform your target audience about the social aspects they offer. Encouraging members to join classes can show you’re keen to make exercising as fun as possible and you can run promotional deals where they can bring a friend to a class for a discounted rate. This means they’ll not only have someone to work out with, but also gives you the chance to market yourself to a wider audience.

Wide opening hours

It’s a good idea to offer wide opening hours so people are able to come in and use your facilities at a time that suits them. If your gym is located in the middle of a large city, you should think about being open 24 hours a day. This is a great way to maximize your appeal and ensure people who work long and unsociable hours can always exercise in a safe environment.

Do you own a gym? How are you marketing your organization to customers?