Attracting customers to your gym: tips and advice

How to attract people to your gym?

When the pandemic struck, many gyms had to change the way they operated.

They opted for a mix of face-to-face and online sessions, so that people who didn't feel comfortable coming to the gym could still participate from home.

However, a recent survey showed that 80% of people are actually open to the idea of returning to the gym in person.

This means that, as gym owners, you need to start thinking of new and creative ways to make your gym attractive to these people.

But it's not as simple as using the same ideas for all gyms. Each type of fitness activity and each group of people who frequent your gym may need something different.

That's why, in this article, we're going to look at some unique marketing ideas to help attract new customers to your gym.

1. Offer a 7-day Free Trial

For any customer considering a new service, it's crucial to get the full experience first-hand.

It's like testing Amazon Prime or Netflix before deciding whether the full subscription is worth the annual cost.

The same principle applies to gyms. By offering potential customers a free 7-day trial, you give them the opportunity to fully explore what your gym has to offer.

They can test the equipment, familiarize themselves with the trainers and evaluate additional amenities such as showers, saunas and juice bars.

If your gym meets their expectations, they're more likely to convert their trial into a long-term membership.

Many fitness brands have used this proven strategy in the fitness industry, which is why it remains as effective today as it has always been.

2. Share your members' success stories

This method is well-proven and always relevant when it comes to selling something to an interested buyer.

A survey revealed that 95% of buyers read reviews carefully before making an online purchase, which has a major influence on their decisions.

The same goes for your gym. If you have a story about a member who had a goal of losing 15 kg and started their journey in your gym a year ago, sharing that story can make a big difference.

You can post a before-and-after photo of this member on your social networks.

Or you could share short videos of his workouts throughout the year, like a clip from his first month, then one from the third month, followed by the sixth month, and finally a video showing him reaching his weight loss goal by stepping on the scale.

Consider creating a video montage of these moments with motivating music playing in the background. All this helps show people considering joining your gym that achieving their fitness goals is possible with the help of your facility.

3. Organize a 30-Day Fitness Challenge

You might wonder whether it's misleading to claim that you can get in shape in just one month.

However, the aim of this fitness challenge is not to achieve complete fitness in 30 days. Rather, it's to offer a glimpse of the long-term experience in your gym.

To attract newcomers-those who've never visited a gym before-you could offer this challenge at a considerably reduced price. For example, €29.99.

The combination of low cost and short one-month duration could inspire them to take their first step into fitness.

The aim here is to plant the first seeds of a training habit and encourage these newcomers to become loyal, long-term members of the gym.

So it's crucial that the challenges you propose are enjoyable, manageable and still present a little challenge.

This balance ensures that participants are neither overwhelmed by difficulty nor disengaged by monotony, making them more likely to keep going.

4. Maximize Your Presence on Social Networks

Social networks represent both the present and the future of marketing.

If your gym isn't using them to promote itself, you're probably missing out on a significant number of potential customers and members. Let's take Instagram as an example.

Surveys have revealed that 91% of its users watch videos on the platform every week, with reels being particularly popular, suggesting a potential reach of 675 million users.

With Instagram's user base topping 2 billion, imagine the impact of regularly posting engaging videos about your gym.

And Instagram is just one of many - don't forget Pinterest, TikTok, Facebook, and many others.

If you haven't started yet, it's time to take advantage of these powerful free marketing tools.

Simply share glimpses of your gym, such as a reel of a trainer working with a customer, a live push-up challenge between members, or your trainers offering fitness and nutrition tips.

This approach isn't just about advertising; it's about giving potential customers a taste of what it's like to work out at your gym.

This visibility can lead to direct inquiries about membership rates via social network messages and, ultimately, to new sign-ups.

5. Offer a Free Food Plan for New Members

It's widely accepted that, no matter how effective a training program is, if diet doesn't align with fitness goals, achieving those goals becomes much more difficult.

Offering a free, personalized meal plan to new members can really set your gym apart.

For a limited period, each new member may have the opportunity to consult an in-house nutritionist or personal trainer.

They'll receive a personalized meal plan tailored to their unique lifestyle, designed for long-term adherence.

This feature could really make your gym stand out. While many members follow their workout routines diligently, there's often uncertainty about how to eat properly each day.

Given the overwhelming amount of conflicting advice online, access to personalized nutritional advice from a knowledgeable, evidence-based expert could be a major asset in attracting new members.

6. Highlight the unique features of your offers

With so many gyms available, a customer might ask, "What makes your gym special and why should I choose you over another?"

As a gym owner, it's essential to clearly and assertively highlight the unique features that set your gym apart from the rest.

For example, a distinctive offer could be :

• Training Video Platform: Your trainers record and upload a variety of workouts that members can follow both at the gym and at home. This could range from HIIT sessions and resistance band exercises to routines involving dumbbells. The main idea behind the video platform is to provide members with access to carefully crafted workout videos, available anytime, anywhere.

Another innovative feature could include:

• Using gym management software: Deliver a fully digital, sophisticated experience to your members. This includes everything from registration and payments to appointment booking and integration into the gym community, all within a single platform. Discover AZEOO 's gym management software for such integration.

These initiatives demonstrate the efforts you are willing to make to ensure exceptional customer service, setting your gym apart in a market where such features are not commonly offered by every gym.

7. Collaborate with Fitness Influencers to Promote Your Gym

A fitness influencer is someone who has accumulated a large number of followers on social networks, including Instagram, TikTok or Facebook.

Take Kayla Itsines, one of the most popular fitness influencers, with a following of 16 million.

This extensive reach demonstrates her significant influence within the fitness community. Imagine the impact of partnering with an influencer like Kayla to promote your gym. The potential for attracting new members is considerable.

There are various strategies for collaborating with an influencer. One approach is to invite the influencer to your gym for a workout, which they can then share on their social networking profile.

Alternatively, you could provide the influencer with gym accessories, such as t-shirts, sports bags or caps, in exchange for a mention or shout-out in their publications.

Research indicates that influencers can positively influence people's fitness intentions and behaviors.

Collaborating with an influencer not only highlights your gym's commitment to exceptional customer service, but also highlights services and amenities that might not be available at other fitness centers.

8. Start a Fitness Blog for Your Gym

You might think that blogging has gone out of fashion, replaced by the rapid growth of social networking. However, the reality is quite different; blogs continue to grow steadily and solidly.

This is due to the infinite variety of subjects people search for online, especially on Google.

For example, someone might be looking for "what's the best time to work out". If there's a lack of fitness content answering these questions, the searcher's needs remain unmet.

This is where your own fitness blog comes in handy. Whether you write the content yourself or hire experts to write for you, a blog positions you as an authoritative voice in your specific field.

Consider focusing on a particular area, such as strength training for women or cardio exercises for seniors.

Do some research to find out what people are looking for in those areas, and start creating content that answers those queries.

Over time, as search engines recognize your site as a credible source of information, your articles will begin to appear higher up the search results.

When a potential customer reads your article and finds value in your recommendations and expertise, they're more likely to sign up for what your gym has to offer.

Even if they're not in your venue's local area, your insightful content could entice them to sign up for your online training services.

By regularly providing valuable content, you establish not only your expertise but also trust with your audience, potentially converting readers into customers.

9. Make Data-Driven Decisions

For a gym, this approach may not directly attract customers, but it helps you understand which profiles are best suited to your gym and are likely to stay longer.

For example, using a tool like AZEOO's business analysis software, you can use data to decide who to target based on facts and figures.

If you don't know your target audience, the money you spend on attracting people to your gym may not be put to the best use.

But by making decisions based on data analysis, you can make better use of your marketing budget, spot new growth opportunities and make smarter choices about how to attract people to your gym.

Knowing your current members allows you to see who's most likely to stay and who might not.

With this information, you can determine who your ideal members are and seek to attract more like-minded people.

10. Use Targeted Advertising for Generation Z on Social Networks

A survey revealed that people aged 16 to 24 spend around 3 hours a day on social networks.

As Generation Z spends more time on platforms like Facebook, Instagram and Pinterest, it makes sense to take advantage of this opportunity. Create ads that capture young people's attention.

Your ads should be aimed at young people who are considering joining a gym, whether to lose weight or build muscle. Make sure your ads speak their language.

You could use phrases commonly used by Generation Z or refer to things they know and enjoy, like a current TV series or a very popular song.

This way, you're more likely to attract their interest and encourage them to find out more about your gym.

By doing so, you're not just showing them ads; you're connecting with them in a personal and relevant way.

This approach helps your gym stand out from the crowd, and can make young people curious about what you have to offer.

11. Offer 1 Month of Free Personal Coaching Sessions

For someone new to the gym, it can feel a little intimidating or out of place, especially if they tend to be more introverted.

To make things easier, offer a whole month of training sessions with a personal trainer free of charge.

This means that for the first month, they will have a personal coach to guide them through each stage of their training.

The best part is that after spending 30 days with a personal trainer, they'll probably feel much more comfortable with their gym routine.

What's more, they may discover that they really appreciate having someone to supervise, support and encourage them while they train.

It might even encourage them to sign up for more sessions after the free month is over. So, for new members looking for a gym, offering a month of training sessions with a personal trainer is a very tempting reason to sign up.

12. Organize Fun Fitness Events

Organizing fitness events is a great way to attract new people to your gym.

These events allow people to discover the atmosphere of your venue, including the fun classes and supportive community.

What's more, when participants talk about these events or share them on social networks, even more people hear about your gym.

For example, these events could include :

• Fitness Bingo: Create a bingo card filled with different fitness activities (such as attending a new class, running a certain distance or completing a set number of push-ups). Participants get a stamp for each task completed, and the first to complete a line or an entire card wins a prize.
• Step Challenge: Use fitness trackers to create a step challenge over a set period of time. Members can track their daily steps, aiming to reach a collective goal or compete individually or in teams for the highest number of steps.
• Transformation Contest: This can focus on weight loss, muscle gain or overall physical transformation. Use before-and-after photos, body measurements or fitness test improvements to assess progress. Make sure this is done sensitively and inclusively, with an emphasis on health and personal achievements.
• Fitness Marathon for Charity: Organize a marathon day filled with back-to-back fitness classes, challenges or a long-distance run/walk. Registration fees and donations go to a chosen charity, motivating participation through philanthropy.
• Fitness Knowledge Quiz: Test members' knowledge of fitness, nutrition and wellness with a quiz or trivia night. This can be a fun way to educate members while encouraging a competitive spirit.

When running these contests, consider the following tips to maximize engagement and ensure a positive experience for all participants:

• Offer attractive prizes, such as free months' membership, personal coaching sessions, gym products or health-related products.
• Promote inclusiveness by ensuring that there are categories or modifications that allow all members to participate, whatever their fitness level.
• Use digital platforms, such as your venue's app or social networks, to track progress, share updates and motivate participants.
• Encourage camaraderie and support among participants to foster a strong sense of community.

13. Offer a wide range of courses

One of the best ways to attract more people to your gym is to offer a variety of classes. This means you can offer :

• Zumba classes
• Group fitness sessions
• Dance training
• CrossFit
• Low-impact exercise courses

Not all gym members have the same fitness interests. By broadening your range of classes, you considerably broaden the spectrum of potential members you can attract.

For example, offering low-impact exercise classes opens your doors to an important demographic, including people over 60, individuals with joint problems or those managing conditions such as osteoporosis.

What's more, it's important to recognize that gym-goers have diverse preferences.

While some may prefer the structured approach of circuit training, others may enjoy the intensity of CrossFit - some incorporating it occasionally into their routine, while others devote all their workouts to it.

So, by expanding your offerings, you create a more inclusive environment that caters to diverse interests, naturally encouraging a wider audience to join your gym.

Conclusion

Since the pandemic, the gym industry has undergone significant changes. As a gym owner, it's crucial to regroup and adapt to these changing times, which includes revising your marketing strategy.

The aim of any marketing strategy should be to ensure that your gym stands out by offering unique features.

These can range from using digital tools to providing a wider variety of fitness classes than your competitors.

By understanding what your audience is looking for and catering to their needs, you can attract people to your gym more effectively.

To ease this transition and enhance your offerings, AZEOO offers a complete solution that integrates gym management tools, coaching applications and nutrition platforms. AZEOO helps you deliver an exceptional customer experience, maximize member engagement and diversify your services to meet the needs of all your customers.

Find out how AZEOO can transform your gym by visiting our website: AZEOO.

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