How Can Gyms Benefit From Email Marketing

Email marketing is the process of sending messages to clients, prospects, and customers through email. Most people use email every single day, so using this method to communicate with your audience is a no-brainer.

You may also want to consider sending out newsletters to your members. The key is to think about who your audience is, what kind of content they enjoy reading, and then create content that meets those interests. Your newsletter can be about the latest workout trends, or it could be a round-up of the latest recipes. The point is, you want to create content that is interesting to your audience.

Email marketing is an extremely cost-effective way to reach a target audience, especially if you’re targeting a specific demographic that doesn’t often interact with you on other channels. And it’s also one of the most powerful forms of digital marketing. According to eMarketer, digital advertising spending will increase by nearly 9% to $128 billion in 2020.

One of the biggest reasons people don’t use email marketing is because they don’t realize how much they can benefit from it. That’s where this guide comes in! Let’s take a look at how gym owners can utilize email marketing to help drive conversions and increase membership.

Why does email marketing matter for gyms?

Email is one of the most effective ways of reaching customers, especially if you target the right audience. In fact, according to the U.S. Direct Marketing Association, nearly 70% of Americans use email daily and nearly 60% of American internet users open their inboxes at least once a day.

Gyms are a natural fit for email marketing. Their audience is typically young, tech-savvy and looking for results from their workouts. Gyms and personal trainers are the top online sellers in the fitness industry. So why not take advantage of this?

The good news is that there are many reasons why email marketing can benefit your gym. Here are a few of them:

1. Building a relationship with current customers

Customers are the lifeblood of any business. Without them, your gym would be nothing more than a warehouse full of equipment. Yet, there is something so special about having a gym built around people. It creates a sense of community. It makes people want to be part of a group. This is why the first impression matters.

When potential clients see the value in your gym, they’re going to be willing to pay attention to your messages. And by nurturing this relationship with your current customers, you’re building trust and building credibility. Your customer base will always remember your business. If you want to stay in their minds, make sure your messaging stands out. Use email marketing to give them the reason to think about your gym when they need to, instead of going elsewhere.

Find Website Issues Before Your Customers Do

Peace-of-mind website scanning with results shown in plain English for those who don't speak nerd and have other things to do.

Scan My Website. Free!

2. Promoting events and promotions

Every gym should have an event calendar. Whether it’s monthly classes or weekly training groups, having a clear idea of what’s going on in the gym is a necessity. You don’t need to limit your promotions to just a month at a time. Think of how many other promotions you’ve seen throughout the year that could be adapted for your gym. These are great ways of creating awareness and generating traffic.

3. Communicating membership rates

Another way to increase traffic and drive membership is to communicate your rates. In an industry where every other gym has the same basic structure, pricing becomes the key factor in determining the health club that people choose.

You can find a variety of ways to set your pricing based on location, size, and amenities. But, there are other ways to increase the effectiveness of your pricing too. Here are a few ideas to consider:

Use social media and influencer marketing to encourage new members.

Increase your membership rates in the offseason and try to convert lapsed members to new ones.

Include a free trial period.

Don’t be afraid to include other benefits such as classes and nutrition programs as well.

4. Recruiting new members

One of the best ways to attract new members is to make it easy for them to join. You can do this by offering affordable monthly plans or by allowing new members to pay for a month upfront. This will allow you to grow your revenue and increase the number of customers in your gym.

5. Showing appreciation for your members

The ultimate test of any gym is the strength of its community. Your members are the lifeblood of your business, so make sure you’re doing everything you can to show your appreciation.

Offer exclusive offers, discounts, and member-only promotions.

Keep in contact with your members via social media and emails.

Host events that bring members together.

The list of ways that email marketing can help your gym is endless. When you combine this with the other aspects of the marketing mix, you’ll be able to generate the highest ROI possible.

Email Marketing Ideas For Gyms

Here are a few ideas that have proven effective in our experience:

Use an event-based email approach. Instead of sending a monthly email, send one that talks about an upcoming event or a class that you have coming up. This type of email has proven effective because it gets gym members excited about an upcoming event, which can translate into more members.

Include incentives. One of the best ways to get gym members excited about your upcoming classes is to give them something in return. You could send them a coupon for a free workout after their first class or provide them with discounts on their membership. This kind of approach can be effective because it makes members feel like they’re getting something out of the deal.

Include testimonials. Testimonials are great because they let members know that other gym members are enjoying your classes. They can also be used as a tool to drive more leads because members are more likely to share the great things they are hearing from their peers.

Send out an announcement. This is a similar idea to an email newsletter, but it’s focused on a single topic. Instead of sending out a monthly email, you can send out a weekly or bi-weekly email that talks about a specific issue. Some examples might include:

  • How to make the most of your fitness tracker
  • What are the best workouts for weight loss?
  • How to make the most of your fitness tracker
  • What are the best workouts for weight loss?

Send out a daily digest. Every morning, get a daily digest of the most important news and information that’s going to be important for your gym members. This can include the following:

  • News
  • Events
  • Upcoming classes
  • Upcoming sales

Keep the message brief. Make sure that each message isn’t longer than two paragraphs or so. It’s easy to become bogged down in long-winded emails. Keep it simple and concise.

Give people a reason to open. Include a CTA or lead magnet in every email. Offer a discount for opening the email, a chance to win a prize, or a special offer. This kind of incentive has proven effective because it makes members feel like they’re getting something in exchange for opening your emails.

Personalized emails can also help you convert more leads to new members. For example, let’s say you run a boot camp. Your email message might look something like this:

Hi [name],

I see you have signed up for our [boot camp], so I wanted to reach out and introduce myself.

I have a number of clients at my gym, and I’d love to share a bit about their experiences.

If you’re looking to join, we offer a variety of classes and locations, and can send you more information about each.

Feel free to get in touch if you’d like to set up a complimentary consultation.


[Your name]

Find Website Issues Before Your Customers Do

Peace-of-mind website scanning with results shown in plain English for those who don't speak nerd and have other things to do.

Scan My Website. Free!

I've been making websites since I was a kid and now have over 20 years of experience building them for myself and my agency. I noticed patterns of problems that all business owners experience with their websites. Problems that most business owners don’t even know matter, let alone how to address. I built Pagemend to help people stay on top of their websites.

Leave a Reply

Enquire now

Give us a call or fill in the form below and we will contact you. We endeavor to answer all inquiries within 24 hours on business days.