7 Fitness Marketing Strategies to Build a Wellness Business

Independent fitness businesses are popping up across the country, from boutique studios and specialized gyms to personal trainers launching their own brands. The US reached a record 55,000 fitness facilities in 2024, showing remarkable growth from previous years. One reason may be that many fitness professionals are going independent—16% of personal trainers now work for themselves rather than big gyms.

The global fitness industry is projected to keep growing, with industry revenue expected to hit more than $9 billion by 2029, growing at more than 8% annually. Savvy marketing can help you plant your flag in this competitive industry. Whether you run a Pilates studio, CrossFit box, yoga retreat, martial arts school, spin studio, or virtual training service, the right marketing can draw in dedicated clients week after week—not just when motivation strikes or swimsuit season looms.

Here are seven successful fitness marketing strategies for fitness businesses of all types.

7 fitness marketing strategies

1. Local search
2. Paid ads
3. Video marketing
4. Social proof
5. Referrals
6. Influencer partnerships
7. Email marketing

The following marketing strategies can help your fitness business attract new clients and convert them into loyal members. Each is adaptable to any niche—a Pilates brand can use referral marketing just as effectively as an Olympic weightlifting gym. From local SEO that puts your facility on the map to social proof testimonials that build trust, here are seven proven tactics to drive visibility and growth: 

1. Local search

Make it easy for local customers to find your business. Local search engine optimization (SEO) helps improve your online presence to attract nearby clients through search results, including Google Maps results. Nearly half of all Google searches are location-specific, so appearing in local search results is critical if your gym or studio serves a regional clientele.

Here are some ways to improve your local search visibility: 

• Ensure consistency across platforms. Keep your name, address, and phone number (NAP) information consistent across your website, Google Business Profile, Facebook, Yelp, and map services like Google Maps, Apple Maps, and Bing Places. Google and other search engines use consistent citations across platforms as a trust signal, increasing the likelihood of higher rankings in local search results.

• Encourage reviews. Ask happy clients to leave Google reviews and respond to each one. Positive reviews not only build credibility but can improve your search ranking, especially when people filter results by 4+ star ratings.

• Use local keywords. Incorporate location-specific phrases (e.g., “Denver downtown HIIT” or “Award-winning Pilates studio in Tampa”) in your website’s homepage title tag, meta description, headers, and content to improve local search relevance.

• Build local partnerships. Team up with nearby health businesses (like smoothie shops or physio clinics) for cross-promotion. Local backlinks (when a local partner links to your site) can boost your site’s domain authority in local search results.

2. Paid ads

While organic search and social media marketing posts are important, they often take time to gain traction. Paid ads on platforms like target="_blank"Google Ads and Meta can deliver immediate visibility to your target audience. 

For example, bidding on keywords like “best gym in Albuquerque” through Google Ads can place your website at the top of search results, capturing those actively looking for a local fitness solution. Alternatively, run targeted ads on Facebook or Instagram to showcase an offer to users based on location, age, and interests, allowing you to target users following health and wellness pages. 

Though paid ads require an investment, they can offer solid returns. Google reports that businesses make $2 to $8 for every $1 spent on Google Ads. Meanwhile, nearly a third of small-business owners in the US identified Facebook as their top-performing marketing channel, delivering the highest return on ad spend.

Keep these strategies in mind to get the most out of your ad budget:

• Geo-target your ads. Focus your audience within a specific radius around your gym or city so you’re only paying to reach potential members.

• Use compelling visuals and copy. Fitness is inherently visual. Use high-quality photos or video clips (a class in session or a client’s before and after transformation) with a catchy headline like “Join Boise’s #1 CrossFit—First Class Free!” or “Transform Your Body, Transform Your Life.”

• Include a call to action (CTA). Tell viewers exactly what to do next with a strong CTA, like “Claim Your Free Session!” or “Book Your Spot Now.” Make sure the link leads to a simple landing page or your class schedule. 

• Experiment and track. A/B test different ads or headlines to see what resonates. Track metrics like click-through rate (CTR) and conversion rate to refine your strategy. For instance, if your Facebook ad gets a lot of clicks but few sign-ups, the offer or landing page might need tweaking.

• Leverage retargeting. Many ad platforms let you target users who have visited your website or interacted with previous ads—also known as retargeting. A gentle reminder (“Ready to start your fitness journey? 🔥” or “See you at the gym!”) can nudge interested prospects to take the plunge.

3. Video marketing

Video content doesn’t just build brand awareness—it can directly drive conversions. Websites with video content achieve an average conversion rate of 4.8%, compared to 2.9% for those without, and including video on a landing page can increase conversions by up to 80%.

For fitness entrepreneurs and gym owners, video marketing can take many forms: technique tutorials, trainer introductions, client testimonials, livestreams of classes, or quick motivational clips. Share these on platforms like YouTube, Instagram, and TikTok, or embed them on your website to boost engagement.

When creating your videos, focus on authenticity and value over high-end production. You don’t need Hollywood-level gear; modern smartphones can capture quality footage. Aim for good lighting and clear audio, and edit out any long pauses. Consistency in your schedule and style is key. 

Here are some ideas:

• Demonstrate proper form for a popular exercise or share a quick at-home workout on TikTok. 

• Document a day in the life as a personal trainer for Instagram Reels, from morning client sessions to workouts and meal prep.

• Feature real studio members who achieved impressive results with your program as social proof on YouTube Shorts. 

• Host live Q&A sessions or workouts on Instagram Live, allowing viewers to engage in real time.

4. Social proof

In the health and fitness industry, results speak volumes—whether through client testimonials, transformation photos, or packed classes. Potential customers often look for validation that your service works and that others have had a positive experience. 

Start by auditing your current social proof and consider how to amplify it. Here are a few ideas:

• Online reviews and ratings. Repurpose glowing testimonials from Google, Yelp, and MindBody across your digital marketing channels. For instance, you might take a five-star review praising your HIIT class and turn it into an Instagram graphic, add it to your website testimonial section, or include it in your email newsletter. 

• Testimonials and success stories. Add a testimonials section on your website’s homepage featuring quotes from different types of clients (e.g., “‘The community here is amazing—I actually look forward to 6 a.m. workouts now!’ —Alex, busy parent,” or “‘The trainers are incredibly knowledgeable and push me just enough to see real progress. I’ve never felt stronger!’ —Jamie, competitive athlete”).

• User-generated content (UGC). UGC is any content—text, images, videos, reviews—created and shared by users. UGC works because it’s trusted peer content. Encourage members to tag your business on social media when they post workout selfies or progress pics, then reshare the content on your feed with a shoutout.

• Class or membership numbers. Highlight an impressive stat that can serve as social proof. For instance, “Join 200+ locals getting fit with us,” or “5,000 training sessions delivered and counting.” 

• Badges and media mentions. Display any noteworthy certifications, awards, or media mentions. “Voted Best Yoga Studio 2025 in City Magazine” or a simple badge like “CrossFit Level 2 Certified Coach” can bolster credibility and trust.

5. Referrals

Happy members are more likely to recommend your gym or class to friends—a structured referral program incentivizes them to refer others by rewarding successful sign-ups or purchases. Most modern fitness platforms like MindBody, Glofox, and Zen Planner include referral program tools that automate the process, eliminating the need for manual tracking and simplifying implementation.

This strategy leverages word-of-mouth marketing, where personal recommendations often outweigh ads. In fitness, referrals are gold because workouts are social—if a friend loves a spin class, they might drag a buddy along to try it. Incentivizing referrals amplifies this natural behavior.

Offer win-win incentives for both referrer and referee. Popular formats include “Give a friend a free week, get a free week for yourself” or “Your friend gets 20% off their first month, and you get 20% off next month.” 

Focus on rewards that provide value without straining your finances—free classes during off-peak times are cost-effective compared to gift cards.

Once your referral program is in place, don’t assume members are aware. Actively promote it through your website, pricing page, newsletter, locker room flyers, and verbal mentions during class (“If you’re enjoying the boot camp, bring a friend next time! We’ll treat both of you to a free session if they join.”)

6. Influencer partnerships 

Influencer marketing involves collaborating with popular social media personalities to promote your service to their audience. It’s not just for big brands—small fitness businesses can also benefit. 

Here’s how to leverage influencer marketing in the fitness space:

• Choose the right influencers. The key is identifying influencers who align with your brand values and have an audience that overlaps with your target market. Whether micro-influencers or nano-influencers, make sure they genuinely fit your niche. For example, a rock climbing gym might partner with a local climber, while a HIIT gym could collaborate with an athlete or fitness blogger. Verify that their followers are real and engaged.

• Offer mutual value. Compensation can vary. Some influencers might accept free classes or a membership in exchange for promotion, while others may prefer a small payment per post or a commission on referrals. Giving them a unique discount code (“JANE10 for 10% off for Jane’s followers”) can help track the return on investment (ROI) and incentivize their audience to try your services.

• Set clear expectations. Influencer partnerships can range from simple shoutouts to ongoing collaborations where they regularly promote your services. In more formal arrangements, set clear expectations by specifying deliverables, such as a set number of posts or reviews each month. Provide key talking points and encourage authenticity—their content works best when it reflects their voice.

• Experiment with different platforms. Instagram is popular for fitness, but don’t overlook TikTok, YouTube, or even local Facebook groups, where an “influencer” might simply be someone with credibility within the community. A personal trainer could write a guest blog for a local wellness site, or a nutrition coach might feature your boot camp in her newsletter. Think broadly about who influences your potential clients.

• Comply with guidelines. Remind influencers to disclose partnerships using #ad or #sponsored if you’re compensating them. Transparency builds trust and ensures compliance with FTC guidelines.

7. Email marketing

Email marketing keeps your community engaged and connected beyond the gym. Regular newsletters or updates help retain members by making them feel involved, even on off days. Use this channel to share updates and build a sense of belonging, ensuring every email makes readers feel valued and excited about your gym. Here’s how:

• Choose the right email marketing tools. Platforms like Mailchimp (customizable templates), MindBody (integrated with booking systems), or Shopify Email (easy ecommerce integration) simplify designing, sending, and tracking marketing emails.

• Send regular emails. Decide on a schedule you can maintain—such as weekly recaps or monthly newsletters—so members know when to expect your updates.

• Write attention-grabbing subject lines. Examples include “🏋️ New Class Alert: HIIT & Core Starting Monday” or “🌼Don’t Miss Our Spring Fitness Challenge!”

• Highlight relevant updates. Announce new class schedules, celebrate member successes through spotlights or “Member of the Month” features, and promote seasonal events or fitness challenges.

• Keep emails skimmable. Break content into clear, concise sections with descriptive headlines and bullet points so busy readers can quickly get the highlights.

Fitness marketing tips

• Define your ideal fitness client
• Extend your gym’s brand from website to workout floor
• Write fitness copy that speaks to real workout goals
• Integrate your personal brand with your business brand
• Design workout merch that members proudly wear

Marketing a fitness business isn’t just about big campaigns and ads: it’s also about mastering the basics.

Taylor Jones, the co-founder of Atlanta-based graphic design and brand studio Salt & True, shares expert advice on building a strong marketing foundation for your gym or fitness studio. With experience helping wellness businesses define their brand, create retail products, and refine their messaging, Taylor has worked with boutique studios like The Studio Pilates in Atlanta.

Here’s how to ensure that your marketing efforts connect with the right audience and highlight what makes your fitness business unique: 

Define your ideal fitness client

Don’t try to appeal to everyone. The first step in smart marketing is understanding who you’re trying to attract. Get into your client’s head: What motivates them? What challenges or time constraints do they have? What vibe or community are they seeking? Once you have a clear picture of your ideal client persona—or a few personas—tailor everything to speak to them.

“Look beyond basic demographics. Is your ideal client an early bird who lifts before work or a busy parent trying to squeeze in a 30-minute workout? Their lifestyle and mindset should drive both the messaging and the aesthetic,” says Taylor. 

“A HIIT gym might lead with progress tracking and performance gains, while a neighborhood boutique gym might highlight connection, inclusivity, and flexibility. Branding should reflect not just what the gym offers, but what the client values.”

Extend your gym’s brand from website to workout floor

As a fitness business owner, your brand isn’t just a logo or a tagline—it’s the complete experience and identity of your fitness business. Consistency in this experience builds trust and recognition. Taylor recommends ensuring that your branding is cohesive both online and in person.

“Start with a strong brand foundation and let that guide every detail. Your website should feel like a preview of your gym—the same color palette, same tone of voice, same energy. Carry that through to signage, locker room decals, playlists, merch, even the way your trainers speak to members,” says Taylor. “It’s about reinforcing the same story at every touchpoint. That’s what builds trust and keeps people coming back.”

Over time, a strong, consistent brand presence— from your email newsletter design to the art on your gym walls—makes your business memorable. Members feel they belong to something special that has a clear identity, rather than just using a generic facility.

Write fitness copy that speaks to real workout goals

Effective fitness business marketing copy feels like a conversation with a coach or friend—authentic, relatable, and focused on what people truly want.

“Write like a human. Speak to real pain points and real goals. ‘Get stronger without sacrificing your schedule’ is more compelling than ‘Efficient strength training in 30 minutes,’” says Taylor. “Above all, keep it skimmable. Break things up with headlines, bullet points, and direct calls to action. People need to know what you do, why it’s different, and how to try it—fast.”

In practice, writing fitness copy that resonates might mean swapping out buzzwords for specific benefits. Instead of “We offer optimized programs for enhanced wellness” (vague jargon), you might say something like “We help busy professionals get in the best shape of their lives in just three hours a week.”

Integrate your personal brand with your business brand

In the beginning, you and your fellow instructors are the brand. Customers are more likely to connect with and trust real people over faceless companies. They often choose a trainer or studio not just for the workouts but for the personalities and stories behind them. Use personal storytelling to differentiate yourself and build a genuine connection.

“The key is specificity. Generic ‘I love helping people feel their best’ bios don’t stand out. But a trainer who shares their own postpartum fitness story, or their journey from burnout to balance, creates an emotional connection,” says Taylor. “Let people in on your philosophy, your values, your approach. In a crowded space, your story is your superpower.” 

Design workout merch that members proudly wear 

Branded merchandise is about more than making a few extra dollars from t-shirt sales. Functional items spread awareness. When someone wears a SoulCycle tank or an F45 hat, it signals they’re part of the community. Consider branding water bottles or premium t-shirts as sign-up incentives.

“Good merch feels like a badge of belonging. The design should be wearable, not just promotional. Think about what your clients would actually want to put on their bodies—a cool phrase, an inside joke from class, a beautifully designed graphic,” says Taylor. 

“Stay on brand with your colors and fonts, but don’t be afraid to have fun with it. Merch is often the most visible expression of your brand—make it something people are proud to wear.”

If you’re ready to turn merch into a revenue stream, Shopify offers solutions for in-person sales through its point-of-sale system, whether you’re adding a simple Buy Now button to your website or building a dedicated storefront.