5 Strategies to Attract New Gym Members!

Veronica Oquendo
25 March 2024

Finding new members for your gym doesn’t have to feel like a never-ending treadmill session. Think of it as a fun group class where everyone’s energy is infectious, and the results are visible. 

This article will teach you 5 strategies to attract new members with a mix of technology and wit. With the right strategies and a dash of gym management software magic, you’ll hit your lead generation goals and keep your gym engaged and growing. 

1. First Impressions: Your Gym’s Online Presence

Revamp Your Website for Maximum Engagement

Audit Your Website: Start by ensuring your site loads quickly, is mobile-friendly, and is easy to navigate. First impressions count, and you don’t want potential leads bouncing off your page because it took too long to load. You can use an SEO audit tool, such as Ahrefs or Semrush, to speed up this process. 

SEO Optimization: Optimize your website content with local SEO keywords to ensure people searching for gyms in your area find you. Regular blog posts on fitness topics can also improve your search ranking and attract organic traffic.

Optimize for Conversions: Implement clear call-to-action (CTA) buttons for joining, signing up for a trial, or booking a tour. These should be visible without scrolling down (above the fold).

Integrate with Gym Management Software: Embed a signup or contact form directly on your site that connects to your gym management software. This makes it easy to track inquiries and follow up promptly. 

Showcase Your Community: Include a gallery or testimonials section featuring real members’ success stories. This social proof can be a powerful motivator for prospects.

Leverage Social Media to Connect and Convert

Content Calendar: Plan a mix of content that educates, entertains, and sells. This could include workout tips, member spotlights, and special offers. Regular posting keeps your gym top of mind.

Engage Directly with Your Audience: Respond to comments, messages, and even engage with other local businesses or community pages. Personal interaction can turn followers into leads.

Run Targeted Ads: Use social media ads to target local individuals interested in fitness. Include a compelling offer, like a free trial or class, to encourage sign-ups directly through the platform.

Use Insights to Improve Content: Some gym management software includes social media integration or analytics. Use these tools to track which posts are driving interest and adjust your strategy accordingly.

Need a gym software that can manage all of this for you? We can hook you up!

2. Events and Challenges: The Fun Way to Fitness Fame

Who doesn’t love a good party? Your gym events and challenges could be the hottest ticket in town. Just like the anticipation for a much-awaited bash, these gatherings can create a buzz that draws in the crowd, turning curious onlookers into enthusiastic participants.

Create Signature Events: Develop unique, memorable events that reflect your gym’s personality. Whether it’s a “Midnight Madness” workout on New Year’s Eve or a “Summer Slimdown” challenge, make it so fun and engaging that missing out feels like a major FOMO moment.

Promote Widely and Wisely: Use all your channels—website, social media, email newsletters, and even local partnerships—to spread the word. A clever, playful promotion can grab attention and spark interest. 

Engage Participants with Interactive Content: Encourage participants to share their experiences on social media during the event. Create a hashtag for the event to make finding and sharing content easy. This not only amplifies your reach but also creates a feeling of community.

Use Gym Software for Seamless Organization: From sign-ups to scheduling, make the entire process as smooth as possible with your gym management software. This tool can be a lifesaver in managing participant lists, sending reminders, and even setting up automated follow-ups to thank attendees and invite them to the next event.

Capture the Moment: Hire a photographer or ask staff to take high-quality photos and videos. This content is gold for future marketing efforts, showing off the vibrant, active community your gym fosters.

Leverage the Event for Online Buzz: Share highlights and testimonials on your website and social media after the event. Seeing the fun and transformation experienced by attendees can motivate others to join in next time or explore what your gym has to offer.

3. Referral Programs: Your Members, Your Marketers

Think of your gym members as the social butterflies of your marketing garden. They’re out there, fluttering from one flower to the next, spreading the good pollen about your gym. Yes, we’re talking about turning your members into your most effective marketers through referral programs. It’s like having a squad of enthusiastic fans cheering for you, except this cheer squad helps you grow your membership numbers.

Blackburn Athletics generated over $20K in profit in 60 days from their FLiiP referral program! 

How to Launch a Referral Program That Actually Works

Make It Irresistibly Rewarding: Create rewards for referrals that make your members want to shout from the rooftops—or at least from their social media platforms. Whether it’s a free month, exclusive gym swag, or access to special classes, make the reward something they can’t resist.

Keep It Simple: The process should be as easy as bench pressing with no weights. Use gym management software to create a simple referral system where members can easily share a referral code or link. The easier it is, the more likely they’ll participate.

Track and Celebrate Success: This is where your gym management software becomes the MVP. It can help you track who referred whom, ensuring everyone gets their well-deserved rewards. Plus, celebrating these referrals on your social media or within your gym can inspire more members to join the referral fun.

Personalize the Ask: Instead of a generic “refer your friends” message, inject personality into your communications. Think of fun, fitness-related puns or motivational messages that align with your gym’s culture. It’s like personal training but for referrals—tailored to fit and highly effective.

Create a Buzz Around Referrals: Organize referral challenges or contests with time-bound goals. It adds an element of competition and urgency, making it more engaging for your members. Picture a “Referral Marathon” where the member with the most referrals wins something extra special.

4. Turning Success Into Stories

Let’s face it, nothing says “This gym rocks!” like the transformation tales and triumphant testimonials of your current members. It’s the equivalent of finding that perfect blend of protein powder that actually tastes good. Showcasing these success stories is more than flexing your gym’s muscles; it’s about showing the heart behind the hustle.

Spotlight Transformations: Have a member who went from couch potato to marathon runner? Or someone who found their confidence along with their abs? These stories are your gym’s version of a superhero origin story. Share them on your website, social media, and even in your gym to show what’s possible.

Video Testimonials: A picture might be worth a thousand words, but a video can tell a whole story. Encourage members to share their journeys in their own words. It adds a personal touch and lets prospects see the real people behind the success. It’s like the difference between reading about a workout and actually seeing it in action.

Create a Hashtag: Encourage members to share their own progress and stories on social media with a unique hashtag. It’s a way to crowdsource authenticity and build a community narrative that’s visible to potential members. Think of it as your gym’s signature flavor of social proof.

Incentivize Sharing: Offer a little extra motivation for members to share their stories. Maybe it’s a free personal training session or their favorite gym merchandise. It’s a win-win: they get a reward, and you get genuine testimonials.

When potential members see and hear about the real results and positive experiences others have had at your gym, it’s like offering them a taste of that perfectly mixed protein shake. They’ll see the value, feel the community support, and be more inclined to jump in and start their own journey.

5. Use Gym Software for Lead Generation

Think of gym management software as the personal trainer for your gym’s sales team—always there to spot you, push you toward your goals, and ensure every effort is as effective as possible. Just as a good trainer tailors workouts to maximize results, the right software fine-tunes your lead generation and nurturing processes, turning potential members into loyal gym-goers.

Benefits and Features That Pack a Punch

  1. Automated Marketing Campaigns: These are your gym’s cardio workouts—consistent, necessary, and designed to keep your heart rate (engagement) up. Whether it’s a gentle nudge to complete a sign-up process or a high-energy invitation to a special event, automation ensures no lead is left unattended.
  2. Lead Tracking: This feature is like having a spotter for your sales efforts. From the moment a potential member shows interest, the software keeps track of their interactions with your gym. Which emails did they open? Which offers piqued their interest? It’s all about understanding the lead’s journey to tailor your approach and clinch the membership.
  3. Analytics: Here’s the nutritional label for your gym’s marketing efforts, giving you a clear breakdown of what’s working and what’s not. Analytics help you measure the effectiveness of your campaigns, understand where your leads are coming from, and adjust your strategies accordingly. 
  4. Membership Conversion Tools: Just as a personal trainer helps clients convert effort into results, these tools help convert leads into members. With features like online sign-ups, trial memberships, and easy booking for introductory classes, the software reduces barriers to entry, making it easier for leads to say, “Yes, let’s do this.”

Just as a personal trainer brings expertise, motivation, and accountability to someone’s fitness journey, gym management software brings efficiency, insight, and personalization to your lead generation efforts. 


Your gym is more than a place to lift weights; it’s a community where transformations happen, friendships are formed, and goals are crushed. Attracting new members is a lot like training for a marathon. It requires preparation, persistence, and a pinch of personality. 

Armed with a playful approach and the right tools—like your trusty gym management software— you’re ensuring no lead falls through the cracks, every prospect receives a personalized experience, and your gym’s story reaches as many potential members as possible.

Take these strategies, give them your own creative twist, and watch as your gym’s doors swing open to welcome new members. Remember, in the gym of lead generation, every day is a chance to be better than yesterday. Keep pushing and keep innovating!

Ready to make the FLiiP? Book a free demo to learn how we can set your gym up for success!