How To Use Inbound Marketing To Grow Your Gym Memberships

Posted by James Thiessen on Jan 12, 2016 2:11:39 PM

Every gym owner knows that memberships are the biggest source of revenue in the gym industry. While it is important to add other streams of revenue, you must make sure you are always doing something to grow your memberships. Inbound marketing is a great way to do that. Inbound utilizes online platforms to attract and retain customers by creating content that is interesting to the people you want to attract to your gym. One of the main reasons your gym needs inbound marketing, is that your target market is spending a lot of time online. A good inbound marketing campaign will increase your SEO, generate leads, and grow your gym memberships. So, lets get started on building your inbound marketing campaign.

 Fitness Inbound Marketing

Here are 4 ways to use inbound marketing to grow your gym memberships:

Create Buyer Personas

For any marketing plan to work it is essential to know who your ideal customers are. The first step of an inbound marketing campaign is to define your buyer persona. This means that you create a fictional profile of your ideal customer by asking questions about their lifestyle. A buyer persona will give you a good grasp on what motivates people to come to your gym. Inbound marketing is all about creating content online that is interesting to your buyer persona. Some good questions to ask your buyer persona would be: What kind of job do they do? What are their biggest personal/career challenges? What are thier goals? 

Create Interesting Content 

When creating content for an inbound marketing campaign, you want to keep in mind that not all people are ready to sign up for a gym membership. Everybody is at different stages in the buyer’s journey. Some people are ready to sign up and looking for information online, while others may not be ready to get a gym membership right now. The key is to create different pieces of content that are directed at these different stages. For those who are ready to buy a membership you can create offers that give people deals and discounts. For those who aren’t ready, create awareness stage content and write blogs about how to build your own training program.

Make Valuable Offers

Offers are a great way to reach people at all stages of the buyer’s journey. They allow businesses to gather information and show you how to generate leads, while also creating a connection point with them. An offer could be anything from a downloadable training program to a discount code. In order to download the offer people will have to provide information that will allow you to nurture them as a lead. If you have a monthly newsletter, this is a great way to gather email addresses. Offers are also a great way to show your gym’s expertise in a certain area. If you specialize in high quality personal trainers, create an offer that shows people a piece of their training. Don’t be afraid to offer high quality information for free, just don’t give away all your secrets.

Start A Fitness Blog

There are a lot of fitness blog’s out there. But, not everybody has professional training like many personal trainers and fitness centers do. Starting a fitness blog is a great way to connect with people who are a part of your buyer persona while also positioning yourself as an expert in your industry. Think about the questions that you get asked the most and write about those things. Chances are that if people ask you a question in person, people are asking Google too. Following best practices for blogging will help you to build a strong online presence and also increase your ranking on Google.

Final Thoughts

Inbound marketing is a great way to grow gym memberships. Other factors like graphic design help to communicate your brand but inbound marketing is what will get people to see it. More and more people are using the internet to find information about gyms in their area or even just health and fitness in general. A great inbound marketing campaign will increase your SEO and help you to generate more leads. 



Download this checklist to find out how to get started on your own inbound marketing campaign!

Inbound Marketing Checklist


Topics: Inbound Marketing

James Thiessen

Written by James Thiessen

James grew up in Canada until he married an American and moved to sunny California. He came to the US with a marketing degree and a go-getter attitude in pursuit of the American dream.