{"id":9244,"date":"2017-05-28T08:58:31","date_gmt":"2017-05-28T06:58:31","guid":{"rendered":"https:\/\/www.mickyweis.com\/markedsfoering-af-et-fitness-center\/"},"modified":"2025-07-29T21:17:40","modified_gmt":"2025-07-29T19:17:40","slug":"marketing-fitness-center","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/","title":{"rendered":"The complete guide to fitness center marketing"},"content":{"rendered":"<p>I\u2019ve received quite a few inquiries about real-world cases, and that\u2019s why I\u2019ve decided to write a detailed post that aims to give you a solid idea of how to create online visibility for a specific business \u2014 my way, that is.<\/p>\n<p>Last time, I wrote about a specific example in the <strong><a href=\"https:\/\/www.mickyweis.com\/en\/marketing-car-dealer\/\">automotive industry<\/a><\/strong>, but today we\u2019re diving into: <strong>the fitness industry.<\/strong><\/p>\n<p>Here\u2019s my suggestion for what an online strategy might look like for a fitness center \u2014 free of charge \u2014 so soak it all up!<\/p>\n<p>I\u2019ve chosen to focus on the most essential points, and naturally more will be added as the business grows.<\/p>\n<p>Let\u2019s get started!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Got_your_data_in_order\" >Got your data in order?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Facebook_marketing\" >Facebook marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Facebook_advertising\" >Facebook advertising<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Instagram_marketing\" >Instagram marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#E-mail_list_%E2%80%93_customer_club\" >E-mail list &#8211; customer club<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Content_marketing\" >Content marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Example_from_Buzzsumo\" >Example from Buzzsumo:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Use_your_internal_searches\" >Use your internal searches<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#SEO_%E2%80%93_local_search_engine_optimization\" >SEO &#8211; local search engine optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#The_advanced_strategy_%E2%80%93_gamification\" >The advanced strategy &#8211;\u00a0gamification<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/marketing-fitness-center\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Got_your_data_in_order\"><\/span><strong>Got your data in order?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019ve been following along here, you know I\u2019m a big advocate for having control over your <a href=\"https:\/\/www.mickyweis.com\/en\/big-data-webanalysis\/\">data<\/a> \u2014 but not all data is relevant when running a fitness center.<\/p>\n<p>I would start by setting up a dashboard system called <strong><a href=\"http:\/\/www.cyfe.com\/\">CYFE<\/a><\/strong>. This tool can pull data from all other systems such as Google Analytics, Facebook, Instagram, <a href=\"https:\/\/www.mickyweis.com\/en\/marketing-email-platforms\/\">email systems<\/a>, and more.<\/p>\n<p style=\"text-align: center;\"><strong>Screenshot of Cyfe<\/strong><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-large wp-image-4214\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/cyfe-example-1030x644-1.png\" alt=\"\" width=\"980\" height=\"613\" \/><\/p>\n<div>\n<p>In short: Cyfe is a dashboard tool that can extract data from all existing sources \u2014 you can also create your own reports using Google Sheets or Excel and upload them to the dashboard. A dashboard will differ depending on the business. Cyfe stands out as a kick-ass tool because it simplifies the overwhelming amount of data available, giving you a clear overview of the metrics that matter most to <em>your<\/em> business.<\/p>\n<p><strong>What kind of data could be relevant for a fitness center?<\/strong><\/p>\n<ul>\n<li>Number of website visitors<\/li>\n<li>Number of views on Facebook<\/li>\n<li>Number of new sign-ups<\/li>\n<li>Number of lost customers<\/li>\n<li>Number of new customers in-store<\/li>\n<li>Number of daily gym visitors<\/li>\n<li>Average customer lifetime<\/li>\n<\/ul>\n<p>Data should be tailored to your specific business, and that actually applies across all industries \u2014 not just fitness. In other words, it\u2019s relevant only to look at the data you can actually use.<\/p>\n<p><strong>Selling subscriptions online?<\/strong><\/p>\n<p>Then you need to set up goals in <a href=\"https:\/\/support.google.com\/analytics\/answer\/1032415?hl=da\">Google Analytics.<\/a><\/p>\n<\/div>\n<p>With goal tracking, you can determine which channels bring you new members \u2014 meaning you\u2019ll know how to allocate your marketing budget most effectively.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_marketing\"><\/span>Facebook marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here in Denmark, we love Facebook \u2014 so your new fitness center should absolutely focus on that platform.<\/p>\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/facebook-ads\/\">Read my full post on Facebook marketing<\/a><\/strong><\/p>\n<p>Let\u2019s take a closer look at setup strategies!<\/p>\n<p>Create the most engaging page packed with fitness inspiration, targeted to the segment your fitness center is aimed at.<\/p>\n<p><strong>Content ideas:<\/strong><\/p>\n<ul>\n<li>Blog posts from your <a href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-strategy\/\">content marketing strategy<\/a><\/li>\n<li>Workout videos or training tips (Remember: videos perform 10\u201320x better than images and links)<\/li>\n<li>Contests \u2014 win a 1-year membership or a gym bag \u2014 your creativity is the only limit. Drive engagement!<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_advertising\"><\/span>Facebook advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You need to get your advertising up and running!<\/p>\n<p>Facebook\u2019s ad platform offers endless segmentation possibilities.<\/p>\n<p><strong>Here are some of the audiences I\u2019d recommend:<\/strong><\/p>\n<ul>\n<li><strong>Fans<\/strong>: People who already like your page<\/li>\n<li><strong>Website visitors:<\/strong> They\u2019ve already shown interest<\/li>\n<li><strong>Locals who like other gyms<\/strong><\/li>\n<li><strong>People who check in<\/strong><\/li>\n<li><strong>Remarketing<\/strong>: Upload your list of past members and retarget those who\u2019ve canceled<\/li>\n<li><strong>Lookalike audiences:<\/strong> Upload your member list and let Facebook find similar people in your area<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Instagram_marketing\"><\/span>Instagram marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Instagram Stories are booming right now \u2014 and you should join in!<\/p>\n<p>A lot happens in a fitness center during a day, and you can showcase this on your Instagram. Use Stories to guide your followers \u2014 Instagram is perfect for showing activity! Maybe someone baked protein cake today \u2014 show it off!<\/p>\n<p>Instagram is a fantastic platform for sharing health tips \u2014 like healthy recipes \u2014 because it\u2019s so visual.<\/p>\n<p>Engage your customers \u2014 they\u2019re the ones who will attract new ones!<\/p>\n<p><strong>#yourgymhashtag<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"E-mail_list_%E2%80%93_customer_club\"><\/span>E-mail list &#8211; customer club<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Emails are still personal. In fact, they\u2019re more personal than Facebook and everything else in your digital toolbox.<\/p>\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/e-mail-marketing-guide\/\">Read my full post on email marketing<\/a><\/strong><\/p>\n<p>You need to focus on building relationships with your customers \u2014 or potential ones \u2014 and you can do that through email.<\/p>\n<p><strong><a href=\"https:\/\/mailchimp.com\/\">Mailchimp<\/a><\/strong> recently made their automation tools free. This means you can set up your email flows entirely for free.<\/p>\n<p>A flow lets you tell a story to your readers \u2014 not just a boring mass email, but a narrative that builds a relationship with your potential or existing customer.<\/p>\n<p>You can set up a flow via <strong><a href=\"https:\/\/www.mickyweis.com\/en\/facebook-lead-generation-ads\/\">Facebook Lead Ads<\/a><\/strong> and your Mailchimp account. It takes a little time, but once it&#8217;s running \u2014 it works.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Content_marketing\"><\/span>Content marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Of course your fitness center has a website, and on that website, there\u2019s a <a href=\"https:\/\/www.mickyweis.com\/en\/start-a-blog\/\">blog<\/a>, right? Rhetorical question \ud83d\ude09<\/p>\n<p>If not, we need to get that blog going right away!<\/p>\n<p>There are countless topics in the fitness industry you can write about. You probably know more than I do \u2014 but if you\u2019re a fitness enthusiast, there should be plenty of interesting topics to explore.<\/p>\n<p>On your blog, readers should have the option to sign up for your newsletter \u2014 and remember what happens then?<\/p>\n<p>They enter the email flow we just set up.<\/p>\n<p><strong>Content ideas:<\/strong><\/p>\n<ul>\n<li><strong>Customer reflection<\/strong>: Have you seen the TV3 ads for <strong>Spilnu.dk<\/strong>? Their use of customer reflection is brilliant. Do the same! Feature 4\u20135 members of different age groups \u2014 you\u2019ll appeal broadly! Then promote them via Facebook \u2014 to the exact right audiences.<\/li>\n<li><strong>What are people searching for?<\/strong>: Do a keyword analysis. You can base it on other gyms or use Google Keyword Planner to see how many searches exist in the market.<\/li>\n<\/ul>\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/marketing-tools\/\">See all the tools I use every month<\/a><\/strong><\/p>\n<div class=\"greybox\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Example_from_Buzzsumo\"><\/span>Example from Buzzsumo:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Buzzsumo is a tool that helps you find relevant content via a URL or specific topic.<\/p>\n<p>Try it yourself.<\/p>\n<p style=\"text-align: center;\"><strong>I searched for &#8220;strength training&#8221;<\/strong><br \/>\nIt returned the most shared results across social media using the word &#8220;strength training.&#8221;<\/p>\n<p><img decoding=\"async\" class=\"size-large wp-image-4354 aligncenter\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2017-05-22-kl.-13.32.03-1030x455-1.png\" alt=\"\" width=\"980\" height=\"433\" \/><\/p>\n<p>The smart thing about Buzzsumo is that you get inspiration from large international sites \u2014 not just Danish ones!<\/p>\n<p>Topics or posts that have been shared thousands of times prove that there\u2019s real interest in that subject \u2014 so now it\u2019s up to you to create even better content addressing those areas.<\/p>\n<p>The more you give away for free, the more your reader will see you as an inspiration \u2014 and maybe those readers will become members someday?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_your_internal_searches\"><\/span><strong>Use your internal searches<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once your site gains traction and traffic starts coming in, you can make use of internal searches (assuming you have a search function \u2014 and you do).<\/p>\n<p>Once you\u2019ve installed Google Analytics on your site, go to <strong>Behavior &gt; Site Search &gt; Overview.<\/strong><\/p>\n<p>You\u2019ll get a long list of search terms\/products\/services that people are searching for on your site \u2014 this gives you inspiration for blog or social media content that adds value because it\u2019s based on <em>real<\/em> user needs.<\/p>\n<p>So, there\u2019s another piece of \u201ccontent gold\u201d (if that\u2019s a word \u2014 probably not) for your blog or Facebook page.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"SEO_%E2%80%93_local_search_engine_optimization\"><\/span>SEO &#8211; <strong>local search engine optimization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your Facebook campaign boosts brand awareness, leading to more branded searches. Your content strategy improves your Google rankings through blog posts. The more you have, the easier it gets.<\/p>\n<p>So let me ask: <a href=\"https:\/\/www.mickyweis.com\/en\/what-is-seo\/\">is your SEO under control?<\/a><\/p>\n<p>Many people think SEO is only for webshops \u2014 but that\u2019s far from the truth.<\/p>\n<p>Let\u2019s look at a few examples:<\/p>\n<p>Monthly search volume:<\/p>\n<ul>\n<li>\u201cRestaurants Aarhus\u201d: 12,000<\/li>\n<li>\u201cFitness center Aarhus\u201d: 800<\/li>\n<li>\u201cHairdresser Aarhus\u201d: 6,000<\/li>\n<li>\u201cSushi Aarhus\u201d: 5,500<\/li>\n<\/ul>\n<p>And these are only exact searches \u2014 of course there are plenty of variations.<\/p>\n<p>In other words, most purchasing behavior starts online, whether it\u2019s a product or a service.<\/p>\n<p>Even heavy industries are becoming digital now.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_advanced_strategy_%E2%80%93_gamification\"><\/span><strong>The advanced strategy &#8211;<\/strong>\u00a0gamification<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/service\/snapchat-ads\/\">Snapchat<\/a>, Instagram, Tinder \u2014 and many others \u2014 have paved the way for the gamified experience.<\/p>\n<p>Of course, your fitness center isn\u2019t a game \u2014 or is it?<\/p>\n<p>Think of all the information you have about people \u2014 it\u2019s time to help them \u201clevel up.\u201d<\/p>\n<p>Gamification has a <a href=\"http:\/\/lifehacker.com\/the-psychology-of-gamification-can-apps-keep-you-motiv-1521754385\">psychological effect<\/a>: we tend to stay engaged longer when we\u2019re drawn into a game-like experience.<\/p>\n<p><strong>Start small:<\/strong><\/p>\n<p>Create a loyalty card connected to members\u2019 IDs or email addresses \u2014 use this to send personalized info based on their gym behavior. People can earn badges, points, or other rewards for their achievements. They can also track how much they\u2019ve trained over time \u2014 this is exactly what made <strong>Endomondo<\/strong> worth 100 million.<\/p>\n<p>It could be as simple as a personalized email flow based on class attendance \u2014 the feeling of being part of something bigger is unique, and that feeling of belonging makes members want to return.<\/p>\n<p>I believe we\u2019ll see many more \u201ccustomized\u201d apps and personalized tests in the future \u2014 like advanced weight-loss calculators \u2014 because we all want experiences tailored to us as individuals.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As you\u2019ve probably figured out by now, there are countless ways to build a solid strategy for your <a href=\"https:\/\/www.youtube.com\/channel\/UC58jjMovRJVfhJF5ZgyMNWA\">online marketing<\/a>. In other words \u2014 there\u2019s no reason <em>not<\/em> to start today.<\/p>\n<p>This applies to most industries \u2014 including <a href=\"https:\/\/www.mickyweis.com\/en\/local-marketing\/\">physical shops.<\/a><\/p>\n<p>Mastering online marketing is a powerful asset \u2014 even for the local clothing store \u2014 because we Danes spend so much of our time online.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019ve received quite a few inquiries about real-world cases, and that\u2019s why I\u2019ve decided to write a detailed post that aims to give you a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5369,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87,101,79,95,103],"series":[],"class_list":["post-9244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-en","category-instagram-en","category-online-marketing","category-seo-en","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing a fitness center: How to get more members<\/title>\n<meta name=\"description\" content=\"In this real-world case, I share my approach to marketing a fitness center\u2014from strategy to customer acquisition.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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