Stop Winging It Online: A Simple Digital Marketing Plan For Gyms

If you’re like most fitness business owners, you didn’t get into the industry to write Instagram captions or fully optimize your Google Business Profile. In fact, for most owners, digital marketing is… well, kind of a mystery.

First things first, that’s okay. You opened your business because you wanted to coach, build a community, and help people do things they never thought they could. The key to making it all come together is implementing the right marketing strategy to keep getting new leads. That way, you’ll constantly have a gym full of people to lead.

The second thing to note is that it doesn’t have to be overwhelming. Just like most things in your gym, making a few small adjustments can compound quickly. Today, we’re looking at some simple steps that will help you improve your gym’s digital marketing.

6 Steps to Improve Your Gym Digital Marketing Plan

Dialing in your digital marketing strategy can be a cost-effective way to generate new leads and improve sales conversion rates. In the long run, it can also help with increased revenue and retention numbers. Here are six steps to help you get the ball rolling.

1. Start with Your Google Business Profile

When someone searches “gym near me” or a specific type of training—CrossFit, Jiu-Jitsu, yoga—in your city, your Google Business Profile is what shows up. This is a free listing and an integral part of your gym’s digital marketing strategy.

Unfortunately, most fitness business owners set it up and then forget about it. What that means for you though, is if you do it right, you have a powerful opportunity to show up before your competitors in your market.

Here’s how to optimize your Google Business Profile right now:

• Ensure that your contact info (website, address, phone number, email) is correct
• Check that your business hours are accurate
• Upload a minimum of 10 photos, showing what the experience is like in your gym
• Gather as many reviews as possible from satisfied clients, and continue actively requesting them

Google Reviews matter more than almost anything else in local search. For example, a gym with 80 reviews and a 4.5 rating will actually rank higher than one with 12 reviews and a 5.0 rating. You can get more Google Reviews by setting up a simple system to ask clients after milestone moments in their fitness journey. Remember, most people are happy to do it, but you have to ask.

​2. Make Sure Your Website is Search-Engine Optimized

SEO is an essential part of your digital marketing plan. But if you’re like most gym owners, even hearing the term “SEO” makes you cringe a little. If it seems overwhelming and gives you ‘I don’t have time for that’ vibes, you’re not alone.

Great news: you don’t need to hire an expensive web-design firm. Here are just a few steps to take today:

• Use location-specific language throughout your website
• Write blogs that answer the questions your leads and members are asking
• Build a dedicated page on your website for each program you offer
• Don’t forget to optimize for mobile
• Add schema markup for your gym

Want the specific details for each item on that list? Check out the SEO Cheat Sheet for Fitness Business Owners. You’ll get 10 actionable tips for more visibility, more leads, and more people walking through your door.

Pro Tip: Did you know you the Wodify Sites team is here to build you a completely search-engine optimized website? Save time to focus on other things while enjoying the peace of mind that your website is performing the way you need it to. Book a demo with our team to learn more.

​3. Create a Simple Follow-Up Strategy

When someone inquires about your fitness business, what happens next? Your follow-up process can actually be a make-or-break part of your digital marketing strategy.

​Especially in the fitness industry, when someone reaches out for info about your gym, they’re probably ready to act immediately. Whether it was a doctor’s order or they’re tired of feeling the way they have been, they’re ready for change. Your quick response is the first step to ensure they don’t move on and check out your competitors.

Use the power of automation to respond in real time with a clear CTA (call to action). Then, continue to follow up until they book—and show up for—an appointment. Keep in mind that this can sometimes take weeks or months.

That’s why automated workflows are the key. Set it up, customize the messaging to match your gym’s brand voice, and let it take the work off your plate.

4. Build an Effective Lead Magnet and Promote It

Lead magnets are an often-overlooked digital marketing tactic that can significantly increase your prospect list, if done right. A lead magnet is something valuable that you give away in exchange for someone’s contact information. Here are a few examples:

• Beginner’s Guide to [Your Specialty]—CrossFit, Jiu-Jitsu, Yoga—downloadable PDF
• Helpful nutrition info or guide to calculating macros—downloadable PDF
• Free no-sweat intro or nutrition consult
• One-week pass to try out classes

Once your lead magnet is set up, promote it in as many places as possible. From a button on the homepage of your website to the link in your Instagram bio, think of all the places where prospective members might find you. The goal is to capture their contact info and then begin the follow-up process.

5. Pick One Social Platform and Show Up Consistently

You don’t need to be on every social platform to get effective digital marketing results for your gym. For most fitness businesses, Instagram and Facebook are the two front-runners. And for gyms targeting a younger demographic, TikTok and YouTube Shorts are worth a look.

Ultimately, the platform matters, but not as much as the consistency. Need some ideas for what to post on social media when you’re too busy to post? Here’s what usually performs well for gyms:

• Before-and-after transformations
• Behind-the-scenes clips from class
• Coach or member spotlights
• Short tip videos related to your specialty (e.g. Jiu-Jitsu academies could post submission escapes, CrossFit affiliates could demonstrate a barbell movement)
• Celebrating member milestones: PRs, attendance Weekly Streaks, anniversaries

6. Track 3 Digital Marketing KPIs Every Month

Digital marketing can sometimes feel like you’re shouting into a void if you’re not tracking what’s working and what needs improvement. To get started, there’s no need to overwhelm yourself with a full analytics dashboard of important gym KPIs. Instead, try these three:

• New leads generated: How many people entered your funnel this month?
• Lead-to-trial conversion rate: Of those leads, how many came in for a visit or trial?
• Trial-to-member conversion rate: Of the people who came in, how many signed up?

If your leads are high but trials are low, your follow-up process needs work. If trials are high but sign-ups are low, work on improving your intro experience or your offer. Tracking these numbers are a simple way to figure out where to focus.

Start Improving Your Gym Digital Marketing Plan Today

Overhauling your gym’s entire digital marketing plan is time-consuming and can feeling overwhelming. Instead, think of it just like a long workout: chip away at it one rep at a time.

Start with your Google Business Profile, as it’s the most powerful tool you have for showing up where your prospective clients are looking. Next, optimize your website and dial in (or create) a strong follow-up process. Then, create an effective lead magnet and be consistent in your social media strategy. Lastly, track your KPIs to see what’s working, and what needs improvement.

It won’t happen overnight. But six months from now, you’ll either have a well-oiled digital marketing machine, or you’ll still be wondering how to get more leads. When you work on your systems—even if they’re not perfect—you’ll always end up ahead.

Wodify helps gym owners with billing, scheduling, performance tracking, automation and more, so you can spend less time on admin and more time connecting with members. Book a demo with our team today!