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To some, Black Friday may feel like another retail holiday, but for gyms, it’s one of the biggest revenue opportunities of the year. In 2024 alone, U.S. consumers spent over $24 billion on Black Friday, and with nearly half of Americans setting fitness as their top New Year’s resolution, this season is your best chance to capture attention and convert leads before January. 

But here’s the catch: not all promotions are created equal. Deep discounts can erode your revenue and brand value. That’s why this playbook gives you a proven framework for smart, intentional Black Friday campaigns that fuel long-term growth. You’ll learn how to design irresistible offers for both prospects and current members—like prepay-and-save deals, limited-time membership discounts, and giftable class packs—without undercutting your pricing integrity

The guide also takes you step by step through marketing your fitness promotions across every channel. From email and SMS templates to social media story designs, in-studio posters, and call scripts, you’ll have ready-to-use tools that cut through the noise and create urgency. You’ll also get a 10-day marketing timeline that maps out exactly when to send messages, post teasers and drive last-call urgency for maximum conversions.

Finally, the playbook emphasizes planning and team alignment. You’ll find strategies for running staff brainstorms, setting clear revenue goals and motivating your team to execute with consistency. With the right prep, these campaigns can add tens of thousands of dollars in revenue and set you up for your strongest January ever!

If you’re ready to stop winging Black Friday and start turning it into a reliable profit machine, this playbook gives you everything you need: done-for-you templates, tactical advice and insider strategies tested by top-performing fitness businesses.