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10 EFFECTIVE STRATEGIES TO INCREASE GYM LEADS
FOR QUESTIONS EMAIL [email protected]
// CHRISTI NOVAK [MAYHEM AFFILIATE
BUSINESS COORDINATOR]
10 EFFECTIVE STRATEGIES TO INCREASE GYM LEADS
Do you know you could get more gym members if you could just get them to walk through
your doors? Unsure of how to get them there? Here are ten eective ways to gain new leads
for your gym and generate more membership sales.
[ 1 ] HAVE A GYM WEBSITE
You may have heard that websites are dying and social media is all that’s needed. Yes,
social media is, of course, crucial, and we’ll talk about it more below, but it compliments an
already existing website. A website with strong branding not only helps to build awareness,
but can also be a great tool for capturing lead contact information and for managing online
bookings from clients for classes and consultations.
When designing your webpage, it should have a simple way for potential clients to sign-
up for a free class or consultation. You want them to schedule their class while they’re
motivated and interested, so it should be as easy of a process as possible, so they don’t
delay and change their mind. A great way to do this is to link an online scheduler like
Acuity or Calendly. Or, if you have Google Business Gmail, you can use the free built-in
appointment scheduler there. Regardless of which option you choose, when prospects go
to book their session, they should be able to click the calendar link and book right then and
there. Your coaches can update their availability each week for the scheduler so that the
calendar schedule will always be accurate, making it quick, convenient, and accurate. After
clients schedule, make sure you capture and retain their lead information and follow-up.
[ 1 ] HAVE A GYM WEBSITE //
[ 2 ] FORWARD AND SHARE BUSINESS CALLS //
[ 3 ] SET UP A REFERAL PROGRAM //
[ 4 ] BUDDY DAY //
[ 5 ] SOCIAL MEDIA //
[ 6 ] RATINGS, REVIEWS, AND TESTIMONIALS //
[ 7 ] HOST CHALLENGES //
[ 8 ] EMAIL MARKETING //
[ 9 ] BE AN EXPERT IN THE FIELD //
[ 10 ] KEEP TRACK OF YOUR LEADS AND FOLLOW-UP //
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OVERVIEW
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10 EFFECTIVE STRATEGIES TO INCREASE GYM LEADS
FOR QUESTIONS EMAIL [email protected]
// CHRISTI NOVAK [MAYHEM AFFILIATE
BUSINESS COORDINATOR]
[ 2 ] FORWARD AND SHARE BUSINESS CALLS
Do you have a gym number and often miss calls? They probably didn’t leave a voicemail, and
you wonder if it was a new lead that is likely now gone forever. Here’s a fix. Use the Sideline
app (or something similar). This app allows your business number to be shared with your
sta. When someone calls the business number, it’s forwarded to everyone’s phone. So, if
you’re busy coaching a class and can’t answer it, hopefully, another member of your team
can. Anyone linked to the account can answer calls, make calls from the business number, or
text clients from that number. Now you have no more missed calls or missed opportunities.
[ 3 ] SET UP A REFERAL PROGRAM
Referral programs are an excellent lead generation strategy for gyms. Your members are
your biggest fans and are also your biggest marketing tool. People are four times more likely
to make a purchase when referred by a friend.
A referral program generally includes an incentive for the referrer and the referee. Keep your
referral program simple and promote it across your social media channels, your website,
and in-person at your gym. If a new member signs up and they were referred by an existing
member, they both get an incentive. Some ideas include discounted memberships, gift
cards, a gym shirt, or other gym gear.
[ 4 ] BUDDY DAY
Once a month, actively encourage your clients to bring a friend for a free class: “Bring
a Buddy Day”. Make it a partner workout that doesn’t require much advanced CrossFit
knowledge. It can also be helpful to have an extra coach present to help coach the new
athletes. Newcomers should sign waivers that include their email address and phone number
for lead follow-up later. Show them a great time and then talk with them after class. Now is
a great opportunity to try to get them to sign up.
[ 5 ] SOCIAL MEDIA
It’s no secret these days that social media is a crucial part of your marketing eorts. Find
out where your potential members hang out online, so you can reach them more easily. On
Facebook, click “Facebook Groups” and search for your City, State. From there, see if you
can find some groups that you think potential clients are part of and begin interacting and
making posts there. You want to get awareness of your gym in front of them.
Another great strategy is to share content on your gym’s social media accounts regularly
that includes workout pictures with members “tagged” in them. If you tag “Jen” in a workout
picture, suddenly all of Jen’s Facebook friends know that she goes to your gym. The next
day, Jen’s friends are texting her and asking all about her gym and Jen is telling them how
much she loves it! It’s a great way to get conversations rolling about your gym from your
biggest fans!
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10 EFFECTIVE STRATEGIES TO INCREASE GYM LEADS
FOR QUESTIONS EMAIL [email protected]
// CHRISTI NOVAK [MAYHEM AFFILIATE
BUSINESS COORDINATOR]
You can also generate leads by using online advertising platforms like Facebook Ads (which
are attached to Instagram as well) and Google Ads. You can run ads on other platforms, like
YouTube and TikTok, but these are less optimal for local businesses. If you’re unsure how to
get started with ads, there are some great tutorials on YouTube.
*As a side note on social media, we highly recommend creating a gym Facebook group page
and referring new athletes to join there. It helps to build community spirit and encourage
new friendships among members and coaches.
[ 6 ] RATINGS, REVIEWS, AND TESTIMONIALS
Most consumers read a few local reviews to see if a business is good or bad. Ratings, reviews,
and testimonials from real people can do a lot to help interested people take the step and
sign-up for their first session. They are proof that your gym delivers so well that members
take time out of their day to leave a review.
Some of the top places online for leads to check reviews include Google, Facebook, and
Yelp. If a potential member wants to join a fitness community and all your reviews rave
about your community vibe and tribe feel, then they are much more likely to visit your gym.
Encourage your current members to leave a review for your business. You can incentivize
them by oering a free gym shirt in return.
[ 7 ] HOST CHALLENGES
To attract leads, you need to capture the interest of your target audience. A lead magnet is
something your target user sees value in that they would be willing to give you their contact
info for in return. Hosting a fitness challenge can be a great lead magnet.
A fitness challenge normally lasts between 6-12 weeks, which gives you plenty of time to
build a relationship with potential members. The more one-on-one time, the better. This gives
you the chance to show prospects everything your gym has to oer, like your exceptional
coaches and vibrant community that come together to deliver results.
EXAMPLE 1:
HEY CHICAGO - HUGE OPPORTUNITY!
We’re looking for 5 motivated men and women ready to transform their bodies
and change their lives! Our program works, regardless of fitness level. Show up,
never quit and you will finally get the results you deserve!
EXAMPLE 2:
We’re looking for 10 women who want to be bikini ready for summer and lose 10-15
pounds in the next 6 weeks.
(and simultaneously have another ad geared towards men)
This challenge works well if you have a nutrition coach on sta who can provide some
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10 EFFECTIVE STRATEGIES TO INCREASE GYM LEADS
FOR QUESTIONS EMAIL [email protected]
// CHRISTI NOVAK [MAYHEM AFFILIATE
BUSINESS COORDINATOR]
nutrition guidance to complement the workouts they’ll be taking at your gym.
These challenge ads entice viewers to inquire for more information. Viewers have to enter
their email and phone number to be able to read more about the challenge.
So, now you have the contact info for some great leads. You, as the gym owner, should reach
out to each lead and get a conversation going, discuss their goals, and hopefully get them
to come in for a free tour where you can talk about the challenge.
When they come in for the tour, explain the challenge details. Let’s say you’re holding the
10-pound challenge above. If they succeed in the challenge goal (losing 10 pounds in the
6-week challenge), they get their challenge money back in cash or as credit towards their
next membership, so the challenge ends up being FREE and they lose 10 pounds! It’s a huge
incentive for them to join!
I know what you’re thinking. Wait, what? I have to give away a FREE 6-week challenge?
Here’s the secret. Let’s say the challenge costs $300 upfront. If they successfully hit the
challenge goal and they attend the required number of classes, then they get their money
back. Clients are going to feel extra motivated during those 6-weeks to commit to the
program because they want to earn that $300 back.
Then, over the course of the 6 weeks, you and your team oer GREAT service, build
relationships, and follow up often. To be eligible for their cash back, they have to attend every
class and hit the challenge goal. At the end of the challenge, they successfully committed
to 6 weeks at your gym and saw awesome results. At this point, they can have their cash
back, OR they can put it towards their next membership. Most likely, they’re not going to
want to leave because they’ve been so successful thus far and built strong relationships
with coaches and members. In gyms that use this strategy, basically, no one ever wants their
money back. The result: you get new members!
[ 8 ] EMAIL MARKETING
Email campaigns and marketing still have a place in lead generation plans for gyms. But,
it seems that sending the same email to every individual isn’t going to cut it anymore. If
you’re going to try this method, to engage users and reach potential members, you need to
personalize the content instead of sending one generic email out to everyone. You can use
UpLaunch or a similar platform to help with this.
[ 9 ] BE AN EXPERT IN THE FIELD
Prospects will likely check out your website and social media channels before they decide
whether or not to visit your business in person. So, how can you stand out online in a very
competitive industry? One way is to create high-quality content on your website and social
media channels that engages your target audience, gains their attention, and increases
awareness of your business.
You can position yourself as an industry expert by sharing valuable content that shows your
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10 EFFECTIVE STRATEGIES TO INCREASE GYM LEADS
FOR QUESTIONS EMAIL [email protected]
// CHRISTI NOVAK [MAYHEM AFFILIATE
BUSINESS COORDINATOR]
expertise. Content like “how-to” videos, webinars, and podcasts are a great way to show
your authority in the industry. You can provide videos, eBooks, infographics, interviews, fun
memes, etc. Entertain and educate potential customers. Get them to like your brand.
[ 10 ] KEEP TRACK OF YOUR LEADS AND FOLLOW-UP
Last but not least, once you start generating leads, you need to keep track of them to make
sure that you’re following up properly so you don’t lose them. You do this manually with
spreadsheets, or you can use gym management software to make the process easier. Gym
management software keeps all of the information you need in one place so that you can
find out exactly what stage a prospect is in the sales funnel and when you need to take the
next action.
In summary, lead generation might seem like a big hurdle, but with the right strategies,
you can create an eective plan to get more leads and boost your gym membership
sales. Simple strategies utilizing all the tools you have available can maximize your lead
generation potential. By nurturing and leveraging your existing member base, growing your
online presence, and engaging with your target audience, you can create an eective lead
generation plan that brings in new members and increases revenue.
