The marketing mix for gyms (2023)

If you're a fitness business owner, you know that variety is vital to keeping your members engaged. Repeating the same movements, runs, and lifts in class every week can become tiring and lead to a plateau. You need to change things up and see which options provide the best results.

The same goes for a gym's marketing mix. While you may find a method that works well for a while, you should always have a variety of backup tactics to experiment with in case your results start to level off.

One of the most important factors in running a fitness business is the proper use of time, and applying the 80/20 rule is one of the best ways to ensure that your marketing goals are met effectively.

But what strategies can you implement in your business to promote your brand awareness and attract new members?

In this post, we'll highlight the elements you need to create the perfect marketing mix for your gym. First, we'll look at what a marketing mix is ​​and why you need one.

Jump to:

  • What is a marketing mix?
  • Why you need a marketing mix strategy
  • The 4 P's of Marketing
  • Strategies that help implement a marketing mix

What is a marketing mix?

In the fitness industry, a marketing mix combines tactics and strategies to drive brand awareness and ultimately increase membership sales. You will experiment with the perfect marketing mix for your business until you find the best tactic for your study. You'll discover what works best for attracting new members, retaining existing ones, and ultimately what works best for growth.

The marketing mix goes hand in hand with a combination of key marketing strategies. In the next section, we'll look at 4 of these areas and how to apply them to your fitness business.

Why you need a marketing mix strategy

A gym marketing mix is ​​essential because it will keep your marketing efforts effective and always stay one step ahead. If one of your marketing tactics stops working, there's no need to panic. You'll have your backups tested and ready to go!

While social media and digital advertising are great marketing resources, you can't rely solely on them. Any marketing mix should include both online and offline strategies. Look at these7 Alternatives to Digital Adsto inspire your offline tactics.

In the next section, we'll look at 4 key elements of a marketing mix and how to apply them to a fitness business.

The 4 P's of Marketing

The marketing mix for gyms (1)

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The "Four P's of Marketing" areproduct, price, place,yprojectionand create a simple way to break down what you're selling and how to sell it:

  • Precio.The cost of your products, services and equipment. What do your members pay? What value do you contribute?
  • Product.The products, services and equipment your studio offers. What do you offer members?
  • Position.The physical location of your studio. Ideally, you're in a prime spot for success, but if not, how can you adjust your marketing strategy to get in front of your target audience naturally?
  • Projection.The tactics you use to promote brand awareness and engage existing and potential members.

The "Four P's of Marketing" areprice, product, place,yprojectionand create an easy way to break down what you're selling and how to sell it.


The pricing strategy you implement for your courses and services is a critical part of your marketing: think about what you offer in terms ofprowess.If your services are priced above or below their perceived value, they won't sell. Structure your pricing in a simple way that delivers value to your members. Keep it simple, as in the example below:

1 class $20

10 classes $150

Unlimited monthly: $110

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When it comes to your business, the most effective option is to sell your recurring membership plan. Your customers "Unlimited Monthly" means you will have a steady income from your studio.

Add an extra stream of income to your business withyou sell products at your gym, or providing additional services such as individual sessions at an additional cost.


For a fitness company, this aspect of the marketing mix is ​​their services. The most important part of this is to have a clear definition of what you offer and clarity about who your target audience is. Without it, how can you sell your services and attract the right people to your studio?

Let's say, for example, that you offer female-focused fitness classes. It wouldn't make sense to run a workshop for your members on 'building big biceps' as this is a topic that generally appeals more to men.

This “product” aspect of the marketing mix ties into the previous three we mentioned and will affect how you approach these strategies.


When it comes to "place" and your fitness business, in marketing terms, it's not just about the physical location of your studio. A great location with lots of foot traffic will obviously help attract more potential customers, but without the ideal location, you have to get creative.

It is more important than ever in today's world to integrate physical and digital marketing. Consider your ad placement, both online and offline, and how they can work together. Social media opens up a whole new world of opportunities to reach your target members. Whether it's a Facebook ad or billboards in your area, consider the following questions when it comes to advertising your services:

  • What is the purpose of advertising?
  • How will you measure your success?
  • Who is your target audience?
  • What kind of content and messaging will attract them?

If you're new to Facebook ads and not sure where to start, check out ourUltimate Guide to Facebook Ads.And if you need some inspiration for your content, both online and offline, check them outAttention-grabbing gym adsto make you think outside the box.


Promotion is a critical aspect of marketing and an essential part of the marketing mix. But you need to promote your services in terms of their value. If you offer a premium service that members will love, your premium pricing reflects that. Low-barrier-to-entry offers devalue your brand. A member will not see the true value of what they are getting if you give it away!

The gym free trial is dead, and there are many more creative ways to attract and attract new members. Try some of the ideas below to get started.

Strategies that help implement a marketing mix

1. Be proactive

Aside from advertising, if your studio doesn't have a lot of traffic potential, be proactive!Take your services to prospective members.Creating a corporate wellness program is a great way to reach new markets andprovides an additional income stream to your studio.If your fitness business is located in a small or medium-sized town, you may think this is more relevant to a studio or gym located in larger towns and cities. But with the growing emphasis on wellness in the workplace, this is no longer the case. Many companies will now offer their employees some form of gym membership. often at a gym near the office.

There are a large number of things that your schedule can include. Weight loss and fitness challenges are a good place to start, as they are a great way to motivate employees to participate in a health and wellness program. By challenging them to achieve a goal, they have more reason to stick to the fitness and nutrition plan you've set for them.

Some great ideas for programs and challenges include:

  • 8 week fitness programs
  • 28 Day Couch to 5K Challenge
  • 8 Week Mindfulness and Mental Health Program
  • 8 Week Nutritional Health Program

Look at these5 ideas for corporate wellness programsfor more inspiration.

2. Offer a referral program

A loyalty or referral program is a great way to encourage your members to act as ambassadors for your brand. Satisfied members refer their friends and family to your study and get rewarded for their efforts. Referral marketing can be a very profitable tool because you only have to pay when new customers arrive. For more tips, check out this blog on how to make oneEffective gym referral program.

3. Work with social media influencers

Start with social media platforms and people you already know to get started with influencer marketing. If you have a loyal client who never misses a workout and engages with Instagram, reach out to them. They may only have 500 followers, but they will be willing to promote you in exchange for additional personal training in your studio. Stuart Brauer highlights how effective this social media marketing tactic can bethis episode of The Fitness Founders podcast.

4. Organize events and workshops

Workshops are a great way to introduce people to new health and fitness concepts. Slowly introducing exercise and nutrition concepts into a workshop promotes a relaxed atmosphere. Here are some helpful workshop ideas:

  • Mindfulness practices to improve mental well-being
  • Teach important elements of fitness.
  • The amount of exercise a healthy adult needs.
  • Laying the foundation for productivity in five easy steps
  • Cooking classes to teach healthy eating.


Emerging trends mean you need to constantly adapt your marketing strategy to stay current, stay relevant and engage your target audience. Focus on the 4 P's, apply them to your fitness business, and you'll be well on your way to executing an epic marketing mix strategy for your gym.


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Author: Neely Ledner

Last Updated: 17/10/2023

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