Is your gym still relying on the same old marketing tactics? The generic discounts, impersonal ads, the endless flyers… Is that really enough to stand out in today’s overcrowded fitness market? Honestly, no.
Why, you ask?
Gym marketing isn’t what it used to be.
The fitness industry is evolving, and if you’re not evolving with it, you’re getting left behind.
There’s a reason why 50% of gyms close their doors within the first five years. Half of all gyms go under because they can’t differentiate themselves in an oversaturated market. And that’s exactly what separates the top gyms from the rest. Their ability to keep up with an evolving industry and innovate. That means creating experiences that connect with their members’ values, needs, and communities. They’re merging fitness with fashion, tech, wellness, and social impact.
And how do you do that? Well, one way is forming smart, strategic gym partnerships.
Think about this: What if your gym wasn’t just a place to work out, but also where members could discover local businesses, support meaningful causes, or try cutting-edge wellness tech? Imagine delivering such a holistic experience that your gym becomes a real part of the member’s lifestyle – a community they feel connected to.
That results in member staying longer—or pretty much forever—with your gym because they feel like they are a part of something bigger.
Gym partnerships are a great way to deliver that experience. They allow gyms to align with the values that matter most to their members—whether it’s supporting mental health, championing sustainability, or creating opportunities to give back to the community.
Beyond member experience, gym partnerships can unlock new markets, attract different demographics, and increase revenue.
In this blog, we’re spotlighting 20 inspiring gym partnerships that nailed it. Let’s waste no time and dive in.
1. Nutrition & Meal Delivery Collaborations
Fitness doesn’t stop when you leave the gym—and smart gyms know this. After all, what good is a workout if your nutrition doesn’t keep up?
Modern gyms are redefining what it means to care for their members by stepping into their kitchens—figuratively speaking. By partnering with nutrition and meal delivery providers, fitness facilities make it easier for members to stay on track with their fitness goals, even after they leave the gym.
Such strategic fitness partnerships can ultimately create a full-circle wellness experience for gym members.
Pure Barre x Perfect Bar:
Pure Barre has cracked the code by combining fitness and nutrition with its partnership with Perfect Bar. After a challenging, low-impact workout, members need a quick and healthy option to refuel—and Perfect Bar delivers just that. This gym partnership ensures members can refuel with clean, protein-packed snacks designed for post-workout recovery.
Orangetheory x RXBAR x Smoothie King
In a three-way collaboration, Orangetheory partnered with RXBAR and Smoothie King to create a comprehensive post-workout nutrition package. Protein bars and smoothies that complemented their fitness philosophy made it easier than ever for members to fuel up and recover.
Pure Barre x Territory Foods:
Pure Barre went all-in with Territory Foods as their gym partner, offering locally sourced, healthy meals delivered straight to members’ doors. The partnership gave members the convenience they craved without sacrificing their health goals.
2. Community & Social Impact Initiatives
People want to be part of something bigger than themselves, and gyms are in a unique position to create opportunities for their members to do just that.
“Diversify member engagement—make people come to your facility for more than one reason. Get them involved in multiple layers. You’ll have a much better chance of keeping them,” says Chris Stevenson, founder of Stevenson Fitness, in an IHRSA interview.
When gyms and fitness facilities collaborate with causes and organizations that matter, they’re not only making a difference in the world, they’re building stronger, more meaningful connections with their communities.
These kinds of initiatives go beyond the typical gym experience—they engage members in a way that taps into their values, passions, and desire to contribute.
NYSC x Tunnel to Towers Foundation
New York Sports Club (NYSC) partnered with the Tunnel to Towers Foundation to host fundraising events for 9/11 first responders and their families. This collaboration allowed members to give back while improving their fitness, making the experience about more than just personal health—it was about honoring heroes and the community.
Equinox x The Felix Organization + The Auction Collective
In an inspiring fitness partnership, Equinox collaborated with The Felix Organization and The Auction Collective to host an art exhibition benefiting LGBTQIA+ youth in foster care. The event blended art, fitness, and philanthropy, raising both funds and awareness for these marginalized youth.
Pure Barre x American Heart Association
During Heart Month, Pure Barre partnered with the American Heart Association to raise awareness for heart health through charity classes. This partnership connected fitness with heart health awareness, allowing members to take action on an issue that affects millions.
Outdoor Voices x YMCA
Outdoor Voices and the YMCA in a fitness collaboration launched a clothing line where 100% of profits went to supporting the YMCA’s mission to build stronger communities. Meanwhile, YMCA instructors hosted a series of workouts at select Outdoor Voices stores.
3. Retail & Merchandise X Gym Partnerships
What if your gym could offer exclusive products that your members couldn’t find anywhere else?
Selling exclusive merchandise can boost profit margins by 22.6% for fitness chains and over 12% for independent clubs.
The best fitness facilities have already cracked the code by teaming up with top apparel brands to offer limited-edition collections and exclusive merchandise that turns their gym’s name into a fashion statement.
These gym partnerships are one effective way to sell a piece of your gym’s identity. When gyms team up with activewear brands or launch exclusive collections, they elevate the fitness experience. These fitness collaborations offer one of the most easy way to deepen connections, boost revenue, and create lasting brand loyalty.
Equinox x ASRV – High-Performance Activewear
Equinox teamed up with ASRV, a high-performance athletic wear brand, to create a line designed specifically for its members. This gym partnership offered exclusive, luxury activewear that aligns with Equinox’s premium fitness experience.
Gold’s Gym x Gymshark
LA, we'll see you in a week.
One week until the launch of the @Gymshark x @GoldsGym collection.
Meet your favourite athletes and shop the limited edition collection.
26th May at Gold's Gym, Venice from 10am, see you there.#GymsharkxGoldsGym pic.twitter.com/TvgvVQ9q0M— Gymshark (@Gymshark) May 19, 2018
Another great example is the Gold’s Gym and Gymshark limited edition collection. By combining Gymshark’s fitness-first design with Gold’s Gym’s iconic brand, they created a collection that spoke directly to fitness enthusiasts. To celebrate their partnership, Gold’s Gym and Gymshark even hosted a pop-up event at the Gold’s Gym Venice.
Gold’s Gym x YoungLA
For Black Friday, Gold’s Gym partnered with YoungLA to release an exclusive merchandise drop that blends fitness and lifestyle. By merging activewear with lifestyle clothing, this drop offered something for everyone: stylish pieces for the gym, and the streetwear look that resonates with younger, trend-conscious members.
4. Joint Fitness Challenges & Events
Fitness is better together. In fact, 2/3 of gym members prefer to work out with others. Joint fitness challenges and events are one of the most effective ways to deliver on this demand.
When gyms create events that bring people into the same space, working toward the same goal, it builds a sense of community and pushes people to their limits. And the numbers don’t lie. ⬇️
Members who take part in joint or Group Fitness classes are far more engaged with their gym, visiting an average of four times per week (according to the 2019 Les Mills Global Consumer Fitness Survey). This is nearly double the industry average of 1.9 visits per week, as reported by IHRSA.
Meanwhile, 72% of gym members who participate in fitness challenges report higher levels of engagement and satisfaction.
Clearly, fitness challenges and events are the ultimate way to bring people together, create memorable experiences, and drive results.
When gyms partner up to roll out these high-energy events, they create a buzz that gets members talking, showing up, while attracting new ones, boosting overall brand visibility and loyalty.
F45 Training x HYROX Official
F45’s partnership with HYROX brought a docuseries featuring athletes training for one of the world’s toughest fitness challenges. This fitness collaboration attracted both competitors and spectators, creating a global buzz and boosting F45’s membership base.
NYSC x LES MILLS CONQUER
By combining LES MILLS’ innovative programming with NYSC’s reach, this event delivered fun fitness challenges that engaged members and used technology to track performance. The result? A massive increase in participation and long-term engagement.
F45 Training x Battle Cancer Challenge
F45’s fitness collaboration with Battle Cancer raised funds for cancer research through a fitness challenge. The event united members for a cause, building a stronger community while driving brand loyalty and raising awareness for an important issue.
CorePower Yoga x Get Outside Festival
CorePower Yoga took things outside with the Get Outside Festival, offering outdoor yoga sessions to festival-goers. This partnership brought wellness to a natural setting, creating an unforgettable wellness experience that extended beyond the gym.
5. Wellness & Self-Care X Gym Partnerships
The fitness industry is evolving beyond the traditional model of working out to include wellness and self-care as essential parts of a healthy lifestyle.
Consumers are no longer just looking for a good workout. They’re after complete wellness—a blend of mental, emotional, and physical well-being. Members are now increasingly looking for gym experiences that cater to their overall health—not just their physical fitness.
As Bryce Hastings, Head of Research at Les Mills, points out,
“There is huge potential for fitness facilities to reach beyond their current catchment and bring tangible impacts for large sections of the population facing health issues that wouldn’t have traditionally incorporated exercise as part of the solution.”
Now, more than ever, fitness facilities are partnering with wellness, mindfulness, and self-care companies to meet this growing demand. These strategic gym partnerships are proving to be the key to delivering holistic health experiences.
24-Hour Fitness x Headspace
24-Hour Fitness teamed up with Headspace to offer its members guided meditation, recognizing that mental health is just as vital as physical health. Mindfulness can reduce stress by 30%, enhancing recovery and focus for better workouts. When gyms take care of the mind as well as the body, members are more likely to stay engaged, recover faster, and experience long-term benefits.
Equinox x NEOM
Equinox’s fitness collaboration with NEOM in Saudi Arabia combines luxury fitness and cutting-edge wellness experiences, blending meditation, fitness, and eco-conscious living. This gym partnership shows the future of fitness—where wellness isn’t just about what you do in the gym, but how you live your entire life. It’s an experience many will seek as wellness tourism booms globally.
Barre Body x Ultimate Wellness Giveaway
Barre Body’s exercise partnership with top wellness brands is a prime example of how fitness can be holistic. By combining fitness with products that enhance recovery and self-care, Barre Body is tapping into the full spectrum of well-being.
6. Tech X Gym Partnerships
- 80% of gym members now expect digital offerings as a part of their workout plans.
- Live fitness classes are the single most popular gym activity.
- The popularity of mobile fitness apps is at an all-time high, with 59% of smartphone users having at least one fitness app, and 42% having five or more.
What does this mean for gyms? The days of one-size-fits-all workouts are over.
The need to integrate tech with fitness is no longer a luxury—it’s a must. Members want flexibility, personalization, and seamless access to fitness resources that go beyond the four walls of the gym.
Tech partnerships allow gyms to deliver just that and create personalized omni-fitness ecosystems. By teaming up with top tech companies as their fitness partner, gyms can offer seamless experiences like on-demand workouts, wearable fitness tracking, smart equipment, and integrated mobile apps.
Anytime Fitness x Apple Plus
Anytime Fitness is giving members access to a massive library of on-demand fitness content through Apple Plus. Now, members get a seamless, personalized wellness experience that combines fitness tracking with the freedom to choose workouts at any time, anywhere.
Equinox x Aescape
Equinox raised the bar with AI-powered massage technology, collaborating with Aescape to offer a personalized, data-driven wellness experience. This gym partnership allows members to tailor their recovery based on real-time data, giving them an intelligent and effective way to unwind after intense workouts. It’s the future of recovery, and this fitness partnership is leading the way.
F45 x Strava
F45 is making fitness social. By becoming a fitness partner of Strava, they’ve transformed fitness challenges into community-driven events. Members track their progress, compete, and share their journey—all through Strava’s powerful platform.
Wrapping Up
The fitness industry is no longer just about workouts—it’s about creating lasting experiences that make your gym an essential part of your members’ lives.
The gym partnerships we’ve highlighted show that gyms can go beyond fitness to build deeper connections with their members, local communities, and even new markets. When your gym becomes a space where people feel truly connected, they stay loyal, engage more, and help spread the word.
Now it’s your turn. Whether you’re partnering with local businesses, launching charity events, or incorporating new wellness tech, there’s no shortage of opportunities to up your gym. The key is finding the right gym partnerships that align with your facility’s values and meet the needs of your members.
Start thinking about how you can bring these ideas to life in your gym. With the right gym partners, you can create a fitness community that’s here to stay—one that members will feel connected to for years to come.
As you consider these gym partnership ideas for your gym, remember that having the right tools to manage and grow these collaborations is key. If you’re looking to streamline your operations, improve member engagement, and easily integrate these types of gym partnerships, SHC’s fitness software can support you. See how we can help! ⬇️
Let's Talk About Your Gym's Future
FAQs: Gym Partnerships
1. How can personal fitness partners benefit my gym?
Personal fitness partners create a supportive community that boosts member retention. When members connect with others at the gym, they’re more likely to stay engaged and committed. Encouraging these connections can help build a loyal, long-term customer base.
2. What are the best strategies for how to find a fitness partner for my gym?
Start by identifying what your gym needs—whether it’s nutrition, wellness, or apparel. Research potential partners who offer complementary services and products. Use your network, attend industry events, and even ask your members for suggestions on how to find a fitness partner that resonates with your gym’s community.
3. How do I choose a gym partner for local collaborations?
When selecting local gym partners, consider businesses that align with the demographics and lifestyle of your members. A good gym partner should enhance the value you offer, whether it’s through cross-promotions or hosting joint events. Local businesses that share your commitment to community engagement make great gym partners.
4. How do I create the right gym culture?
Focus on building a welcoming, inclusive atmosphere that encourages connections between members. A positive culture not only improves retention but also fosters the community aspect, where personal fitness partners thrive.
5. How can I offer the right fitness experience for my members?
Provide variety in classes and personalized experiences. Invest in fitness software that helps track member progress and supports easy scheduling. This ensures members can choose fitness paths that match their goals.
6. How can fitness software help my gym grow?
Fitness software helps with member management, scheduling, and tracking engagement. It makes operations smoother and gives you valuable insights into your members’ behaviors, helping you offer a better overall experience and improve retention.
