In 2023, the U.S. fitness industry surpassed $30 billion in revenue, but the average gym still faces churn rates between 28% and 35%.
IHRSA reports that nearly 50% of new members quit within the first six months.
That’s why retention alone isn’t enough. To grow consistently and profitably, your gym needs a strong, well-oiled gym acquisition strategy, one that’s local, measurable, and built for how today’s consumer shops, books, and joins fitness communities.
In this blog, you’ll find 5 high-impact gym member acquisition strategies that leading gyms and fitness studios are using right now. Here’s exactly what you’ll learn:
- How CycleBar uses low-barrier intro offers (like $9 trials and unlimited first weeks) to drive mass trial signups and convert them into full-paying members
- How to design referral programs that actually work, complete with mobile integration, auto-tracking, and the right reward structure to encourage word-of-mouth
- How big-name gyms like Planet Fitness use local ads to reach people near them
- What makes community open houses and local event booths convert better, and how to prep your team to engage visitors and turn walk-ins into members
- How gyms like F45 and Anytime Fitness use instructor tablets and branded gym apps to convert interest into action on the spot
Let’s dive in.
1. Strategic Intro Offers to Maximize First-Time Conversions
A well-designed intro offer builds momentum by creating a low-risk trial for people unsure about committing. The key is to structure an offer that lowers the barrier to entry, delivers exceptional value, and seamlessly guides a prospect toward becoming a committed member.
Done well, your intro offer becomes your best gym acquisition tool, turning first-time guests into loyal members. It also converts better than discounts alone, because it’s experience-driven, not just price-driven.
For instance, CycleBar’s “3 for $39” pack gives new riders three classes to try the studio with no commitment. It creates enough exposure to get people comfortable with the format, instructors, and vibe. According to franchisee data, up to 50% of 3-pack buyers transition into long-term members.
TITLE Boxing Club also runs a similar offer called “First Shot Free”, a complimentary first class for new members. What makes it effective:
- Participants get access to gloves, hand wraps, and instructor guidance, removing all entry friction.
- During the trial, instructors emphasize proper form, energy, and personal attention, which helps build a bond.
- After the session, each guest receives a follow-up offer with discounted monthly plans or class packs to continue.
How to Set Up a High-Converting Intro Offer:
- Choose an offer structure that fits your gym model:
- 1 Free Class
3 for $30 Pack - 7-Day All Access Pass
- 1 Free Class
- Promote the offer with landing pages and paid social ads, using visuals of real members, instructors, and classes.
- Make the booking process frictionless, no phone calls or emails required.
- Train your team to:
- Greet every trial guest personally
- Explain the value of the full membership
- Follow up within 24 hours with a clear next-step offer
- Send automated emails and texts that remind trial users of upcoming classes, benefits of joining, and special pricing.
2. Referral Programs That Actually Work
Referred members convert better and stay longer. In fact, they have a 37% higher retention rate.
With the right structure in place, referrals can become a powerful gym acquisition channel, driving steady growth through trust and community. Set up a system that rewards both referrers and new joiners.
Orangetheory Fitness, for instance, has built referrals into the DNA of its member experience. Through the Orangetheory app, members can instantly send a friend an invite to try a free class. The process is clean, intuitive, and fully digital.
When that friend books and attends, both parties receive a reward- sometimes gear, sometimes a free session, sometimes entry into a local contest. In many of their studios, these referral programs account for up to 30% of monthly new members.
Crunch regularly promotes referral perks, especially during new season campaigns. Their “Bring a Friend for Free on X Day” initiative creates a fun, social incentive that members look forward to. When a guest decides to sign up, both the referring member and the new joiner receive rewards such as:
- A discounted month
- Crunch-branded gear
- Bonus credits toward premium services
This creates a positive loop of engagement and community building, which directly contributes to membership growth.
How to Structure Your Referral Program?
- Keep it easy and accessible: Allow members to refer via text, app, or email in under 30 seconds.
- Offer clear, immediate rewards:
- 1 free month
- $25 gift card
- Free personal training session
- Promote it across all touchpoints:
- In your gym app
- On social media
- Via in-gym posters and digital screens
- Through email newsletters
Run referral drives around milestones: New Year’s, studio anniversaries, back-to-school, summer shape-up campaigns—these are natural times to offer a referral bonus.
Want to build a high-performing referral program for your gym?
Read this detailed guide on crafting a referral program that works.
3. Hyperlocal Digital Advertising (Google + Meta + Waze)
72% of consumers who perform a local search visit a store within five miles. Google and Facebook algorithms prioritize location-based results when someone searches for a physical service like a gym.
Hence, geo-targeted advertising is one of the fastest ways to put your gym in front of high-intent prospects. Paid local ads help you dominate the top of the page, while organic SEO takes time to build.
Planet Fitness, for instance, uses geo-targeted Facebook and YouTube ads with offers like “Join for $1 Down.” These are automated at the national level, but customized locally:
- Zip-code targeting
- Local trainer imagery
- Studio-specific links
How to Execute It for Your Gym:
- Identify your 3–5 most valuable zip codes based on drive time or demographics.
- Set up Google Search Ads with ad groups for:
- Gym near me
- Best [your city] gym
Personal training in [your city]
- Create Instagram Reels or Stories showing your space, your people, and your vibe.
And track everything. Use UTMs and conversion tracking to measure CPL and lead-to-member conversion rate.
4. Community Events, Open Houses & Local SEO
Gyms are local businesses. And nothing builds local trust faster than in-person connection. Hosting open houses, member appreciation events, and strategic community pop-ups puts your brand in front of new faces and gives people a reason to walk through your doors without the pressure of a full membership pitch.
When done consistently, these events become a powerful gym acquisition strategy, bringing in leads through real conversations and experiences. Pair that with local SEO, and you’ve built both the online and offline pillars of trust and discovery.According to Google, 76% of people who search for something nearby visit a business within 24 hours, and 28% make a purchase.
For instance, Lifetime’s family open house weekends invite local families to enjoy everything from kids’ yoga and swim classes to nutrition seminars and outdoor bootcamps. These events not only bring in parents who wouldn’t normally consider a gym visit, but they also showcase the entire lifestyle ecosystem Life Time offers.
How to Implement It
- Host quarterly open houses: Invite prospects to try classes, meet instructors, and enjoy light refreshments. Add a giveaway to encourage sign-ups.
- Run pop-up workouts at farmers markets, parks, or local schools. Partner with a coffee shop or wellness brand for shared exposure.
- Celebrate member wins (transformations, milestones) with in-gym events and social content.
- Encourage members to bring a friend to any of these events with a special incentive (e.g., free swag or class credits).
If you’re looking for ideas, formats, and step-by-step tips to plan successful gym events that actually drive sign-ups, read our full guide.
Pair with Local SEO for Maximum Visibility
- Set up and optimize your Google Business Profile:
- Add photos weekly
- Respond to every review
- Post updates about upcoming events
Include keywords like “Pilates in [City]” or “HIIT classes near [Zip Code]”
- Build local backlinks by getting listed in:
- Local business directories
- Chamber of commerce listings
- Health & wellness blogs in your region
- Include event recaps on your blog or social with keywords and geotags to build long-term SEO value.
5. Leverage Mobile Apps & Member-Facing Software for On-the-Spot Conversions
Today’s gym-goer expects mobile-first convenience. Over 70% of consumers prefer gyms that offer mobile functionality for booking, messaging, and payments.
The fastest-growing gyms and health clubs in the U.S. are those that have embraced member-facing gym software and branded mobile apps to streamline bookings, eliminate friction, and convert leads instantly, wherever they are.
According to IHRSA, gyms using mobile booking and communication software see up to 35% higher trial-to-member conversion rates and shorter onboarding times.
Leading gyms like F45 and Anytime Fitness have embraced mobile-first tools to sign up leads while interest is still fresh. At many F45 locations, instructors use tablets to add prospects to classes on the spot. Anytime Fitness allows staff to confirm a free trial during the club tour—no paperwork. It’s fast, smooth, and effective.With the right gym management software, your team can do the same. They can view real-time class schedules, check availability, register walk-ins, manage waitlists, and message members, all from a mobile device. That’s exactly what SHC enables. It gives your staff the flexibility to handle bookings, substitutions, and member questions without being tied to the front desk. Everything updates in real time, so your team can deliver a smooth, responsive experience no matter where they are.
Book a free demo to see how SHC helps you convert interest into action—right when it matters most.
How to Apply This Strategy in Your Club
- Offer a branded gym member app where members can book, cancel, and stay updated on their own
- Equip your team with tools so they can:
- Book trials, classes, and memberships from anywhere
- View class availability in real time
- Send timely follow-ups and confirmations
Bonus: Tracking What Works (And Cutting What Doesn’t)
All great marketing is measurable. Use tools like GymSales, HubSpot, or Trainerize to track:
- Customer acquisition cost for gyms per lead (< $10 is ideal)
- Lead-to-trial conversion rate
- Trial-to-member conversion rate
- Retention at 90 days (>65%)
Double down on what converts. Cut what doesn’t.
Conclusion: Build a Smarter Acquisition Engine for Your Gym
The average customer acquisition cost of gyms is between $50 and $150 for every new member. That means bringing in new people isn’t cheap, and if you’re not careful, you could spend a lot and get very little back.
Acquiring new members means building smarter systems that combine community, technology, and personalization. The most successful gyms are seeing explosive growth because they’ve turned marketing into a flywheel. Each strategy fuels the next.
When executed together, the above strategies create a scalable, efficient growth engine that builds a lasting brand your members rave about.
