The gym market has changed enormously in the last 7 or 8 years, with the middle of the market all but vanishing and the budget end of the market rising to a position of real dominance. However, regardless of where you sit in the market it’s important you’re thinking about a few key things from a digital perspective.

Branding for your gym

The first is your brand. Now if you’re at the top of the market and charging £100 a month then you’re probably pretty clear on your brand because otherwise you couldn’t get away with charging those fees. However, if you’re one of the few middle market brands still clinging on, or if you’re a budget gym but not one of the really large chains, then you’re never really going to be able to compete on price, convenience and range of kit, so that means they need to be clear on what it is that defines them and differentiates their offering from one of the really large brands, and this all comes down to understanding who your core audience is, and realising that the 18/19 year old student is probably never going to be loyal to you, but there will be other demographics that you could build a really strong relationship with and who are not going to just abandon you when inevitably one of the really large chains opens up just down the road.

SEO for gyms

The vast majority of people when choosing their gym will begin their research on google and most of this is on a location basis, so your ability to create really rich landing pages that cater to al manner of user intents, is going to hugely influence your ability to rank. We have to put ourselves in the shoes of the user and think what is that infinite array of user intents that might be going through their mind when they make that search query. Are they hoping to find information on the gym kit or timetables or about the personal trainers, etc… All of these things are going to aid the user experience and all Google cares about is ranking the best content from the most trusted brands. So building these really rich landing pages specific to each location is one of the most important things you can do from a lead generation perspective.

Social media for gyms

Social media has all sorts of implications for gyms both in terms of communicating your brand and in terms of lead generation when you’re launching new sites. So when you’re opening a new gym, you need to really build that hype on social media as well as offline, drip feeling offers 6-8 weeks before opening so that when you open your doors you already have several thousand signed up. With all of the advertising you can do and level of granularity you can dig into on social media, there is no reason why you should ever be opening your doors without at least already breaking even, assuming it was the right site location in the first place.

So regardless of where you sit in the market, these are things that all gyms need to be thinking about.

For more information on digital marketing for gyms or the fitness market more broadly, please send an email to


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    The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

    If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

    Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

    In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

    once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

    Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

    We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.