This week, Head of Growth at Fitness Marketing Agency Charlie Horton gives an in-depth breakdown of the market for fitness business owners now and looking forward. Many gym owners believe the fitness industry is undergoing drastic changes, leading them to overhaul their marketing strategies. But is that really necessary? In this post, we break down the actual data behind gym membership trends and buyer behaviour in 2025. You’ll learn why market shifts aren’t as extreme as you might think and how to focus your marketing efforts for real, long-term success.
Key Highlights:
The Market Isn’t Changing As Much As You Think
Many gym owners believe the fitness industry is shifting so drastically that they need to reinvent their marketing. However, data shows that gym memberships are growing at a steady rate, not at the rapid pace some assume. The key takeaway? Stick to tried-and-tested marketing principles rather than panicking and overhauling everything.
The REAL Reasons People Buy Gym Memberships
According to recent studies, the top motivators for gym sign-ups aren’t just about looking good—mental well-being is just as important. With 79% of members citing mental health benefits as a key factor, your marketing should highlight confidence, self-esteem, and emotional well-being alongside physical fitness.
Awareness Marketing: The Missing Link In Gym Growth
Most gym owners focus solely on direct lead generation but neglect awareness marketing. There are potential members in your area who don’t even know your gym exists. By increasing brand awareness—whether through organic content, social media, or strategic ad placements—you’ll position your gym as the go-to choice when prospects are ready to buy.
Follow Up With Your January Leads
January is a peak time for gym inquiries, but not all leads convert right away. Instead of moving on to fresh leads in February, make sure you’re following up with those who expressed interest in January but didn’t buy. Their circumstances may have changed, and a well-timed follow-up could turn them into paying members.
Ready To Scale Your Gym?
If you want to maximise your gym’s growth in 2025 with a data-backed strategy, book a call with us today. Let’s make your gym the go-to choice in your area.