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Social media has become the go-to marketing tool for gyms, but is it enough? While Instagram ads and TikTok videos can attract attention, they rarely address deeper challenges like member churn, pricing strategies, or long-term growth.


In the competitive health and wellness space, a holistic marketing approach that encompasses brand building, customer retention, and product development is the key to long-term success.


“Do you have a marketing strategy?”
“Yes, we’re on social media!”


Sounds familiar? That’s because it’s so true for many gym owners.


Social media is indeed a powerful tool. Reaching thousands of fitness enthusiasts in your area is cost-effective. The visual nature of the platforms are a great vehicle to show workout videos, transformations, and facilities to inspire and attract audiences.


Members sharing their fitness journeys and tagging the gym provides free and credible promotion. This word-of-mouth marketing can be invaluable, especially for gyms with tight budgets. And features like live streams, polls, and comments encourage real-time engagement and strengthen connections.


Moreover, as social media analytics provide immediate feedback on campaign performance, it’s simply more tempting – and justifiable – than an ad in a local magazine.


The challenge with social media
However, over-reliance on social media for marketing poses a number of challenges:

  • Limited reach: Social media caters to specific demographics. Not all health enthusiasts like to engage with fitness content online, meaning that your posts are unlikely to be delivered to this demographic. Placement of your content relies on algorithms, which can restrict visibility and exclude key audiences like older adults or less tech-savvy groups.

  • Over-saturation and value communication issues: With heavy competition and short-lived posts, it can be difficult for gyms to stand out and convey the full value of their facilities or programs. There is simply so much going on online. Furthermore, social media often focuses on short-term goals (e.g., sign-ups, trials) but neglects the customer journey and long-term engagement. Today’s content is old news tomorrow. Yes, it’s easy to publish something decent, but if you don’t have an amazing content team, your content is unlikely to gain much attention.

  • Pay to play: Declining organic reach forces gyms to invest in paid promotions, increasing costs without guaranteeing long-term loyalty.


Facebook’s organic reach for business pages has plummeted from 16% in 2012 to as low as 1.52% by 2023. This means that if a gym’s Facebook page has 1,000 followers, only about 15 individuals might see an unpromoted post. Yes, even your hard-earned followers will unlikely see your post – unless of course you boost these posts with ad money.

Similarly, as of 2024, the average reach rate on Instagram is approximately 4%, marking an 18% year-over-year decrease.

  • Over-reliance on tools: If you have spent a lot of time building your TikTok following, potential network bans will scare you. Social media channels are not yours; you’re at the mercy of their owners and governments.

The better way: a balanced marketing approach
Gym owners should consider shifting from a singular focus on social media to a balanced marketing approach.


The Binet & Field Framework emphasizes a mix of long-term brand building and short-term activation. Brand building, which should account for 60% of marketing efforts, is about creating emotional connections and loyalty through storytelling and community engagement.


Gyms can achieve this by showcasing member success stories, producing video testimonials, or highlighting their role as a cornerstone of local fitness communities. These efforts create strong mental associations, making the gym the go-to choice when someone considers joining or renewing their membership.


Complementing this, short-term activation – the remaining 40% of marketing efforts – can drive immediate action through promotions and campaigns tailored to specific moments.


For example, a “New Year, New You” campaign can capitalize on seasonal fitness trends to encourage sign-ups or trial offers. While these campaigns provide quick returns, their impact is fleeting without the foundation of brand equity built through consistent messaging and emotional resonance. The synergy of these two approaches ensures that gyms enjoy both immediate revenue boosts and long-term loyalty.


Another best practice is to adopt an omnichannel marketing strategy. Research from Harvard Business Review (2021) demonstrates that campaigns with consistent messaging across multiple touchpoints are 87% more effective at driving conversions than single-channel campaigns. Other research shows that by simply adding one channel to the campaign, the effectiveness of both channels increases by 30%.
For gyms, this means integrating social media with other channels like email marketing, in-gym events, and local partnerships. For instance, social media ads could direct potential members to a landing page, followed by email nurturing campaigns offering additional incentives and reminders. Hosting in-gym events or collaborating with nearby businesses further reinforces these messages and creates memorable experiences that build trust and loyalty.


Spending less time and resources on social media allows gym owners to redirect their focus towards member retention, a more cost-effective and sustainable growth strategy. Research from Harvard Business Review (2020) shows that retention efforts are five times more cost-effective than acquiring new members, underscoring the financial benefits of investing in existing relationships.


By implementing loyalty programs, personalized content, and exclusive events, gyms can keep members engaged and reduce churn. For instance, offering milestone rewards such as free personal training after 50 visits or incentivizing referrals from current members not only strengthens loyalty but also fosters a sense of community. This shift in focus ensures that existing members remain committed, promoting long-term revenue stability while creating advocates who amplify the gym’s reputation organically.


Conclusion
So should you get rid of social media? By no means. Social media should continue to be an important channel for gym owners but treat them as one piece of a broader, integrated marketing strategy.


Keep in mind that no one is impatiently waiting with their phone in their hand for your next organic post to go live. Keep your social media presence active but move away from the made-up target of having to post daily. Rather, spend more time on running a few good paid ads.


By investing the saved time in both long-term brand building and short-term activation, and delivering consistent messaging across multiple channels, gyms can achieve sustained growth, stronger customer relationships, and a competitive edge in an increasingly crowded market.

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