9 Ways To Improve Gym Sales

Mar 12, 2022

With the new year comes multiple resolutions, improving one’s health being the most common one. If you are a gym owner, this is excellent news.  As an owner, you also need to make sure that your gym meets the needs and expectations of all your new and returning members. 

If you are looking for some practical advice on improving gym sales, read on to find out what you can do to make your gym an attractive option for potential customers and increase customer retention. 

Offer trial periods or freemium memberships

One of the most effective ways to get new members is by offering them a free trial period. This strategy works because people are more likely to try something before buying it. As a gym owner, you will get enough time to convince your potential client to sign up during and post the trial period.

If you think a free trial period is not feasible, you can create a freemium model for your business. You can start by offering a few free classes per week. Additionally, you can have free personal training sessions once a month for select members.  

Host events to attract potential customers

One good way to improve your gym sales is by hosting events either for fitness enthusiasts or the general public. Hosting events will increase your brand’s visibility and open up opportunities to attract new clients and increase customer retention. You can use your and your co-workers’ social media accounts to create awareness about these events and encourage customers to visit the event online or offline.

Offer fitness classes at work

If your clientele is primarily professionals who are too busy to visit your gym during their spare time, then look no further than their workplace. Today, many offices consider physical exercise part of their overall healthcare initiative. Start by reaching out to nearby offices for a corporate tie-up and offering classes at their place of work.

You can start by providing them with a free exercise schedule as a part of your services. A well-planned exercise schedule can help improve employees’ mental and physical health, leading to increased productivity for employers. Depending on the demand, you can go ahead and offer personalized sessions at their workplace, where they will be required to pay a minimal fee. 

Hire a digital marketing expert

With so many health and fitness businesses already thriving online, your gym needs to have a digital marketing plan in place. ​​If you do not have the technical skills or experience to create a plan, hire a professional who can help you create one.

An expert digital marketing company will help you craft your online presence according to the specific needs of your business and the interests of your target audience. This way, it is more likely that people visiting your website will end up as paying customers. Hence, your customer retention marketing pays off.

Sell health products

Your gym sales should not be entirely dependent on your membership fees. You should stock your retail section with a variety of health products specific to your target audience. Whey protein, pre-workout supplements, and post-workout recovery drinks are some of the options you can start with. 

Offering a supplementary product line will boost your gym sales because many members feel it is more convenient and trustworthy to buy them from the same place where they work out.

Change your gym atmosphere to a more inviting one

Many gyms lose customers because of the uninviting atmosphere present out there. While some people prefer the hustle-bustle of a crowded gym, others are not comfortable with loud music and sweaty bodies bumping into them.

To counter the issue of customer retention, you can have multiple time slots (based on the various audience segments that you invite), which will help you accommodate all of your clientele. You can also offer a few isolated locations inside the gym for private training sessions. Additionally, try to give your gym a natural, relaxed feel by having a separate lounge area with sofas and a coffee table. 

Create seasonal deals/special packages

Consumers always love to buy when there is an offer going on. It is the same case with gym enthusiasts. You can run seasonal/relevant offers on your services, even bundling them together for the customers to get more value out of the money spent on your gym. Seasonal offers can be in the form of a discounted membership fee for a month, complementary protein supplements, or a free training session. Seasonal deals will help you bring in new customers and keep the old ones interested in your services.

Additionally, you can offer end-of-season discounts to those who have just completed their membership cycle or even birthday discounts to those who have recently celebrated a birthday.

Donate a part of your earnings

Giving back to the community is always a good deed, especially if it helps support a noble cause. You can try donating some percentage of your earnings to a charity. For instance, some gyms opt for donating a part of their monthly revenue to help out cancer patients or children with serious illnesses.

Adding a philanthropic element to your business makes you more approachable in the eyes of your customers. Moreover, it will help you attract more new members interested in sponsoring a good cause and joining your gym.


The fitness industry poses a lot of challenges when it comes to improving your gym sales. What matters is that you take the necessary steps to understand and address the needs of your target market. Implementing the right marketing strategies will help you in reaching out to more people and, as a result, help you sustain your business in the long run. 

In case there are problems, such as a client not paying for the services they are using, consider hiring a debt collection agency that has a good failed payment management strategy in place. 

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