How Much Should a Gym Spend on Marketing?
Marketing is essential for gyms to attract and retain members, especially in a competitive fitness market that’s rebounding to $41.8 billion in revenue in 2024. But how much should you invest to get results without overspending? Let’s break it down, including insights for gyms of all types—whether brick-and-mortar or online personal training businesses.
Also Read:
“The number one question I get from gym owners is, ‘How much should I spend on digital marketing?’ There isn’t a single answer, but usually it’s between 5-12% of revenue. The exact number depends on a variety of circumstances, which I’ve outlined in this blog post.
~Enjoy!”
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Why Marketing Matters for Gyms
Effective marketing doesn’t just attract new members—it builds a loyal community and drives sustainable growth. It’s your gym’s voice, showcasing what makes your services unique to the right audience through digital campaigns, social media, and targeted ads. Without a clear marketing plan, even the best facilities and classes can go unnoticed.
In today’s crowded fitness market, gyms that thrive are those that stand out. This requires thoughtful investment in marketing, tailored to your gym’s size, location, and goals. Below, we’ll explore practical strategies to set your budget and maximize results.
Determining Your Gym's Marketing Budget
Your marketing budget should align with your gym’s stage of growth, target audience, and competitive landscape. Here’s a breakdown of general guidelines:
For New Gyms:
New gyms often need to spend more to build brand awareness. Investing 12-15% of your expected revenue ensures you can attract enough members to establish a steady flow of income.Established Gyms:
With a stable member base, established gyms can focus on retention and targeted growth. A marketing budget of 6-8% of revenue is typically effective.Boutique Fitness Studios:
These gyms often charge premium prices, so their marketing must highlight unique classes, expert instructors, and exclusive atmospheres. Plan to allocate 8-12% of revenue to stand out.Large Health Clubs:
These gyms offer a variety of amenities and need a broader reach. Spending 5-7% of revenue is sufficient for showcasing services and maintaining a strong presence.Online Personal Training Businesses:
Without the overhead of physical locations, online fitness businesses can afford to allocate 12-20% of revenue toward marketing. Their focus should be on digital channels like social media ads, SEO, and content marketing.
Key Factors to Consider
To determine the right budget for your gym, consider these factors:
Revenue and Growth Goals
Your current revenue provides a foundation for your marketing budget. Newer gyms should allocate a higher percentage to build awareness, while established gyms can focus on refining their strategies. Remember, marketing isn’t just an expense—it’s an investment in your future growth.
Market and Competition
In highly competitive areas with many gyms, you may need to spend more to stand out. Research your competitors’ strategies:
Are they active on social media?
Do they run local ads or sponsor community events?
What promotions or membership deals are they offering?
Use this information to set realistic goals while highlighting what makes your gym unique.
Member Lifetime Value (LTV)
Understanding how much a member contributes over their lifetime helps guide your spending. For example:
A member paying $50/month for 18 months contributes $900.
Aim to keep your cost per acquisition (CPA) under 30% of this value—in this case, $270.
LTV also includes upsells like personal training sessions, merchandise, or supplements, so factor these into your calculations.
Gym Size and Location
Larger gyms or those in premium locations might need bigger budgets to showcase their amenities. Conversely, hidden or less-visible gyms may need to invest more in awareness campaigns to attract members.
Target Audience Demographics
The platforms you prioritize should reflect your target audience:
Younger members might respond best to Instagram or TikTok ads.
Older audiences may prefer email campaigns or local print ads.
Adjust your spending based on where your members are most active.
How to Allocate Your Marketing Budget
The most successful gyms prioritize their marketing efforts across these key channels:
Website and SEO (Top Priority)
Your website and SEO should be your top marketing priority. A professional, user-friendly website is essential—it serves as the foundation of your gym’s online presence and often forms the first impression for potential members. Pair this with strong SEO strategies, including local search optimization and an enhanced Google Business Profile, to ensure your gym consistently appears in relevant searches and attracts high-intent leads.Content Marketing
Invest in creating engaging content that connects with your target audience. This includes social media posts, email campaigns, videos, and blogs. High-quality, consistent content builds trust and establishes your gym as a leader in the fitness space.Paid Advertising
Allocate budget to paid channels like Google Ads and social media platforms (Facebook & Instagram Ads). These are excellent tools for driving targeted traffic and converting potential members.Traditional Marketing
Depending on your audience, dedicate a portion of your budget to traditional methods like print advertisements, local sponsorships, and community events. These efforts help reinforce your gym's presence in the local community.
By making Website and SEO the cornerstone of your strategy and balancing other efforts effectively, your gym can maximize ROI and achieve sustained growth.
Practical Tips for Success
Track ROI:
Use tools like Google Analytics, social media insights, and CRM systems to monitor key metrics like cost per lead, member retention, and revenue growth.Stay Flexible:
Keep 10-15% of your budget available for seasonal promotions or unexpected opportunities.Seasonal Adjustments:
January often sees higher advertising costs, while slower months might be ideal for referral programs or special offers.Focus on Retention:
Acquiring new members is important, but retaining current ones is often more cost-effective. Allocate resources for member engagement and loyalty programs.
Examples by Gym Type
New Gyms:
Focus on building an online presence through local SEO and generating awareness in your community. Claim and optimize your Google Business Profile, encourage members to leave 5-star Google reviews, and run introductory offers on social media to drive traffic. Start by testing a Google Ads PPC campaign with a minimal budget to drive immediate traffic and build brand recognition. For example, offer a free first week for members who leave a review or tag the gym on social media.Established Gyms:
Leverage your existing member base to drive referrals and online visibility. Invest in advanced SEO to rank for broader fitness-related terms like "best gym for families in [city]." Utilize 5-star Google reviews to attract new members and build trust. Consider hiring an SEO agency to optimize your website, manage local SEO, and improve your overall digital marketing strategy. Test a small Google Ads PPC campaign targeting specific promotions or classes to drive additional leads.Boutique Studios:
Highlight your unique offerings, such as specialized classes or expert instructors, with engaging social media content and blogs optimized for SEO. Partner with local influencers to amplify your reach and showcase your studio's premium experience through video testimonials and virtual tours. Allocate a small budget to a Google Ads PPC campaign targeting keywords like "yoga studio near me" or "best pilates classes in [city]."Health Clubs:
Emphasize your amenities and community-focused atmosphere. Use SEO to target location-specific searches, such as "health club with pool in [city]." Collect 5-star Google reviews from members and create testimonial videos to share on your website and social media platforms. Hiring an SEO agency can help health clubs stay competitive by managing their local search rankings, Google Business Profile, and overall digital strategy. Testing a Google Ads PPC campaign can also be an effective way to promote specific amenities or membership deals.Online Personal Trainers:
Prioritize SEO and content marketing to target specific fitness niches like "weight loss for busy professionals" or "home workouts for seniors." Offer downloadable workout guides or free trial sessions to build an email list. Use Google Ads PPC campaigns to reach a broader audience with ads focusing on your expertise, such as "personal trainer for busy moms" or "virtual fitness coaching."
These strategies, combined with careful testing of Google Ads PPC campaigns and leveraging professional SEO services when needed, can help gyms of all types achieve their growth goals while maximizing their marketing budgets.
Case Study: Planet Fitness
Planet Fitness demonstrates the power of strategic marketing in the fitness industry, allocating 7-8% of its annual revenue—around $180-200 million—to a mix of national branding and local campaigns. Their strategy includes nationwide TV commercials with humorous messaging to position the brand as a welcoming “Judgment Free Zone,” as well as robust digital advertising through Google Ads and social media. Local promotions, such as community sponsorships and free trials, further drive foot traffic, while a strong SEO strategy and optimized Google Business Profiles enhance their visibility in local searches like “affordable gym near me.”
How to Compete with Planet Fitness?
Although Planet Fitness is a Goliath competitor with a seamless, nearly unlimited budget, that doesn’t mean you can’t compete. While they spend tens of thousands on commercials and traditional mail flyers, you can beat them digitally by focusing on local SEO, accumulating 5-star reviews, engaging consistently on social media, and tailoring your messaging to your target audience. These cost-effective strategies allow smaller gyms to establish a strong online presence, attract high-intent local leads, and effectively compete with larger chains on a digital level.
Hire a TRUSTED Fitness
SEO Marketing Agency
Out Perform Your Competitors and Get New Members
Why SpearPoint Marketing is the Ideal Fit for Gyms and Health Clubs
SpearPoint Marketing, led by founder Jesse McFarland, specializes in SEO and digital marketing for gyms and health clubs. With firsthand experience as a personal trainer, Fitness Director of a Health Club, and owner of an online personal training studio, Jesse understands the unique challenges fitness businesses face. His team has helped dozens of gyms transform their online presence, grow memberships, and boost revenue through effective SEO, content marketing, and targeted digital advertising, making SpearPoint Marketing the go-to partner for fitness industry success.
Final Thoughts
Most gyms succeed with marketing budgets between 5-12% of their revenue, depending on size, location, and goals. For online personal trainers, the range is higher at 12-20%, reflecting their reliance on digital channels. The key is to invest wisely, track results, and remain flexible. Whether you’re spending $1,000 or $10,000 monthly, focus on strategies that drive measurable results and long-term growth.
