15 Ways to Generate More Leads at Your Fitness Business

If you own a fitness business, you know that clients come and go. They move, change jobs, take breaks—the list goes on. And while retention should always be your top priority, keeping a steady flow of new faces coming through your front door is equally important. 

How do you continue to generate new leads for your studio or gym? Here are some ideas. 

1. Increase leads—and revenue—with ClassPass

Are you using ClassPass to boost leads and revenue? Listing your business on ClassPass automatically connects your business with thousands of prospective customers. You'll meet new clients, fill spots that might otherwise go unfilled, and boost revenue. Learn exactly how ClassPass works to help your business gain new leads.

2. Promote your referral program

A referral program will help with both the acquisition of new customers and the retention of existing members. Offer incentives such as discounts, free sessions, or exclusive swag to encourage your community to spread the word about your business. If you're a Mindbody customer, you can discount a member's monthly fees for referring new clients to your business. 

Don't forget to promote your referral program as much as possible. Highlight it on your website, social media, email marketing, and at your front desk. Use automated campaigns in Marketing Suite to remind members on a regular basis, without extra work on your part. 

3. Schedule a "bring a friend" day

Choose a specific day for current members to bring a friend for a free workout session or class to increase engagement and attract new members. Guests can try out a class or use the facility to see if it's a good fit. Ask guests to fill out a contact form or waiver when they arrive. This allows you to follow up with them after the event and provide them with limited-time offers to encourage them to become members. 

Remember: Use a lead management tool to create prospect profiles and schedule follow-ups. 

4. Optimize your intro offer

The idea of offering an enticing intro offer is nothing new, but it's important to reiterate it again and again. An intro offer gives prospective customers a taste of what you offer and increases the chances of converting them into paying customers. Here are five considerations to make when creating, or revamping, your intro offer. 

Mindbody customer? Opt into Promoted Intro Offers for maximum visibility on the Mindbody app—2.4M+ fitness, wellness, and beauty consumers are looking to book services like yours. Make sure to optimize your app listing as well. 

Pro tip: Single-session offers may attract discount shoppers but don't build a routine practice that creates loyal clientele. Consider offering multiple free sessions. 

5. Ask for reviews

Want to boost your reputation, improve SEO, and attract new customers? Encourage satisfied members to leave online reviews on Google My Business, Yelp, or directly on the Mindbody app right after they take a class at your studio. 

Get your trainers, instructors, or front desk team to ask for reviews when members are the most satisfied, such as after completing a workout, receiving excellent service, or achieving a milestone (e.g., attending 20 sessions). 

6. Lean into content marketing

Start a blog that provides valuable information, workout routines, healthy recipes, or motivational stories. Optimize your content with relevant keywords and SEO best practices to attract organic traffic and capture leads. Search engine algorithms favor websites that regularly provide fresh, valuable content. As a result, your website's visibility and rankings in search engine results pages can improve, leading to increased site traffic. 

Remember: SEO is a long game. It takes time, thought, and consistency to create and maintain. That said, the results are well worth it. 

7. Get creative on social

Social media platforms like Instagram, TikTok (check out these TikTok ideas), Facebook, and YouTube showcase your brand and expertise. Commit to regularly sharing valuable content, success stories, on-the-go workouts, form tips, and transformations to engage your audience. Offer exclusive promotions for social media followers, too. 

Looking to improve your social media game? Invest in paid social media ads. Set clear goals, create compelling ad content, and monitor performance. Test different ad variations, targeting options, and audience segments to further optimize your results.

8. Partner with local influencers and businesses

No matter where your business is located, there are sure to be local influencers who can increase your studio's visibility. Have them visit and promote your fitness business through sponsored posts, guest appearances, or joint events. Doing so will help you tap into their follower base and gain exposure to potential leads. 

Similarly, collaborate with complementary businesses in your area, such as athletic apparel retailers, health food stores, physical therapy clinics, or other wellness businesses. Cross-promote each other's services and provide exclusive offers to customers who were referred by your partners. 

9. Develop corporate wellness partnerships

Corporate partner relationships are win-win: they open up your business to a broader audience and new clients. These partnerships can lead to long-term relationships, creating a constant lead generation pipeline. Additionally, these partnerships create the opportunity for on-site promotions, wellness events, and fitness challenges where you can promote your business's offerings. 

As with any relationship, a corporate partnership requires a genuine commitment to collaboration and clear communication. Here are the steps to build a successful corporate partnership. 

10. Get creative with challenges

Fitness challenges should encourage participation from prospective clients—not just existing members. Offer prizes or discounts for winners and promote these events through social media, at local events, and on your website. Here's how fitness challenges can help current members share their experiences and spread the word about your business. 

11. Host an event

Events allow you to showcase your facility and services to potential customers in a fun, social environment. Whether you host an open house, pop-up event, or workshop, collect attendee information and follow up with prospects afterward. Download this guide to learn how to handle follow-ups, nurture leads, and navigate lead management. 

12. Offer free fitness assessments

Free fitness assessments or consultations can attract potential clients who want to learn more about their current health and wellness status and get personalized recommendations from your staff. This allows you to showcase your business expertise and build trust, increasing the likelihood of securing a new client. 

13. Run a contest or giveaway

Use social media to host a contest or giveaway that requires participants to follow your page, share a post, or tag friends. This can boost your brand's visibility and attract new followers, potentially converting them into leads. 

14. Offer virtual services

Expanding your services to include virtual options can help you reach a wider audience and generate more leads. By offering virtual classes or training programs, you can provide convenience and flexibility to people from various locations and those with busy schedules who may not be able to visit your business in person. 

15. Use email marketing

Email marketing is an effective way to build and nurture relationships with prospects. Use social media and your website to encourage potential clients to share their contact information in exchange for valuable opt-in offers, such as a free class, 30-day fitness challenge eBook, or nutrition and wellness PDF guide. You can strengthen your relationship by regularly sharing content, business updates, and promotional offers to keep your business top of mind until they're ready to become a client. 

As always, monitor the effectiveness of any of these strategies to determine what works best for your business. Stay flexible and adjust your approach accordingly.