- Gym World
- Posts
- 3 deadly gym marketing mistakes
Gym World,
How many of you have been grinding to grow your business, only to get kicked in the face by a lack of leads?
Not anymore.
Our pal Mark Fisher just released a book to help you dodge fatal gym marketing mistakes.
🚨 It’s a 30-minute read. Download your FREE copy here.
We covered the top 3 with him on Gym World:
Here’s how to fix ‘em:
1. Gym website
When a prospect visits your website, the goal is to keep them engaged and get them to take action.
It takes just 50 milliseconds for visitors to judge your site and decide if they’ll stay or go.
A poorly designed gym website will instantly lose leads if it:
Loads slowly
Lacks a clear offer
Doesn’t identify its target audience
Is hard to navigate
Doesn’t provide a clear next step or clickable button
👀 Kilo gym websites tackle these problems and are optimized for conversion. Since switching, Mark has seen a dramatic increase in unpaid leads opting into MFF’s funnel.
According to Mark, a good gym website should make three things clear:
✅ WHO you help
The headline should clearly state who you serve. This helps visitors immediately understand who the gym is for, attracting the right clientele.
The fewer people you cater to, the better you’ll understand and reach your audience.
Mark suggests using the following framework:
We help [This kind of person] [Achieve this kind of result].
Here’s how he does it:
We’ve also seen strong positioning from:
👉 Cassie Day: Underrepresented bodies in fitness, especially women.
👉 Devin Gage: People 40+ who want to get fit without pain.
👉 Melissa Shevchenko: Women 40-60 obsessed with scale numbers and wanting to lose weight.
👉 Haylin Alpert: People 55+ who hate the gym.
✅ HOW you help them
Many gym websites focus on the technical details of training. Instead, paint a picture of the prospect’s potential for success at your gym by highlighting the outcomes and benefits they desire.
People care most about how you can help them achieve their goals and improve their lives.
For instance, are you helping them:
Lose weight?
Boost their confidence?
Feel like they’re in their 20s again?
Increase their energy levels?
Mark recommends using your ideal client’s lingo to describe their wants, hopes, and dreams.
🚨 Mark’s website results are SO good that Kilo turned it into a template. If you want a site like his, hop on a call with the team.
✅ Exactly what they should DO next
The call to action (CTA) button is the most important part of your website because it gets visitors to take action and move down the funnel. It should be:
Easy to find
Clear on what to do next
Visually stand out
Common CTAs include:
Claim Your Free Workout
Talk to a Trainer
Book a Free Intro
Claim Your X-Day Challenge
The most effective CTAs are simple and direct. Keep them under five words.
2. Front end offer
To get more clients, you need to bring them into the gym after they click the CTA. Offering something high-value with low risk is the best approach.
It should be easy for prospects to get started with your gym and for you to begin the sales process.
For lead volume, Mark suggests low barrier offers like:
14-30 day trial
3+ sessions per week
Under $100
100% no-hassle money-back guarantee
This offer works well for exceptional services like MFF, where prospects quickly see the full value of a membership.
And for high-quality leads and money upfront, make the offer more expensive.
3. Gym branding
Top-performing gyms like MADabolic, Alloy, and Alpha Fit Club have branding that highlights who they are, what they do, and why people should choose their gym over competitors. They use:
Strong positioning
High-quality photos and videos
Consistent fonts and colors
These elements are consistently used on their website, Google Business Profile, and Instagram to create a cohesive look both online and in person.
The best gym owners create content that educates, entertains, and encourages. Consistently making good content is hard, so I recommend stealing a proven Instagram strategy.
According to Mark, your gym should look active and inviting. Here’s how:
Use photos of your gym in action
Show members working out and smiling
Ensure photos are well-lit and high-quality
Kieran Williams spends $2,000 a month on photographers and videographers to shoot a month’s worth of content in just a few hours. The Fort used to spend $10,000 a month, but it helped them scale to $300k in monthly revenue.
So, you want to grow your gym?
Start with your:
Gym website
Front end offer
Gym branding
Then, grab a copy of Mark’s book here for more strategies to skyrocket your gym’s growth.
👀 Did I mention it’s FREE?
hope this helps,
j
P.S. If you found this valuable, share it with a gym owner in need.