Industry marketing professionals share their strategies for reaching growing demographics, navigating privacy laws and standing out in a crowded market.
There’s no denying the marketing playbook for the fitness industry has changed. From the growing influence of Gen Z to the power of user-generated content (UGC), club owners and operators are rethinking how they attract and retain members.
In the latest Thought Leaders panel, five fitness marketing professionals discussed the marketing strategies working now and the mistakes clubs should avoid.
The roundtable opened with a discussion on how clubs are using member data for marketing campaigns to help them stand out. For many panelists, age is the most telling metric.
Ryan Ensmann, the marketing director for Dynamic Fitness, said Gen Z has overtaken millennials as their largest member group, driving everything from their club design to marketing messages. “We’ve been rebuilding our brand to what the new population of members is looking for,” he said, noting a shift to dark color schemes and high-quality sound systems. “It’s also helping a lot with retention, with existing members seeing the new investments we’ve made.”
At Fitness Formula Clubs (FFC), Nicole Maue, the director of marketing and public relations, described how adding age and location data shaped campaigns across their 10 locations. The data showed suburban clubs respond well to hyperlocal messaging focused on community. City clubs benefit more from an overarching Chicago identity — especially with a Gen Z member base.
To reach these demographics, many panelists are utilizing UGC. Club design is a big part of this, with “Instagrammable” elements — like aesthetic lighting lining mirrors — encouraging members to share their gym experiences online.
At the Houstonian Club, marketing manager Allie McCullough said they rely on decorated spaces to get members of all ages to take and share photos of the club, which they will then reshare.
Throughout his club’s brand redesign, Ensmann said Dynamic Fitness has also focused on creating selfie areas in hopes for members to post content they can share. “We reshare every single piece of content our members tag us in to make them feel included and engaged with the brand,” he said. “They love it. We get messages about people being excited that we noticed their posts and we’ll message them back.”
Jason Langford, the vice president of marketing for Retro Fitness, said they also lean into UGC. Their strategy involves employees taking short videos of members describing why they choose Retro Fitness and posting them on TikTok and YouTube Shorts — an effective method for Langford and his team.
FFC also prioritizes sharing member stories as well as working with influencers. In exchange for a free membership, a group of nine local influencers are expected to post content related to the gym but without strict guidelines.
“We don’t script or ask them to post specific things, so it’s all very organic because it’s on their own terms,” said Maue. “It really resonates with both our members and prospects because it feels so natural.”
Troy MacFarland, the director of marketing for Fitness SF, uses Cipio.ai to manage nearly 50 content creators — streamlining recruitment, content creation and access for his team. UGC comprises all of Fitness SF’s advertising, which MacFarland said helps to showcase the inclusive community.
The panel also discussed privacy laws and compliance — a growing concern for operators. From California’s Consumer Privacy Act to opt-in requirements, panelists said protecting member data has to be taken seriously regardless where you are located. Strategies for ensuring data protection included working with IT teams, creating a dedicated email opt-in form and constantly ensuring compliance.
As the discussion came to a close, each panelist left operators with final advice for managing the new marketing playbook.
Maue urged club owners and marketers not to chase every new trend, saying to “focus on what’s working, trust the process and scale intentionally.”
Ensmann emphasized the importance of tracking KPIs before experimenting with new platforms or trends, and McFarland suggested leaning on industry peers to share ideas.
McCullough recommended prioritizing consistency and engagement over perfection, while Langford encouraged having fun with marketing. “You can have some fun, show some skin and do some cool things other industries can’t do,” he said.
From demographic shifts to UGC, community campaigns and compliance, the roundtable made one thing clear: today’s most successful marketing isn’t about gimmicks but rather building authentic, data-driven connections to keep members engaged.
