Marketing leaders share how they’re shifting club advertising from amenities and dues toward the outcomes members are really seeking.
Marketing a fitness club isn’t as simple as showcasing the newest equipment or advertising the lowest monthly dues anymore. While amenities and pricing still influence purchasing decisions, today’s consumers are looking more for a community they can belong to, experiences that fit their lifestyle and a club that helps them become a healthier version of themselves.
That shift is forcing operators to rethink not only what they market, but how they tell their story. In this month’s Thought Leaders panel, sponsored by UpSwell, marketing leaders from across the industry shared the strategies they’ve found most effective in shifting the conversation from selling memberships to marketing lifestyle change.
1. Lead with the outcome.
One of the panel’s biggest takeaways was that equipment and amenities shouldn’t disappear from marketing, but they shouldn’t be the focus.
Instead of advertising recovery amenities or 24/7 access as standalone features, clubs should explain how those amenities improve members’ lives. Recovery spaces become tools to help members train consistently. Extended hours provide flexibility for busy schedules. Group fitness creates accountability and friendships.
According to Melanie Dillard, the national account director at UpSwell, operators should focus on the reason someone is considering joining in the first place. Whether that’s feeling more confident, managing stress or having more energy for family, the marketing message should emphasize the outcome members are seeking.
2. Let your members tell the story.
Another aspect that continues to outperform polished advertising is authenticity.
Ryan Ensmann, the marketing director at Dynamic Fitness, explained how the brand has shifted much of its content creation strategy away from professionally produced videos and instead a content creator program that employees three members part time to shoot content.
“Who would better tell our story and better connect with our members than actually hiring our own members?” said Ensmann.
The result of this is more relatable marketing. Rather than watching actors demonstrate equipment, prospective members see real people enjoying classes, interacting with staff and becoming part of the community.
The panel agreed that member testimonials, user-generated content and referrals all create credibility traditional advertising can’t replicate.
3. Deliver the marketing promise.
The panelists explained how lifestyle marketing only works if the member experience matches the message. They stressed that clubs can’t advertise community if prospective members receive scripted tours or impersonal interactions once they arrive.
Instead, sales teams should spend more time understanding individual goals and recommending solutions based on desired outcomes rather than simply listing amenities.
That perspective extends well beyond the initial sale. Greeting members by name, remembering their goals and creating meaningful daily interactions reinforce the same message marketing promised from the beginning.
4. Create experiences worth sharing.
Community isn’t something that clubs just talk about. It must be intentionally created.
The panelists encouraged operators to build annual calendars filled with events, challenges, open houses and community partnerships that give members reasons to engage beyond their workouts.
Those experiences naturally generate referrals, social media content and stronger retention because members become emotionally invested in the club.
Erik Johnson, the VP of marketing at Fit Fusion, a Crunch Fitness franchise group, believes those in-club moments often become the strongest source of organic marketing because members willingly share them with friends and family.
5. Build the product before marketing.
Another recurring theme in the discussion was patience.
Ensmann explained Dynamic Fitness intentionally delayed marketing its repositioned brand until renovations, equipment upgrades and operational improvements were complete. That discipline ensured marketing accurately reflected the member experience instead of creating expectations the club couldn’t yet deliver.
Dillard noted operators often rush to announce improvements before they’re fully implemented, creating disconnects that can quickly lead to disappointed members and negative online reviews.
6. Think beyond seasonal campaigns.
Marketing lifestyle change shouldn’t be limited to January or summer body promotions. Instead, clubs should adopt an always-on strategy that continually highlights member success stories, wellness education, community events and coach spotlights throughout the year.
Health goals don’t begin on a marketing calendar. Consistent storytelling ensures clubs remain relevant whenever someone decides they’re ready to make a change.
The Bottom Line
The panel ultimately reinforced that marketing lifestyle change isn’t about creating better advertisements but rather creating better experiences.
When operators focus on outcomes instead of amenities, elevate authentic member stories, align operations with marketing, create memorable experiences and maintain consistent messaging throughout the year, marketing becomes far more than a lead-generation tool. It becomes an extension of the club’s culture.
“Make your member experience something worth marketing,” said Ensmann.
Watch the full conversation here.
