The fitness industry is evolving at a rapid pace. Younger generations are shaping membership trends, boutique studios are multiplying, and wellness services are expanding beyond the traditional gym model. At the same time, competition is fierce, and consumer expectations are higher than ever. 

That means gyms, studios, and wellness providers must do more than offer great workouts—they need to connect with local members through smart, integrated marketing strategies. 

This article explores the latest fitness industry trends and lays out a multichannel marketing approach to help fitness brands increase membership, boost retention, and thrive in a crowded marketplace. 

The Current Landscape: Key Fitness Trends This Year 

1. Gen Z & Millennials Drive Memberships 

Adults ages 18–34 make up the largest share of gym memberships. This demographic values experiences, flexibility, and personalization, making them prime targets for both large gyms and boutique studios. 

Fitness brands that strategically embrace and expand into premium service offerings are uniquely positioned to gain a competitive advantage. By implementing a hybrid class schedule—such as providing both virtual and on-demand options—these brands can effectively engage their target audience inside and outside the home, setting themselves apart from competitors. 

2. Boutique Fitness is Booming

From Pilates and yoga to HIIT and spin, boutique-style exercise has surged in popularity. But with the rise comes a crowded landscape where differentiation is key. Studios need to highlight what makes them unique—whether that’s community, results, or specialized expertise. 

Fitness brands can use the growth of boutique fitness by offering specialized classes and experiences that address niche interests, building a sense of community and loyalty among members. This approach separates them from traditional gyms and supports premium, tiered pricing and long-term engagement. 

3. Seasonality is Strong 

The industry’s busiest season is December through March, fueled by New Year’s resolutions. Gyms and studios that capitalize on this momentum with compelling offers and timely outreach often see the biggest membership spikes. 

Fitness brands that capitalize on the seasonal surge by launching timely campaigns, offering limited-time discounts, and highlighting fresh program starts, gyms and studios can attract new members who are motivated to begin their fitness journey at the start of the year. Leveraging this momentum not only increases sign-ups but also helps build lasting relationships as members commit to their wellness goals. 

4. Price Sensitivity Shapes Decisions 

Even as wellness is prioritized, many consumers remain cost-conscious. Flexible membership models, tiered pricing, and clear value propositions help reduce friction and win sign-ups. 

For fitness brands, this presents an opportunity to broaden their service portfolio and attract a wider clientele. Additionally, it enables the development of premium-tier offerings that cater to the increasing demand for boutique, highly personalized experiences. 

5. Expansion into Total Wellness 

Modern fitness is more than workouts. Recovery lounges, nutrition coaching, and holistic health programs are becoming standard, adding new revenue streams while meeting demand for full-body wellness. 

Fitness brands that deliver personalized coaching—whether through physical training or nutritional guidance—not only gain a distinct advantage, but also raise brand awareness, increase conversions, and promote long-term member loyalty in today’s competitive landscape. By featuring messaging such as “Experience Fitness Tailored to You” or “Results Crafted for You,” brands can capture the attention of prospective clients, drive engagement, and build lasting relationships. 

Why Marketing Matters More Than Ever 

With so many fitness options, with national chains to locally owned gyms and boutique studios standing out requires more than just being visible. Consumers jump between Google searches, social media, streaming platforms, email offers, and physical mail before committing to a gym or studio. 

A multichannel marketing strategy—combining digital ads, connected TV, shared mail, and search engine marketing—is essential for consistently engaging with current and prospective members at home or on-the-go. This approach boosts visibility, ensures your brand stays top-of-mind, and reaches consumers at multiple touchpoints. By tailoring messages to different platforms, fitness brands can increase sign-ups and retention, adapt to changing consumer habits, and build lasting trust with their audience. 

A Multichannel Campaign Blueprint for Fitness Businesses 

Here’s how Fitness brands can use Paid SEM, Trigger Marketing, Connected TV, Social & Display Ads, Direct and Shared Mail, and Acquisition Emails to engage consumers, create new demand, and stay top-of-mind year-round. 

1. Engage Ready-to-Commit Consumers 

Paid Search (Lower Funnel/SEM):  

Be present when people search “gyms near me” or “fitness studios in [city].” Tailor ad copy to highlight pricing, promotions, or unique amenities. Paid search campaigns should focus on targeting qualified keywords that closely match your fitness brand’s services and differentiators. The main goal here is to drive targeted consumers to the brand’s website. By highlighting exclusive offerings and personalized wellness solutions, you’ll attract motivated prospects and drive valuable conversions.  

Trigger Marketing:  

New movers can become new members by sending relevant incentives and/or offers to their mailbox within days. Engaging consumers within days of their relocation helps them feel valued, fostering early engagement and paving the way for long-term loyalty. 

2. Create New Demand and Build Awareness 

Connected TV (CTV): 

 Strategic, compelling video advertisements on streaming platforms captivate viewers during their downtime. By utilizing nonskippable ads, fitness brands achieve exceptionally high engagement, with video completion rates reaching up to 98%. Highlight impactful transformation journeys, seasonal offers, or the vibrant sense of community to elevate brand appeal. Through audience targeting, contextual placements, and retargeting strategies, these campaigns efficiently boost awareness and engagement among individuals most likely to join a gym. 

Social Media:  

Leverage Facebook and Instagram ads with lookalike audience targeting to reach consumers who share similar traits and interests with your current members. By using creative assets and testimonials that showcase authentic member transformations, you can engage audiences most likely to connect with your brand. This approach ensures your ads are seen by potential clients who already resemble your loyal members, increasing the chances of attracting prospects seeking proven fitness solutions. Consistently sharing these success stories across your social campaigns not only strengthens brand credibility but also drives qualified leads ready to commit to their own fitness journey. 

3. Stay Top-of-Mind Year-Round 

Direct Mail + Digital:  

Postcards featuring seasonal promotions such as “Start Fresh This New Year—Join Now,” effectively build offline awareness and motivate prospective members. While shared mail and digital ads each operate independently to reach consumers in distinct environments, their complementary use within an omnichannel marketing strategy drives stronger brand recall and higher conversion rates. Leveraging both mediums ensures consistent messaging and maximizes impact, elevating campaign performance in today’s competitive fitness market. 

Email Campaigns:  

Strategic email campaigns that offer valuable fitness and nutrition advice reinforce your brand’s importance to members. By using audience suppression and client membership data, you can prevent existing members from receiving acquisition emails, ensuring communications remain relevant. This approach strengthens engagement and loyalty, especially during peak times. 

Making the Channels Work Together 

The most effective campaigns layer touchpoints: 

• Imagine a curious consumer catching a glimpse of a captivating CTV ad for recovery zones, only to discover a tempting shared mail offer and an enticing email in their inbox. Later, their search for “gyms with wellness programs” unveils your irresistible search ad—each touchpoint subtly drawing them closer. 

• Picture someone pausing, intrigued by a social ad for Pilates. A timely nudge from trigger marketing teases them with an exclusive offer, while direct mail and email quietly beckon, whispering reminders and suggestions to join your classes. 

This repetition builds trust and makes your fitness brand the clear choice when motivation strikes. 

Measuring Success 

To maximize ROI, track KPIs that connect directly to business outcomes: 

• New memberships & conversion rates show which channels bring in fresh sign-ups. 

• Retention & lifetime value (LTV) reveal how well you keep members engaged long term. 

• Class bookings & utilization rates highlight which programs resonate most with members. 

• Cross-sell uptake (nutrition, recovery, coaching) measures success of wellness add-ons. 

The Bottom Line 

The fitness industry is vibrant but competitive. Gen Z and millennials are driving demand, boutique studios are multiplying, and wellness offerings are expanding fast. To succeed, gyms and studios must go beyond great facilities—they need integrated, multichannel marketing that reaches people at the right time, in the right way. 

By blending SEM to capture intent, CTV to inspire, social media ads to build awareness, direct and shared mail to reinforce messages, and trigger marketing to convert, fitness businesses can grow memberships, boost retention, and secure long-term loyalty. 

Fitness brands with the best equipment won’t be the only ones prospering. The brands that continually show their competitive edge across all platforms will flourish and, in turn, accumulate new, loyal members that will last a lifetime. 

Ready to see how Mspark can help your fitness brand stand out? Contact us today. Check out these Case Studies to learn more about the Mspark Approach.  

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