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How to Attract Customers to Your Fitness Business in the New Year

By Denise Prichard

Though most see white during the winter months, the New Year presents fitness business owners with the unique opportunity to see lots of green. January triggers new beginnings for almost 50% of Americans, who are vowing to up their game when it comes to their fitness and health goals. Do you know what this means for your fitness business? Tons of newfound fitness warriors are most likely already hustling through your doors to accomplish their goals, which gives you ample opportunity to increase your customer base.

Everybody wants new customers, right? Of course they do. 

Well, you're in luck because we have some tips to help your fitness business attract and retain new customers in 2021.

Create offers “fit” for the New Year

Attracting new clients to your fitness business can be as simple as making every clients’ first visit special—literally and figuratively. Everyone wants to feel like they’re receiving special treatment, so why not make them an offer they can’t refuse? Welcoming first-time clients with some sort of “first-visit special” is the perfect way to open your arms to new clients.

This promotion by no means needs to be something super intricate—it just needs to lure these customers to your spot rather than your competitors’ studio. For example, you could create a special allowing all new customers to try out their first class for free. Or you can get a little more detailed by offering two weeks of unlimited classes for $20 to allow these new clients to try out multiple classes on your schedule. All you have to do is make sure you’re providing any potential, new clients with a little extra incentive to step through your doors. Use these first-time specials as a means to give clients, who might have been slightly unsure, ample motivation for giving your fitness business a try. Your first-time special will help drive new clients through your doors, then it’s up to your excellent quality of service to retain them.

Have a “strong” online presence

You’ve spent the time crafting a compelling first-visit special. Still hungry for more on how to get new clients to your fitness business? Well, here comes arguably the most important part—you’ve got to get the word out there. You need to let potential clients know about all the great things going on at your business… and taking to the internet is the way to do it.

Close to 97% of consumers rely on the internet to introduce them to local services by them. They do this well before ever physically visiting a storefront. Your online presence is the first impression potential, new clients will get of your fitness business. So, you want to make sure it’s a good one. Ensure that when a potential, new client searches for a fitness business around them it’s your business they’re going to find.

“Punch” up your social media efforts

You could spend all the time in the world creating promotions for your fitness business, but if you aren’t able to get the word out, well… then you’re not getting any new customers. So, what’s the point? One of the easiest and most effective ways to reach a large audience for the whopping price of free is to promote your specials on social media.

Consider promoting on popular social media sites like Facebook, Twitter, and Instagram. Create quick, quirky posts/tweets on a semi-frequent basis to make potential clients aware of all your 2021 specials. Social media sites also allow you to visually showcase your special offers. It’s one thing to tell people, but sometimes a picture is worth a thousand words. Bottom line: new customers won’t come if they don’t know about the specials you’ve got going on, so let social media be your megaphone.

"Kick" up your class offerings

Does your studio happen to be located in one of the cities on our list of healthiest cities in America? As a fitness business owner, you should always have your finger on the pulse of what your clients are wanting to get out of your studio and their fitness journey. According to our research, people are eager to try out new workout trends like yoga, high-intensity interval training (HIIT), indoor cycling, Pilates, strength training, and CrossFit®. 

A great way to attract and retain clients is by mixing up your class offerings a bit. For example, if you own a HIIT studio, maybe your clients are looking for a way to stretch and recover after a grueling workout. Adding a yoga class to your studio could help them accomplish that goal, and in turn, keep clients hungry for more at your studio. 

These are just a few ways you can help your current clients and potential ones stay loyal to your studio and their fitness goals. For more tips, download our checklist below! 

Looking for more tips to help you attract and retain clients this year?

Get the Checklist

About the author:

Denise Prichard

Manager, Marketing Content and Certified Yoga Instructor (RYT-200)


Denise Prichard is a certified yoga instructor (RYT-200) and an experienced content marketing professional with a penchant for writing compelling copy within the fitness, wellness, and beauty industries. When she isn't writing or editing, you can find her teaching yoga classes, pedaling her heart out at a spin class, or hanging out with her rescue pups. She currently serves as the marketing content manager for Mindbody.


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