Your Fitness Marketing Strategy: The View From 30,000 Feet

Your Fitness Marketing Strategy: The View From 30,000 Feet


The marketing strategy of your fitness business is the lifeblood of your business.

A fit pro who has a good marketing strategy in place is destined for greatness if they’re really good at what they do and their product is solid.

Most of the selling will happen during the marketing phase.

It’s important to understand the difference between strategies and tactics when it comes to marketing your fitness business.

Tactics are different ways we implement our marketing strategy. However, without a clear and well thought out marketing strategy, tactics are no more effective than throwing spaghetti at the walls and hoping a few pieces stick…

Tactics come and go and will fail without a bulletproof architecture guiding their precision deployment.

There are many vital components that make up a killer marketing strategy, and here is a brief list to get your wheels turning and your profits soaring.

1) Your target market/ Ideal client

  • Who is your avatar or ideal client?
  • What are they feeling?
  • What are their challenges?
  • What are their pain points?
  • What are their objections?
  • Where do you find them?

All of your marketing messages and tactics will contain the answers to these questions. That’s why some marketers seem to effortlessly and magnetically attract their audience while others just push out campaign after campaign with minimal results and little return.

So it’s imperative that you take the time to establish your ideal customer and get really clear on who you’re speaking to first before you start any marketing campaign.

Side Note: You can have more than one avatar or target.

In the beginning, our team at FPE recommends that you stick to “no more” than 3 well-researched customer avatars and get these clients buying your services regularly before expanding your audience.

here is an example of a well-constructed customer avatar:

Let’s pretend you train ex-athletes who are dads now.

The first thing that you’ll do is identifying exactly WHO this ideal client is.

Give him a name, so you can picture exactly who you are speaking to.

Let’s call him Jeff.

Jeff is forty-five years old. He played college football. After graduation, Jeff landed a great job with a large bank and got married.

Jeff let his health go while moving up the corporate ladder.

Now Jeff has two little boys 7 & 9 and wants to keep up with them.

Jeff also wants to be the man for his wife in the bedroom but is so busy with work, playing with the kids at night, and everyday stress that he finds that his energy levels are in the toilet.

One night while vegetating with his phone, Jeff see’s your offer on Facebook.


If you feel like your health and your body have taken a back seat on the priority list because family & career have become your main focus, we applaud you for trying to be a great husband and father.

How would you like to be super fit, have endless energy for your kids, and still be the man your wife really needs in the bedroom?

If this sounds appealing we can help you with that! Finally you will be able to keep up with the kids and your marriage even if you still have to work some long hours.

We’re looking for 20 dads who want to get off the bench and get their bodies back into the “game time” playing shape.

➔Register for our 14 Day Fit Dad Camp.

Feel free to copy, paste and deploy if you like this one. It’s on us!


If you want more done-for-you marketing strategies, check out what’s working now webinars included with your Fit Pro Evolution Labs Membership. Get started for just $1.

Back to business:

Now that we got very clear on the who, what and where of your ideal client…

Let’s move on to what makes you different or unique from other fit pros or gyms.

2) Your 3 Zags:

Zag is the concept of doing something or being different from your competitors. When they are zigging, you zag.

Read Zag by Marty Neumeier. This is a brilliant book that teaches you how some of the most successful companies take a different approach to their brand strategies in order to stand out from the crowd.

In today’s world, people are becoming desensitized to most marketing messages.

So let’s uncover your 3 zags. What makes your training and/or gym so special?

  • Do you offer anything specialized that prospects may not get elsewhere?
  • Do you raise the bar when it comes to customer service and care?
  • Are you the best at what you do?
  • Take your time with coming up with your 3 zags.

You may even want to survey your current clients or members and ask them. “Why do you continue to choose us as your health and fitness provider when there are so many other options available to you?”

You will get the exact language and true feelings you need to understand your “zags” straight from the horse’s mouth and (no we are not calling your clients horses ;))

Ok, let’s move on to the next step in your overall marketing strategy.

3) Your Process Maps:

Another name for process maps is “funnels”. The word “funnels” seems to be thrown around like crazy in the marketing world today.

Three years ago a funnel was something you used to put oil in your car.

Now it is the quintessential “trade word” that all marketing GURU’s are using to lead their prospects down the buying rabbit hole.

It really helps to have a visual view of some of your processes that you will use to attract a new prospect into your business.

There are many ways to go about this.

Here are just a few processes and funnels you can use to get noticed, get interest, and get action taken.

  • Blogging about pain points with a call to action. (Native Ads)
  • A Flash Sale on Facebook for your program. (Gain Logic Fear)
  • Offer gym tours with discounts and a free week. (Value In Avance)
  • Content Marketing with nurture campaigns (Relationship Building)
  • Lead magnets with “thank you” page offers and upsells ( Self-Liquidating Offers)

We cover Many more in our Evolution Labs for fit pros.

Here’s an example of our content marketing process map:



Those are just a few. If you want all our process maps and funnels that are currently working in the industry check out our Live Fitness Funnels Implementation workshop. (Level 2 Workshop) although it is highly recommended that you complete our (Level 1 Workshop: The Fit Pro GPS system) before coming to a Level 2 workshop.

Now let’s talk about actual tools you’ll need in order to create these processes and funnels.

Tools needed:

  • A blog
  • Program Registration pages
  • Lead magnet pages
  • Thank you pages
  • Email marketing platform for follow-up sequences
  • Payment processor or CRM system
  • Advertising image source

The last part of developing your fit pro marketing strategy…

4) Your Big Promise:

What can you promise that ‘they’ are going to get when they sign up with you?

Now be careful with this one.

It must be true, it must be proven, and you must back it up.

Also, you have to get creative when it comes to a big promise.

Losing X amount of weight in Y days is being used everywhere. The U.S. Federal Trade Commission is cracking down on unrealistic, big ‘claims’ in the health and fitness industry and so is Facebook.

Your ad account will be shut down if you violate their reasonable advertising guidelines.

Just look at what happened to Dr. Oz and the claims on his show about the weight loss supplement Garcinia Cambogia Extract.

Your big promise should be more about the feeling they’re going to get when they join your program. Focus on benefits and feelings not promises that are measurable unless you are ready to back up your claim in court.

Remember that word feeling? Let’s tie it back to our first ideal client avatar.

It’s all about how they feel when they train with you.

They’ll get the results, that’s a given if you have a good program. However, it goes way beyond that. People want more than just results. They want to enjoy the process and be a part of something bigger than themselves.

They want to know that they are cared about.

You can promise that. You can be bold with that claim.

Forget guarantees…

You’re making a promise that if they come to you for their fitness needs, you’ll over deliver and show them how much you care.

That’s probably why you got into this industry in the first place.

You’re a fit pro and that’s what fit pro’s do.

Happy marketing! Remember we are here to help.

We have both sold millions in personal training and have owned and operated multiple top-notch fitness facilities.

If you need help. you are stuck and you want to have a breakthrough, we are here to help.

  • Join the FPE Facebook group.
  • Ask Questions
  • Be Giving and Responsive to others
  • Try Evolution Labs for $1
  • Come To A Workshop

The solution to your marketing strategy is just a click away. We care, we are approachable and most importantly we understand your situation because we have been there and made it through to the other side.


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