Most gym owners see their email open rates drop below 15% But with strategic email marketing strategies, you can bridge the gap between packed morning HIIT sessions and half-empty rooms. After all, members are bombarded with fitness options every day, so it’s crucial to stand out.
In this guide, you’ll discover:
- Proven welcome sequences that convert new subscribers with a 91.43% open rate.
- Re-engagement strategies that identify at-risk members after just 20 days of inactivity
- Design elements that make your gym emails stand out in crowded inboxes
TL;DR
- Welcome Campaigns: Send a 3-day sequence with facility tour videos, trainer intros, and offer
- Re-engagement Campaigns: Trigger automated check-ins when visit patterns drop.
- Class Promotion Emails: Create FOMO with real-time class capacity updates and member testimonial snippets.
- Referral Programs: Reward both parties with bonus sessions when friends complete their first five visits.
- Fitness Tips & Educational Content: Share workout videos, nutrition tips, and success stories.
- Special Offers & Promotions: Launch seasonal challenges with progressive rewards
- Birthday Emails: Send personalized offers on members’ birthdays with redemption periods to drive visits.
- New Service Announcements: Introduce new classes, personal trainers, or equipment with member-exclusive early access to drive excitement.
6 Impactful Email Marketing Campaigns to Implement
The foundation of successful email marketing for fitness centers lies in sending the right message at the right time. Let’s explore the essential email types that should be part of your fitness email marketing strategy.
#1) Welcome Emails for New Members
Source: Pinterest (https://www.pinterest.com/pin/563018698122276/)
Welcome emails set the tone for your relationship with new members. They have an open rate of 91.43%, significantly higher than regular promotional emails.
Purpose and importance:
- Establishes immediate connection with new members
- Reduces buyer’s remorse and reinforces their decision
- Provides essential information to get started
- Sets expectations for future communications
Key elements to include:
- Warm, personalized greeting using the member’s name
- Brief introduction to your gym or fitness studio
- Clear next steps (scheduling first session, downloading app, etc.)
- Introduction to key staff members
- Links to helpful resources (class schedules, facility maps)
| Timing | Content Focus | |
|---|---|---|
| Welcome #1 | Immediately after signup | Warm greeting, basic information |
| Welcome #2 | 2-3 days later | Facility highlights, class options |
| Welcome #3 | 5-7 days later | Member success stories + a welcome offer |
#2) Class and Event Promotion Emails
Source: ReallyGood Emails (https://files.reallygoodemails.com/emails/how-to-plan-your-peloton-routine.png)
Promoting your classes and events effectively can significantly boost attendance and engagement. These emails should create excitement and urgency.
How to structure:
- Use compelling subject lines that highlight benefits
- Include clear date, time, and location information
- Feature instructor bios to build connection
- Showcase what makes the class/event special
- Use high-quality images of actual classes
Class Promotion Email Flow:
| Timing | Content Focus | |
|---|---|---|
| Announcement | 1-2 weeks before | Class/event details, benefits |
| Reminder | 2-3 days before | Last chance, limited spots |
| Final call | 24 hours before | Urgency, FOMO messaging |
P.S. You can use Campaign Monitor’s countdown timer block to create visual urgency for limited-time offers or class spots, driving higher conversion rates for your promotions.
#3) Member Retention and Re-engagement Emails
Re-engagement emails help bring back gym members who are at risk of dropping out.
Identifying at-risk members:
- Haven’t visited in 20-30 days
- Declining visit frequency
- Not booking fitness classes they previously attended regularly
- Not opening your regular emails
Re-engagement Email Flow:
| Timing | Content Focus | |
|---|---|---|
| Check-in | After 20-30 days of inactivity | Friendly check-in, miss you message |
| Value reminder | 3-5 days after check-in | Benefits they’re missing, new offerings |
| Special offer | 7 days after the reminder | Exclusive discount or free personal training session |
#4) Referral Program Emails
Member referrals are among the most cost-effective ways to grow your fitness business. Satisfied members can become your best marketers when properly incentivized.
How to structure the email:
- Clear explanation of the referral program
- Benefits for both the referrer and the friend
- Simple process for making referrals
- Compelling incentives (free month, training sessions, etc.)
- Success stories from previous referrals
Referral Email Flow:
| Timing | Content Focus | |
|---|---|---|
| Program introduction | Monthly or quarterly | Program details, benefits |
| Reminder | 2 weeks after introduction | Success stories of existing clients, reinforcement |
| Thank you | Immediately after a successful referral | Appreciation, reward details |
Fitness Tips and Educational Content
Source: ReallyGoodEmails (https://files.reallygoodemails.com/emails/gym-sauna-recover-repeat.png)
Providing valuable content positions your gym as an authority and keeps members engaged between visits.
Value of sharing expertise:
- Builds trust and credibility
- Keeps your gym top-of-mind
- Provides additional value beyond physical facility
- Encourages application of knowledge during gym visits
Educational Email Flow:
| Timing | Content Focus | |
|---|---|---|
| Weekly tip | Same day each week | Quick, actionable fitness advice |
| Monthly newsletter | First week of month | Longer-form content, success stories |
| Seasonal guide | Before major seasons | Themed content (summer fitness, holiday health) |
Campaign Monitor’s drag-and-drop email builder makes it incredibly easy to create visually appealing educational content with embedded videos, images, and interactive elements to engage your target audience.
Special Offers and Promotions
Source: ReallyGoodEmails (https://files.reallygoodemails.com/emails/get-50-off-dues-free-initiation-in-april.png)
Strategic promotions can drive immediate revenue and encourage upgrades or additional services. Timing these offers around seasonal peaks can maximize their effectiveness.
Seasonal promotions:
- New Year’s resolution campaigns (December-January)
- Summer body promotions (April-May)
- Back-to-routine email marketing campaigns (August-September)
- Holiday specials (November-December)
Membership upgrades:
- Personal training package discounts
- Premium membership tier promotions
- Add-on services (nutrition counseling, recovery sessions)
Promotional Email Flow:
| Timing | Content Focus | |
|---|---|---|
| Announcement | Start of promotion | Offer details, benefits |
| Main promotion | 2-3 days after announcement | Full offer details, testimonials |
| Last chance | 24-48 hours before end | Urgency, FOMO messaging |
P.S. Our dynamic content blocks let you show different content based on subscriber data within the same email—no cloning required.
Read Next:
Building Your Gym's Email List
Before implementing fitness email marketing campaigns, you need a robust list of subscribers. Here are ethical and effective strategies for growing your email list.
Ethical List-Building Strategies for Fitness Businesses
- In-person signups: Train front desk staff to collect email addresses during tours and check-ins
- Website opt-ins: Place signup forms prominently on your website, especially on high-traffic pages
- Social media promotion: Use your social platforms to drive email signups with exclusive content
- Events and challenges: Collect emails through fitness challenges and community events
- Partner cross-promotions: Collaborate with complementary local businesses (health food stores, athletic wear shops)
Creating Effective Lead Magnets
Lead magnets offer immediate value in exchange for contact information. Effective fitness lead magnets include:
- Free workout guides tailored to specific fitness and wellness goals.
- Nutrition plan templates and meal ideas
- Recovery and stretching routines
- Fitness assessment tools
- “First week free” trial passes
Optimizing Website and In-Gym Signup Opportunities
- Place QR codes throughout your facility linking to signup forms
- Create dedicated landing pages for specific promotions
- Use tablet kiosks at your front desk for easy signup
- Implement exit-intent popups on your website
- Offer immediate incentives for signing up (free class, fitness guide)
You can use our custom form builder to create branded signup forms that match your gym’s aesthetic, increasing conversion rates and maintaining brand consistency.
Read Next:
Email Segmentation Strategies for Fitness Centers
Segmentation is crucial for delivering targeted and relevant content to your subscribers. Segmented campaigns can lead to a 760% increase in revenue.
Member vs. Prospect Segmentation
The first level of segmentation divides your audience into current members and prospects:
Member communications focus on:
- Retention and engagement
- Upselling additional services
- Community building and events
- Usage maximization
Prospect communications focus on:
- Converting to paid membership
- Addressing objections and concerns
- Showcasing facilities and benefits
- Limited-time offers and incentives
Segmenting by Membership Type
Different membership tiers have different needs and interests:
- Basic members: Value-focused content, upgrade opportunities
- Premium members: Exclusive perks, advanced classes, VIP events
- Corporate members: Team challenges, workplace wellness tips
- Student/senior members: Age-appropriate workouts, special community events
Segmenting by Activity Level and Class Preferences
Activity-based segmentation allows for highly targeted communications:
- Highly active members (3+ visits weekly): Advanced workout tips, performance challenges
- Moderately active members (1-2 visits weekly): Consistency encouragement, varied class suggestions
- Infrequently active members (<1 visit weekly): Re-engagement content, motivation, useful fitness tips
Class preference segments:
- Strength training enthusiasts
- Cardio class regulars
- Mind-body practice participants (yoga, Pilates)
- Group fitness attendees
- Personal training clients
Segmenting by Goals and Interests
Goal-based segmentation ensures content aligns with member aspirations:
- Weight loss/management
- Muscle building/strength
- Athletic performance
- General fitness/health
- Stress reduction/wellness
Our advanced segmentation tools let you target specific member groups based on behavior and preferences, ensuring your emails always reach the right audience with the right message.
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Crafting Effective Subject Lines & Content for Gym Emails
The effectiveness of your email campaigns depends heavily on compelling subject lines and valuable content.
Best Practices for Subject Lines
- Keep subject lines short – 41 characters is the optimal length
- Create urgency with time-limited offers (“Last chance: 50% off personal training ends tomorrow”)
- Ask questions that spark curiosity (“Is your workout routine holding you back?”)
- Use numbers for clarity (“5 reasons you’re not seeing results”)
- Send personalized email messages (“John, we missed you at HIIT class!”)
Examples of high-performing fitness email subject lines:
- “Your custom summer workout plan is ready”
- “Only 3 spots left in tomorrow’s spin class”
- “We noticed you haven’t visited in 2 weeks…”
- “Members like you are loving this new class”
- “Your fitness results after 30 days [Report Inside]”
A/B Testing Strategies
Testing is essential for optimizing your email performance:
Elements to test:
- Subject lines (length, tone, personalization)
- Send times (morning vs. evening, weekday vs. weekend)
- Call-to-action button text and color
- Email layout and design
- Content length and format
Our A/B testing tools let you test subject lines, content blocks, or CTAs to optimize results based on real user behavior. Plus, you can preview emails across devices and test for spam risks before launch.
Read Next:
Designing Responsive Gym Emails That Convert
Your emails need to look great and function well on all devices, especially mobile.
Mobile Optimization
- Use single-column layouts that adapt to screen size
- Ensure buttons are large enough for thumb tapping (minimum 44×44 pixels)
- Keep copy concise and scannable
- The body font should be 14px minimum
- Test across multiple devices
Visual Best Practices for Fitness Emails
- Use authentic images of your actual facility and members (with permission)
- Maintain consistent branding with your logo, colors, and fonts
- Include before/after transformation photos (with permission)
- Show diverse body types and ages to appeal to your entire audience
- Use white space effectively to avoid a cluttered appearance
Call-to-Action Optimization
- Limit each email to one primary CTA for clarity
- Use action-oriented language (“Start Your Trial Today,” “Book Your Class Now”)
- Make buttons stand out with contrasting colors
- Position CTAs after you’ve established value
- Create urgency with limited-time offers
BTW, our responsive templates give you tons of mobile-optimized options for promotions, newsletters, and more. And, the auto-branded template feature pulls your brand’s logo, fonts, and colors just by entering your website URL – saving you design time while maintaining consistent branding.
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Measuring Success: Key Metrics for Gym Email Campaigns
Tracking the right metrics helps you understand what’s working and what needs improvement.
| Metric | Improvement Strategy |
|---|---|
| Email Open Rate | Use segmented email lists to target specific member groups with personalized subject lines (e.g., “Ready for your next yoga class?”). Test urgency and time-sensitive offers. |
| Click-Through Rate (CTR) | Include clear, prominent calls-to-action (CTAs) with actionable language (e.g., “Book Your Spot Now!”). Make sure links are easily clickable on mobile. |
| Conversion Rate | Offer exclusive, time-limited promotions within your emails, like discounts for new members or a free class with a sign-up. Create clear, easy paths to conversion. |
| Unsubscribe Rate | Send value-driven content that is aligned with members’ interests. Regularly clean your list by removing inactive members |
| Bounce Rate | Regularly update and clean your email list. Use double opt-in to ensure quality subscribers. |
| Revenue per Email | Include upsell opportunities such as personal training packages or nutrition plans. Send promotional emails for high-ticket items like yearly memberships or exclusive deals. |
| Member Retention Rate | Send personalized anniversary emails or loyalty rewards to encourage long-term commitment and engagement. Offer incentives for attending classes. |
Our analytics dashboard shows real-time performance data alongside comprehensive engagement metrics. Track everything from bounce rates to customer journey analytics and unsubscribes in one centralized view.
Read Next:
Automate Your Gym Email Marketing Campaigns to Save Time
Marketing automation is a game-changer for busy fitness business owners, allowing personalized communication without constant manual work.
Welcome Series Automation
Trigger: New member signup or email subscription Sequence:
- Immediate welcome email with next steps
- Day 3: Facility overview and class recommendations
- Day 7: Community introduction and social media invitation
- Day 14: Check-in and feedback request
Birthday and Anniversary Automations
Trigger: Member’s birthday or membership anniversary Sequence:
- Day of birthday/anniversary: Congratulatory message with special offer
- 3 days before offer expiration: Reminder to use special offer
- Day after offer expiration (if unused): Extended deadline or alternative offer
Re-Engagement Workflows
Trigger: Member inactivity (no visits for 14-30 days) Sequence:
- Day 14 of inactivity: Friendly check-in
- Day 21: Value reminder with new offerings like virtual training programs and group training
- Day 28: Special “we miss you” offer
- Day 35: Final attempt with survey about their absence
Class Booking Follow-ups
Trigger: Class registration Sequence:
- Immediate confirmation with class details
- 24 hours before class: Reminder with preparation tips
- 2 hours after class: Thank you and feedback request
- 3 days after class: Related class recommendations
Our visual journey builder enables you to create automated email workflows that are triggered based on customer actions. Member missed their scheduled class? Send a friendly reminder. A subscriber didn’t open your welcome email? A follow-up is automatically sent.
Read Next: How to Grow Your Business with Email Marketing Automation
Email Marketing Best Practices for Fitness Businesses
Follow these best practices to maximize the effectiveness of your email marketing efforts.
Optimal Send Times for Fitness Audiences
Research shows these times tend to work best for fitness audiences:
- Morning emails (6-8 AM): Reach early risers before their workouts
- Lunchtime (12-1 PM): Catch people during breaks when they plan activities
- Evening (7-9 PM): Connect when people are planning their next day
However, your specific audience may differ—test different times and analyze your results.
Email Frequency Recommendations
Finding the right balance is crucial:
- For active members: 1-2 emails per week maximum
- For prospects: 1 email per week during nurturing phase
- For inactive members: Reduce frequency to avoid unsubscribes
Compliance Considerations
Stay legally compliant and respect member privacy:
- Include clear unsubscribe options in every email
- Maintain updated privacy policies
- Get explicit consent before sending marketing emails
- Keep records of how and when consent was obtained
- Follow local regulations (GDPR, CAN-SPAM, etc.)
Our send time optimization uses machine learning to deliver emails when each member is most likely to engage, while our inbox and spam testing tools ensure your messages land directly in recipients’ inboxes
Building a Year-Round Email Calendar for Your Fitness Business
Planning your email marketing calendar in advance ensures consistent communication and allows you to leverage seasonal opportunities.
Seasonal Campaign Ideas
| Quarter | Campaign Ideas |
|---|---|
| Q1 (January-March) | – New Year’s resolution campaigns – “New Year, New You” transformation challenges – Winter workout motivation series – Valentine’s Day partner workout promotions |
| Q2 (April-June) | – Spring fitness challenges – Summer body preparation series – Mother’s Day/Father’s Day gift promotions (personal training packages) – Outdoor workout series as weather improves |
| Q3 (July-September) | – Summer workout series (staying fit while traveling) – Back-to-school/routine reset campaigns – Fall fitness preparation – Labor Day special promotions |
| Q4 (October-December) | – Holiday fitness maintenance challenges – Black Friday/Cyber Monday membership deals – “Finish Strong” year-end motivation series – New Year preparation and goal-setting workshops |
Health and Fitness Holiday Tie-ins
Leverage these fitness-related observances in your email calendar:
- National Nutrition Month (March)
- Stress Awareness Month (April)
- National Physical Fitness and Sports Month (May)
- Global Wellness Day (June)
- National Yoga Month (September)
Planning for Consistent Communication
Create a balanced mix of email types throughout the year:
- Weekly class schedules and updates
- Monthly newsletters with fitness tips and member spotlights
- Quarterly fitness challenges and community events
- Seasonal promotions and special offers
- Triggered automations based on member behavior
Read Next: 5 Email Marketing Calendar Templates to Kickstart Your Campaign
Struggling With Gym Email Marketing? Try Campaign Monitor
Email marketing for gyms and fitness centers doesn’t have to be complicated. With Campaign Monitor, you can:
- Build professional, mobile-responsive emails without design skills using our drag-and-drop editor
- Set up automated sequences that nurture relationships with both prospects and members
- Segment your audience for highly targeted communications that drive results
- Track performance with easy-to-understand analytics dashboards
Whether you’re looking to boost class attendance, reduce member churn, or grow your client base, Campaign Monitor can help you achieve your fitness business goals.