How to Get More Gym Members: Examples from the Biggest Gyms
How to Get More Gym Members: Examples from the Biggest Gyms
Key takeways
- Copy what the biggest gyms are doing. It’s already tried and true
- Focus on a clear niche to attract members that you want
- Sell experience and atmosphere, not just price or equipment.
- Make fitness convenient with flexible hours and online options.
- Build a strong community of members. They will attract otehrs
- Use local SEO to increase visibility and trust.
Table of Contents
▼At the end of 2023, Planet Fitness had a total of 18.7 million members, a jump from 17 million in 2022. You’ll see this kind of growth consistent across all the major big box gyms.
So what are they doing right, and how can gym owners use the same strategy to get more members?
As we’ll see in this article, these gyms know exactly how to connect with their audience. They understand what motivates people: convenience, community, and confidence, and they build everything around that.
So, let’s break down what these industry leaders are doing right and how you can steal their playbook to increase gym membership sales.
1. Sell convenient gym memberships like Anytime Fitness
One of Anytime Fitness’s biggest draws is flexibility. Its 24-hour access model removes a huge barrier to exercise that people have: time. You can train whenever it suits you, day or night. That’s smart positioning and even smarter marketing, especially when aimed at busy professionals passionate about their fitness goals.
If you manage a local gym business, selling convenience is an easy win. Many gyms already do this, but Anytime Fitness has owned the marketing message, and that works really well for them. See how you can incorporate the same convenience.
Could be extended hours, online bookings, or a simple mobile app to manage gym memberships.
2. Leverage the premium look and feel like Equinox
Equinox turns workouts into a luxury experience. Every detail, from lighting to music, creates a sense of prestige. Their message, “It’s not fitness. It’s life,” sells a feeling of ambition and exclusivity, to the right audience.
Some people say it’s overpriced and a waste of money, like in this thread on wallstreetoasis. But that’s the beauty of targeted marketing; you’re selling to your own people.
Equinox’s campaigns focus on ambition and success rather than just reps and calories. Even their social media reflects this, mixing workout content with wellness, fashion, and travel, all perfectly aligned with their audience’s interests.
And you can see their membership base resonating with the same message, like in this reddit thread:
As a smaller gym, you can apply this by focusing on the experience, not just the price. You could go the sweeping premium route. Or, you could offer personal touches, design an inviting space, and make members feel special.
3. Define your audience like Planet Fitness
One reason Planet Fitness thrives today is because people know exactly who it’s for, and they know they are welcome there.
You can see it in marketing materials like the one above. The brand appeals to everyday people who want a relaxed, affordable gym experience.
Everything, from its ads to its famous lunk alarm, supports that welcoming, judgment-free atmosphere. Their marketing feels friendly, down-to-earth, and completely relatable. That’s why you see everyday people in their ads, not shredded bodybuilders.
Here’s what your gym can take away from Planet Fitness.
You don’t need everyone to sign up; you just need the right new members. Pick a niche that your gym can comfortably serve, understand their goals, and speak their language. We talked about this in our CrossFit marketing article as well: Appealing to your niche audience pays off.
4. Build trust through story like Gold’s Gym
Gold’s Gym has history on its side. It isn’t famous just because it’s old; it’s famous because it built a story people wanted to be part of. When Joe Gold opened the first Gold’s Gym in 1965 in Venice Beach, he wasn’t chasing trends. He built a space that reflected old-school grit.
Soon, the world’s most legendary bodybuilders; Arnold Schwarzenegger, Lou Ferrigno, Dave Draper, and even Franco Columbu, trained there.
When Pumping Iron hit theaters in 1977, itt was the Gold standard of lifting, and behind that standard was Gold’s Gym.
So what can your gym take away from this?
Well, Gold’s Gym didn’t need luxury like Equinox. Intead, itss story was its marketing. It embraced a hardcore, no-frills environment that stood for something bigger: dedication. That’s why it’s still known today as “The Mecca of Bodybuilding.”
Tell your gym’s story too, no matter how simple it is. Did you start it because you were tired of predatory gym fees? Or did you just want a space where people could lift and get healthy?
Tell that story, and attract the people who resonate with your vision.
5. Boost gym membership sales through accessibility like 24 Hour Fitness
Like anytime fitness, 24 hour fitness focuses on being approachable and flexible for its members. But their offer goes beyond just being open 24/7. They are also big on inclusivity, which is why they offer a variety of workouts, from group fitness classes to customized workout plans and personal training. These are open to both existing and new members, adding to that community feel.
Marketing-wise, 24 Hour Fitness keeps things inclusive and community-driven. Their campaigns highlight real people, real routines, and the idea that there’s always time to move. That message, simple and relatable, helps them reach broader audiences without feeling generic. But it still appeals to a base: regular people who want to get fit.
The takeaway is simple: inclusivity attracts consistency. You don’t need to be all things to everyone, but you can make fitness less intimidating. Use friendly visuals, easy sign-ups, and relatable marketing.
6. Offer massive value like PureGym
The best marketing campaigns are always the simplest, whether it’s Share a Coke or Apple’s Think Different. PureGym’s is similar: give people more than they pay for. They put it in their slogan, but also deliver it at every touch point.
They combine low gym membership costs (as low as £18) in some areas with facilities and tech that feel anything but cheap. Existing members get 24/7 access, hundreds of classes, high-quality equipment, and easy app-based management controlled by a top-of-the-line gym management software. All this without paying premium prices.
The result?
A brand that feels generous and modern, not “budget.”
Your smaller gym likely can’t afford to match PureGym’s value offer. But you can make people feel like they’re getting more than they pay for. That could mean:
Including a few free classes each month
Offering better support through a member app or chatbot
Highlighting your transparent pricing in every ad or post
The key is to make your offer feel generous. People love a great deal, but what keeps them coming back is the sense that you care about giving them real value for their money.
7. Use community to build gym member retention like Orangetheory Fitness
Orangetheory has created a global following by mixing science with teamwork. Members can track their progress in real time and train in groups, creating shared motivation and accountability.
Every gym has members about, but it’s interesting how the gym blends structure with community. Classes often follow a formula: interval-based training designed to keep your heart rate in the “orange zone,” where you burn more calories even after class ends.
You can apply this by building social energy inside your gym. Run challenges, share member milestones online, or host themed classes. People don’t just join gyms; they join communities. That’s one of the smartest marketing strategies for gyms that want to grow through loyalty, not just leads. When people feel connected, gym membership retention rates naturally improves.
8. Use innovation like F45 Training
F45 became one of the fastest-growing fitness franchises by combining technology and teamwork. Digital screens guide workouts, while trainers focus on energy and encouragement.
Their marketing reflects that same energy: upbeat, modern, and community-driven. Social media clips, transformation stories, and local team events keep the brand buzzing online and offline.
Your gym can adopt the same mindset by integrating simple tech tools. If you have access, try fitness apps for progress tracking or establish virtual classes for current gym members who can’t make it in person.
Innovation doesn’t need to be expensive; it just needs to make the experience more exciting and interactive.
9. Blend fitness with lifestyle like Virgin Active
Virgin Active goes beyond workouts, offering an entire lifestyle experience. Members can train, relax, socialize, and even work remotely, all in one place.
That’s not an easy atmosphere to create, even for a massive brand like Virgin. But it is unique and a huge part of why the brand keeps members trooping in. Because they don’t just come to exercise; they come to recharge, socialize, and feel inspired.
Your gym may not have its budget, but you can still create a lifestyle feel and get more gym members.
How?
Host wellness events, partner with local cafés, or offer mindfulness sessions. And most importantly, share the good news on your social media platforms. Show everyone the lifestyle community your gym is building. The goal is to make your gym a place people want to visit, not just a place they have to.
Turn gym marketing insights into local SEO growth
If there’s one thing the biggest gyms in the fitness industry have in common, it’s focus. Each brand knows exactly who it’s for and builds every message, offer, and experience around that audience. Whether it’s Planet Fitness appealing to casual users or Equinox targeting high-end professionals.
Pair that clarity of message with smart local SEO and your small gym can level the playing field. When someone searches “gym near me” or “best fitness center near me,” it’s your fitness gym SEO that decides whether you show up or get buried under competitors.
That’s where Content Stream comes in. We help gym businesses like yours appear first in search results when your potential members search.
Start with a FREE website audit today to see why your gym website isn’t generating leads, and how SEO can help turn that around.
Author Bio
I’m Matthew, a personal trainer turned SEO who’s worked with brands like Gymfluencers, Sailo, ClickCease, and Fraud Blocker. These days, I help small to medium sized companies grow their reach with smart, search-focused content.