Email Marketing for Gyms: 11 Examples to Draw New Members
Email Marketing for Gyms: 11 Examples to Draw New Members
Key takeways
- Email marketing works really well for gyms, with ROI of $36 for every $1 spent (HubSpot).
- You can craft great fitness emails by maing them feel personal, helpful, and motivating, not pushy or repetitive.
- Combine automation with personalization to improve your engagement and retention.
- Keep your content visual, value-packed, and mobile-friendly.
- Email marketing works best alongside strong SEO.
Table of Contents
▼While social media grabs attention, email consistently delivers the highest ROI of any marketing channel (up to $36 ROI for every dollar spent). Gym members check their inboxes for class updates, fitness tips, and membership perks.
But not every gym is seeing the same open rates and results.
That’s because the gyms crushing it right now aren’t just blasting generic newsletters; they’re using strategic, automated emails that welcome new members, celebrate milestones, and bring inactive members back through the door.
Here are some proven email strategies you can use to boost retention and tap into this success. Plus, we’ll also share ready-to-use templates you can customize and send today.
1. Send welcome emails within the first hour
Frame Fitness nails this by sending new subscribers a welcome email with a 20% discount for their first session. The email looks amazing! Clean design, on-brand colors, and copy that basically holds your hand through booking that first class.
Welcome emails get opened 91% of the time. Frame jumps at this moment by offering immediate value. With the discount, they address the “too expensive” excuse, and the super clear call-to-action button makes it clear what you should do next.
Set up an automated welcome email that triggers within 60 minutes of signup to capitalize on this.
2. Embed video previews in class announcements
Gibney Dance embeds actual video into their class announcement emails. Subscribers get sneak peeks of what’s coming up with instructor bios, video previews of the class energy, and big “Sign Up Now” buttons for each option.
Interestingly, video content gets 300% more clicks than static images in marketing. They’ve taken this and applied it to email marketing.
Your gym can do the same.
It can be as simple as filming short 15-30 second teasers of your most popular classes and sending them a few days before classes start.
3. Launch a double-sided referral program
Here’s an example from Crunch Fitness on how your gym can expand on email messages beyond the classic approach.
“Refer a friend and earn $40, plus your friend gets $20 off their membership!”.
It’s very simple and both people win. Members get a unique link to share, and when their friend signs up and makes their first payment, boom, rewards for everyone.
Set up automated referral tracking in your gym management software. Give members multiple sharing options like email, text, and social media. And, deliver rewards after the first payment to get people talking about the program.
4. Automate birthday emails with personal stats
Fitbit’s birthday emails show members their personal stats like average daily steps and active minutes compared to others their age. It’s celebratory, motivational, and genuinely interesting.
Birthday emails get opened about 50% more than regular emails because people are literally looking for birthday love in their inbox. Showing progress and achievements makes it memorable and personal.
Use birthday triggers in your email platform to automatically send personalized messages. Include their name and a special offer like a free guest pass or discount on personal training. If you track attendance, add a personalized stat like “You’ve crushed 87 classes this year!” Timing it for their actual birthday or a few days before works best.
5. Create monthly fitness challenges
Arnold’s Pump Club sends challenge emails like their “1% Better Every Day” weekend challenge. Super motivational, clear goal, and it makes members feel like they’re part of something bigger.
People are competitive and crave community. Challenges give members a reason to show up consistently and create natural conversation starters. Plus, they generate awesome social media content.
Here’s how you can use this:
Start by launching monthly or seasonal challenges with clear rules and simple tracking methods.
Offer small prizes or recognition like leaderboard shoutouts or free merch.
Send weekly progress emails to keep momentum alive.
Create a challenge hashtag so members can share their journey.
6. Send win-back emails with zero guilt
Life happens. People fall off the wagon. But that’s okay, because your gym can offer support to get them back on track.
How?
Well, you can send a re-engagement email that sounds supportive, not desperate. Acknowledge the break, empathize with real life being ridiculous, and make coming back irresistible.
Anybody who works out consistently has been there. And the last thing you want to hear is, “Where have you been???”
Instead, use your emails to offer a gentle nudge and a meaningful offer that removes the awkwardness of coming back.
Here’s a sample email template you can use.
Email template:
Subject: We saved your spot. Ready to get moving again?
Body:
Hey [First Name],
It’s been a while since your last workout, and we totally get it; life gets busy. But your goals are still waiting, and we’d love to help you restart strong.
Come back this week and enjoy a free personal training session on us. Your favorite instructor’s ready to help you ease back in and feel amazing again.
[Book My Free Session]
7. Celebrate member milestones automatically
Use automated milestone emails to cheer members on when they hit 10 classes, their 6-month mark, or complete a full year. Make it feel personal with a warm message and include a small reward.
Why does this work?
Recognition builds connection.
And while these are email marketing approaches for your gym, you aren’t trying to sell them on something new here.
It’s simply a “we see you and you’re awesome” message.
Here’s what that could look like for your gym.
Email template:
Subject: 25 classes and still going strong!
Body:
Hey [First Name],
You’ve officially completed 25 workouts with us, and that’s worth celebrating! Your dedication is paying off, and we’re proud to be part of your journey. To celebrate your hard work, here’s a free guest pass so a friend can join your next class.
Keep showing up. You’re doing amazing.
[Claim My Reward]
8. Run flash sales with countdown timers
Keep it short and punchy with a visible countdown timer and one clear button.
Urgency is a powerful motivator. When people literally watch time ticking away, their brain switches from “maybe later” to “I need this NOW.”
The goal here is to get them to take immediate action, not “let me think about it.”
Email template:
Subject: Don’t blink. 50% off ends tonight
Body:
Hey [First Name],
You’ve got just a few hours left to lock in 50% off your membership plus free initiation. When the clock hits midnight, it’s over, no extensions, no excuses.
Ready to make your move?
[Grab My Discount]
Offer expires in [Countdown Timer]
9. Build a weekly value newsletter
If you only email people when you want their money, they’ll start treating your emails like that one friend who only calls when they need something.
When your gym becomes part of their weekly inbox routine, you stop being “just a gym.” You become their fitness buddy, their source of inspiration, their go-to for health tips.
To provide value, create a weekly or bi-weekly newsletter that’s actually worth reading. By giving value first, you build credibility and position your gym as the natural next step when they’re finally ready to take the plunge.
Email template:
Subject: New week, new workout (and meal tips!)
Body:
Hey [First Name],
This week’s workout is a 20-minute full-body burner, no equipment needed. You’ll also find a protein-packed pancake recipe and a two-minute stretch video from Coach Dee to help you recover faster.
Try the workout, share your sweaty selfie, and tag us. We might feature you next week!
[Read the Newsletter]
10. Nurture leads with free educational content
Not everyone’s ready to commit immediately. Offer something valuable for free, like a guide or mini email course. You’re not selling, you’re helping.
Then follow up with a short series that teaches, motivates, and gently introduces what makes your gym special.
Email template:
Subject: Your 10-minute home workout guide is here
Body:
Hey [First Name],
Here’s your free “10-Minute Home Workout” guide, perfect for busy days when the couch looks more tempting than the treadmill.
Over the next few days, we’ll send quick tips to help you build consistency, stay motivated, and feel your best. When you’re ready to take it further, our coaches will be here to help you crush your goals in person.
[Download My Guide]
11. Use killer subject lines to maximize open rates
This isn’t strictly an example or template, but it can double the results gym owners see with email marketing. 43% of people open emails based on the subject line alone!
Here’s how you can use that to your advantage:
Create urgency: Use time-sensitive language like “Last chance to join our January challenge” or “48 hours left: Early bird pricing ends soon.”
Personalize when possible: Personalized subject lines increase open rates by 50%. Include the recipient’s name or reference their specific interests to use this effectively. “Sarah, your custom workout plan is ready” performs better than generic subjects.
Keep it short: Email subject lines with 40-50 characters have the highest click-through rate (17.57%) ]
Lead with value: Tell them what’s in it for them immediately: “Get 3 free personal training sessions” rather than something vague like “Our new membership offer.”
Use numbers: Specific numbers grab attention. “5 exercises to boost your metabolism” or “Save $50 on annual memberships.”
Ask questions: Engage curiosity with questions like “Ready to crush your fitness goals?” or “What’s holding you back from your best shape?”
Build a gym marketing strategy that converts with SEO
Email marketing is powerful for keeping members engaged, motivated, and showing up. But here’s the thing: it’s only one piece of the puzzle.
Without strong SEO, the people who should be discovering your gym might never even make it to your email list.
Getting found online is where growth starts, and that’s exactly what we help fitness businesses achieve.
We have researched dozens of fitness businesses and identified the lowest-difficulty keywords that actually attract ready-to-join members. Instead of guessing what to write, you get a proven roadmap for visibility and engagement.
Request your free gym SEO audit with no credit card required. You’ll discover exactly how to boost your visibility, attract curious prospects, and turn them into loyal members through consistent, high-performing content.
FAQs
Are gym email campaigns still effective in 2026?
How do I get free gym email marketing?
This blog already covered free email templates your gym can use today. You can also use platforms like Mailchimp and Sender for free monthly emails. This means that, if you’re a small gym, you can launch a successful email marketing campaign for free.
What is the best email marketing strategy for gyms?
The best email marketing for gyms combines automation and your gym’s personality. Focus on high-impact campaigns like welcome sequences that convert new leads, milestone celebrations that boost retention, and win-back emails that re-engage inactive members.
Author
Matthew Iyiola
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.