June 27, 2024

5 Lead Magnets for Fitness Studios & Gyms (With Examples!)

If you are a gym owner or fitness coach, then you understand how challenging it is to generate leads, especially when you are competing with fitness behemoths such as Edge Fitness, Planet Fitness, LA Fitness, etc. Fortunately, for you, there is a proven and repeatable way to generate leads. It’s called Lead Magnets.

What is a Lead Magnet?

A lead magnet is a (free) product, resource, or service that businesses offer to potential customers in exchange for their contact information, such as their email address. The purpose of a lead magnet is to build trust with your audience by providing them something of value. Once that relationship has been established, it’s easier to sell your products and services to them.

In this blog, I will highlight 5 lead magnets your gym or studio can implement right now to generate more leads.

Rules for Lead Magnets

Before we dive into these ideas, we need to make sure that the lead magnet fulfills the following criteria:

  • Must be free or extremely affordable.
  • Must be valuable and insightful.
  • Must be relevant to your ideal customer journey.
  • You must direct traffic to the lead magnet (ads or organic).

#1 Free Gym or Studio Passes

The first, and probably the most common lead magnet, is the Free Pass or Day Passes. There’s a reason why offering free passes is common: it is extremely effective. It allows potential clients to experience your gym or studio firsthand, giving them a taste of what you have to offer. Take Edge Fitness, for example. They provide a simple contact form and a free day pass for visitors to explore and become familiar with the studio.

free pass - edge fitness example

Skeptical? We introduced a “Free 2-day pass” with a fitness studio and witnessed remarkable results. This lead magnet was launched at the beginning of 2024, and within six months, we observed a 180% increase in conversions compared to the previous period. This initiative enabled us to expand our email list and conduct targeted email marketing campaigns for various membership options.

reports of lead magnets working

#2 Workout Plans

Workout plans are another effective lead magnet strategy. Whether it is a custom plan or a template, this lead magnet allows you to pick exactly who you want as a customer. If you are targeting people who want a 6-pack, then you can create a workout plan that focuses on ab workouts. If your audience is someone who wants to get fit but never worked out, then you can create a plan with beginner friendly exercises. No matter who your audience is, you can create something that addresses their needs and directs them towards their desired outcome.

Many people struggle to be consistent with their fitness goals. More often than not, people just need an accountability partner or coach. This is where you can send emails to this person and offer personalized training or community based fitness classes.

Quick Tip:

If you gamify your workout plan by communicating it as a challenge, then you can encourage others to participate in a community based competition. Which will inspire and encourage others to be part of the journey. 

Here are some examples of Workout Plans Lead Magnets from Jump Rope Dudes & Zing Coach:

lead magnet example - fitness test
jump rope dudes lead magnet idea

#3: Nutritional Plans + Recipe EBooks

Similar to the workout plan above, a Nutritional plan is also a great lead magnet for fitness studios and gyms. They work well because they combine diet and exercise, helping people see better results.

By offering nutritional plans, you show that your gym is reliable and trustworthy when it comes to health and wellness. These plans give immediate, actionable advice, encouraging people to engage with your gym right away. Plus, since nutrition requires a long-term commitment, it helps keep clients around longer.

Customized plans make clients feel special and understood, which can lead to more people signing up. Different types of nutritional plans also let you target specific groups more effectively in your marketing efforts. And don’t forget, these plans can help promote other services like personal training, boosting your revenue.

fitness and nutritional plans
Nutrition Coaching Lead Magnet idea

#4 Free Fitness Assessments

The fitness assessment is a very useful lead generation method. Fitness Assessment gives you the opportunity to identify the potential customer’s problem and propose an immediate solution. This is also a great way to show your studios culture, personality, and coaching styles.

Compared to the other methods, this is pretty straightforward when upselling. These types of leads are usually ready to buy.

Note: You could always run an online fitness assessment or quiz, however, this is more for local customers looking to build a connection with a trainer or coach. 

Examples:

#5: Digital Assets (EBook, Checklists, PDF)

Digital Assets are a very powerful tool to generate leads. Examples of digital assets include eBooks that provide comprehensive guides on fitness topics, such as nutrition plans or workout routines. 

PDFs can offer step-by-step instructions or detailed information on specific exercises. Checklists are handy for tracking fitness goals or daily workout schedules. 

Infographics visually present important information in an easily digestible format, like tips for improving form or benefits of different types of exercise. 

Videos can demonstrate exercises, provide workout routines, or offer motivational content. 

Webinars allow for interactive learning sessions on various fitness topics, while email courses deliver structured fitness programs directly to the inbox.

Digital Assets are a very powerful tool to generate leads. Examples of digital assets include eBooks that provide comprehensive guides on fitness topics, such as nutrition plans or workout routines. 

PDFs can offer step-by-step instructions or detailed information on specific exercises. Checklists are handy for tracking fitness goals or daily workout schedules. 

Infographics visually present important information in an easily digestible format, like tips for improving form or benefits of different types of exercise. 

Videos can demonstrate exercises, provide workout routines, or offer motivational content. 

Webinars allow for interactive learning sessions on various fitness topics, while email courses deliver structured fitness programs directly to the inbox.

free fitness assessment lead magnet
In-person fitness test lead magnet ideas

Don’t Have the Bandwidth to Take Care of These Fitness Lead Magnet Ideas?

Lead magnets play a crucial role in the marketing strategy of every fitness business. They facilitate deeper connections with potential customers, increase lead generation, and enhance the likelihood of converting prospects into paying clients.

If the idea of crafting a fitness lead magnet seems daunting, fear not! With experience in developing numerous lead magnets—from e-books to online courses—for fitness enterprises, our team at Momentum can provide expert assistance.

Reach out to us today, and let’s explore the most effective fitness lead magnets tailored for your website.

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“My name is Mac and I used to work for Google. Now I help small businesses grow online and rank higher on Google”