Digital fitness club & gym marketing results; the numbers

Posted on 26-09-2016

"Okay, nowadays about every fitness club, gym, health club, cross box, personal trainer, and yoga studio has its own website. Great! That is step 1 of 2. Because now it's time to get your website to do what it is meant to do; producing leads and members, like a true gym member funnel! On average, the websites of Hidden Profits Marketing clients around the world generate approximately 110+ leads a month, every month. How satisfied are you with the number of leads your own studio website generates??

If you think there's room for improvement, keep reading...

"Internet marketing is free, so first we'll try it for ourselves"

Wouter Cornelissen, co-owner of Hidden Profits Marketing: "Have you ever spoken to people that needed your professional help to get fit again, but that said they would try it on their own first? Well, that is exactly what we hear quite often from entrepreneurs and managers in fitness, stating that digital marketing on social media is free. So they first try it out themselves. "

This is the worst ever marketing decision for gyms!

Cornelissen states: "Well, technically they may be right; a lot of marketing tools are free online. But it may be their worst marketing decision they ever make! Yes, that is correct, I said their worst marketing decision ever. When you are running a professional fitness business, you don't want amateur marketing. Period."

Your local marketing agency or expert?

"We really support any decision towards professional fitness marketing", Cornelissen continues. "Whether it's your 18-year-old cousin that has so many friends on Facebook or Instagram, the receptionist's sister that is great at logo design or a local general marketing agency. As long as they are professionals, it is a good first step forward. Just a first step, you want real experts. Why? Because online fitness marketing is the lifeblood of your fitness business. And you don't want amateurs to control your lifeblood."

Online marketing is the lifeblood of any gym or fitness club nowadays

"Nonetheless, the number one challenge for any fitness business is the emotion involved in marketing fitness. You see, when buying a bread, for example, there is no or hardly any emotion involved. If any, not as powerful as the emotion involved when people think of themselves being overweight or out of shape. Because that is what people feel when looking for or open to learning more about your gym. The 'Join now and get 2 months for free' ads don't solve any emotional problem. That solution to the emotional problem, that is what people are looking for. An instant solution, preferably.", Wouter explains.

Case: these are the online marketing numbers of just one of our fitness clients

The numbers you see here are from one of our now 270+ clients in UK, Ireland, Belgium and the Netherlands (date: August 2016). The results are not typical, and no guarantee at all for any club in any situation. But they are a very good example. Please, check them out and read our breakdown of them after that:

What do these numbers mean?

We break them down into 3 categories Google, Facebook, and website (numbers in Euros):


  • We generate between 25 and 61 leads (we call them digital walk-ins) for this gym through Google Adwords ads
  • These leads are what we call  'hot leads' because they are actively searching for a solution to their (obesity/shape) problem
  • Per lead, we spent between € 2.94 en € 5.84 on advertising, that's a great average, the variation is a matter of supply and demand
  • The creation of ads in Google is free, but even if you manage to get the ads visible at all prices are rising (due to heavy competition by the big fitness chains), our strategy proves to be very cost effective at just 11 cents per ad click.


  • Nowadays Facebook ads generate most leads, on average between 52 and 295 per month
  • These leads are warm but pre-qualified
  • Ad cost per lead is dependent on competition, in this case, € 2.07 to € 7.66 per lead
  • Creating ads on Facebook is not free, you pay by the number of views. That's why securely targeting specific audiences combined with the right strategy is crucial to success


  • You can clearly see that the website attracts multiple thousands of visitors and that there is nó summer holiday dip!
  • Between 3.80% and 10.17% of all site visitors respond on the website, this conversion rate is a little lower than the average for all Hidden Profits Marketing clients
  • The total number of website leads per month is more than our average, between 201 and 448(!) leads
  • Example: in August during the school holidays, an astonishing 393 leads, of which 256 through Facebook and Google Adwords ads
  • The remaining 137 'natural and direct' leads are more than 500% higher than the 25 monthly leads this website generated before working with Hidden Profits Marketing!

Case: A whopping 30% of leads joins as a regular 12-month member, without giving away any discount at all!

Wouter Cornelissen concludes: "Please realize that 30% of the online leads enroll as a member. That is without any discount what so ever. Even better, new members pay extra for a.o. personal training during the introduction period. But maybe the most interesting part of this all is, that our clients have no worry at all about our campaigns, that's what we take care of."


"Our conclusion is simple but extremely effective. As a professional gym or fitness club owner / manager, you owe it to yourself and family, to your team and to your clients to truly get the most out of the internet. We call that uncovering the hidden profits in marketing. You can trust us, to do the job of generating a steady stream of online fitness leads for you."


How satisfied are you with the website performance of your fitness club or gym?
Want to know how to promote your health club or gym on Facebook?


Do you want to grow your fitness club, gym, personal training studio or yoga classes? And are you located in the United States of America, Canada, the United Kingdom or Ireland? How would you like a 365-days a year ongoing stream of people that are interested in the health programs you offer?  With the Growth Formula our digital fitness marketing experts team helps you grow your health business into (even more) profitability!


Author: Aernout Leezenberg


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