The online fitness marketing benchmark results 2016

Posted on 26-01-2017

What we see: on an international level and in the U.K. and Ireland, the fitness industry is growing. However, that growth is mainly created by the large chains and the new boutique fitness clubs. The more traditional fitnessclubs suffer more and more from the increasing competition of low-budget clubs, boutique clubs, personal trainers, bootcamp clubs, etc.

These 300+ fitnessclubs show growth

These 300+ gyms show improving numbers in leads, in member enrollment, in upgrades of memberships. The numbers you find below, are the true numbers, amounts, percentages, and averages of the 300+ clients of Hidden Profits Marketing in the United Kingdom, Ireland, Belgium, The Netherlands and more. To have a good sense of the true growth, we compare the benchmark results of 2015 and 2016. More data are exclusively available for our continuing clients.

The 2016 numbers:

 £ 39 Million additional revenue in 2016 for our health clubs and gyms

For these 1,281 online leads, our health clubs and gyms show a sales rate of about 25%, resulting in 320 additional newly enrolled members in 2016. On average, the monthly membership fee for our clients is around £ 39.-. Bringing in a staggering  £ 149,760.- of additional revenue per gym in first year value alone! That brings a grand total of £ 39 Million in additional revenue for all the health clubs and gyms combined! Not including sign up fee's, secundary spendings, upsells, renewals, member-get-member revnue and so on.

What would these kind of growth numbers mean for your gym?

The numbers are solely from our growing group of regular customers. Not included are the results and many tens of thousands of leads for our collective marketing tests and -projects in 200 fitness clubs in a.o. England, Germany, Austria, Switzerland, Italy, Spain, France and more. What would 107 new pre-qualified leads a month, every month, during the next 12 months mean to your profitability?

Online gym marketing focus for 2017 and beyond

To keep guaranteeing our now 300+ clients a continuous improving result, we have these top 3 focus issues for 2017:

1 - Optimization

Optimization means: as an ongoing activity, we make all campaigns work more effective and more efficiënt. A.o. we do this by using A/B testing.

2 - Innovation

Back in the days, we used brochures, flyers and newspaper ads to generate leads. About 10 years ago we started using websites, e-mail newsletters, and Google. Nowadays we use Facebook, Instagram, Bing and more as well. In the near future, we predict we will use Snapchat or some other online or social platform, that maybe doesn't exist at this very moment.

3 - Sales

A pre-qualified lead is worthless, unless you as a gym owner or manager have a focus on helping as many people as possible enroll as a member and get started. Which means: contact the leads as soon as possible, preferrably within a few minutes. We live in a world of 'Instant Gratification', that's why speed in following up is key. 

How satisfied are you with the number of leads from your website?

One way or another, the main goal of every healthclubs website should be: generating leads and sales. Just compare your results with our international benchmark. Its's free and no strings attached.

Author: Aernout Leezenberg, CEO Hidden Profits Marketing





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  • "Hidden Profits Marketing is the only company that delivered true lead to revenues"

    Benjamin Peker, Retro Fitness Brooklyn, New York
  • "December is usually a tough month but this time the member registrations just continue."

    Sanne Rooijmans, Crossfit 075 (the Netherlands)
  • "With the opening of Fitness35 in Galway, Hidden Profits Marketing generated way more leads than I've ever expected!"

    Joe Cosgrove, Fitness 35 in Galway (Ireland)
  • "For both my 30 EasyFit Premium clubs as well as most of our Milon Fitness Circuit clubs, this program delivers good numbers!"

    Raf Swerts, EasyFit Premium Clubs (chain Belgium)
  • "Month after month, a consistent number of leads!"

    Jason Westlake, Oxygen Yoga & Fitness in Chilliwack (Canada)
  • "In just 1.5 year time, my boutique fitness club is completely fully booked! Thank you Hidden Profits Marketing!"

    Erwin Korst, SX Sportsclub in Eindhoven (the Netherlands)
  • "My 2 Health clubs in London and in Horsham are generating more leads and clients then ever before! "

    Stuart Davis, My35 in Horsham & Life3 in London
  • "A true sustainable stream of leads, guaranteeing our month over month growth! All with your great care!"

    Klaus Heusel, Palestra Fitness in Eberbach (Germany)
  • "Amazing results! These guys just know how to generate hundreds and hundreds of leads on Facebook, Instagram, Google etc."

    Jesse-Bo Leenders, OosterGym in Amsterdam (the Netherlands)
  • "Stop the campaigns please! We are completely full!"

    Gert Bongers, GetFit35 Doetinchem (the Netherlands)
  • "We found an optimal process of generating and converting the leads "

    Daniel Buth, LifeCity Chain of Fitness Clubs (The Netherlands)
  • "I can be very clear: you guys at Hidden Profits Marketing can do with my studios marketing whatever you feel is right."

    Martin Kupfer, Fitnessstudio Zorneding in Zorneding (Germany)
  • "Both our sales appointment calendar and our studio are way fuller now!"

    Sebastian Ladner, Exercito Fitness Club, Wilhelmshaven (Germany)
  • "Within 21 days, we signed up 36 new long-term members for our┬áPersonal Training & Small Group Studio. All classes are ..."

    Roy Liefting, Liefting Fit Personal Training & Small Group (The Neth
  • "The best solution for club owners and managers, that do not have all this digital marketing knowledge and ..."

    Martijn van der Pijl, Slim Bezig Milon Micro Studio (The Netherlands
  • "We have been growing now for 55 months in a row! "

    Romano Morais, Healthy Fit Gym (The Netherlands)
  • "I tried some other marketing agencies, but returned here as a client. The number and the quality of the leads are great, so .."

    Frank Reijn, Aerofit in The Hague - Wassenaar (the Netherlands)
  • "Members-stop! A full studio within 9 months, partly thanks to Hidden Profits."

    Iris van Westering Stokkink, BodyTec Veenendaal (the Netherlands)
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