Scarcity marketing - strong persuasion technique to activate your potential fitness leads

Posted on 02-04-2019

Using scarcity in your fitness marketing is a smart technique to add more value to your product or service and to activate your potential fitness leads to make a (purchase)decision.

Examples of scarcity marketing

"Last day", "only two more spots left", "expires in 23 hours". You've probably seen one of these examples of scarcity marketing before. They are often used in webshops or in Facebook ads, but also still offline (in stores).

Scarcity: 1 of the 6 persuasion techniques of expert Robert Cialdini

Scarcity is one of the persuasion techniques Robert Cialdini describes in his book “Influence: The Psychology of Persuasion”. According to the famous Marketing and Psychology professor, the successful factor of scarcity is our fear to miss out on something

Why does scarcity work so well?

Have you ever heard of FOMO? This is short for Fear Of Missing Out: being afraid to miss out on something. Our instinct is to make sure this won't happen. So If someone would like to start training at your fitness, PT or boutique studio, but there are "only 2 more spots left", the decision is easily made (and quickly). 

Also will scarcity add more value to your product or service, because the access to it is limited. And products with limited access are simply wanted more. Think about the limited edition sneakers from Nike, that are often sold out within hours. People even wait and sleep in front of the store.. 

Scarcity in fitness marketing for more conversion

So scarcity can add more value to your product or service (in the eyes of your customer) and people will make quicker (purchase)decisions. Sounds like a great technique to fill your fitness, PT or boutique studio. The techniques mentioned in this blog are easy to implement in your fitness marketing, for example on your club website. We apply multiple variations of this techniques on the websites of our clients. And those techniques prove their effect over and over again. 

New scarcity technique tested with 10 clients in 3 countries

You can create many variations when it comes to using scarcity in your marketing. Like creating more urgency with a temporary offer, or an offer with limited spots. Our innovation team tested a new element with 10 clubs in 3 countries. And guess what? We saw an increase in conversions at all 10 clubs, from 2% up to 39,9%! So from a small improvement up to amazing results.  

What scarcity techniques to use in fitness marketing?

This successfully tested new element will definitely get a spot on the websites of our clients. Also looking for great results with your fitness marketing? Get inspired by the examples in this blog en start testing. 


Sandra Leinsle
Campaign & Conversion Expert


How does your business perform compared to the fitness marketing benchmark?

Click and fill in the fitness professionals scan in less than 2 minutes.


Hidden Profits Marketing - 'Help fitness entrepreneurs thrive long-term with awesome marketing solutions'

Digital and Online Fitness Marketing created by our fitness marketing lab innovation team guarantees your Gym, Fitness, PT or Boutique Club constant member and profit growth. Without hassle or discount offers! Available in the United States of America, Canada, the United Kingdom, Ireland, New Zealand and around the world.

Share this item:

  • "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)
  • This is the biggest expense for gyms and health clubs

    This is the biggest expense for gyms and health clubs

    This year marks the 20th anniversary of Hidden Profts Marketing. That's why the articles in Body Life Magazine in 2024 will focus on ...

    Read more
  • Fitness trend: private gyms without staff

    Fitness trend: private gyms without staff

    Every year, new lists of fitness trends appear. There, every year you then see a small shift from, PT to functional training, from yoga t...

    Read more

To help you find the right information as good as we can, we use cookies on our website. This helps us (sometimes in cooperation with third parties) to monitor your internet behavior in order to increase the quality of your experience on our website. If you continue, we assume that you agree with this. View the cookie policy.