PROGRAM AND SERVICE INNOVATIONS THAT WORK

The 5 New Rules of Fitness Marketing

How to make a connection in the attention economy.

BY JULIE KING

Amid AI, ever-evolving algorithms, and increasingly fragmented consumer attention, the ability to generate high-quality leads for your fitness business is more challenging than ever. But despite tech shifts, the essentials of effective marketing remain consistent.

“All of marketing is a process of making consumers know our solution exists, come to adequately trust our business, and then respond and take an action toward hiring us,” explains Mark Fisher, co-founder of Business for Unicorns.

Fisher shared insights about what’s working in fitness marketing today at his session at The HFA Show 2026. Here’s a snapshot.

Fisher

1. Focus on Outcomes

People aren’t buying your programming or process; they’re buying the result.

“The core psychology behind effective marketing is relentlessly focusing on what people actually want,” Fisher says. “Prospects want to have, do, or be something that’s not currently available to them.”

Paint a picture using words, pictures, and stories. Highlight relatable clients who have achieved the tangible results and transformation your prospects want.

“We’re persuaded by stories and emotions more than facts,” Fisher adds.

2. Prioritize Clarity

Your business has just seconds to make an impression in an overcrowded digital landscape.

“More than ever, fitness marketing needs to clarify who you help, the results you create, and exactly what a prospect should do next,” Fisher says.

Clarity is a competitive advantage across all digital touchpoints—your website, Google profile, and social media. Headlines, copy, imagery, and calls to action should immediately be easy to understand.

“If you confuse, you lose,” Fisher points out. “People are too busy and distracted to work hard to understand what you offer.”

3. Diversify Lead Generation Channels

Don’t rely on a single source of leads. Word-of-mouth referrals produce relatively “pre-sold” prospects, and clubs should proactively drive them through referral campaigns.

Offline marketing can be highly effective, such as joint ventures with other local businesses, participation in local town and school events, and active membership in the local chamber of commerce or Business Networking International.

“These efforts take more elbow grease and have a lower volume than digital marketing,” Fisher notes, “but the throughput to membership tends to be higher. And you simply can’t reach all prospects via paid ads.”

“People don’t buy when we’re ready—they buy when they’re ready. Be tenacious about continually inviting them to take the next step.” • Mark Fisher

4. Test and Track

Try different messages and channels; then drive decisions with data. Key metrics to track weekly include total leads, booked sales appointments, introductory offers, and new memberships.

Operators should also track lead sources and conversion rates throughout the funnel. That means reviewing monthly where new members originated.

“Marketing is another word for ‘test,’” Fisher says. “You need to know which channels are producing members so you can adjust your efforts and budget accordingly.”

5. Nurture Leads Continually

Prompt, persistent follow-up can dramatically improve conversion rates. Best practices include contacting new leads within five minutes, reaching out through multiple channels in the first 72 hours, and using consultative sales conversations to guide prospects toward membership, Fisher recommends.

Plus, regularly revisit older leads that never converted with various offers.

“People don’t buy when we’re ready—they buy when they’re ready,” Fisher says. “Be tenacious about continually inviting them to take the next step.”

Health & Fitness Business is a publication of

Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.

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