Imagine you're at the start of a journey, ready to take on a new challenge. You have your fitness business, you're passionate, and you're ready to help people achieve their goals.

But there's one problem: how do you reach the people who need your help the most? 

How do you keep them engaged and make sure they come back to you for guidance and support?

How do you keep a constant flow of Leads coming in for your Gym?

Build an Email List for your Gym.

Building an email list might sound like a boring, old-fashioned task in our age of social media, but it’s actually one of the most powerful tools you can use to grow your Gym. Email Marketing is still amongst the best-performing marketing tactics with the best ROI. Let's dive into why creating an email list should be a top priority for you, and how it can transform your Gym into a thriving business success story.

The Power of Connection

In the fitness industry, connections are everything. You want to build a community of people who trust you and look to you for advice. An email list allows you to create and nurture these connections in a way that social media just can’t match. You are able to speak directly to your community one-on-one.

Personal Touch

When someone signs up for your email list, they’re giving you permission to reach out to them directly (this is also legally required). This means your messages land right in their inbox, a space more personal than any social media feed. You’re not just another post they scroll past; you’re a trusted advisor in their personal space. Yes, we all get spam emails, but not nearly as many as we do in social media. 

Consistent Engagement

Social media algorithms are unpredictable. One day your posts might reach hundreds of people, and the next day only a handful – what a guessing game! With an email list, you control the communication. You can ensure your messages are seen by your subscribers, keeping them engaged with consistent updates and valuable content.

Tailored Communication

Through segmentation, you can divide your email list based on various factors like interests, behaviors, and demographics. This allows you to send personalized content that resonates with different groups, making your communication more relevant and effective. This keeps you away from sending irrelevant emails to a huge group – you make sure every email is sent to the ideal group.

Building Trust and Loyalty

Imagine your email list as a loyal group of fitness enthusiasts who believe in your expertise and are eager to learn from you. By consistently providing valuable content, you build trust and loyalty, which are crucial for any business. Here’s how an email list helps you achieve this:

Expert Advice

Use your emails to share fitness tips, workout routines, nutrition advice, and success stories. This positions you as an expert in your field and shows your subscribers that you genuinely care about their progress. This is also what people are looking for – answers to questions they can’t find anywhere else.

Exclusive Content

Reward your email subscribers with exclusive content. This could be early access to new programs, special discounts, or insider tips. When people feel they’re getting something valuable that others aren’t, their loyalty to your brand grows. This is also a great way to incentivize people to join your email list.

Regular Communication

Emails allow you to maintain regular contact with your audience, which helps keep your brand top-of-mind. Regular updates and newsletters ensure that your subscribers think of you first when they need fitness advice or services. Emails are the best way to send out mass communication about any changes/updates your gym is going through.

Driving Sales and Growth

At the end of the day, you want your fitness business to grow, and an email list is a powerful tool for driving sales. Here’s how you can use it to boost your revenue:

Targeted Marketing

With an email list, you can segment your audience based on their interests and behavior. This means you can send tailored messages that resonate with specific groups. For instance, you can send beginners a guide to getting started with fitness, while advanced users get more challenging workout plans. This allows you to give special offers to the correct group, avoiding irrelevant groups seeing your offers and becoming desensitized to being sold to. 

Promotional Campaigns

Emails are a great way to run promotional campaigns. Whether you’re launching a new fitness program, offering a holiday discount, or promoting a special event, emails allow you to reach your audience directly and encourage them to take action. Make sure you use a STRONG and CLEAR call to action here. 

Upselling and Cross-Selling

You can use your email list to promote related products and services. For example, if someone has signed up for a weight loss program, you can upsell them on a nutrition plan or personal training sessions. It is always best to get more out of each customer than it is to gain new ones. This increases your average customer value and boosts your revenue.

Real Stories, Real Success

This stuff actually works! Here are a few case studies from some of my clients who have implemented Email Lists and saw massive success. 

Case Study 1: 

Sarah (a client) started her fitness business with a small social media following. She knew she needed a way to keep her audience engaged and decided to start an email list. By offering a free workout guide in exchange for email sign-ups, she quickly grew her list. She then used her emails to share weekly fitness tips and success stories. Her subscribers felt connected and supported, and many of them signed up for her paid programs. Sarah’s business grew steadily, and she credits her email list for creating a loyal customer base.

Case Study 2:

John (a client) is a personal trainer. He wanted to reach more people and help them transform their lives. He created an email list (from a lead magnet) and began sending out a series of motivational emails, along with practical workout advice and nutritional tips. He also offered exclusive discounts on his transformation program to his email subscribers. The response was really good, and John saw a significant increase in his client base. His email list allowed him to build strong relationships with his clients, leading to more referrals and a booming business.

Case Study 3: 

Karen (a client) owns a boutique fitness studio and struggled to fill her classes. She started an email list and used it to send out class schedules, special event announcements, and member spotlights. She also shared success stories from her clients, which motivated others to join. Her email list became a powerful tool for building community and promoting her studio. Over time, her classes became fully booked, and her business thrived. Karen expressed that sharing success stories from her clients was one of the best ways to get new clients. 

How to Start Your Email List

Now that you understand the importance of an email list, let’s talk about how to get started. I have literally done this process myself with clients and my own business, so I know it works! Follow these steps to build a successful email list for your fitness business:

Step 1: Choose an Email Service Provider

There are many email service providers to choose from, such as Mailchimp, Klaviyo, Flodesk, and ActiveCampaign. These platforms offer tools to help you create and manage your email list, design beautiful emails, and track your results. Each one has its pros and cons, but they all do relatively the same thing. Do some research, find what is comfortable for you, and stick with it.

Step 2: Create a Sign-Up Form

Make it easy for people to join your email list by creating a sign-up form (lead magnet). This can be placed on your website, blog, or social media profiles. Offer an incentive, like a free workout guide or a discount on your services, to encourage sign-ups. Give, Give, Give, then Ask (thanks Gary Vee).

Step 3: Plan Your Content

Decide what type of content you want to share with your subscribers. This could include workout tips, nutrition advice, success stories, and promotional offers. Plan your emails in advance to ensure you’re consistently providing value. You need to stay consistent in your email marketing, so make sure you have a plan scheduled out far enough in advance.

Step 4: Send Your First Email

Once you have a few subscribers, it’s time to send your first email. Introduce yourself, explain what they can expect from your emails, and thank them for joining. Make sure your email is engaging and sets the tone for future communications. After you get a good list, create an automatic “thank you” email that is sent to your audience as soon as they sign up with you.

Step 5: Keep Growing

Building an email list is an ongoing process. Keep promoting your sign-up form, offering valuable content, and engaging with your subscribers. Keep putting your Email List in emails, social media posts, and Paid Ads (Pay-per-click). As your list grows, so will your ability to reach and help more people.

Advanced Strategies for Email Lists

As you become more comfortable with email marketing, think about implementing more advanced strategies to get more out of your email lists. Remember, you only need to wade into these advanced waters AFTER you get the basics of email marketing down:

Automation

Email automation allows you to send pre-written emails to your subscribers based on specific triggers. For example, you can set up a welcome series that automatically sends new subscribers a series of emails over their first few weeks on your list. Or if a customer has a product in their cart for a week, remind them to finish their purchase and give them a discount! Automation saves time and ensures consistent communication.

Personalization

Use personalization techniques to make your emails feel more relevant and engaging. Address your subscribers by name (there is code for this), and use data like their past behavior or preferences to tailor your messages. Personalized emails have higher open and click-through rates, and none of us want to feel like we are getting a mass email. Another way to add a personal touch is to speak like a human in your emails. Have in mind an “audience persona” that you are writing to, and speak to them like you would a friend.

Analytics and Testing

Regularly analyze your email performance to see what’s working and what’s not. Pay attention to metrics like open rates, click-through rates, and conversion rates. Conduct A/B testing to experiment with different subject lines, content, and calls to action to see what resonates best with your audience. Test and iterate!

Common Email List Challenges

There are a few challenges most people face when trying to build an email list. I have experienced all of these challenges, so I am sure one of you will as well:

Challenge 1: Getting People to Sign Up

If you’re struggling to get people to sign up, consider offering a more enticing incentive (bigger, better, faster offer). Think about what your audience needs and how you can provide value. Promote your sign-up form across all your platforms to reach a wider audience.

Challenge 2: Keeping Subscribers Engaged

To keep your subscribers engaged, focus on providing consistent value. Mix up your content to keep it interesting and relevant. Ask for feedback and listen to what your subscribers want to see more of. These are different humans on the other side of the email, so don’t treat them like a computer.

Challenge 3: Managing Your Email List

As your list grows, managing it can become more complex. Use your email service provider’s tools to segment your audience and automate your emails. This will save you time and ensure you’re sending the right messages to the right people. The sooner you start creating a plan for segmentation, the easier it is to manage down the line.

Additional Tips for Email Lists

To wrap up, here are a few additional tips to ensure your email marketing efforts are successful:

Consistent Schedule

Decide on a consistent schedule for your emails. Whether it’s weekly, bi-weekly, or monthly, make sure your audience knows when to expect your emails. Consistency helps build anticipation and trust. Do research on the best times to send emails, and see what works for you.

Engaging Subject Lines

Craft compelling subject lines that grab attention and encourage your subscribers to open your emails. A great subject line can make the difference between your email being read or ignored. Keep it simple, engaging, and enticing.

Clear Calls to Action

Every email should have a clear call to action (CTA). Whether it’s signing up for a class, downloading a guide, or purchasing a program, make sure your CTA is easy to find and compelling. Keep your CTA simple, but strong. A confused customer will not buy.

Mobile Optimization

Many people read emails on their phones, so make sure your emails are mobile-friendly. Use responsive design and keep your content concise and easy to read on smaller screens. Nothing is worse than a great email formatted horribly for a phone.

Your Gym Success Story

Building an email list might seem like just another task on your to-do list, but it’s a powerful tool that can take your Gym to new heights. By creating a direct, personal connection with your audience, you can build trust, drive sales, and grow a loyal community of fitness enthusiasts.

Remember the case studies? Their success stories started with a simple email list. They turned their passion for fitness into thriving businesses by connecting with their audience on a deeper level. With a little bit of extra work, you can do the same.

So, take the first step today. Choose your email service provider, create your sign-up form, and start building your email list. Your future self – and your future clients – will thank you.