Around 18% of the UK population plan to join the gym throughout 2025, equating to over 12 million individuals. From New Year’s resolutions to year-round pledges to get in shape, gyms have an opportunity to not only inspire action but grab the attention (and memberships) of individuals starting their fitness journey.
You need a mix of different messages to attract these different groups effectively. However, in all cases, marketing is critical. Here, we’re going to look at the most effective ways to get in front of these audiences, and the particularly important role of out-of-home advertising in growing your gym in 2025.
What good advertising looks like for gyms
Gym advertising can be competitive. It’s important to craft a multi-channel campaign that really stands out. Consistency in your message helps to strengthen and reinforce your objectives as well as help build trust and recognition amongst your target demographic.
Here are a few key advertising channels to consider:
Out-of-Home (OOH): For substantial impact and reach, billboard and bus shelter advertising is a high visibility and cost-effective channel that will help you inspire action and connect with the personal goals of prospective local members.
Social Media: Social media has a variety of popular visually interactive platforms (Facebook, Instagram, TikTok, etc) that can be used to highlight client transformation stories and Q&As, while differentiating yourself from competitors and showcasing your gym culture.
Paid Search: Paid search or Google Ads allows you to capture the attention of users already looking for nearby gyms or fitness centres to join. By opting for region or location-specific keywords, you can drive traffic to your website and convert online visitors into members.
Email Marketing: Email marketing is a persuasive tool to engage both existing and potential new members. For instance, you can utilise this medium to offer personalised deals, motivational tips, and a glimpse into your brand's personal philosophy.
Although it’s important to keep all of these channels in mind, out-of-home should be at the top of your list. Billboards and bus shelters are powerful tools for exposure while still connecting with local audiences, making them essential for conversion rates and brand recognition. Let’s dive into that in more detail.
Why gyms need billboard advertising campaigns
When placed in high-visibility locations, out-of-home advertising gives you extensive reach for your ad spend budget. Below, we share 5 key benefits of billboard advertising for gyms:
1. Capture attention and inspire action
With their eye-catching presence, billboards effectively grab attention of onlookers and often lead to immediate action. Placed in high-traffic areas like busy neighbourhoods, shopping areas, and commuter routes, they reach potential members at key moments - like walking to work or waiting for the bus. Constant exposure serves as a reminder of fitness goals, urging people to make a change.
2. Establish credibility and professionalism
A cleverly designed billboard can reflect professionalism and echo dedication to helping members reach their wellness goals. Clear messaging and smart design create the impression that your gym is established and reliable, instilling confidence in future members and reassuring them that your gym is committed to their success.
3. Build a local presence and community connection
Local billboards strengthen your gym’s presence within your local area, positioning you as a welcoming hub for health and fitness. By focusing on neighbourhood-specific messaging, gyms can build connections with locals and differentiate themselves from larger chains, inviting onlookers to become part of your inclusive wellness community.
4. Accessibility of billboard campaigns
While billboards are often perceived as an expensive option, they’re a cost-effective way to engage a wide-reaching audience when compared to the likes of TV, radio and digital. By targeting high-impact areas and working with a professional out-of-home media owner, gyms can create successful campaigns and ensure their message reaches the right people at the right time, maximising your ROI.
5. Drive long-term brand awareness and retention
Unlike digital ads that may be easily skipped or overlooked, out-of-home advertising keeps your gym top of mind over time. Regular exposure reinforces your brand's message, making it easier to stay relevant in potential members' minds and encouraging them to make their fitness commitment no matter what time of year.
3 Tips For a Successful Billboard Campaign
Now that we’ve covered the key benefits of billboard advertising, how do you make sure your campaign is a success? Here are 3 top-line tips:
Tip 1 | Strategic Locations: Select prime spots near your gym’s location to target local residents and commuters. Spotlight your accessibility with phrases like “Just 5 Minutes Walk” or “Less than a Kilometre Away’ to demonstrate convenience and prompt further action.
Tip 2 | Seasonal Timing: Create hype around time-sensitive offers, such as a “New Year Special”, to create a sense of urgency and encourage members to turn their fitness goals into reality.
Tip 3 | Engaging Design: Use inspirational visuals and short, impactful messaging. Position your creative to stir motivation or highlight success stories with inspirational taglines to capture attention and prompt action.
Further reading: Advertising your small business locally | 6 tips to make an impact
Need some inspiration? Here are 3 examples of creative gym campaigns featuring out-of-home:
Gymshark: Gymshark’s “Shop Lift-ing” billboard cleverly engaged passers-by by inviting them to "shop lift" apparel, revealing a sale message. This interactive campaign blends simplicity, creativity, and a bold marketing approach.
Equinox: Equinox’s 2023 “We Don’t Speak January” campaign rejected short-term New Year’s resolutions, promoting year-round commitment to fitness. The bold, provocative campaign includes minimalist visuals and messaging, with content displayed across city streets, Equinox clubs, and digital platforms.
PureGym: PureGym used billboards in various city locations to promote their affordable membership rates. By highlighting the cost-effectiveness and accessibility of their gyms, they appealed to a broad audience seeking value in their fitness memberships.
When it Comes to Marketing Your Gym, Year Round Consistency is Key
Just like fitness, advertising requires both bursts of intensity and consistent effort to achieve lasting results. While campaigns around key times like New Year’s can create a strong initial impact, it’s the long-term efforts that truly drive sustained success. Now is an ideal time to act and capitalise on the renewed focus many people have on health and fitness, but your goal should be to establish a foundation that can be executed year-round.
Billboard and bus shelter advertising is a powerful tool in this strategy, offering gyms like yours the opportunity to stay on the radar in their local communities while reinforcing a message consistently. As the fastest-growing out-of-home media owner, Alight’s network encompasses over 190 towns across the UK. Additionally, we can provide expert guidance on crafting effective, long-term campaigns that not only capture attention but also build lasting connections with potential members.
Let us help you turn people’s health and fitness goals into long-term members. Start 2025 on the right track, contact our Alight team to create a successful out-of-home advertising campaign for your gym.
Get in touch today!