15 Tips to take your fitness business to the next level

Starting a fitness business is an exciting journey that can be rewarding both financially and personally. However, it can also be challenging to get new clients, expand or stand out against the competition. In this blog, we will give you 15 tips to help you take your fitness business to the next level. Whether you run a gym, studio, or personal training business, these tips will help you stand out, increase your client base, keep the existing one, and ultimately increase your revenue.

#1. Define your niche

The fitness industry is highly competitive, so it is important to define your niche. What sets your business apart from others? Are you targeting a specific demographic, such as athletes or seniors? Or do you offer unique classes, such as yoga or HIIT? By defining your niche, you can target your communication and marketing efforts more effectively and attract the right clients.

#2. Offer personalised services

One of the most effective ways to take your fitness business to the next level is to offer personalised services. This means taking the time to understand your clients and their routines, availability, needs and goals. By tailoring your services to meet those needs you can offer personalised services like one-on-one training, customised workout plans, and nutritional advice.

#3. Create a strong online presence

In today's digital age, having a strong online presence is essential for any business. This includes having a website, social media accounts, and online reviews. Make sure your website is user-friendly, mobile-friendly, and includes all the details about your services, team and facilities. Use social media to showcase your services, post regular updates, and engage with your followers. (Highly!) Encourage your happy clients to leave reviews on platforms such as Google, Yelp, or Trustpilot.

#4. Offer online services

Online fitness services have become increasingly popular in recent years. By offering online classes, training sessions, and coaching, you can reach clients who live far away or prefer to work out from home. This can also help you diversify your revenue streams and generate additional income. If you are looking to expand your audience, reduce costs and improve your gym or studio’s retention rates, offering online training will help you reach your goals. 

#5. Partner with other businesses

Partnering with other businesses can help you expand your reach and attract new clients. For example, you could partner with a local nutritionist or wellness centre to offer combined services. Or, you can also partner with local businesses and offices in your area, offering prizes, special rates or deals for all their employees. You could also collaborate with other fitness businesses to host joint events or classes.

#6. Host events and challenges

Yes, hosting events and challenges can be a lot of fun! But they are also effective to create a community with your clients and attract new ones. Examples include charity walks or runs, fitness challenges, and group classes. You could also organise a fitness retreat or a weekend boot camp to offer a unique experience. 

#7. Offer referral programs

Another way to keep your clients close to your brand is the use of referral programs. An effective way to attract new clients and retain existing ones, with discounts or special deals for every new client referred to your gym or studio. Word of mouth is a great way to build brand awareness, and nothing better than your clients promoting their happy experiences and inviting others to join, attracting new clients.

#8. Offer free trials

Offering free trials or passes can help you attract new clients who are hesitant to commit to a long-term membership. The offering can be what works best for your business type, from free sessions and classes to free trial periods for your online services. This strategy is also great to upsell add-ons and upgrades to existing clients, for example, for clients with a standard gym membership, try offering a free personal training session. This can also help you showcase your services, facilities and prove your value to potential clients.

#9. Provide excellent customer service

Good, is just not enough! Providing excellent customer service is crucial for any business, most especially for customer-facing ones, like gyms and studios. Make sure you create a welcoming, supportive and safe environment for all your clients. Be extra kind and attentive to their aspirations, goals, needs and challenges. A good idea is to also regularly seek feedback from your clients and use it to improve your services, team and facilities.

#10. Invest in equipment and facilities

Talking about facilities, apart from impacting the overall customer experience, investing in high-quality equipment and installations can help you stand out from the competition. Make sure your gym or studio is clean, well-maintained, and has all the necessary equipment to support your clients' needs (and go the extra mile!).

#11. Hire qualified staff

If you want to take your fitness business to the next level, you need to have a team of qualified and experienced staff. Hire certified personal trainers, coaches, and other fitness professionals who can deliver not only excellent fitness training but also excellent customer care. Make sure they share your gym or studio's vision and values and are committed to providing a high level of service.

#12. Offer competitive pricing

Pricing is an important factor that can determine whether a potential client chooses your business or the other gym down the road. Offer competitive pricing that reflects the quality of your services and the value you provide. You can also offer discounts or promotions to attract new clients or retain existing ones.

#13. Use technology

Technology can help you streamline your business processes, improve client engagement, and offer new services. For example, you could use fitness tracking apps to monitor your clients' progress, offer virtual training sessions via Zoom, cut down the admin time using LegitFit, or use social media to promote your services. There are many tools and platforms available that can help you run your fitness business more efficiently and effectively.

#14. Build a community

Building a community around your fitness business can help you increase client engagement and retention. Encourage your clients to connect (and stay connected) with one another. You can offer group classes or events and create a social media group or forum where they can share their progress and experiences. This can help create a sense of belonging and support among your clients, leading to better results and long-term loyalty.

#15. Keep improving and adapting

Finally, if you want to take your fitness business to the next level, you need to keep improving and adapting - yes, forever! This means staying up-to-date with industry trends and best practices, seeking feedback from your clients, and making changes when necessary. Don't be afraid to experiment with new services or marketing strategies and be willing to take calculated risks to grow your business.


Taking your fitness business to the next level requires a combination of strategy, hard work, and dedication. By following these 15 tips, you can stand out from the competition, attract new clients, and ultimately grow your revenue. Remember to define your niche, offer personalised services, create a strong online presence, and continuously improve and adapt. With the right mindset and approach, you can take your fitness business to the next level and succeed in any market, including competitive ones like the UK.