The boutique fitness market makes up a nice chunk of the $32 billion fitness industry in the United States. However, specialty gyms and fitness studios need to advertise—and advertise smart—to stand out in this highly competitive market. They must create ads that speak to the demographics they serve by homing in on what makes boutique fitness studios great: the specialization, sense of community, energy and passionate instructors. Below, we’ll explore the elements of an effective boutique fitness ad, the different ad types and provide examples of each.
Whatever classes or exercise modalities your studio specializes in, the following tips and templates will help you craft the perfect ad for your boutique fitness business.
Elements of a Great Fitness Ad
There are many similarities between ads for traditional gyms and boutique fitness studios. We suggest reading this gym ads article for how to structure them for both print and digital platforms, such as Facebook, Instagram, Twitter & YouTube.
Before creating your fitness ad, you should:
Know Your Target Audience
Traditional health clubs typically cost less than and fulfill different functions from their smaller, more specialized counterparts. While there is some overlap, the target audience for boutique fitness studios is different.
A boutique fitness studio’s target audience members are generally:
- Willing and able to spend more money ($25–$40 per class on average) on an experience & a unique environment
- Social people for whom community is important
- Dedicated exercisers who work out multiple times a week and stick with it “Fitness Omnivores” who may have multiple gym memberships
- Often younger, spanning Millennials & GEN Zers with sprinklings of GEN X
- Don’t want to travel that far, or for that long, to work out
If you understand who your target audience is and what their needs are, you can craft ad campaigns and offers that speak to what they are looking for. It gives you an idea of what services, classes and exclusive deals to focus on in your fitness ads and the best platforms to use.
Know Your Competition
Every fitness business, from big box gyms to personal trainers and boutique studios, needs to have a sense of who their competitors are and what they offer. In fact, your gym’s business plan should have an entire section dedicated to competitor research.
This is important for boutique fitness studios for a few reasons:
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Boutique gyms are smaller and generally cost less to open, which means there are more of them out there. In fact, there has been a kind of explosion of niche studios in recent years. They can pop up just about anywhere due to their smaller footprint, and this is good because their target demographic doesn’t like to travel that far to work out. Unfortunately, this also means that you may have competitors a block away in all directions.
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While big box gyms or traditional training centers may not seem like competitors, they may offer yoga, bootcamp, cardio boxing or other classes that you offer. We covered above how people in the boutique fitness studio demographic often have multiple gym memberships. Why is this? Because they enjoy a range of fitness modalities and have complex goals. They love the tempo and energy of barre classes but crave the barbell for squats and deadlifts. They want calorie burning & toning from HIIT classes, but also the recovery & flexibility of yoga.
Knowing how your competitors attract customers can save you time and provides you with directions for where to take your fitness ad campaigns. Study what others have done and learn from their successes & failures. You can avoid fitness ads that haven’t worked, riff on ideas that have and avoid losing members to competitors.
Focus on Benefits
Traditional, larger gyms may tout all the brand-new equipment they have or their facility square footage in their ads. You also may boast impressive equipment and space, but you need to draw more attention to the experience your studio offers. What’s in it for your members? They aren’t there to gaze in awe at your ultramodern equipment, after all.
Remember, your target audience craves things like community, efficiency, energy and a good sweaty challenge. Many of them are knowledgeable of fitness methods and have defined goals. How are you going to deliver on those things?
This is where you can show what makes your studio unique. What does it do better than everyone else’s? What do you offer that competitors don’t?
Fitness Ad Elements Review
Wherever you run your fitness ad, remember that they all include the following basic elements:
Headline
Your headline should grab people’s attention. It should be very clear as to what this fitness ad is for, and it should make people want to read more. Don’t be afraid to be witty, as (good) humor sells.
Your audience will appreciate clever messaging that grabs them right from the headline.
Enticing Body Copy
The copy should be easy to understand, enticing and often humorous. It explains or gives context to the imagery and communicates value. The tone used here indicates to people what your gym is all about.
Bright, Beautiful Photos
The images that you use in your ads must be absolutely thumb-stopping—meaning it stops people mid-scroll.
We suggest using photos taken of your own gym. Photography doesn’t have to be hard, and this guide to taking quality fitness photographs will help you snap some great shots for your marketing materials.
A Clear CTA (Call to Action)
What is CTA?: A call to action, or CTA, is possibly the most important part of your ad. It is a short prompt for a user to take some action desirable to your business, I.e., signing up for a class, purchasing a membership and/or visiting your studio’s website.
Your marketing materials should include CTAs to encourage your target audience to move one step closer to buying your products or services.
Benefits of a Good CTA:
- Adding purpose to your marketing
- Giving clarity on what you want them to do after they’ve digested the meat of your ad
- Helping push prospects along through the buyer’s journey process
- Increasing your leads & sales
How Should Your CTA Sound?
An effective CTA should be brief and written with strong verbs that convey a sense of urgency. Your CTA should be a focused, compelling offer with one ideal outcome, such as:
- Get 20% Off When You…
- Sign up for your FREE introductory class
- Enroll in your 7-day FREE Trial
6 Fitness Ad Examples
Here are a few examples of boutique fitness studio ads that put it all together:
1. Discount Ad Example
The main draw of this ad is the discount, and 20% Off 1-Month Unlimited Membership is the first thing a viewer sees in the headline.
With everything this yoga studio offers, laid out in the body of the ad, the the initial discount really seems like just a bonus, doesn’t it?
- 6 unique yoga styles
- Experienced instructors
- Spacious studios
- Infrared heating
- UV light filtration
2. Testimonial Ad Example
Testimonials make great ads because they offer the benefits of a fitness studio, straight from the mouth of a satisfied member.
A viewer’s eyes immediately go to the CTA that follows, right beneath the studio’s logo. Who wouldn’t jump at the opportunity to have a similar experience?
3. Awareness Ad Example
Awareness ads educate customers on the existence of a brand and business. It isn’t too specific, but is instead used to reach people who share similar values, beliefs and goals.
A good Pilates studio may offer Reformer, Mat and other Pilates modalities. It may offer classes for different fitness levels. But a “stronger you” is someone with a stronger core and sculpted body who has unlocked new levels of strength, flexibility & dexterity. It’s a mentally stronger, more focused and confident person. Moreover, achieving this version of you is a journey taken with others who are equally as enthusiastic to be on it.
Before specific services and deals, this studio offers a culture, and this kind of ad is targeted toward people with whom their culture resonates.
4. Refer-a-Friend Ad Example
Bring a friend. The main indicator of what kind of ad this is is separated by color and easy to see.
Referral programs are great ways to increase business and keep current members interested. What makes you want to sculpt, tone & strengthen your body? Doing those with a close friend!
The deal Refer of 30% off your membership fees is clearly visible and creates urgency to act.
5. Print Double Promotion Ad Example
The headline speaks right to potential members who are “spinning their wheels” looking for something different. They’ve definitely found it here.
You get the sense that this cycling studio’s hybrid group classes build mental toughness and work your body from head to toe:
The CTA is offered with immediacy in mind.
6. Limited-Time Offer Ad Example
The limited time offer makes up the headline and body and creates a sense of urgency to act. Who wouldn’t jump on a free month?
Sources: Toptal.com
Boutique gym & fitness studio owners must create ads that evoke excitement, convey the unique experience they offer, and provide a clear path for potential members to engage with their business.
Fitness studios on Vagaro are well positioned to tackle new & creative fitness ad campaigns. Vagaro’s Design Services Team works closely with boutique gym owners to create customized logos and other branded designs that can be used in promotions, like Daily Deals, as well as other marketing materials. With the right brand aesthetic, messaging and platform, your fitness studio’s ads can help you reach scores of new members. Then, the real challenge begins.
From membership management to class scheduling, member check-in, email marketing, and live streaming, Vagaro’s software puts all the tools you need to run a successful fitness studio at your fingertips. You wouldn’t make potential members commit without a trial period first, and we wouldn’t do that to you either. Start your 30-day FREE trial and experience all that Vagaro can do for your gym! How’s that for an introductory deal?
