Marketing for fitness and wellness brands
from a scroll to a membership
A fitness brand loses more revenue to churn in month two than it ever loses to a weak ad. We build the campaign that fills the trial, and the retention sequence that keeps the member past the point most people quit.
Where the money leaks today
Fitness and wellness marketing usually optimises for the trial sign-up and stops there, while the real revenue loss happens in the first two to three weeks of membership, when most churn occurs. Content often leans on generic transformation stock imagery instead of the studio’s or app’s own members. And because churn is rarely tracked against the campaign that brought the member in, nobody can say which channel brings members who actually stay.
We saw the underlying mechanics of this directly in a sports-nutrition brand: stopping the ads, fixing the funnel and tracking, then relaunching produced sales ×2.7 in a quarter - the same order of operations, fix before scale, applies to a trial-to-membership funnel.
What we do
Campaigns run on real content from your classes, trainers or app - the kind that shows the actual experience, not a stock gym. The trial or first-class landing page has one clear next step and captures contact details before the trial starts, so follow-up does not depend on the member remembering to come back.
We build a follow-up sequence timed to the typical drop-off points for your category - usually the first week and the point where a trial ends - plus churn-risk flagging for members whose attendance drops, and a win-back sequence for people who lapsed. Reporting covers the whole funnel: trial starts, conversions, revenue and churn together.
What we need from you
Real photos or short video from your classes, trainers or app in use, your current trial and membership structure, any churn or attendance data you already have, and access to your ad accounts and booking or app analytics.
How we measure
We report on members and retained revenue, not just trial starts, because a cheap trial that churns in two weeks costs more than it earns. Churn is tracked explicitly against the acquisition channel so you can see which campaigns bring members who stay.
Price and timeline
| Option | Price | What it covers | Timeline |
|---|---|---|---|
| Launch or audit | from $1,000 | Campaigns, trial funnel, follow-up sequence | 2 to 3 weeks |
| Monthly management | from $1,000 / month | Ongoing campaigns, churn flagging, win-back, reporting | monthly, no lock-in |
| Full control, handover to your team | from $2,500 (one-time) + $400 / month for edits | Documented system, access transferred, your team runs it | 3 to 4 weeks to hand over |
Related
See sales funnels, lead magnets and CRM for the retention build and performance marketing for the ad side. Related playbooks: marketing for beauty salons, marketing for supplements brands, marketing for SaaS and app companies. For automated follow-up, see follow-up sequences. Real-world reference: sales ×2.7 in a quarter for a sports-nutrition brand and a fitness app with an AI coach and gamification.
Losing members faster than you sign them up? Get in touch and we will look at your trial funnel first.
FAQ
How much does fitness and wellness marketing cost?
Launch work starts from $1,000: campaigns, a trial funnel and a follow-up sequence. Ongoing management starts from $1,000 a month. A full retention system with churn flagging and win-back usually runs $2,000 to $3,500.
How long until we see trial sign-ups?
Campaigns launch in 1 to 2 weeks and trials typically start within days. A reliable read on trial-to-membership conversion needs 4 to 6 weeks because that is the typical trial length in this category.
What ad budget do we need?
A realistic minimum is $800 to $1,500 a month for one location or app, so the algorithm sees enough trial starts to optimise against.
What do you need from us to start?
Real photos or video from classes or the app (not stock), your current trial and membership terms, your churn data if you track it, and access to ad accounts and your booking or app analytics.
How do you report results?
Weekly: trial sign-ups, conversions to paid membership, churn, and revenue, so the funnel is measured end to end rather than just at the top.