Believe it or not, it’s already time to start planning your studio’s holiday marketing strategy. We aren’t talking just about Christmas and New Year’s, but also keep in mind Black Friday, Cyber Monday, Thanksgiving, and so on. According to a recent Rubicon Project survey, Americans plan to spend an average of $1,175 this holiday season (12% more than last year). Why not build a marketing plan that captures some of that market share? Here are a few tips to help you with your fitness studio’s marketing strategy this holiday season.

Optimize Your Website

73% of respondents in the Rubicon Project survey plan to shop online, and more than 1 in 3 plan to shop on their mobile phone. Your website is likely the first impression a person has of your business, and therefore must be a good one.

#1 – Homepage Call-To-Actioncta-buttons

Start by making sure there is a clear promotion and call-to-action on your homepage. Preferably use a holiday-specific call-to-action with a sense of urgency, i.e., “Black Friday Special – Stock Up on Gift Cards for Your Friends and Family. Buy Three $50 Gift Cards and Get the Fourth Free!”


#2 – Mobile-Responsive

There is really no reason to put off getting a mobile-responsive site any longer. It’s become the new norm and users expect a great experience no matter what device they’re using. Contact us if you’d like help making your website mobile-responsive.


#3 – Ability to Take Payment

Now, more than ever, consumers are impatient. You will lose sales if there isn’t the ability to purchase your classes or memberships online. There are so many inexpensive options for this today including business management software like MINDBODY, Booker, Zen Planner, and more.


#4 – Gift Cards for Sale

Make sure it is easy for a new website visitor to find and purchase gift cards from your gym or studio. Add “Gift Cards” as a menu option on your homepage or a button at the very top of your website, so that new website visitors can quickly locate and buy them.

Engage Loyal Customers


You have a large group of happy members who would highly recommend your classes and appointments, so why not leverage them? Try sending out carefully timed emails and mailers prompting them to purchase memberships or gift cards for friends and family. Also, think about having instructors mention specials or deals at the end of class, displaying a poster with holiday specials information, and train your front desk to talk with members about all specials too. Consider offering a member discount, package, coupon or special to incentivize sales. There is a great opportunity to create messaging around giving the gift of health –  there really is no greater gift!

Great Content + Facebook Ad


We’ve seen this work time and time again. Create a holiday-related piece of content (blog, guide, ebook, etc.) and use a Facebook Ad to spread the word. Here are a couple of topic examples you can try:


  • “10 Christmas Gifts Under $100” (you can change the amount based on the package/service you’re promoting)
  • “30 Gift Ideas for the Men in Your Life”
  • “30 Gift Ideas for the Women in Your Life”
  • “15 Healthy Gifts Your Friends and Family Will Thank You For”
  • “10 Holiday Gifts for Fitness Fanatics in Your Life”


Plan on spending a couple hours creating a quality piece of content (or SWETI can do that for you!). Make sure to promote your holiday sale, package, or promotion and include a link to make a purchase immediately. Setup your Facebook Ad audience to include only the nearby zip codes. This is very important if you want the highest ROI possible. If you want extra credit you can also incentivize shares of the content by throwing in a value-add. For example, “Free body composition assessment for anyone who shares on social media.”

Cross-Promote with Like-Minded Businesses


We work with many businesses on forming win-win partnerships. Think about businesses that mesh well with your gym or studio. Some examples include; nearby juice bars, chiropractic offices, massage studios, cryotherapy studios, fitness retail stores, health food stores, and many more. Meet with these companies and put together a package (or multiple) to cross-promote one another’s services. Here’s an example:


New Year’s Health & Fitness Jump Start


  • 30 days of group fitness classes at Elite Fitness Studio
  • 25% off supplements at Burnet Health Food
  • A one-hour massage at Vida Deep Tissue Massage Clinic
  • A weekly cryotherapy session at Refresh Cryo Health (4 total)
  • 20% off athletic apparel at Fit for Life


This type of joint package is great because it gets promoted to all of the like-minded businesses’ contacts, followers, and networks. This will greatly increase your brand’s reach.


Does this all make you feel a little overwhelmed? Start with one thing on the list and work your way down. We know you are busy teaching classes (or taking appointments), managing the studio, overseeing all the marketing, and payroll, and billing, and even more. You don’t have to do it all yourself! SWETI can help you grow your holiday season revenue and get these to-dos checked off your list. Contact us to see how we can help lighten your workload!


Tia Stone, Director of Marketing