5 Lead Generation Marketing Mistakes You Need To Stop Making

by | Nov 5, 2020 | Fitness Business Owner, Fitness Marketing, Ideal Client, Local Market Positioning, Marketing, marketing message | 0 comments

(Last Updated On: March 14, 2024)

As a gym owner, you that in order to succeed, you need to have plenty of leads coming through your door. Not just any leads, but the leads you know will join your gym, and become lifelong ambassadors for your program.  And this is why you have a lead generation marketing strategy in place.

If your lead generation marketing game isn’t up to snuff, then the people you want to attract may not see your message. Before you start to pick apart your current systems, you may need to look at some common lead generation mistakes gym owners make when trying to attract quality leads.


Assessing Your Lead Generation Strategies

Lead generation is one of the most important metrics in sales and marketing. Although the message you deliver is important…

If you don’t have any leads coming through your door…then your sales team doesn’t have anyone to sell too.
And this becomes a problem since your message may be muddled with every other gym or personal trainer marketing to them.

So how can you tell if your lead generation strategies are working or not? Testing and tracking each lead generation tactic you’re currently running.

If you track your metrics right, you can uncover what’s working—and what’s not working—so you can make the adjustments needed.

Let Us Help You Fix Your Lead Generation Mistakes For FREE


The 5 Lead Generation Mistakes Gym Owners Make

Everyone, fitness business owners included, make mistakes. It’s a part of life. But when it starts to impact your revenue and business growth, then eliminating the mistakes is extremely important.

Take a look at these 5 mistakes and see if any of them you can eliminate:

1. You’re Targeting The WRONG People in your Marketing

If you want your marketing message to resonate with the people you want to walk through the door, you need to be sure you’re marketing to them—and not to everyone.

And, if you have built your customer avatar correctly, then you know exactly who you want to work out on your facility. Once you know who you want to target, it will become easier to market and attract them.

2. The Customers Aren’t In The Right “Buying” Frame of Mind

When potential clients come into your gym, they are obviously looking for a solution to a problem they have.
But, depending on where the buyer is on their buyer’s journey, one person may not need a lot of nurturing to sign up, while another person does.

Knowing where your prospect is on their buyer’s journey can make selling the right service, or providing the right information for an informed decision, will go a long way to making the sale.

3. Your Marketing Isn’t Clear

You need to make sure your marketing message is clear—easy-to-understand, concise, and cuts through the fluff.

4. You Haven’t Segmented Your List

First off, if you don’t have an email list, you need to start one. Email marketing is one of the easiest ways to communicate with your audience. And building a list of potential buyers can be a goldmine for your fitness business.

But, this doesn’t mean it’s going to be easy. You still have to have a clear message—and it needs to go to the right segment on your list.

People are interested in what THEY want…not what you think they want. Be sure to segment your list, so you can send the right message each time.

5. It’s All About You…and Not About Them

As great as you are, your prospective clients don’t really care. They only care about what you can do for them, and how much it will cost to get what they want.

The more your marketing message stresses YOU, and less about what your prospect wants, the more they will tune you out.

Catering your message to the prospective client, you may find it easier to lead them through the buying process.


Fix These Common Lead Generation Mistakes

If you’ve been in business a long time, then you already know that getting more people through your door will ultimately grow your membership and revenue.

Most gym owners commit certain lead generation mistakes that could cost them clients and revenue.

But if you’re able to correct these mistakes, you may see people respond to your message, come through your door, and become a new member. And if you can repeat this process, your business is going to grow, and you will have more freedom to do other things.


Having the right strategies for Lead generation is only one part of the problem. There are other mistakes in marketing…sales…and referrals that could keep you from growing your business. If you need help identifying what is holding you back or what roadblocks are ahead on your journey as a business owner, take our 10 Question Needs Assessment. It will take 2 minutes and you’ll get an immediate report that lets you know how to solve your current challenges.

Need more marketing tips? Check out The Ultimate Guide to Creating Your Gym Business Marketing Plan.

Author: Nick Berry

Nick Berry is an accomplished entrepreneur, CEO, mentor, and author, with a track record which includes founding and leading numerous companies to success since his first venture in 2002. Nick Berry is the Founder and CEO of Fitness Revolution.

A hand drawing an arrow with a businessman on it.


Proven strategies used by over
3,500 fitness entrepreneurs