Why Your Gym’s Email Marketing Isn’t Converting — And How to Fix It

Email marketing is one of the most powerful tools for independent gym owners, boutique studio operators, and gym entrepreneurs. When done right, it has the power to nurture leads, build relationships with members, boost sales, and increase retention rates. However, many gym owners struggle to see the results they expect from their email campaigns. Low open rates, poor click-through rates, and a lack of engagement are all symptoms of email marketing that isn’t converting — but they’re also opportunities for improvement.

In this article, we’ll explore the most common reasons why your email marketing isn’t converting and provide actionable strategies to fix them. If you’ve been wondering why your email list isn’t driving more memberships or why your current members aren’t responding to your offers, read on — you’re about to uncover the keys to successful email marketing for your gym business.

1. Your Subject Lines Are Weak

The Problem:

If your open rates are low (below 20%), your subject lines are likely the issue. Gym owners often make the mistake of using subject lines that are too generic, overly promotional, or simply not engaging enough to stand out in a crowded inbox.

The Fix:

• Make it Personal: Include the recipient’s first name or a personal detail when possible.
• Use Curiosity and Urgency: Subject lines like “John, you’re missing out on this week’s challenge!” or “Spots are filling up fast — don’t miss out!” create urgency and drive engagement.
• Keep It Short and Punchy: Aim for 6–8 words, or around 40 characters.
• Avoid Spam Triggers: Words like “FREE,” “BUY NOW,” and “LIMITED TIME” can trigger spam filters and cause your email to be ignored.

Example of a Strong Subject Line:

•  “John, Ready to Crush Your Goals This Month?”
•  “3 Spots Left for Our VIP Challenge – Don’t Miss Out!”
•  “Improve Your Deadlift by 20% in 4 Weeks!”

2. You’re Sending the Wrong Type of Content

The Problem:

If you’re only sending promotional emails (like discounts and membership offers), your audience will lose interest. People don’t want to be sold to constantly — they want value, inspiration, and information.

The Fix:

• Mix It Up: Your content should be 80% value-based and 20% promotional.
• Provide Educational Content: Share workout tips, nutrition advice, recovery strategies, and mindset guidance.
• Include Stories and Testimonials: Highlight member success stories to build social proof.
• Send Exclusive Offers: Make subscribers feel like they’re part of an inner circle with exclusive deals or early access.
• Share Behind-the-Scenes Content: Give your audience a glimpse of gym improvements, staff training, and events.

Example Email Types That Convert:

• Workout of the Week
• Nutrition Tip Series
• Monthly Goal-Setting Challenges
• Anniversary and Birthday Recognition
• Member Success Story Highlights

3. Your Emails Are Too Long (or Too Short)

The Problem:

If your emails are too short, they won’t provide enough value. If they’re too long, people won’t read them. Finding the right balance is key.

The Fix:

• Keep It Focused: Stick to one main idea per email.
• Use a Clear Structure: Include a strong headline, a concise body, and a clear call-to-action (CTA).
• Ideal Length: 200–400 words tends to work best for engagement in the fitness industry.

Example Email Structure:

[Headline]: “Want to Improve Your Squat in Just 4 Weeks?”
[Body]:

• Short introduction
• Explanation of the value
• Quick tip or testimonial
  [CTA]: “Book a Free Assessment Now”

4. Your Call-to-Action (CTA) Is Weak or Missing

The Problem:

If your email doesn’t tell people what to do next, they won’t take action. A weak or missing CTA leads to poor conversion rates.

The Fix:

• Be Clear and Direct: Don’t be afraid to tell your audience exactly what you want them to do.
• Use Action Words: “Sign up,” “Book now,” “Reserve your spot,” and “Start your trial” are direct and action-driven.
• Use One CTA Per Email: Too many CTAs confuse the reader — stick to one goal per email.
• Create Urgency: Add a time limit or limited availability.

Example CTA:

• Book Your Free Consultation Before Friday!”
• Sign Up Today and Get a Free Protein Shake!”
• Join Our 30-Day Fitness Challenge — 5 Spots Left!”

5. Your Timing Is Off

The Problem:

Sending emails at the wrong time leads to low open and engagement rates. If you’re sending emails when your audience is busy or distracted, they’ll get lost in the shuffle.

The Fix:

• Test Your Timing: Most gyms see the best open rates when they send emails between 6 a.m. and 9 a.m. or between 5 p.m. and 8 p.m.
• Send at Least Two Emails Per Week: Once-a-week emails aren’t enough to stay top-of-mind.
• Automate Based on Behavior: Use an email marketing platform to send follow-ups and targeted emails based on user behavior (e.g., joining a trial, completing a workout).

6. Your Email List Is Outdated or Weak

The Problem:

If you’re sending emails to inactive or uninterested subscribers, your engagement will suffer. This damages your sender reputation and reduces deliverability.

The Fix:

• Clean Your List: Remove inactive subscribers every 3–6 months.
• Segment Your Audience: Create different lists for current members, leads, and former members to send more personalized content.
• Use a Double Opt-In: This ensures that only interested people are joining your list.

Example Segments:

• Current members (active)
• Former members (cancelled within the past 12 months)
• Leads who haven’t signed up yet
• Members interested in personal training

7. Your Emails Aren’t Mobile-Friendly

The Problem:

Over 60% of emails are opened on mobile devices. If your emails don’t display correctly on a phone, they’ll get deleted or ignored.

The Fix:

• Use a Responsive Design: Make sure your email template adjusts automatically to different screen sizes.
• Keep Formatting Simple: Use short paragraphs and bullet points for easy reading.
• Use Large, Clear Buttons: Make sure CTA buttons are easy to click on a mobile device.

8. You’re Not Tracking Performance

The Problem:

If you’re not analyzing how your emails are performing, you can’t improve them. Poor conversion rates often stem from a lack of data-driven adjustments.

The Fix:

• Track Key Metrics: Monitor open rates, click-through rates, conversion rates, and unsubscribes.
• A/B Test: Test different subject lines, email formats, and CTAs to find out what works best.
• Adjust Based on Data: Double down on what’s working and stop what isn’t.

Example of a Successful Gym Email

Subject Line: “Last Chance to Join Our 6-Week Transformation Challenge!”
Body:

• Highlight the benefits
• Share a testimonial
• Include a countdown timer
  CTA: “Sign Up Now – Only 3 Spots Left!”

Final Thoughts

Your email marketing strategy has the potential to be one of the most effective drivers of revenue and retention for your gym. By improving your subject lines, creating valuable content, using strong CTAs, optimizing for mobile, and tracking performance, you can significantly increase your conversion rates.

Start testing these changes today — and watch your email engagement and sales skyrocket. Contact Jim here.

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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.