As we move through 2025, one marketing trend is taking centre stage for gym owners: hyper-personalisation.
With AI-driven tools now more accessible than ever, the days of generic email blasts and one-size-fits-all ads are firmly behind us. Today’s gym members expect more—more relevance, more connection, more value. And delivering that is no longer optional.
So, what does hyper-personalisation actually look like in a gym’s marketing strategy?
It begins with your data. Every time a member checks in, books a class, or logs a workout, that’s valuable insight. The savviest gyms are now integrating their CRM, booking systems, and email marketing platforms to create dynamic, behaviour-based campaigns. If Sarah trains legs every Tuesday, why not send her a mobility warm-up email on Monday evening? If Josh hasn’t visited in ten days, a timely, AI-generated check-in text could be just what brings him back.
We’re also seeing big wins with AI-enhanced segmentation. Instead of grouping members by age or gender, forward-thinking gyms are categorising them based on behavioural patterns, fitness goals, and even preferred class types. Messaging then becomes laser-focused—helpful, not pushy. That’s how you build real loyalty in a crowded market.
And here’s the real clincher: it’s not just about retention anymore. Hyper-personalised campaigns also convert better. New leads nurtured through tailored welcome journeys—complete with goal-based challenges, free trial offers, or schedule suggestions based on location—are signing up at higher rates than those pushed through generic funnels.
Our advice? Start small, but start now. Automate one or two personalised member journeys this month. Test. Refine. Expand. Whether it’s onboarding, reactivation, or upselling premium services, craft the experience like you’re speaking to one person—because with the right tools, you genuinely are.
In 2025, people aren’t just looking for a gym. They’re looking for their gym. Make yours the obvious choice.
