By John Franklin, Two-Brain chief marketing officer
As Black Friday nears, your rivals and big gyms are slashing prices.
I know it’s tempting to join the race, but discounting can do more harm than good for a premium gym like yours.
Discounting rates sends the wrong message. It suggests your coaching services aren’t worth the full price. This cheapens your brand and pisses off your existing members.
Instead, let’s explore ways to attract more gym members without discounting your rates.
With some creativity, you can win more new business than you can handle. Focus on what makes your gym unique and you won’t need to drop your prices.
Events: Give Members a Reason to Party (and Bring Friends)
This isn’t just a “bring a friend” day. We’re talking an event.
The holiday season is ideal for social gatherings that double as growth drivers.
Every December, the local CrossFit gym I went to threw a Christmas party with a huge invite list. Over 80 percent of members showed up, often with spouses in tow. The partners connected with the gym community, which increased their chances of joining.
When I ran my gym, we rented a few tables at a popular beer garden in town and hosted a Christmas-themed party. It was a trendy local spot, and members often bumped into people they knew. This created a chance to introduce prospects to our gym.
Looking for inspiration on unique gym events? Take a cue from Mike Bouranis. He hosts a charity pumpkin-throwing contest each year.
The beauty of this kind of event? Those who enjoy hurling pumpkins probably also love lifting weights. Unique, memorable events are powerful community builders—and lead generators.
Protip: Host a big social each year. Make it the event of the season and use it as a low-pressure lead generator.
Run a Holiday Challenge
Holiday eating is a thing from Thanksgiving to Christmas, so this is the perfect time for a nutrition or habits challenge.
At our gym, we ran one called “Slim for the Chimney.” We charged $100 to $200 for personalized nutrition coaching. We encouraged people to sign up with friends or family.
This challenge wasn’t just about engagement. It brought in new people who experienced our services firsthand. Many of them stayed as members.
Here’s why a nutrition or habits-based challenge can work:
• Accountability: People are more likely to sign up with a spouse, often a non-member. This expands your reach.
• Personalized Coaching: Habit formation requires individual support. This creates 1:1 chats and chances to invite non-members to the gym.
• No Guilt: We’d run our challenge from the day after Thanksgiving to the day before Christmas Eve. With this schedule, members enjoy the holidays without guilt but stay on track between Thanksgiving and Christmas. It’s a win-win.
Protip: Keep the challenge community focused and make it memorable. From “Slim for the Chimney” to “New Year, New You,” a themed challenge gives clients something to rally around—and share with friends.
“Quick Check-In” Email on New Year’s Day
Jan. 1 is a goldmine for member conversion. Reach out to all your unconverted leads with a simple, personal message. Something like this:
“Hey [Name], are you still looking to get fit in 2025?”
This isn’t a hard sell—it’s a friendly nudge. After a season of indulgence, people are primed for a change. They don’t feel great, and they’re more inclined to invest in something premium—like your top-tier coaching package.
Protip: Keep the email short, personal and direct. A simple message can generate a surprising response, especially when it lands at the start of New Year’s Resolution season.
Bonus: The Black Card Campaign
The holidays bring people together, and members who look fit and healthy get asked “what’s your secret?” by friends and family. Every Thanksgiving, Giancarlo Regni of G-Strength runs a “black card campaign” to capitalize on this.
He gives each of his best members a premium metal card. They can gift it to a friend or family member for a 30-day trial at the gym. It’s a gift and a referral wrapped into one. Think of it less as a “discount” and more as a referral bonus for your best clients.
And because these leads come directly from your top members, they will convert at a high rate.
The first time Giancarlo ran this campaign, it raised his recurring revenue by $10,000.
Protip: Don’t cheap out on the cards. Make them look special so your members don’t feel embarrassed giving them to their friends. A service like mymetalbusinesscard.com can help you design something special.
Do Something but Not Everything
These strategies can help you attract more members without discounting your rates. But, as a gym owner, it’s better to focus on doing one thing well than trying to do everything. Using multiple tactics at once often causes burnout and produces poor results.
To choose the best strategy for your gym, book a call with a Two-Brain mentor. And start the New Year with a full gym.
