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Here's the truth about email marketing in the fitness industry: most businesses get it completely wrong. They blast generic workouts to their entire list, wonder why engagement tanks, and blame the platform instead of their approach.
Let's fix that.
Before we dive in, let's look at what the data tells us:
Fitness industry email open rates hit 48.9% (that's 6.55% higher than the overall average)
Every $1 spent on email marketing returns $40 on average
88% of users check their email multiple times daily
Email converts 40x more leads than Facebook and Twitter combined
Translation? Email marketing isn't just "still relevant" - it's your secret weapon for consistent growth.
Let's analyse three standout examples and break down exactly why they work:
What They Did Right:
Clear value proposition (10% off all training packages)
Strong seasonal hook (Memorial Day)
Multiple package options for different needs
Smart use of social proof (trainer/client image)
Clear calls-to-action for each service
Deadline creates urgency (Ends May 29)
The Killer Detail: Notice how they tied the discount to beach body season? That's not just a sale - it's timing a promotion to match their audience's natural motivation peak.
What Makes It Special:
Story-driven approach (Mt. Tamalpais inspiration)
Lifestyle imagery that speaks to their target market
Premium positioning through design and copy
Clear value propositions (free shipping, returns)
Multiple engagement options (Shop vs. Lookbook)
The Genius Move: They're not selling clothes - they're selling the trail running lifestyle. The products are simply the tools to achieve it.
Why It Works:
Powerful social proof (Oprah's endorsement)
Clear problem-solution framework
Product benefits explained simply
App integration shows ecosystem value
Clean, premium design aesthetic
Multiple purchase pathways
Smart Strategy: They've leveraged Oprah's credibility while maintaining their premium positioning through sophisticated design and clear benefits.
Don't just collect emails - build a community. Here's how:
Lead Magnets That Actually Work:
Free workout plan PDFs (tailored to specific goals)
Nutrition guide downloads
Exercise technique video series
Body composition tracking templates
Meal prep cheat sheets
Smart Collection Methods:
Website pop-ups (timed to appear after 30 seconds)
Social media lead ads
QR codes in your facility
Contest entries
Free trials or class passes
Break your list into targeted groups based on:
Demographics:
Age ranges
Gender
Location
Fitness level
Behavioural Data:
Membership status
Class attendance patterns
Previous purchases
Email engagement history
Goals & Interests:
Weight loss
Muscle gain
General fitness
Specific sports training
Recovery/rehabilitation
Set up these essential automation flows:
Welcome Series:
Day 0: Welcome + immediate value (quick workout video)
Day 2: Your story + gym tour
Day 4: Member success stories
Day 7: Special offer
Re-engagement Series:
"Miss you" message
Value-packed content (new workout)
Special "comeback" offer
Final "last chance" reminder
Client Onboarding:
Welcome + what to expect
First session prep guide
Nutrition basics
Goal-setting worksheet
Community introduction
Value-First Content Ideas:
Weekly workout challenges
Healthy recipe collections
Form check video series
Recovery tips
Success story spotlights
New equipment tutorials
Fitness myth-busting series
Promotional Content That Works:
Member-exclusive events
Early-bird specials
Referral rewards
Package upgrades
Limited-time challenges
Partner promotions
Your emails must look perfect on phones because that's where most people will read them:
Keep subject lines under 41 characters
Use single-column layouts
Make buttons at least 44x44 pixels
Test on multiple devices
Optimise images for fast loading
Use readable fonts (16px minimum)
What to Test:
Subject lines
Send times
Content length
Image vs. no image
Button colours
Call-to-action wording
Key Metrics to Track:
Open rates
Click-through rates
Conversion rates
Unsubscribe rates
Revenue per email
List growth rate
Email marketing in fitness isn't about blasting your list with random workouts or desperate discounts. It's about delivering consistent value that matches where your audience is in their fitness journey.
Get that right, and you'll build a loyal community that actually looks forward to hearing from you - and that's worth far more than any quick sale.
Day 1: Audit your current email list and segments
Day 2: Plan your first lead magnet
Day 3: Set up your welcome sequence
Day 4: Create your content calendar
Day 5: Design your first value-packed newsletter
Day 6: Set up tracking and testing protocols
Day 7: Launch your first campaign
Need help crafting an email strategy that actually works? Book a free strategy call with our team. We'll audit your current approach and show you exactly how to turn your email list into a genuine asset for your fitness business.