ASF | Gym Brand

How to Strengthen Your Gym’s Brand 

When a person decides to join a gym, they have many options to choose from. If you want them to choose you over everyone else, you have to clearly communicate who you are, why you’re their best option, and the benefits they’ll enjoy when they sign up with you. That sounds like a tall order. So, how do you do it?  

With your branding. 

Your gym’s branding is your toolkit for telling your audience what you’re all about. A strong brand is one that people can easily identify and, therefore, are more likely to choose. If your gym is already established, you probably (hopefully) already have branding in place. But is it really working for you? In this article, we’ll go over the steps you need to take to strengthen your gym’s brand for maximum success. 

Create and follow a brand strategy. 

Developing your gym’s branding haphazardly is a waste of time. Sure, you could choose some colors and make a logo and call it a brand, but if you want your brand to be successful, then you need to use those elements purposefully. This strategy should guide all your branding and marketing decisions and activities. Having a strategy to follow also ensures you’re branding for your target audience and getting the right message in front of the right people.  

Components of your fitness brand strategy include your audience, niche, mission and values, goals, and positioning (how you’ll set your business apart from the competition). Use this fitness brand worksheet from My PT Hub to help create your brand guidelines. If you’ve already established your gym brand but want to make it stronger, this will still be a good starting place to reevaluate and reshape your current strategy. 

ASF | Gym Branding

Establish your brand elements. 

Your brand elements are what you use to express your brand, get your message to the right people, and get it across accurately. Examples of brand elements would be your logo, slogan or tagline, colors, fonts, designs and graphics, and the language you use. Solidifying these will help you keep your messaging consistent and recognizable.  

A signature brand color, for instance, can increase brand recognition by 80%. Think of companies like McDonald’s or Starbucks. Does a single color come to mind? A logo? A certain graphic? Probably. That’s what you want your brand elements to do for your fitness business. 

Have an authentic brand personality. 

Successful brands are built through customer connection. When you tap into someone’s emotions, you make yourself stand out from the competition. Customers who connect with your brand’s messaging and positioning are more likely to trust you over someone else and choose you when it comes time to buy a membership. Showing your brand’s personality is key to creating connections that become conversions.  

Brand personality helps shape how people feel about you and what you offer. You can show your gym’s personality through the language your use, your tone and voice, visuals, and your club’s atmosphere. Apple’s brand personality, for example, is about giving power and the ideal lifestyle to their customers through technology. Nike’s personality is inspirational and cool.  

Keep in mind that 86% of consumers say that authenticity in a brand is important when deciding who to like and support. So whatever direction you decide to go with your brand personality, just make sure it’s authentic to you and your business. 

Use marketing to grow your brand. 

The final component of a strong fitness brand is brand awareness. After all, even the most well-developed brands will go nowhere if no one knows about them. Brand awareness is built through your marketing and advertising efforts. Once you’ve created or revamped your brand following the steps above, it’s time to promote it. Here are a few ways you can do that: 

  • Paid ads 
  • Social media 
  • Email marketing 
  • Website 
  • Fitness content (e.g., blogs, videos, eBooks) 
  • Promotional events 
  • Merchandise 

Make sure you keep your branding consistent across all your marketing content. Consistency helps build recognition, and research shows that consistent branding even increases revenue by up to 23%. Also, tracking gym metrics, such as where most of your leads are coming from and how new members are signing up, will help you see which of your marketing efforts are working and which need to be revisited. 

Developing and sharing a unique fitness brand is simple with ASF and Club OS. 

The right club software will help you keep your brand consistent across the entire member experience and build awareness easily. ASF and Club OS work together to automate your marketing, analyze your performance, and boost acquisition and engagement. 

Learn more about how our club software solutions can help you strengthen your gym’s brand and book a free demo today. 



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About ASF

ASF is a leading technology company that provides software, payment processing and customer support to the fitness industry including gyms, health clubs and martial arts studios. Since 1973, we’ve given gym and fitness club owners the ability to generate more revenue through member engagement and stronger communities.

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