Digital marketing for gyms, fitness brands and sports clubs
Freelance SEO, Google Ads (PPC) management and website optimisation for health and fitness businesses: B2B leads for gym design and equipment firms, online sales for fitness brands, and copy that sells premium memberships.
- LA Fitness (now PureGym)
- Train Fitness
- IndigoFitness
- Carbon Claw
- 39 Monte Carlo
I’ve sold gym memberships, not just marketed them
Earlier in my career I worked for LA Fitness, selling memberships on the gym floor at its club on Webb Ellis Road in Rugby, which has since become an Everlast Gym. The chain was later bought by PureGym, and its clubs became part of PureGym. That time inside a busy health club chain taught me how people actually join a gym: what brings them through the door, the questions they ask on a tour, what makes them sign up and what makes them walk away.
Few people know better than me how fierce the competition for gym members is, offline as well as online. Every couple of weeks I was outside a supermarket on a spin bike, with a BMI reader and a pad and pen, trying to get people to sign up. New ideas to win members were being tried all the time.
It means I know the world I’m marketing for, from the other side of the desk. That shapes the copy, the offers and the enquiry journeys I build for gyms and clubs today.
Two years · OngoingTrain Fitness: personal trainer courses, at a far lower cost per sale
For the past two years I’ve worked with Train Fitness, promoting its Level 2 to Level 4 personal training courses. Most of the work is paid advertising, alongside other areas such as landing page development.
When I took the account over from the digital agency that ran it before, cost per acquisition was £54. Across all the campaigns I now run, the monthly average is £33. That’s in a fiercely competitive space, where a number of competitors are investing more heavily in Google advertising.
Efficiency has improved most among people showing intent, such as those downloading resources from the site. Online course revenue is up, and so are offline sales the team makes by phone from people who saw an ad earlier in their journey.
Around 39% lower, across all campaigns, with online and phone sales both up.
Four years · NuneatonIndigoFitness: leads for gyms built from the floor up
For four years I drove B2B leads for IndigoFitness, the Nuneaton gym design, flooring and British-made equipment specialist. The work was subcontracted through ADAO, the Rugby digital agency that designed the company’s websites.
The enquiries that matter in this market are big projects with long lead times: gym floor redesigns, refurbishments of existing facilities, and full design and builds from the ground up. Search and paid campaigns were built around those projects, so the sales team received fewer, better conversations rather than a stream of small orders.
- RedesignRethinking the layout of an existing gym floor.
- RefurbishmentNew flooring, rigs and equipment in a working facility.
- Design and buildA complete training space from an empty shell.
Ecommerce · Sister brandCarbon Claw: fight equipment, sold online
Alongside the B2B work I drove online sales for Carbon Claw, IndigoFitness’s sister brand for boxing, martial arts and MMA equipment. Different buyer, different job: enthusiasts and clubs buying gloves, pads and bags, where product visibility and a smooth path to the basket decide the sale.
One-off project · Monaco39 Monte Carlo: copy and SEO for a private sports club
39 Monte Carlo is a private members’ sports club on avenue Princesse Grace in Monaco, combining training, wellness and a social club. Its profile rose sharply after Zlatan Ibrahimović trained there.
I worked on a one-off project to optimise the club’s website, rewriting copy and improving its SEO, so the site reads with the same discretion and polish as the club itself.
- Website copy that suits a premium, international membership
- On-page SEO across the key pages
- A one-off project, delivered remotely
Monaco, from the harbour
A long way from Nuneaton, the same attention to detail.
What I do for health and fitnessFour ways to grow a fitness business online
B2B lead generation
Search and LinkedIn campaigns for gym design, flooring and equipment firms, measured on qualified project enquiries.
Ecommerce growth
Product and category SEO, Shopping and Performance Max campaigns for fitness and combat sports brands.
Premium clubs
Copy and SEO that sell memberships for high-end gyms and private clubs without sounding like a budget chain.
Local visibility
Google Business Profile, local pages and reviews for gyms, studios and personal trainers competing nearby.
FAQsQuestions fitness businesses ask
Answers on SEO, PPC and website work for gyms, clubs and fitness brands.
Do you specialise in digital marketing for health and fitness businesses?
Health and fitness is a sector I know well, and from the inside: earlier in my career I worked for LA Fitness, selling gym memberships. For the past two years I have run paid advertising for Train Fitness, the personal trainer course provider, cutting average cost per acquisition from £54 to £33. I also worked with IndigoFitness for four years, generating B2B leads for gym design, refurbishment and full design and build projects, and drove online sales for its sister brand Carbon Claw. I have also completed a website optimisation project for 39 Monte Carlo, a private members’ sports club in Monaco.
How do you generate B2B leads for a gym design or equipment company?
The buyers are operators, health clubs, schools, universities, local authorities and corporate sites, and projects take months to decide. That means search campaigns built around project-intent terms such as gym design, gym flooring and gym refurbishment, SEO content that answers the questions buyers research, and tracking that separates qualified project enquiries from general contact forms.
Can you grow online sales for a fitness or combat sports equipment brand?
Yes. For ecommerce that means category and product page SEO, a clean product feed, Google Shopping and Performance Max campaigns, and reporting on revenue and return on ad spend rather than clicks. For Carbon Claw, the fight equipment sister brand of IndigoFitness, the focus was online sales.
Do you work with premium gyms, private clubs and members’ clubs?
Yes. Premium clubs need copy and search visibility that match the experience without sounding like a mass-market gym. For 39 Monte Carlo the project covered website copy and SEO, written for a discreet, high-end membership audience.
Do you work with digital agencies on a subcontract basis?
Yes. My IndigoFitness and Carbon Claw work was subcontracted through ADAO, the Rugby digital agency that designed both websites. I can sit alongside an agency or an in-house team and handle search and paid media.
What does it cost?
I work at £80 per hour, as a one-off project or rolling month to month. Ad spend is paid directly to Google or the relevant platform and is separate from management time.
Next stepWant more leads, sales or members?
A thirty minute call is usually enough to see where search, paid media and your website can do more of the heavy lifting.
Lift your enquiries
Your details are used only to reply to this enquiry.