How to Build an Effective Lead Funnel for Your Gym

Alex Bukowski
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October 20, 2023
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7 minute read

Marketing

More members, more growth, more success—that’s what any gym owner wants, right? And a big piece of that puzzle is finding new leads. But it’s not always easy to turn someone’s interest into a committed membership. That’s when a lead funnel can really help.

Think of a lead funnel as your roadmap to business growth. It’s an organized system that helps potential customers discover your gym, piques their interest, and encourages them to join. A good lead funnel will ultimately increase conversions and boost your sales.

In this article, we’ll break down what a lead funnel is, explain its stages, and show you how to build an effective one for your gym. We’ll also share some tips on how to optimize your lead funnel to ensure a steady influx of new members.

Let’s dive on in.

What is a Lead Funnel?

For gym owners, a lead funnel is the process of turning potential customers into gym members. Imagine someone hears about your gym for the first time. What happens next? They don’t just sign up right away, right? They think about it, maybe check out your website, or drop by for a visit.

The process will look somewhat like this:

(Source: virtuagym)

This is where the lead funnel comes in. The funnel represents each stage that your prospects take, from hearing about your gym, expressing interest, and becoming a member. It’s your job to guide these individuals through each step of this journey, so that by the end of it, they’ll be convinced that your gym is the right fit for them.

Stages in the Lead Funnel

The number of stages for a lead funnel differs depending on who you ask. To keep it simple, we’re narrowing it down to three main stages:

Top-of-funnel (TOFU) – Awareness
Middle-of-funnel (MOFU) – Consideration
Bottom-of-funnel (BOFU) – Conversion

Let’s go over each stage in more detail.

Top-of-Funnel (Awareness)

This stage is all about making your gym visible to the right people. Anyone who’s looking for a solution to their fitness challenges will likely turn to Google first to find some answers.

For example, someone might search for “the best strength & conditioning gym near me.” Your job is to make sure your gym stands out among the many options. Make it clear that your gym is the go-to place for meeting your prospect’s fitness needs. Simple things can make a big difference:

Have reviews (both good & bad) and reply to them.
Show off photos of your gym – both inside and out.
Ensure your hours, contact details, and services are up-to-date and easy to find.
Provide links to your gym’s website and social, and be present online.

If you tick these boxes, you’ll make a good impression on your prospects. They’ll likely be curious and want to find out more about who you are and what you offer.

Now that they’re aware, they’ll progress down the funnel to the second stage.

Middle-of-Funnel (Consideration)

The middle funnel is where you strengthen bonds with prospects who now know you. This stage is often the longest because it involves a combination of nurturing your prospects and consistently demonstrating how your services yield results. What you want to do is capitalize on their interest and deliver value.

Here are some suggestions for how you can achieve that:

Create content that resonates. Utilize your blog, emails, and social platforms like Instagram and Facebook to communicate value. Share stories that echo their struggles, showcase your gym’s atmosphere and members, and help them visualize becoming part of your community.
Provide Clear Calls to Action: Each piece of content should serve a purpose, guiding prospects to simple, immediate actions like signing up for a class or downloading a guide.
Engage in Meaningful Conversations: This goes beyond scripted replies. Get to know your prospects by addressing them personally, asking questions, actively listening to their concerns, and making them feel acknowledged.

Building trust is your main objective during this phase. It’s this well-nurtured relationship that encourages prospects to commit to your gym as they approach the conversion stage.

Bottom-of-Funnel (Conversion)

This stage is critical. All the energy you’ve invested in understanding and engaging your prospects converges here, the pivotal point where they decide to commit to your gym. Your task is to present a compelling offer they just can’t refuse in order to get them in the door.

But here’s a kicker: about 8 out of 10 prospects slip through the cracks around this mark due to ineffective nurturing. To prevent that, it’s important that you consistently communicate, respond quickly, check in regularly, and show them you care about helping them achieve their goals. This can increase your odds at converting prospects into clients by 50%.

Remember, your relationship doesn’t end once your prospect commits; it’s just getting started. Continue to show them they’re valued by staying involved and celebrating their progress. When members feel this genuine connection and appreciation, they’re more likely to stick around, refer others, and be willing to upsell in the future.

How to Build a Lead Funnel for Your Gym

To build an effective lead funnel for your gym, it’s important to think about the specific actions you want prospects to take at each stage. For example:

Awareness: See ad on Facebook → Click ad → Submit contact info
Consideration: Engage with staff for more information
Conversion: Recognize the value → Become a member

To drive these actions, you’ll want to identify components at each stage that may require fine-tuning in order to guide prospects more smoothly down the funnel.

That said, here’s how you can optimize your lead funnel:

Starting with the TOFU stage, enhancing elements like your Google Business Profile, targeted ads, and engaging lead magnets, coupled with an amazing gym website and social media, can elevate your market presence and capture more attention. We’ve got a ton of resources to help you get started:

Then in the MOFU stage, focus on strategies that build relationships and encourage prospects to interact with your gym. Remember, more conversations lead to more conversions. For detailed nurturing strategies, check out these articles:

At the BOFU stage, it’s crunch time. Enhance your lead nurturing by being prompt, personal, and present when communicating with prospects. Present an offer they can’t refuse and be exceptional in customer care to positively influence their final decision. These resources are filled with additional insights:

Now, you’re equipped with the strategies for a lead funnel that effectively converts prospects into gym members.

Create a High-Converting Lead Funnel for Your Gym Today!

Effectively guiding potential clients through your lead funnel is crucial to converting interest into membership. Each stage—awareness, consideration, and decision—requires careful management and strategic action. That’s where Kilo comes in to help you save time.

We build websites that are optimized for conversion and have marketing software designed to get you more sales. With our comprehensive gym management software, you can streamline each stage of your lead funnel, from raising awareness to sealing the deal.

Why make things harder than they need to be? Let us simplify your process. Book a call with a member from our team to see how Kilo can make your life easier as a gym owner.

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Alex Bukowski

Alex is a former competitive gymnast with a passion for writing. She is fascinated by the intersection of fitness and technology, and aims to showcase this synergy by guiding others to harness its potential. Currently, serves as a professional writer and editor for the Kilo blog.

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