Have you ever wondered what your prospects are thinking as they search for a gym? Imagine knowing exactly what questions they’re asking and what’s driving their decision to join. Understanding this journey—from realizing they need a change, to researching options, to making a choice—helps you create content that clicks with them.
This journey, called the buyer journey, has three stages:
By creating the right content for each stage, you’ll give prospects what they need, when they need it, and guide them naturally toward joining your gym.
Let’s break down each stage and show you how to create content that meets people where they are. 👇
Stage 1: Awareness
In the awareness stage, prospects are just starting to realize they have a fitness need or goal. They might not be ready to join a gym yet, but they’re exploring options and looking for helpful information. This is your chance to connect with them through educational content.
💡 The goal here is to build trust by offering valuable information.
At this stage, prospects might be searching for answers to questions like:
- What type of exercise is best for beginners?
- What are the benefits of weight training?
- What’s the difference between cardio and strength training?
- How often should I work out each week?
Your content should help them feel informed, motivated, and more comfortable about starting their fitness journey.
Content Types for the Awareness Stage
To educate and inspire prospects in the awareness stage, focus on content that builds trust and positions your gym as a helpful resource. Remember, you’re not selling your gym or services just yet.
💡 Keep your ideal client in mind. Your content should be tailored to their specific interests, goals, and pain points.
Here are some formats to consider:
- Blog posts
- Infographics or carousels
- Short videos
- Guides
- eBooks
For example, let’s say we’re targeting beginners who’ve never worked out at a gym before. You could create content that attracts and engages prospects like:
💡 Content is your chance to differentiate your gym from the competition and position it as the obvious choice in your local market.
Tips for the Awareness Stage
When creating content for the awareness stage, keep these best practices in mind:
- Avoid aggressive selling: At this stage, prospects aren’t ready to commit. Focus on building trust by sharing valuable information rather than pushing for a membership. The goal is to help, not sell.
- Prioritize education and value: Think about your target audience—who they are, what they’re struggling with, and what they need help with. Then, create content that addresses their concerns with clear, actionable insights. This helps establish your gym as a reliable resource.
- Leverage SEO to increase visibility: Use keywords that align with what your prospects are searching for, such as “benefits of weight training,” “fitness tips for beginners,” or “cardio training.” The specific keywords you choose should reflect the needs and interests of the audience you serve. By optimizing your content for these terms, you can improve your search rankings and attract more prospects to your gym.
By creating content that aligns with the awareness stage, you’ll build trust and lay a solid foundation for guiding prospects through the rest of the buyer journey.
Stage 2: Consideration
In the consideration stage, prospects are actively researching their options and comparing solutions to find the best fit for their needs. They’ve moved beyond general questions and are now exploring specific fitness approaches, workout styles, or types of gyms to decide what works best for them.
💡 Keep your ideal client in mind. They’re deciding if your gym is worth their time, money, and effort.
Generally, prospects might be asking:
- What’s the difference between group classes and personal training?
- Is strength training or cardio better for my goals?
- What should I look for in a gym near me?
Your goal is to provide content that helps them weigh their options and clearly shows how your gym can meet their needs. By answering their questions and concerns, you’ll position your gym as the best solution and move them one step closer to making a decision.
Content Types for the Consideration Stage
You need to show prospects how your gym can meet their needs and help them feel confident that you’re the right choice. Here are some effective content types for this stage:
Detailed Guides or Comparison Articles help prospects make more informed decisions by breaking down options and explaining what’s best for their fitness goals. For example, if your gym specializes in strength training, you could create a guide like “CrossFit vs. Weightlifting: Which Is Right for You?”
Client Testimonials and Case Studies build trust by sharing real success stories that show how others achieved their fitness goals at your gym. You can highlight relatable transformations to your target audience that emphasize how your gym solves problems and delivers results.
FAQ Videos or Blog Posts address common questions and eliminate doubts by providing clear answers. For example, if your gym offers personal training, you could create a post like “What to Expect in Your First Personal Training Session at [Your Gym].”
Webinars or Live Q&A Sessions are great opportunities for prospects to engage with you directly, ask questions, and feel more connected to your gym. They also give you and your staff the chance to showcase your expertise in action.
💡 Prospects in this stage have already shown interest in your gym and content, so use this opportunity to strengthen their connection.
Tips for the Consideration Stage
Keep these best practices in mind when creating content for the consideration stage:
- Be transparent about your gym’s offerings and approach: Prospects want straightforward information to determine if your gym is the right fit for their needs. Clearly outline what programs or services you provide, what sets your gym apart, and what the process of joining looks like. Transparency helps build trust and confidence.
- Use real-life success stories to connect with prospects: Authentic, relatable stories show prospects that their goals are achievable at your gym. Sharing member transformations or testimonials demonstrates that you’ve helped others succeed, making it easier for them to envision their own success.
By the end of this stage, prospects should feel confident and ready to take the next step. It’s time to guide them toward making a decision.
Stage 3: Decision
This is the final stage of the buyer journey, where prospects are ready to commit but may need a little extra encouragement to choose your gym over the competition. They’re likely narrowing down their options, comparing membership pricing, benefits, and overall value to find the best fit.
💡 Your goal is to confirm their decision and make them feel confident they’re choosing the right gym.
At this stage, prospects might be searching for:
- Reviews about [Your Gym Name]
- Comparisons like “[Your Gym Name] vs. [Competitor’s Gym Name]”
- FAQs about membership perks or pricing
Your content should focus on providing the final push they need to take action. You should be reinforcing your gym’s strengths, addressing any lingering concerns or objections, and making the sign-up process as simple as possible. This is your chance to turn consideration into commitment.
Content Types for the Decision Stage
The awareness and consideration stages have led up to this moment—closing the deal. In those earlier stages, you:
- Provided valuable content
- Demonstrated how your gym can meet prospects’ needs
- Built trust by showing who you are and what you offer
In the decision stage, you’re shifting from educating to selling because prospects are ready to make a purchase. Here are the types of content that can help them choose your gym:
Low Barrier Offers make it easy for prospects to say “yes” by reducing the initial commitment. These offers let them try your gym with little risk and experience the value you provide before making a bigger decision. For example, if your gym offers small group training, a low barrier offer might be: “Try your first month for $99.”
Comparisons help prospects see what makes your gym different and why it’s the best choice. Whether it’s content highlighting what sets you apart from competitors, a side-by-side chart of membership benefits, or a clear explanation of your pricing, comparisons make their decision easier. For instance, showing your membership options on your website and highlighting “Most Popular” or “Best Value” options can guide them toward the right choice.
Free trials or Tours give prospects a chance to experience your gym firsthand. They can see what it’s like to work out in your facility, meet your staff, and feel part of your community. You can also offer a free consultation to dive deeper into their goals and outline a plan to help them get the results they’re looking for.
Client reviews and Testimonials build trust and show prospects that others love your gym. With 88% of people trusting reviews as much as personal recommendations, displaying them on your Google Business Profile, website, and social media can push prospects to take action.
💡 Remember, the decision stage is the only point in the buyer journey where you should focus on selling your services.
Tips for the Decision Stage
With prospects ready to make a decision, keep these best practices in mind when creating content for the decision stage:
- Use clear calls-to-action (CTAs): Tell prospects exactly what to do next. Phrases like “Book a Free Session” or “Claim Your Free Pass” leave no room for confusion and guide them toward taking action.
- Create urgency in your offers: Limited-time promotions like “Join this week and save 20%” or “First 10 sign-ups get a free month” encourage immediate action. These offers make prospects feel like they need to act fast to get the deal.
By following these best practices, you’ll make it easier for prospects to say “yes” and turn their interest into a commitment.
💡 Check out our guide on How to Write Killer Calls to Action That Convert for Your Gym for more tips!
Next Steps
Creating the right content for each stage of the buyer journey helps you meet prospects where they are, build trust, and guide them toward becoming members at your gym. By understanding what your audience needs at every stage—awareness, consideration, and decision—you’ll build stronger relationships and convert more leads.
Ready to take action? Start applying these strategies today, or explore more tips and resources on our blog to help grow your gym. 👇
- How to Level Up Your Gym Business with Management Software
- How to Make a Winning Lead Magnet
- The Best Lead Capture Tools for Gyms
- How to Know When to Refresh Your Gym’s Brand
- Great Marketing Ideas That Draw People to Your Gym
And if you’re looking for tools to get more leads, sales, and free time, book a call with our team today to find the right Kilo solution for your business.
