Running a gym isn’t cheap. Between rent, payroll, software, and equipment, your expenses add up fast. So if you’re cautious about throwing money at ads that might not work, you’re not alone.
The good news? Your best marketing asset is already inside your gym.
Your members.
If they’re having a great experience, they’re probably already talking about you. And with a little structure, you can turn that everyday chatter into real leads, referrals, and new memberships without spending a dollar on ads.
Here’s how to make it happen.
1. Make Referrals Easy and Worthwhile
One of the fastest and most reliable ways to get more members is through referrals.
Your current members already know, like, and trust you. If they’re enjoying their experience, many of them would be happy to refer a friend. It just needs to be easy and clear.
Here are a few ways to set that up:
- Create a referral program with a simple reward for both the member and the guest
- Talk about it during onboarding and check-ins so people know it exists
- Make the process seamless, like sharing a link or handing over a guest pass
In Action: A gym owner we spoke with brings in around 60 referrals a month using a simple strategy. After a client completes their training program, they’re given a 30-day free trial to share with a friend. Since the usual trial is only 14 days, this feels like a valuable gift—and it works. The leads are high quality, and the longer trial gives them time to build trust and convert into paying members.
2. Ask for Reviews (and Make It Easy)
Most gym owners understand the value of reviews. But in the day-to-day of running a business, asking for them can easily fall off the radar.
The thing is, reviews do a lot of heavy lifting when it comes to building trust and bringing in new members. They can:
- Help you rank higher in local search results
- Influence prospects before they ever step through your doors
- Reinforce the credibility of your gym through real client experiences
The key is to make the process simple and consistent. Here’s a system that works well:
- After a member’s first 30 days, send a friendly message asking for a review
- Include a direct link to your Google or preferred review page
- Share strong reviews on your website, social channels, and in follow-up emails
Even a small handful of well-placed reviews can build serious trust with future members. And over time, a steady stream of them becomes one of your most valuable marketing tools.
3. Use Testimonials to Build Trust
Testimonials are one of the most effective ways to show what your gym is all about. They’re not just compliments. They’re proof that what you offer works.
When a prospective member hears from someone with similar goals or challenges, it builds confidence and makes your gym feel more approachable.
Here are a few ways to collect and use testimonials effectively:
- Ask satisfied members to share a quick quote or short video about their experience
- Post these on your website, social media, and in follow-up emails to prospects
- Highlight a variety of member stories so different people can see themselves in your space
The more real stories you can share, the more relatable your gym becomes. Over time, these testimonials help turn interest into action.
In Action: We spoke to a personal training gym that features a combination of before-and-after photos and video testimonials on their website.
The photos showcase real client transformations with clear metrics, like how much weight they lost and how long it took, while the videos highlight different members sharing their personal experiences in more detail. Together, these testimonials give prospects a well-rounded picture of the results they can expect and the community they’d be joining.
4. Host Bring-a-Friend Events
Some members may not feel comfortable referring someone directly, but they’re much more likely to invite a friend to a fun, low-pressure event.
Bring-a-friend days are a great way to introduce new people to your gym and strengthen your community at the same time.
Here’s how to make them work:
- Schedule them regularly (once a month or once a quarter works well)
- Offer a small incentive for members who bring guests, like a prize draw or class credit
- Focus on creating a welcoming and enjoyable experience for everyone
These events give potential members a chance to experience your gym for themselves, while giving your current members something to look forward to. It’s a simple, effective way to build momentum and grow your reach.
In Action: A gym owner we spoke with in Ottawa, Ontario runs a martial arts gym that brings in a steady stream of leads through bring-a-friend events. Members get $50 off when a friend they bring signs up. And if they bring five friends over the course of a year who all join, they earn a free year of membership. It’s been one of their most consistent and effective ways to grow.
5. Make Members Feel Valued
People naturally talk about the places where they feel seen, supported, and appreciated.
If your members feel like more than just a name on a list, they’re much more likely to tell others about your gym.
Here are a few simple ways to strengthen those relationships:
- Learn and use members’ names, and celebrate their milestones and progress
- Highlight member stories or wins on social media (with permission)
- Give shoutouts in class or in your private Facebook group to recognize effort and consistency
These small moments of recognition go a long way. When members feel connected to your gym, they’re more likely to stick around—and to bring others in too.
In Action: The Fort NYC, a small group training gym, celebrates member milestones by having them sign a plate on the wall and highlight their wins on social media. It’s a simple tradition that makes members feel recognized and proud, and it’s helped strengthen their community over time.
Final Thoughts
You don’t need a big ad budget to grow your gym.
When you create a great experience for your members and give them simple ways to share it, they often become your best source of new clients.
To recap, focus on:
- Clear and consistent referral offers
- Asking for reviews at the right time
- Sharing real testimonials and success stories
- Hosting bring-a-friend events
- Making members feel seen and appreciated
If you’re looking for ways to make these strategies easier to manage—or want to automate some of the follow-up—Kilo can help.
Book a call with our team to see how we support gym owners in turning everyday members into advocates.
