Gym owners typically use social media to build brand awareness and support their members. But did you know your social media can also be a steady source of new members? Even if your website is your main driver of revenue, you can convert social media followers into paying members with the right strategy and routine.
No matter how busy your schedule is, it’s possible to turn likes, shares, and comments into memberships. This guide will help you make your social media presence a more consistent source of new members by covering:
- Why social media can be a reliable channel for attracting new members
- 10 actionable steps to convert followers into paying clients
- How AI tools and gym marketing automation software can support your efforts, even if you’re short on time
Why Can Social Media Be a Reliable Source for New Members?
In today’s fitness market, 54% of gym members say they discovered their gym through platforms like Instagram and Facebook. That means many of your followers could be potential members.
Social media marketing offers several advantages:
- Repeated exposure: It gives you an ongoing chance to showcase your gym, team, and services to the right audience. By posting consistently and engaging with your followers, you can position your gym as a trusted choice.
- Direct contact: You can interact with followers in real time, creating stronger personal connections and a sense of community.
- Visual impact: Fitness content is naturally visual. You can highlight progress, workouts, your space, and the energy inside your gym with photos and videos.
- Word-of-mouth at scale: Each comment, tag, and content share acts as a referral. This kind of social proof is often more trusted than paid ads.
- Cost-effective reach: You can market your gym and connect with potential members at any time, often with better results and lower costs than traditional marketing.
You can also use social media to test content, gather feedback, and adjust your messaging based on what works. This makes it easier to improve your approach and increase conversions over time.
A good example of this in action is Joe Strada, a gym owner who brought in over 200 members through social media. He didn’t use a complicated strategy. He just showed up consistently and posted simple, relatable workout videos that made fitness feel less intimidating.
We interviewed Joe on Gym World and broke down his full approach. You can check it out below.
10-Step Guide to Converting Social Media Followers into Members
With a clear plan and consistent schedule, you can turn your social media followers into paying members. Here are the steps to help you get started.
#1 Clearly Define Your Brand
Use the space in your social media bios to give a clear and engaging overview of your gym. Include your background, why you started the gym, what makes it different, and who’s on your team. It’s also helpful to share your mission and how it connects to your members’ goals.
Make sure your branding is consistent across platforms. Use your gym’s colors, logo, and fonts to build recognition and trust with your audience.
Visual content is one of the most effective ways to highlight your gym’s atmosphere and results. Share photos or videos of coaches working with clients or members taking part in classes. If you don’t hire a professional, make sure the media is high-quality, well-lit, and easy to see.
Finally, include a clear call-to-action in your profile to guide followers on what to do next.
For more help, we interviewed Kilo CEO Kaleda Connell on Gym World, where she shared three simple ways gym owners can get more leads from social media. The conversation included tips on improving your Instagram and other easy wins. You can watch the interview below or read the full article here.
#2 Develop a Consistent Posting Schedule
Posting consistently helps keep your gym top of mind for potential members. It also signals to social media algorithms that your content is active and relevant, which can improve visibility and reach. The more people you reach, the better your chances of turning followers into members.
Regular posting can also:
- Keep your gym fresh in the minds of people considering a membership
- Strengthen the connection followers feel with your brand
- Help you track what content performs best
- Show that you take your business seriously
We understand gym owners are busy, so consistency will look different for everyone. Start with a goal that feels realistic (like one post per week) and build from there. The key is to stick with whatever schedule you set.
#3 Build Trust Through Interaction
Building a connection with your social media followers is an important step toward turning them into members. Consistently engaging with them in a genuine way helps build trust and increases the chance they’ll choose your gym.
One of the most effective ways to build that trust is by replying to every comment and direct message. You can also start conversations by asking questions in your posts. As the conversation continues, you can guide interested followers toward taking action, such as booking a tour or trying a class.
Platforms like Instagram and Facebook offer tools like Q&As, quizzes, and polls to help you engage more directly. For example, you could ask, “Which is better for core strength—squats or planks?” These tools not only spark interaction, but also give you insights into what your audience values.
For a deeper look at this strategy, we interviewed Mark Fisher on Gym World, where he shared his full sell by chat playbook. It’s a practical breakdown on how to turn Instagram conversations into memberships. You can watch the full interview below.
#4 Create and Share Engaging Content
Posting quality content helps you increase reach by working with social media algorithms. It also builds trust and positions you as a knowledgeable voice in the fitness space.
If a potential member follows a tip from one of your posts or blogs and sees real results, they’re more likely to become a paying client. Sometimes, all it takes is a discount or a personal invite to book a tour and get them in the door.
Content from your members can also be very effective. Sharing follower-generated content offers several benefits:
- It boosts engagement and builds a stronger connection to your brand
- It makes members feel seen and appreciated
- It encourages others to interact and get more involved
To increase the reach of your content, make sure it’s easy to share. Add social sharing buttons where possible and include simple prompts that encourage members to repost or tag a friend.
#5 Go Live and Have Real-Time Conversations with Followers
More than 80% of social media users prefer live video over static posts from brands. This makes live streaming one of the most effective ways to connect with potential members. It allows for real-time interaction and gives people a direct look at your gym and team.
Platforms like Facebook, Instagram, and TikTok all offer live video features. You can use this format in a variety of ways:
- Host a casual conversation with a coach or staff member
- Share a short presentation on fitness or nutrition
- Give a tour of your facility
- Stream a live workout led by a trainer
- Run a Q&A session to answer common questions
To increase attendance, promote your live sessions in advance through regular posts and stories. Going live helps you build trust, show your personality, and engage followers in a way that static content often can’t.
#6 Focus on Community Building
Building a sense of community on social media helps increase engagement and encourages word-of-mouth referrals. Followers are more likely to become members when they feel like they belong.
A national study by IHRSA found that 95% of gym-goers who returned after COVID did so because they missed the sense of community.
That’s why community building should be a key part of your social media strategy.
You can highlight your gym’s community by:
- Sharing group-focused photos, videos, or live streams
- Posting about how much fun members have in group classes
- Running fitness challenges that encourage teamwork
- Using apps that let members track progress and support each other
If you’re looking for ideas, gym owners Cassie Day and Dane McCarthy have built world-class communities in very different ways. We interviewed them on Gym World to break down their strategies. You can read the article here or watch the interview below.
#7 Create Strong Call to Actions
Just like on your website, strong calls to action (CTAs) on social media are key to driving conversions. They guide your followers toward becoming members, so it’s important to use clear, direct language that tells them exactly what to do.
Examples of effective CTAs include:
- Book a free session before the 30% off special ends
- Reserve a spot for a free core exercise class
- Sign up for the free nutrition webinar
- Swipe right for 10% off your first month
- Enter your contact info to join the Power Mixer giveaway
Make sure your CTAs stand out visually. Use bold, on-brand colors and designs that grab attention. Place them in multiple areas—your bio, captions, videos, and graphics—to improve visibility and encourage action.
A great example of this is Jon Goodman. He structures his Instagram like a sales page: sharing 2–3 posts a week that speak directly to his audience’s biggest problems, highlighting client results to build trust, and including a clear CTA in every caption. This consistent approach has helped him increase conversions over time, and it can work for your gym too.
You can read the full breakdown of Jon’s approach or watch his interview below for more insights.
#8 Run Targeted Promotions
Offering limited-time deals or exclusive offers to your social media followers can be a strong way to turn engagement into memberships. These promotions also help support your community-building efforts. Here are a few ideas:
- Free class or guest pass: These offers are more effective when there’s a deadline, such as “This offer ends in 10 days.” Be specific about what action to take. For example, “Tag a friend and both of you get a free class.”
- Challenges: Create short-term fitness challenges, like a 5- or 6-week program with a prize or entry fee refund for those who reach their goals. This increases participation and builds excitement.
- Exclusive discounts: Offer special discounts to followers on a particular platform, such as 25% off the first month for Facebook users.
#9 Optimize Landing Pages
It’s easier to turn social media followers into paying members when you use landing pages designed specifically for your social media traffic. A strong landing page gives visitors a clear reason to take action. The most effective ones include the following:
- Mobile-friendly design: About 99% of social media users access platforms on mobile. Your landing pages should be easy to navigate on a phone or tablet.
- Fast load time: Aim for a load time between 1 and 3 seconds. Anything longer can lead to more drop-offs and fewer conversions.
- One clear call to action: Avoid giving too many choices. Keep the focus on a single, direct action, such as booking a free session or starting a trial.
- Eye-catching visuals: Use high-quality gym photos or branded imagery to create a professional, welcoming feel.
- Trust elements: Include member reviews or testimonials to help potential clients feel more confident about signing up.
#10 Retarget and Follow Up
Even with a strong social media strategy, many followers won’t take action the first time they see your offer. This is where retargeting becomes useful. Studies show that app retargeting can increase conversion rates by 38%.
Here are two simple ways to retarget followers and increase conversions:
- Direct messages and email follow-ups: Collect emails and phone numbers during your social media promotions. Use this information to follow up with personalized messages. For example: “Hi Clara, just wanted to let you know we’re offering 10% off the membership plan you asked about. DM me if you’re interested.”
- Paid ad retargeting: If someone visits your landing page but doesn’t sign up, you can run a follow-up ad. A simple message like “Still thinking about our flex membership? Get 20% off for the next 48 hours” can bring them back and encourage action.
How AI and Gym Lead Machine Help You Get New Members from Social Media
In a perfect world, you’d have the time and staff to turn more of your social media followers into paying members. But most gym owners are juggling multiple roles and working with limited resources.
The good news is that it’s possible to simplify this process with the help of Artificial Intelligence (AI) and Gym Lead Machine (GLM). These tools make it easier to handle social media engagement, follow-ups, and lead conversion without adding more to your plate.
Here’s how they can support your growth.
Online AI Tools
Low-cost AI tools like Canva can help you improve your gym’s social media presence without needing to hire a designer or content creator.
Canva is an easy-to-use platform that lets you build professional-looking graphics with drag-and-drop features and built-in AI tools. Some of the most useful features include:
- Brand templates: Perfect for promoting fitness challenges, transformation stories, class schedules, and special offers
- Magic resizing: Quickly adjust post sizes for different platforms like Facebook, Instagram Stories, and TikTok
- Text-to-image and background remover: Create fitness visuals or clean up member photos for a sharper look
- Built-in writing tool: Save time by generating captions, quotes, or short tips to pair with your visuals
If you use Kilo, you also get access to ready-made templates through our Design Library. These professionally designed assets make it easy to stay on brand and promote upcoming events.
Gym Lead Machine
Kilo’s Gym Lead Machine (GLM) helps you turn social media followers into paying members by combining automation, sales workflows, and high-converting landing pages in one system. Here’s what you can do with GLM:
- Instant follow-ups: Send automated emails, texts, or DMs to people who engage with your promotions, ads, or challenges. You can also jump into the conversation and reply in real time. GLM gives you full control over how and when you follow up. A built-in CRM tracks every lead who opts in.
- Streamlined scheduling: Let followers book tours or classes directly from your landing pages. GLM can fill your calendar automatically, so you and your team can focus on converting leads.
- Centralized marketing tools: You can run email campaigns, schedule social posts, and launch ads from one place. A real-time dashboard shows how each channel is performing so you can stay on top of key metrics.
- Consistent branding: Access exclusive design assets and a full photo library to keep your brand visuals sharp and consistent.
- Simple content creation: Use built-in tools to post newsletters and blog content regularly. GLM also helps improve your online presence by sending automated Google review requests.
Final Note
Social media can be a valuable source of new members when you use a consistent and well-structured lead capture strategy. Tools like Canva and Kilo’s Gym Lead Machine make it easier to manage content, follow up with leads, and drive real results.
If you want to see how GLM can help your gym grow and save you time, book a call with our team.
