In 2023, more than 28 million Americans packed up and moved. That shift generated over $97 billion for the moving industry. Behind each of those moves is a person or family starting a new chapter—finding new grocery stores, doctors, coffee shops, and yes, new gyms and fitness studios.
If you own or manage a fitness business, this is one of the most valuable audiences you can target. New movers are in a state of transition. They’re actively looking for services and experiences that will help them feel at home. A well-crafted Fitness Direct Mail piece—sent right to their mailbox—can be the warm invitation that turns them into a paying member.
It could be a “First Month Free” offer, a “Join Now and Save $50” promotion, or even a personal welcome with a free class pass. These offers are simple but powerful, especially for someone who’s still building their new daily routine.
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Why the Current Housing Market Works in Your Favor
Housing inventory remains historically tight. Across the U.S., active listings are down nearly 40% compared to pre-pandemic levels. While interest rates are higher than in 2021, motivated buyers and renters are still making moves. Homes are selling quickly, and people continue relocating for work, lifestyle, or personal reasons.
This constant turnover means there’s a steady stream of potential new members entering your community every month. These individuals are actively seeking local businesses they can trust. When you reach them with Fitness Direct Mail, you’re not competing in the crowded digital ad space where they’re bombarded with thousands of brand messages a day. You’re landing directly in their hands at a moment when they’re receptive.
And there’s something about physical mail that stands out—especially at a brand-new address. It feels personal. It feels like a welcome. That’s the emotional connection your campaign can tap into.
The Spending Power of New Movers
One of the biggest misconceptions is that new movers are too budget-conscious to invest in fitness. The reality is the opposite. New homeowners spend more in the first six months after moving than the average resident spends in two years. Recent data shows the average “settling-in” spend is now over $10,000.
That spending covers everything from furniture and décor to service providers and personal wellness. And fitness is high on that list. People moving to a new neighborhood often see it as a chance to upgrade their lifestyle. They’re more open to joining a health club, trying boutique fitness studios, or signing up for classes they’ve never done before.
The median home sales price in April 2023 was $436,800, showing that buyers are still willing to invest in the home—and by extension, the lifestyle—they want. If you present your business as part of that better lifestyle through strong Fitness Marketing Promotions, you have an excellent chance of gaining their attention and loyalty.
Why a New Movers Campaign Works
Moving is disruptive, and in that disruption is opportunity. Routines get broken, habits change, and people are in “search mode.” This is when they’re most open to switching gyms or starting new memberships.
Typical direct mail response rates average between 5–9%, but new mover campaigns can hit 15–20% when done right. That’s double or even triple the return on other general marketing approaches. The reason? You’re delivering a relevant offer to someone who actually needs it—right when they need it.
With Fitness Digital Marketing running alongside your mail campaign, you can create multiple touchpoints. They see your postcard in the mailbox, then spot your ad on Facebook or Instagram, and then recognize your logo when they drive by your location. That familiarity builds trust fast.
What Makes an Effective New Movers Campaign
A successful campaign has three main ingredients:
- Targeted Timing
Send your first piece within 30 days of a move. This is the sweet spot when they’re still exploring, making purchases, and forming new habits. - A Clear, Compelling Offer
Keep it simple—free trial, discounted first month, waived sign-up fees. Avoid complex terms that might confuse or discourage them. - Personalization
Use a warm, welcoming tone. Include phrases like “Welcome to the neighborhood!” or “We’re glad you’re here.” It feels less like a sales pitch and more like an invitation.
When your Fitness Direct Mail looks inviting, is easy to act on, and arrives at the right time, it works.
How to Combine Direct Mail with Digital
While a mailer gets your foot in the door, pairing it with Fitness Digital Marketing amplifies your results. Retarget new movers with online ads, send a follow-up email, or run a social media welcome campaign.
This multi-channel approach makes it harder for someone to forget about you. Studies show that consumers need multiple brand touches before making a purchase decision. When your message appears in their mailbox, their social feed, and their email, it cements your brand in their mind.
Why Members Today is Your Best Partner
At Members Today, we’ve spent years refining Fitness Direct Mail and Fitness Digital Marketing strategies that consistently perform. We know how to source accurate new mover data, design eye-catching mailers, and craft offers that convert. We also help you integrate your offline and online marketing so you’re never missing an opportunity to connect.
Your business doesn’t need to wait months to see results. With the right targeting and offer, you can start welcoming new members almost immediately.
FAQ
Within the first 30 days—they’re still making decisions and looking for services.
Yes. It’s one of the most effective ways to build brand recognition quickly.
Absolutely. They need services just like homeowners.
Simple, valuable incentives such as a free class, waived sign-up fee, or a discount on the first month.
A series of 2–3 touches over a few months works best to stay top of mind.