Why Memberships Boomed in 2024
More people than ever before are making fitness part of their weekly routine. Between better access to gyms and more flexible membership offers, joining a health club has become less intimidating and more inviting. This year, clubs that adapted their marketing and showed up where people were searching—on Google and in their mailboxes—saw real results.
As Members Today, we’ve been helping health clubs grow for over two decades. And in 2024, we saw something special: smart, local marketing drove big increases in foot traffic and signups. From boutique studios to full-service gyms, the ones who invested in Digital Marketing, Google Search Ads, and Direct Mail Marketing brought more members through their doors.
The Role of Digital Marketing in the Membership Surge
Gyms that leaned into Digital Marketing strategies got ahead. We’re not just talking about social media posts. We’re talking about running smart, trackable campaigns that met people right when they were looking for a reason to change their habits.
Google Search Ads gave clubs instant visibility at the top of search results. Pair that with Google Performance Max Ads, and now you’re reaching people across YouTube, Gmail, Maps, and more. When you run the right ads to the right audience, the results speak for themselves.
Clubs that used SEO to improve their website rankings got consistent organic traffic. And the best part? That traffic turns into real leads without paying per click. Local SEO especially made a big difference, helping gyms show up when someone searched for “gym near me.”
Direct Mail Didn’t Just Survive—It Thrived
While digital strategies led the charge, Direct Mail Marketing made a bold comeback. In a world of constant scrolling, a well-designed postcard still gets noticed. In 2024, we saw gyms get creative—offering limited-time deals, seasonal promos, and clear calls-to-action that drove people to take the next step.
What made it work was the targeting. At Members Today, we helped clubs send mail to the right households: nearby, demographically matched, and ready to join. When paired with online retargeting, this created a seamless journey from mailbox to front desk.
Performance-Driven Marketing Wins
The real winners in 2024 were the gyms and studios that tracked their results. Google Performance Max Ads helped take the guesswork out by using machine learning to optimize across all Google platforms. But it’s not just about automation—it’s about knowing what’s working and doubling down.
Our clients who reviewed their campaigns weekly and adjusted their offers based on real-time results grew faster. Whether it was changing a headline, tweaking a target radius, or shifting ad spend to a better-performing zip code, those small moves added up to huge growth.
Why Search Engine Optimization Still Matters
SEO isn’t flashy, but it’s the foundation. When someone searches for your club and can’t find your site—or worse, finds a competitor—you’ve already lost. The clubs that invested in solid Search Engine Optimization strategies saw steady traffic and steady growth.
We helped gyms build out local landing pages, claim their Google Business Profiles, and get five-star reviews. That trust factor made all the difference. A clean, fast, mobile-friendly site paired with local SEO kept the leads coming in month after month.
What’s Next for Health Club Memberships?
With memberships at record highs, the pressure is now on to keep those members engaged. Retention is the next big challenge. But growth doesn’t stop here. If 2024 showed us anything, it’s that clear messaging, consistent outreach, and performance-based marketing are the new standard.
At Members Today, we’re ready to help clubs stay ahead—by connecting them with the right people, at the right time, using strategies that actually move the needle.
FAQ
Very important. Most people search and browse on their phones, so a fast, mobile-friendly site helps turn clicks into walk-ins.
Target by zip code, income level, age, and fitness interest. Smart targeting makes all the difference.
