The fitness industry continues to evolve beyond the gym walls, especially after the disruptions of recent years.

Hybrid fitness models – combining in-person gym experiences with virtual classes and on-demand workouts – have become mainstream, with about 45% of consumers preferring a mix of both by 2024 . Many gyms and studios now offer digital memberships alongside physical ones to cater to flexible schedules and geographically dispersed audiences. External challenges like economic swings can impact discretionary spending on fitness, but overall health consciousness remains high and consumers prioritize wellness.

Technology is a strong driver: wearables and fitness trackers are ubiquitous, providing users and trainers with data to tailor workouts. AI-powered fitness apps (for personalized workout plans or form-checking via camera) are growing in popularity.

There’s also an emphasis on holistic well-being – fitness now often incorporates elements of mental health, recovery (e.g., mindfulness, yoga, sleep tracking), and nutrition coaching. Digital marketing in fitness heavily leverages social proof and community. Social media challenges and influencer partnerships (think of the many fitness influencers with loyal followings) can significantly boost a brand or program’s visibility. User-generated content is key – people sharing their progress or favorite classes online become ambassadors. Also, since many fitness businesses run on subscription models, retaining customers is as important as acquiring them; this has led to more focus on engagement through apps, gamification (like streaks or achievement badges), and regular communication to reduce churn.

Mediacharge helps fitness brands and gyms energize their digital marketing to attract and retain members in today’s hybrid fitness landscape. We devise strategies that leverage the power of community and data – from social media campaigns that engage your audience with challenges and success stories, to SEO-enhanced content that ranks for trending fitness queries. We run targeted ads to reach the right demographics (e.g. promoting a new app feature or gym class to those most likely to join) and optimize your sign-up funnels or e-commerce store for equipment sales through CRO. Our team also sets up tracking to measure what drives sign-ups or subscriptions, allowing for continuous improvement of campaigns and user experience. Backed by our experience and case studies with fitness clients, we help you build a strong, loyal community and keep your growth momentum up – turning new year’s resolution sign-ups into long-term success stories for your business.