Worried your emails are getting lost in the digital noise? I get it. With social media and all the flashy new marketing trends, it’s easy to wonder if email marketing is even worth it anymore.
Here’s the truth: email is still one of the most powerful and personal ways to connect with your members. It just looks a little different than it did five years ago.
Here’s what’s working for gyms in 2025 - straight from someone who’s been testing it inside my own business.
1. Make it Personal (Like, Really Personal)
Gone are the days of one-size-fits-all email blasts. In 2025, it's all about personalization. Think about it: you wouldn't give the same training plan to a bodybuilder and a yoga beginner, right? The same goes for your emails.
Start by segmenting your email list. You can create different groups based on:
- Membership type: (e.g., class packs, unlimited, personal training clients)
- Interests: (e.g., yoga, CrossFit, cardio)
- Activity level: (e.g., new members, regulars, members who haven’t visited in a while)
Once you have these segments, you can send targeted emails that feel like they were written just for them. For example, you could send a special offer on a yoga workshop to your yoga lovers or a “we miss you” email with a free class pass to members who have been away.
2. Automate Your Welcome Wagon
First impressions matter. A warm, welcoming email series for new members can make all the difference in helping them feel like part of your community from day one.
With a tool like Recess, you can set up automated email workflows that do the work for you. Here’s a simple welcome series you could create:
I think this may be one of the easiest ways to improve the onboarding of clients, with relevant feedback from new members you are guaranteed to see where and what may need improvement.
3. Build a Community, Not Just a Customer List
People are craving connection now more than ever. Your gym is more than just a place to work out - it’s a community. Your emails should reflect that.
Use your emails to foster a sense of belonging. You can do this by:
- Sharing member spotlights: Celebrate your members' achievements (with their permission, of course!).
- Hosting challenges and events: Run a 30-day fitness challenge or a member appreciation BBQ.
- Asking for feedback: Make your members feel heard and valued by asking for their opinions.
Building a community around your business is more important than one would think, clients like to feel included and if you can combine with exclusive events the potential for growth is very promising. I am a big fan of members only events, they are great for both networking and socialising with like minded people.
4. Let Your Members Do the Talking
Your happiest members are your best marketers. User-generated content (UGC) is a fancy way of saying “let your members create content for you.”
Encourage your members to post photos and videos of themselves at your gym on social media. You can then share this content in your emails (again, with permission!). This not only provides you with authentic content but also builds social proof and shows potential members what it’s like to be a part of your community.
5. AI is Your New Best Friend
Don't be intimidated by the term "AI." Think of it as a helpful assistant that can make your email marketing easier and more effective. Many modern email marketing platforms, including some integrated with gym management software, are using AI to help you:
- Write catchier subject lines: Get more opens with AI-powered suggestions.
- Find the best time to send emails: AI can analyze your data and tell you when your members are most likely to open your emails.
- Personalize content at scale: AI can help you create highly personalized emails for each member without spending hours doing it manually.
I use AI every week, not to replace my voice, but to make things faster and sharper.
Final Thoughts: Email Is Far From Dead
Email marketing for gyms isn’t going anywhere, it’s just evolving. By making it personal, automating smart touchpoints, fostering community, and using tools like AI, you can turn your inbox into one of your strongest retention and growth channels.
For me, the biggest shift was moving from generic blasts to personalized, automated, community-driven messages. That’s what keeps my members engaged and my business thriving.
👉 Want more inspiration? [Check out Recess’s marketing tools and tips] to see how you can bring this strategy to life.
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