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Reaching the people most gyms miss: Bedford Gym & Swim Campaign delivers 410 new members
Bedford Gym & Swim campaign Credit: Creative Fitness Marketing
One of the biggest mistakes operators in the fitness industry still make is advertising almost exclusively to people who already look and live like gym members.
Scroll through a typical gym advert and you’ll usually see high intensity workouts, athletic physiques and people who already appear confident in a fitness environment.
While that style of marketing has its place, it often alienates the much larger audience sitting outside the gym walls - the people who feel intimidated, disengaged or unsure of where to start.
That’s exactly why the recent campaign at Bedford Gym and Swim stood out.
Over the course of the campaign, 410 new long-term members joined the club, generating an immediate £12,401 profit split for the business and a projected £5,897 increase in monthly income over the next three years.
But the most important figure wasn’t financial.
Significantly, 40 per cent of the people who joined were completely new to exercise.
That statistic tells a much bigger story about where the real growth opportunity lies for clubs across the UK.
At Creative Fitness Marketing, our campaigns are designed around reaching the people most gyms traditionally struggle to connect with. Instead of leading purely with fitness imagery or performance-based messaging, we focus on relatability, approachability and emotional connection.
We speak to the person who feels nervous walking into a gym for the first time. The parent wanting more energy. The 50-year-old looking to improve their health. The person who has spent years thinking the gym “isn’t for them”.
The demographic breakdown from Bedford Gym and Swim reflected this perfectly.
Of the new members, 59 per cent were female, with the strongest age groups being 40-49 and 50-59. These are audiences that many clubs unintentionally overlook when creating their advertising.
The campaign itself combined digital advertising, authentic content, community-focused messaging and an on-site sales approach designed to make people feel comfortable from the first interaction.
Because ultimately, gym growth isn’t just about generating leads. It’s about understanding who your real audience is and creating marketing that genuinely speaks to them.
When clubs stop advertising only to the already-fit, they often discover an entirely new market waiting to join.
Creative Fitness Marketing delivers six-week on-site campaigns designed to generate new members with no upfront cost through a shared profit model.
To find out more, contact Jonny or Matt on 0115 777 3333 or visit www.cfm.net
CFM
Creative Fitness Marketing
biggest mistakes
advertising
already gym members
Bedford Gym & Swim Campaign
Company Details
CFM
CFM is an international sales and marketing consultancy that provide marketing promotions for health clubs. In a 4-6 week time period this package incorporates direct mail; guerrilla marketing; onsite professional sales consultants and an effective corporate outreach strategy. This unique sales and marketing programme will generate additional monthly cash flow for your club, helping to make you financially stable, and secure you from any aggressive competitors in your market place.
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5th Floor, Market Square House, St James Street, Nottingham, Nottinghamshire NG1 6FGTelephone
+44 (0)115 777 3333Website
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One of the biggest mistakes the fitness industry still makes is advertising almost
exclusively to people who already look and live like gym members.
2026/THUMB-IMG-20260518-164559-9458.jpg
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