How to Set a Gym Marketing Budget

Set a gym marketing budget by separating essential foundation work from monthly demand generation. Account for creative production, website or landing pages, ad spend, management and lead follow-up capacity. Start with a level the team can respond to and measure well.

Work backwards from capacity

A gym that can only process a limited number of tours or trials should not optimise solely for maximum lead volume.

Include sales operations

Budget time and tools for fast responses, follow-up, trial booking and membership conversations.

Review by cohort

Compare leads by channel, programme, location and joining outcome rather than using one blended cost-per-lead.