How to beef up your gym and fitness advertising campaigns with digital audio

According to CMI, it was valued at around $78 billion in 2021, and experts anticipate it will reach more than $125 billion by 2030.¹ And in another global survey, 79% of respondents said they believe wellness is important, and 42% consider it a top priority.²

For companies in the fitness space, building brand muscle is all about connecting with people who prioritize their health. And with Spotify's vast range of music and podcasts, there's a soundtrack for everyone to work out to.

By running a self-serve digital audio ad campaign for your health or fitness brand on Spotify, you can reach your audience as they're immersed in the most relevant activity. Before building an effective advertising plan, let's take a broader look at fitness and gym advertising.

Fitness advertising 101

As consumer interest in fitness and wellness-oriented products swells, so do the opportunities for brands to make their mark.

But you've got to walk before you can run: If your goal is to create an effective fitness advertisement, the first step is to focus on context. Sending the right message at the right time and in the right setting is crucial for getting your voice heard.

If ads are served when fitness and health are top of mind—for instance, when people are getting pumped up for a workout or listening to a fitness-focused podcast—they may be more likely to trigger the desired response.

Why strong fitness ads are crucial to brand success

For many people, music and podcasts are the ideal complements to a workout. After all, what's a five-mile run or intensive lifting session without an energizing playlist to pump you up—or a compelling podcast to provide a much-needed distraction?

The National Center for Health Research reports that listening to music while exercising can motivate listeners, improve the quality of their workout, pump up their stamina, and even put them in a better mood.³

For brands, it's an excellent time to introduce a product or service, create an association with positive energy, and maybe even make a customer connection.

Gym advertising tips

When it comes to gym marketing, defining your goals—much like you would with any fitness plan—is the crucial first step. Then comes targeting: People who prioritize health and wellness are probably more likely to consider a gym membership, so finding those individuals and delivering relevant ads is key.

Here are a few tips to get you started:

1. Select your target audience

You can't start an ad campaign without knowing your audience. By carrying out research to figure out the demographic info of your target market—including their location, behavioral traits, interests, and more—you can narrow down your customer base and determine which users may be interested in what you have to offer.

2. Create an advertising plan that highlights the perks of your gym

Once you've identified your target market, it's time to start creating ads that highlight your facility's unique perks. From your breadth of classes and experienced trainers to amenities like spas, cafes, or spacious workout floors, there's lots to think about. Focus on what sets your gym apart, and convey those specifics with memorable visuals, messaging, and music. This can also help with brand recall, which boosts the odds that people will recognize and remember critical aspects of your brand.

3. Measure and optimize your results

Analytics are crucial to digital marketing campaigns—they provide must-have data on how well your ads are working, and how you can make improvements. From setting campaign goals to fine-tuning your targeting, ad measurement turns insight into action.