How to Write a Gym Member Newsletter That People Actually Read
Click Below To Share & Ask AI to Summarize This Article
Why Most Gym Newsletters Fail — and What a Good One Looks Like
Most gym email newsletters look the same: a header with the gym logo, a list of class schedule changes, a promotion for a PT package, and a footer with contact details. Members open the first one, skim it, and stop opening subsequent ones within two months. The unsubscribe rate creeps up; the open rate creeps down; the newsletter becomes a cost centre with no measurable return.
Length, Format and Frequency
Length
Aim for a 3–5 minute read. In practice, this is roughly: member spotlight (150 words), training tip (100 words), what’s on (100 words), owner’s note (75 words), one offer (50 words). Total: approximately 500 words of actual content plus your visual structure. Members who want more can follow your blog and social media; the newsletter should respect their inbox and their time.
Format
Clean, simple design. Your gym’s brand colours and logo, clear section headings, readable font size, mobile-optimised (more than half of your members will read it on a phone). Avoid design that looks like a flyer — newsletters that look like they were created by a human for other humans perform better than those that look like advertising.
Frequency
Monthly is the sweet spot for most independent gyms. Fortnightly is possible if you have enough content; weekly is only sustainable if newsletter production is someone’s explicit responsibility and there is consistently enough genuine content to fill it. A monthly newsletter that is genuinely good is more valuable than a weekly newsletter that is mostly filler.
Platforms: Which Email Tool Is Right for a Small Gym
Mailchimp
The most widely used option for small businesses. Free up to 500 contacts / 1,000 emails/month; paid plans from ~£10/month for larger lists. Good template library, basic automation, reasonable analytics. The right choice for most gyms with lists under 500 members who want something they can set up themselves in an afternoon.
Kit (formerly ConvertKit)
Better automation and segmentation than Mailchimp at the same price tier. Cleaner interface. More appropriate for gyms that want to send different content to different member segments (new members vs long-term members vs lapsed members). Free up to 1,000 subscribers.
Klaviyo
More powerful automation and analytics than either of the above; better for gyms that integrate their email platform with their membership software (Klaviyo has native integrations with many gym platforms). More complex to set up; overkill for most independent gyms with straightforward needs.
Integrated gym platform email
Many gym management platforms (Glofox, TeamUp, ClubRight) include built-in email functionality. The advantage is that member data is already there; the limitation is that these tools are typically less sophisticated as email platforms than dedicated tools. For basic operational emails (booking confirmations, class reminders), use your gym platform. For a newsletter with proper design and analytics, a dedicated email tool is worth the minor overhead of maintaining the list in two places.
Segmentation: The One Segmentation Worth Doing
Once you have a newsletter running consistently, one segmentation is worth implementing: separate your active members from your lapsed (cancelled or frozen) members. Active members get the standard newsletter; lapsed members get a modified version — the same content, but with a specific rejoining offer in the offer section. This captures the segment most likely to re-engage at the moment their interest is highest (when the newsletter reminds them what they are missing), without cluttering the standard newsletter with win-back messaging that active members do not need.
Metrics: What to Track
- Open rate: The percentage of recipients who open the email. Industry average for fitness/wellness emails is approximately 20–25%. Above 30% is excellent for a gym newsletter; below 15% suggests your subject lines, sender name, or content quality need attention.
- Click rate: The percentage who click a link. For a newsletter with one primary CTA, 3–6% click rate is healthy.
- Unsubscribe rate: Below 0.3% per send is normal; above 1% signals content that members do not want to receive.
Track these monthly. A declining open rate over 3 months signals a content problem; a spike in unsubscribes after a specific send tells you something about what did not land. Both are fixable once you can see them.
GymPal connects UK fitness-seekers with independent gyms. Claim your free GymPal listing — and share it in your next newsletter as an easy way for members to refer a friend.
I am Adam Hall, a dedicated fitness professional with over ten years of experience in the UK’s fitness industry. I earned my Master’s degree in Sports Science from Loughborough University and have worked with several top fitness studios across the UK. My certifications include a Level 3 Personal Trainer Certificate and a specialised Strength and Conditioning Coach accreditation.
Starting my career as a personal trainer, I quickly moved up to manage multiple gym locations, overseeing their operations and training programs. Beyond managing gyms, I regularly contribute to well-known fitness magazines and have been featured in articles for “Health & Fitness” and “Men’s Health”. My passion also extends online where I run a popular blog on GymPal’s AI-powered directory platform detailing insights into choosing the right fitness venues across the UK. With hundreds of posts reaching thousands of readers monthly, my goal is to influence positive changes in how people approach health and exercise throughout the country.
