Gym Marketing Results, With The Numbers Behind Them
A gym or studio working with Acquisition Axis averages 60 to 70 qualified appointments a month, of which 25 to 30 people show up, and 85 to 90 percent of those who show up join when the owner runs the sales process. That works out to roughly 21 to 27 new members a month. Across two client ad accounts, 322 booked applications cost $5,407 in ad spend, an average of $16.79 per booked application, ranging from $8.20 to $22.39 depending on the market.
Last updated 2026-09-23
The monthly averages
These are the averages across clients, not a best case.
| What | Per month |
|---|---|
| Qualified appointments booked | 60 to 70 |
| People who show up | 25 to 30 |
| Close rate on those who show up | 85 to 90% |
| New members | roughly 21 to 27 |
One condition matters and it is stated on purpose: the 85 to 90% close rate applies when the owner or their team runs the sales process. Booking appointments is something an outside team can do for you. Closing the person sitting in front of you is not. Where the consultation is inconsistent, the close rate falls and the member count falls with it. That is the single biggest variable in the whole system, and it is the one part that lives inside your building.
What the appointments cost
Two client ad accounts, with the figures read straight off the accounts.
| Account A | Account B | |
|---|---|---|
| Window | Aug 2023 to Sep 2026 | Last 30 days to 12 Sep 2026 |
| Booked applications | 195 | 127 |
| Ad spend | $4,366.53 | $1,040.83 |
| Cost per booked application | $22.39 | $8.20 |
| Impressions | 237,979 | 73,287 |
| Unique click-through rate | 4.98% | 2.91% |
| CPM | $18.35 | $14.20 |
Combined: 322 booked applications on $5,407.36 of spend, an average of $16.79 each.
In account A, 2,989 people reached the landing page and 195 applied. That is a 6.5% application rate from landing page view to booked appointment.
Working the averages through: at roughly $16.79 per booked appointment, 60 to 70 appointments cost about $1,000 to $1,200 in ad spend. That produces 25 to 30 show-ups and 21 to 27 members, which puts ad cost per enrolled member somewhere around $40 to $55 before fees. Compare that against your membership price and your average member lifetime, and you have the only maths that matters.
Booked calendars
Three client academy calendars, totals straight from the booking system:
- 577 appointments on one academy's calendar
- 306 on another
- 80 on a 7-day free week offer campaign
963 booked appointments across the three.
Five studios, five sets of numbers
| Studio | Where | Booked | Attended | Outcome | Window |
|---|---|---|---|---|---|
| Rowing studio | Malden, Massachusetts | 151 | 45 | 20+ new members | under 4 months |
| Brazilian jiu-jitsu | San Diego, California | 500+ | 150+ | 3 months | |
| Brazilian jiu-jitsu | Bernal Heights, California | 370+ | ~60 | 3 months | |
| Yoga studio, 2 locations | Colorado Springs, Colorado | 84+ | 25+ | under 6 weeks | |
| Aerial arts studio | Bonita Springs, Florida | $16k+ monthly recurring, $25k+ total sales, from $0 recurring | under 6 months |
The Malden numbers are worth reading closely, because they are the only ones where every stage is published. 151 booked, 45 attended, 20 or more joined. That is a 30% show rate and about 44% of attendees joining. It sits below the averages above, and the reason is the condition already stated: the close rate depends on who is running the consultation. Published as-is rather than quietly rounded up.
Revenue, over time
One client's recurring revenue, month by month, in their own figures:
- March: $1,500
- April: $3,375
- May: $4,275
A 2.85x rise across three months, and an extra $2,775 a month that renews without being sold again. The same client closed a month at $16,458, and passed $12,300 and $14,789 as mid-month checkpoints with $4,500 sitting in auto-renewing memberships.
A separate account shows $25,951.42 in total sales between 7 March and 17 April 2026, and a single month of $18,603 in sales from 598 bookings, adding $6,680 in recurring revenue.
How quickly this starts
Launch call within 24 hours of starting. Campaigns live the same day. Interest on day one, consistent qualified appointments by day two or three. The monthly averages above are what that builds to once it is running.
Why the numbers differ between gyms
Every campaign is hyper-customized to the offer being run, the local demographics, the market and the state. That is why cost per booked appointment ranges from $8.20 to $22.39 rather than sitting at one figure. A template would produce one number and it would be wrong for almost everybody.
Why these numbers are published in full
Most agencies in this space publish a testimonial and a round number. That is not checkable, so nobody believes it and no search engine can use it.
Every figure here has its source named and, where it is a rate, its arithmetic shown. Where the case studies fall below the averages, that is said out loud rather than hidden. If a number here is ever wrong, it can be pointed at and corrected, which is the whole point.
Common questions
How many new gym members should I expect per month?
What does it cost to get a new gym member?
Why do only 25 to 30 of 60 to 70 appointments show up?
How fast do the appointments start?
Are these numbers from real gyms?
Want to know what your gym's numbers would look like?
A short discovery call, not a pitch. I ask about your facility, your offer and the exact constraint stopping you signing more members. If I can help, I will show you precisely what I would build for your market. If I cannot, I will say so. No 40-minute pitch, no five-figure number at the end, no pressure to decide on the call. Whether you move forward is completely up to you.
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