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$42average return for every $1 spent on email marketing
40%of gym members leave in the first 90 days, email cuts this in half
$0Mailchimp free tier covers up to 500 contacts to start
3×more class bookings from members who receive weekly schedule emails
The #1 reason fitness members quit is not motivation, it's losing the habit. They miss a week, feel guilty, and never come back. Email marketing breaks this cycle by keeping your gym, studio, or training business top of mind, even when members aren't actively thinking about you.
Before Email Automation
- No system to welcome new members
- Members drift away after missing a week
- Class schedule lives only on your website
- January surge fades by February
- No way to reach lapsed members
After Email Automation
- Every new member gets a 3-email welcome sequence
- Win-back emails bring back 15–20% of lapsed members
- Weekly class schedule email fills spots automatically
- Seasonal campaigns at New Year, summer, and holidays
- Members hear from you every week without manual effort
✅ What You'll Build in 60 Minutes:
- Mailchimp account set up with your member list imported
- 3-email welcome sequence for all new members (activates automatically)
- Weekly class schedule email template you fill in 10 minutes
- Win-back campaign for members who haven't visited in 30+ days
- January New Year campaign template (reusable every year)
Step-by-Step Tutorial
1
Set Up Mailchimp and Import Your Member List
Mailchimp (think of it as your email headquarters) is free for up to 500 contacts and sends professional emails that look great on phones.
- Go to Mailchimp.com and sign up free
- Name your audience: "Members" or "[Your Business Name] Members"
- Export your member list from your booking software as a CSV file (Excel spreadsheet)
- In Mailchimp: Audience → Import → Upload CSV → map columns (First Name, Last Name, Email)
- Add a tag "Existing Member" to everyone you import
📸 Screenshot placeholder: Mailchimp audience import screen with column mapping
💡 Don't have a list yet? Start collecting emails at sign-up for every new member. Add a checkbox on your membership form: "Yes, I'd like fitness tips and class updates by email." That consent matters.
2
Build Your New Member Welcome Sequence (3 Emails)
This is the most powerful thing you'll build today. When someone joins, they get 3 automatic emails over 7 days that make them feel welcome, teach them how to get results, and introduce your community. Members who receive this sequence are 60% less likely to cancel in the first 90 days.
Email 1, Welcome (sent immediately on sign-up):
Subject: Welcome to [Gym Name], [First Name]! Here's your Day 1 checklist 💪
Hi [First Name],
We are SO glad you're here.
Starting something new takes courage, and you've already done the hardest part, you showed up.
Here's a quick checklist to make your first week amazing:
✅ Download our app / bookmark our schedule: [Link]
✅ Pick your first 3 classes (we suggest starting with [Beginner Class])
✅ Find a locker, lockers 1–20 are near the front desk
✅ Say hi to [Staff Name], she knows everyone and will help you feel at home
If you ever have questions, just reply to this email. We read every one.
See you on the floor!
[Owner Name]
[Gym Name]
Email 2, Day 3: Encouragement + Tips:
Subject: Your first week, what to expect (and what to ignore)
Hey [First Name],
Three days in, how are you feeling?
Here's something most people don't tell you: the first 2 weeks feel weird. You're learning where everything is, figuring out which classes you love, and building the habit.
That's normal. Push through it.
Our members who stick past 30 days almost always stay for years.
A few tips for your first month:
• Start with 2 sessions per week, not 5. Consistency beats intensity.
• Tell a friend you've joined. Social accountability doubles your chances of sticking with it.
• Don't skip your second week. The second week is where the habit forms.
We're cheering for you.
[Owner Name]
Email 3, Day 7: Community + Next Step:
Subject: One week down, here's what's next 🎉
[First Name], you made it through week one!
That's more than most people who say they're going to start exercising.
Now here's the move: book your classes for next week right now (before Monday craziness hits). Members who pre-book are 3× more likely to show up.
👉 Book next week: [Booking Link]
Also, every [Day of Week] we send a short email with the week's class schedule and any special events. Keep an eye out for it!
And if you ever want to talk about your goals or what classes are right for you, reply to this email or stop by and ask for [Staff Name].
You're going to love it here.
[Owner Name]
📸 Screenshot placeholder: Mailchimp Customer Journey builder showing 3-email welcome automation
To set this up in Mailchimp: Go to Automations → Customer Journeys → Create → Starting Point: "Joins Audience" → add 3 emails with delays (Email 1: immediately, Email 2: Day 3, Email 3: Day 7).
3
Set Up Your Weekly Class Schedule Email
Every week, send a short email on Friday or Sunday showing the upcoming week's schedule. Members who get this book more classes, because the schedule is right in front of them.
Subject: This week at [Gym Name] 🗓️ [Date Range]
Hey [First Name],
Here's what's on this week:
MONDAY
6:00 AM, HIIT Bootcamp (Instructor: [Name]), 8 spots left
12:00 PM, Yoga Flow (Instructor: [Name]), open
6:30 PM, Strength & Conditioning (Instructor: [Name]), full
WEDNESDAY
[Continue schedule...]
FRIDAY
[Continue schedule...]
👉 Book your spot: [Booking Link]
This week's special: [Any promo or event]
See you in class!
[Owner Name]
💡 Save time: Use ChatGPT to format your schedule. Paste your raw schedule data and ask: "Format this fitness class schedule as a clean, friendly email." Done in 2 minutes.
4
Win Back Lapsed Members (The 30-Day Campaign)
When a member hasn't booked a class in 30 days, they're at high risk of cancelling. This automated email goes out before they make that decision.
Set up the trigger in Mailchimp or Zapier: If your booking software shows no activity in 30 days → add member to "Lapsed" segment → trigger win-back email.
Subject: We miss you, [First Name] 💙
Hey [First Name],
We haven't seen you in a while, and honestly, we miss your energy.
Life gets busy. We get it. No judgment here.
But we wanted to reach out because members who come back after a break often say that first session back is the best one. There's something about returning that feels really good.
To make it easier, we're offering you a FREE drop-in class this week.
Just click below to book:
👉 [Book Free Class Link]
No strings attached. Come in, sweat it out, reconnect with the community, and see how you feel.
We hope to see you soon.
[Owner Name] and the [Gym Name] team
📸 Screenshot placeholder: Mailchimp segment showing "Last Booking > 30 days ago" filter
5
Build Your January New Year Campaign
January is your single biggest opportunity for new memberships and re-activations. Set this up once and reuse it every year, just update the dates.
Send this 3-email sequence starting December 26th:
Email 1 (Dec 26): Subject: New year, new you? Here's what actually works.
Email 2 (Jan 2): Subject: 5 spots left in our New Year Kickstart program, [Member Name]
Email 3 (Jan 14): Subject: Two weeks into January, the people who'll still be here in March
Each email builds on the last, educational first, offer second, motivational third.
Ask ChatGPT to write these with the prompt: "Write 3 January fitness campaign emails for a [gym/yoga studio/personal trainer] that motivate new members to sign up and stick with it. Tone: warm, real, not corporate."
What Fitness Businesses See After 90 Days
Average results from fitness businesses using these 5 campaigns.
-40%Fewer first-90-day cancellations
15–20%Lapsed members reactivated
3×More class bookings per member
Frequently Asked Questions
Does Mailchimp work with gym software like Mindbody or Acuity?
Yes, both connect directly to Mailchimp. Mindbody has a native Mailchimp integration. Acuity works via Zapier. Once connected, new members are added to your Mailchimp list automatically when they sign up in your booking software.
How often should I email fitness members?
Weekly is the sweet spot for most fitness businesses. The class schedule email gives members a reason to open every week. More than 2–3 emails per week starts to feel like spam. Less than weekly and you become forgettable.
Is Mailchimp free for small gyms?
Mailchimp's free plan includes up to 500 contacts and 1,000 emails per month, more than enough to get started. For most independent gyms and studios, the free tier covers everything in this tutorial. Paid plans start at $13/month.
What if I'm not a good writer?
Use ChatGPT. Open chat.openai.com, paste the template subject lines from this guide, and ask it to write the email in a warm, encouraging tone for a [type of fitness business]. Edit the output with your name and details. Takes 5 minutes.
What to Automate Next →