When it comes to SMS marketing, simplicity and precision drive results. Gyms can boost engagement and retention by sending concise, action-oriented texts that members are likely to read and respond to. With a 90% open rate and 45% response rate, SMS outperforms email, making it a powerful tool for class reminders, promotions, and re-engagement. Here’s how to craft messages that work:
- Understand your audience: Tailor messages based on member goals (e.g., weight loss, strength, flexibility) and preferences (e.g., class types, attendance habits).
- Keep it short and clear: Stick to 160 characters, focusing on benefits and a strong call to action (e.g., “🔥 2 spots left for HIIT at 6 PM! Book now: [link]”).
- Personalize: Use names, favorite classes, or workout history to make messages feel relevant and thoughtful.
- Create urgency: Highlight limited spots or time-sensitive offers without being pushy.
- Follow rules: Include opt-out instructions (e.g., “Reply STOP to unsubscribe”) and match your gym’s tone.
Start using SMS to connect with your members instantly, drive action, and build loyalty.
Writing Effective SMS Marketing Copy in 160 Characters (Or Less)
Understanding Your Gym Members
Crafting effective SMS messages starts with understanding who you’re reaching out to. Your gym members aren’t just a list of names – they’re people with unique fitness goals, preferences, and motivations. The better you understand what drives them, the more likely your messages will inspire action.
For example, a message about high-intensity interval training might resonate with someone aiming to shed extra pounds, but it could miss the mark for someone focused on improving flexibility. Similarly, a promotional offer might excite a group class enthusiast but hold little appeal for someone who prefers solo workouts. When your messages align with your members’ goals and habits, they’re far more likely to engage.
Identify Member Goals
Every gym member steps through your doors with a specific goal in mind. Understanding these goals allows you to connect with them in a way that feels personal and relevant.
- Weight loss enthusiasts are drawn to messages about calorie-burning workouts, fat-loss techniques, and visible results. They’re motivated by transformation stories and time-limited challenges that keep them focused and engaged.
- Strength seekers respond well to content about building muscle, hitting personal records, and pushing their limits with new techniques or programs.
- Community-driven members value social connection as much as fitness. They’re the ones who thrive in group challenges, partner workouts, and social events. Messages about team-based activities or group classes will grab their attention.
- Flexibility and wellness-focused members prioritize stress relief, better sleep, and mobility. They’re more likely to respond to supportive, calming language rather than intense or aggressive fitness messaging.
Group Your Members
Segmenting your members into groups based on their habits and preferences allows you to send messages that feel tailored and personal. This kind of targeting can dramatically improve your response rates.
One way to segment is by activity level. Regular attendees – those who show up three or more times a week – are already consistent and respond well to messages about advanced classes, exclusive perks, or early access to new programs. On the other hand, occasional visitors might need encouragement to build consistency, with messages focused on removing barriers and creating a routine.
Class preferences offer another opportunity for segmentation. Yoga lovers probably won’t care about powerlifting workshops, and CrossFit fans might skip meditation sessions. By tracking the types of classes each member attends most often, you can ensure your messages are relevant to their interests.
Engagement history also provides valuable insights. Some members plan ahead and book classes weeks in advance, while others are more spontaneous and respond to last-minute availability alerts. Tailor the timing and frequency of your messages to match these preferences.
New members, especially during their first 90 days, require special attention. They’re still getting familiar with your gym, forming habits, and deciding if it’s the right fit for them. During this period, focus on onboarding messages, introductory offers, and encouraging language rather than promoting advanced programs or premium services.
Use Motivational Language
The words you choose matter. Motivational, action-oriented language can energize your members and inspire them to take action.
Focus on action verbs and benefits. Instead of saying, “We have personal training available,” try, “Transform your workouts with one-on-one coaching.” Similarly, “Stretch away today’s stress” is far more engaging than simply announcing a yoga session. The key is to highlight how your offerings will improve their lives, not just describe what’s available.
Benefit-driven messages consistently outperform feature-focused ones. Your members don’t care that a HIIT class lasts 45 minutes – they care that it will rev up their metabolism for hours afterward. They’re not interested in the technical specs of new equipment; they want to know how it will help them achieve their goals faster.
Adding a sense of urgency can also drive action, but it has to feel natural, not forced. Phrases like “Only 3 spots left in tomorrow’s bootcamp” or “Sign up today to grab your spot” create urgency without being pushy.
Keep your tone energetic yet supportive. Fitness can feel intimidating, especially for beginners. While words like “crush” or “dominate” might resonate with hardcore athletes, they could alienate newcomers. Instead, aim for language that motivates without overwhelming.
Lastly, go beyond simply using a member’s name. Personalize your messages by referencing their class preferences or progress. For instance, “Sarah, ready to crush another barre session?” feels far more thoughtful than a generic “Hi Sarah, we have classes today.” This kind of attention to detail makes members feel seen and valued, which strengthens their connection to your gym.
Writing Short and Clear SMS Messages
When your gym members are balancing work, family, and fitness, they don’t have time to sift through long-winded messages. That’s why short, action-oriented SMS messages are so effective. By keeping things concise, you not only respect their time but also make it easier for them to take immediate action. Plus, sticking to a tight character limit ensures your message stays focused and impactful.
Keep Messages Under 160 Characters
The 160-character limit isn’t just a technical guideline – it’s a tool for clarity. Messages that stay within this limit arrive as a single text, making them easy to read in one go. Go over, and your message gets split, which can hurt readability and even add extra costs. Keeping it short forces you to focus on what truly matters, like delivering a clear benefit or a strong call to action. Plus, it helps you stay compliant with SMS regulations like TCPA and 10DLC.
Start with the Most Important Information
Your members make decisions in seconds, so lead with the good stuff – whether it’s the offer, the urgency, or the benefit. For example, skip the pleasantries like “Hi there, hope you’re doing well” and dive straight in: “🔥 Free yoga class tonight – sign up now!” or “Only 2 spots left for HIIT – book your spot!” This way, even if someone only glances at your message, they’ll get the key takeaway. Use active, benefit-driven language and make sure your call to action (CTA) is easy to spot. Don’t bury it at the end – put it where it grabs attention.
Use Simple Formatting
Simple formatting goes a long way in making your message stand out. A line break or a well-chosen emoji can emphasize key points without overwhelming the reader. For example:
"🔥 2 spots left for HIIT tonight
Book now!"
Emojis, when used sparingly, can boost engagement. A fire emoji (🔥) signals urgency, while a flexed bicep (💪) reinforces strength and fitness. Stick to one or two emojis per message – any more can clutter the text. Also, avoid excessive punctuation, all caps, or jargon that might trigger spam filters. The goal is to make your message scannable and actionable at a glance.
| Message Element | Weak Example | Strong Example |
|---|---|---|
| Length | "Don’t forget about our classes. See you soon." | "🔥 2 spots left for HIIT at 6PM! Book now: [link]" |
| CTA | "Let us know if you’re interested." | "Reply YES to join tonight’s class!" |
| Personalization | "Join our class." | "Mike, don’t miss tonight’s Spin class!" |
| Formatting/Emojis | "Class at 6pm." | "💪 Spin class at 6PM – Reserve your spot!" |
Personalization and Clear Calls to Action
When it comes to SMS campaigns, personalization and clear, actionable steps can make all the difference. These strategies help you connect with members on a deeper level while encouraging immediate responses.
Add Custom Details to Messages
Personalization goes far beyond just using someone’s name. Incorporate details like their workout history, favorite classes, or fitness goals. For example, if a member regularly attends yoga sessions, send them reminders for upcoming classes or promotions specific to yoga. If someone hasn’t visited in a while, reference their last workout: "Mike, we miss you in Monday morning CrossFit! Your spot is waiting." This kind of message feels supportive and thoughtful rather than generic.
For gyms with multiple locations, including specific details about the member’s preferred branch can make messages even more relevant. For instance, "Your usual 6 PM spin class at our downtown location has 3 spots left." Even small touches, like mentioning the time they typically work out, can make messages feel uniquely tailored to them.
Once you’ve nailed personalization, the next step is crafting calls to action that leave no room for confusion.
Craft Clear Calls to Action
A strong call to action (CTA) is essential. Avoid vague language like "let us know" or "get in touch." Instead, use direct and specific phrases that guide members toward the next step. Examples include: "Book your spot now," "Reply YES to join," or "Claim your free class." These phrases create momentum and make it easy for members to respond.
Action verbs are your best friend here. Words like "reserve," "claim," "book," and "secure" are far more effective than passive alternatives. If you’re asking for a reply, keep it simple: "Text HIIT to join tonight’s class" or "Reply with your preferred time slot."
Make the process even easier by including direct next steps. For instance, instead of just saying "book now," provide a link: "Book now: [link]" or "Call 555-0123 to reserve your spot." If your system allows, link directly to the specific class or promotion rather than a general page. The fewer steps required, the more likely members are to take action.
Finally, to encourage quicker responses, add a sense of urgency.
Create Urgency Without Being Pushy
Urgency can motivate members to act, but it needs to feel natural and genuine. Highlight real scarcity or time-sensitive opportunities, such as: "Only 2 spots left for tonight’s HIIT class." This feels authentic and relevant, unlike overly dramatic messages like "Last chance ever to join our gym!"
Time-based urgency works well too. For example: "Class starts in 2 hours" or "Early bird pricing ends Friday." Pair this with the benefits they’ll gain: "Don’t miss tonight’s calorie-torching session – 2 spots left!" This approach keeps the focus on what they’ll achieve rather than creating fear of missing out.
Keep the tone positive and encouraging. Instead of saying "You’re running out of time!" try "Grab your spot before we’re full!" This keeps the message supportive, reminding members that you’re here to help them meet their fitness goals – not to pressure them into something they’re unsure about.
By combining personalization, clear CTAs, and a light sense of urgency, you can create SMS campaigns that feel both engaging and effective.
| CTA Type | Weak Example | Strong Example |
|---|---|---|
| Class Booking | "Let us know if you want to join." | "Reply YES to secure your spot!" |
| Promotion | "Check out our deals." | "Claim 50% off – expires tonight: [link]" |
| Re-engagement | "We miss you at the gym." | "Mike, your comeback workout awaits – book now!" |
| Event Registration | "Sign up for our workshop." | "Reserve your nutrition workshop spot: [link]" |
sbb-itb-9f7e00b
Following Rules and Maintaining Brand Voice
Balancing legal requirements with your gym’s energetic and inspiring tone is key. You need to comply with federal regulations while still delivering motivational messages that encourage your members to take action.
Include Opt-Out Instructions
Every SMS message you send must provide a clear way for members to unsubscribe – this is required by both TCPA and 10DLC regulations. A common and effective method is adding a line like "Reply STOP to unsubscribe" at the end of your messages. Variations such as "Text STOP to opt out" or "Reply STOP anytime to unsubscribe" are also acceptable. Keep these instructions short and place them at the end of the message, where members naturally expect to find them.
It’s crucial to respect opt-outs. Once a member opts out, you cannot send them marketing messages again unless they explicitly opt back in. With this in mind, your SMS content should also reflect your gym’s personality and tone.
Match Your Gym’s Brand Voice
Your SMS messages should feel like an extension of your gym’s overall vibe – whether that’s energetic and motivational or calm and welcoming. Think about how your trainers communicate and bring that same style into your texts.
For example, if your gym is known for intense workouts, a message like "Ready to crush it and earn that rest day?" will resonate with your audience. On the other hand, if your studio caters to beginners with a more relaxed approach, something like "No pressure – just your next step toward feeling great!" will feel more authentic. Consistency is key, ensuring your members instantly recognize your voice no matter where they hear from you. Timing is another critical factor to consider.
Send Messages at the Right Time
When it comes to SMS campaigns, timing can be everything. Most texts are read within 3 minutes of being received, so sending messages at the right moment can significantly boost engagement.
Avoid sending texts during peak carrier congestion hours (10 AM–3 PM ET) to reduce delays, especially for time-sensitive promotions. Scheduling your messages during off-peak hours can help ensure quicker delivery.
Also, be mindful of how often you’re messaging. Bombarding members with too many texts can lead to opt-outs. Keep an eye on engagement trends and fine-tune your schedule to match what works best for your audience.
Poor vs. Good SMS Examples
Crafting effective SMS messages can make all the difference in how your audience responds. To illustrate this, let’s look at some side-by-side comparisons of poorly written texts versus well-crafted ones. The contrast highlights how small tweaks – like adding personalization, urgency, and clear calls to action (CTAs) – can transform a generic message into one that drives immediate engagement.
Comparison Table: Poor vs. Good SMS Messages
| Scenario | Poor Example | Good Example | Key Improvements |
|---|---|---|---|
| Class Reminder | "Don’t forget your class." | "Sarah, HIIT at 6pm tonight! 💪 Book your spot now. Reply STOP to opt out." | Added personalization, urgency, clear CTA, and compliance |
| New Class Promotion | "We have new classes." | "🔥 Only 2 spots left for Yoga at 7pm! Reserve now." | Created urgency, specified details, included actionable CTA |
| Member Check-In | "Come to the gym." | "Hey Mike, ready for your next session? Reply YES to confirm or STOP to opt out." | Used member’s name, clear action step, included opt-out |
| Referral Program | "Refer a friend." | "Bring a friend this week & get a free smoothie! 🍓 Reply YES to claim." | Highlighted benefit, added incentive, clear CTA |
| Membership Renewal | "Your membership is expiring." | "Hi Lisa, renew by 8/20 & save $20! Reply RENEW or STOP to opt out." | Personalized, added deadline and savings, compliance included |
| Re-engagement | "Haven’t seen you lately." | "Miss you, Jamie! Join our Bootcamp this week for a fresh start. Book your spot now!" | Warm tone, specific class suggestion, motivational language |
These examples make it clear: generic messages don’t work. They lack personality, urgency, and actionable steps, often leaving recipients uninterested or confused. On the other hand, the good examples feel personal and engaging. They speak directly to the recipient, create a sense of urgency, and make the next steps easy and rewarding.
For instance, compare “Yoga class at 7pm” to “🔥 Only 2 spots left for Yoga at 7pm! Reserve now.” The latter creates scarcity, motivating the recipient to act quickly. Similarly, adding a name like “Hey Mike” or “Hi Lisa” makes the message feel tailored, not automated.
Another key element is smart formatting. A sprinkle of emojis adds personality without overdoing it, while concise language keeps the message clear and aligned with your brand voice. Importantly, all examples stay under 160 characters, balancing brevity with impact. Compliance elements, like opt-out options, ensure your messages remain professional and user-friendly.
Ultimately, strong SMS messages feel like a friendly invitation, while weak ones come across as impersonal announcements. Your audience can sense the difference – and they’ll respond accordingly.
Conclusion: Start Writing Better SMS Messages
Crafting effective gym SMS messages is straightforward when you prioritize member needs, clarity, and compliance. Throughout this guide, we’ve covered key strategies like targeting your audience, keeping messages concise, adding personalization, and ensuring compliance – each crucial for success.
Keep these principles front and center. Pair strong calls to action with clear value to encourage immediate responses. Why does this matter? SMS campaigns boast an impressive 45% response rate compared to email’s modest 6%, highlighting their effectiveness.
The way you phrase your messages can make all the difference. For instance, compare a generic "Class at 6pm" to something like, "🔥 Only 2 spots left for HIIT at 6pm! Book now, Sarah!" The latter grabs attention and motivates action. Fitness businesses that use targeted SMS marketing have seen class attendance jump by 25% and membership renewals climb 15%.
With over 90% of SMS messages read within three minutes of receipt, the opportunity to stand out is massive. Deliver messages that feel personal, timely, and valuable to cut through the daily noise your members face. By focusing on these tactics, you can create SMS campaigns that truly drive results.
Interested in taking your SMS campaigns to the next level? Book a free discovery call with RevText. Our team can provide custom, high-converting SMS templates and help you set up automated campaigns that boost engagement, attendance, and revenue – all while staying aligned with your brand and compliance requirements.
FAQs
How can I segment my gym members to boost SMS marketing results?
Segmenting your gym members is a smart way to make your SMS campaigns more effective. Start by organizing members based on their fitness goals (like weight loss, strength training, or improving flexibility) or their preferred classes (such as yoga, HIIT, or barre). You could also group them by membership type (monthly or annual) or their activity level (active versus inactive).
Using data like attendance records or workout history can help you craft personalized messages that truly connect. For instance, you might send a reminder for a favorite class or an offer aligned with their goals. An example message could be: "Hi John, ready for another round of HIIT? Book your spot now – space is running out!"
When messages feel relevant and encouraging, members are far more likely to engage with your gym’s SMS campaigns.
What are some examples of motivational phrases to inspire gym members through SMS?
Motivational phrases in SMS messages can help gym members stay on track and energized. For instance: “You’re stronger than you think – keep it up!”, “Every workout gets you closer to your goals!”, or “Don’t stop now – the best version of you is just around the corner!”
These quick, positive messages foster encouragement and build a supportive atmosphere, giving members that extra push to show up for their next workout.
How can I create SMS marketing messages that are both compliant and true to my gym’s brand voice?
To keep your SMS messages both compliant with regulations and true to your gym’s identity, always include clear opt-out instructions, such as "Reply STOP to unsubscribe." This not only meets legal requirements but also respects your members’ preferences. Additionally, complete the 10DLC registration process to verify your business identity and purpose, ensuring you align with industry standards.
Stick to your brand’s voice by using friendly and motivational language that emphasizes benefits like building community and achieving fitness goals. Steer clear of overly promotional or pushy tones. Instead, focus on creating trust through clear, value-driven communication that resonates with your members.
