Black Friday might have started in the US, but its popularity in Australia and New Zealand has soared over the past decade. Today, it stands as one of the largest sales events of the year, with retailers in every sector from electronics to fashion launching irresistible offers. For consumers, it’s the perfect time to secure great savings before the festive season kicks into gear.
Gyms, too, can capitalise on this growing consumer excitement and spending momentum. Black Friday gym promotions are a golden opportunity not only to boost immediate revenue but also to attract new members, reward loyal clients, and position your gym as a vibrant, community-focused business.
In this article, we’ll explore why Black Friday matters for gyms, share the best promotion ideas with local examples, explain how to make your deals stand out, and outline proven strategies for promotion and automation that lead to lasting growth.
Why Black Friday Matters for Gyms in Australia
Black Friday’s rise is backed by shifting consumer habits and robust retail data. The Australian Bureau of Statistics reported that Black Friday overtook traditional end-of-year and holiday shopping season sales like Boxing Day, becoming the biggest shopping event by turnover in 2023. Despite cost-of-living pressures, shoppers increasingly seek value deals during this pre-Christmas sale period.
Fitness-focused Black Friday offers are a booming category. With summer right around the corner, health-conscious Australians are prioritising wellness, making Black Friday a key moment for gym memberships, personal training sessions, fitness apparel, and supplements. For gym owners, the event is a strategic chance to:
- Drive new member signups: On average, gyms offering 40-60% off annual memberships or free trial periods see membership spikes.
- Re-engage previous or inactive members: Special Black Friday offers remind them of the value your gym delivers.
- Upsell current clients: Bundles and premium offerings push additional revenue.
- Build brand affinity: A successful promotional campaign positions your gym as trendy and customer-responsive.
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Top Black Friday Promotion Ideas for Gyms
When it comes to fitness Black Friday offers, your gym deserves to shine. But how do you craft deals and offer discounts that stand out in the buzzing sales crowd?
From memberships to merchandise, referrals to flash sales, the right mix of promotions can energise your sales and bring fresh faces through the door. Here’s a handy list of tried-and-tested ideas to get the creative juices flowing and your leads signing up.
- Black Friday Membership Discounts: Offer first month free or 20-50% off annual packages. Waiving joining fees or locking in locked-in rates for new signups creates further appeal. Local gyms often provide 40–60% discounts around Black Friday, drawing significant interest.
- Personal Training Package Deals: Bulk-buy discounts on personal training sessions, whether in-person or online coaching, entice people to invest in their fitness goals upfront, saving hundreds over the year.
- “Refer a Friend” Campaigns: Motivate current members to bring friends with exclusive benefits like free sessions, fitness fear, gift cards, or digital swag.
- Flash Sales for Existing Members: Limited-time end-of-year perks like free class upgrades, guest passes, or nutrition consultations keep current members engaged and loyal.
- Bundles with Partner Products: Package gym access with nutrition supplements, fitness gear, or wellness services, increasing the perceived value and promoting local partners.
Take advantage of powerful POS features and intuitive workflows for product bundles, merch, and more with Xplor Gym’s POS Capabilities. Learn more
- Prize Draws and Challenges: Interactive contests encourage new memberships and social sharing, building community buzz around your brand.
- Offer Free Trials and Classes: Offering risk-free trial weeks or classes invites hesitant prospects to experience your gym firsthand during the Black Friday hype.
Many gyms complement these with strategic offers on merchandise and supplements, matching fitness enthusiasts’ full lifestyle needs and fitness journey during Black Friday sales. Offer free returns or money back guarantees to provide a sense of security and trust.
Want to dive deeper into Black Friday strategies for your gym? Check out these 13 solid Black Friday ideas for gyms for expert tips and practical ideas to help your gym maximise Black Friday success with confidence.
Making Your Gyms Black Friday Deals Stand Out
In a sea of Black Friday ads, your gym’s offer needs to be a showstopper. How do you strike that perfect balance between irresistible and valuable?
It’s about messaging that grabs attention, crafting urgency without pressure, and delivering clear benefits your audience won’t want to miss. Consider these tips:
- Clear, benefit-driven messaging: Use simple language showing exactly what members gain, e.g. “Join now and get your first month free – no joining fee!”
- Urgency and scarcity: Use countdown timers on your website and clear deadlines like “Offer ends midnight Sunday” to prompt quick decisions.
- Eye-catching design: Utilise bold, festive graphics with Black Friday themes for social media, email, and in-gym signage.
- Preserve value perception: Instead of broad, steep discounts, offer bundled benefits or exclusive add-ons which add value without eroding brand equity.
- Transparent pricing: Avoid confusion by clearly showing savings compared to regular prices.
Promoting Your Black Friday Campaign
Having a fantastic deal is just the start. The real key? Spreading the word far and wide so it reaches the right people at just the right moment. A well-oiled marketing machine mixes emails, social media, friendly reminders, and community engagement to build momentum that lasts.
And don’t forget: your existing members are your ultimate gym marketing for Black Friday strategy, they can help you shout about your offers loud and proud. Here’s how to make sure your campaign gets the attention it deserves.
- Email campaigns: Send pre-launch teasers, launch announcements, and last-chance reminders segmented by member type to personalise offers and increase open rates.
- Social media: Pulse your offers across Facebook, Instagram, and LinkedIn with paid ads and organic posts. Incorporate video testimonials, appetising images, and countdowns to boost excitement.
- Website pop-ups: Capture visitor attention immediately with on-site promos and sign-up reminders.
- Member app notifications: Tap into instant communication channels through your gym’s app to showcase offers to active members.
- In-gym community events: Host Black Friday events, challenges, mini competitions, or live Q&A with trainers to create buzz and engagement.
Turn every interaction, Black Friday or otherwise, into a growth opportunity with Xplor Gym’s all-in-one, growth-ready marketing and retention tools. Learn more
A consistent message across channels and real-time updates help maintain momentum from the early days of Black Friday through Cyber Monday sales.
Real Black Friday Fitness Campaign Examples
Sometimes the best inspiration comes from seeing what others have tried. Gyms and fitness brands around the world have used Black Friday to offer amazing deals, spark urgency, build excitement, and drive sign-ups in creative ways. Here are a few examples to inspire your 2025 Black Friday approach:
Some U.S.-based gyms launch Black Friday with an “Early Bird” sale, offering steep discounts available only for a short window. The urgency is reinforced with countdown timers across email, websites, and Instagram Stories.
For example, Orangetheory once promoted: “Sign Up Before 10am for 50% Off Your First Month.” These limited-time offers create instant excitement and encourage quick decision-making from potential members.
Inspiration for your gym: Offer a heavily discounted rate for the first 20 sign-ups or for anyone who commits before a set time on Black Friday morning. Promote it with a countdown clock on your social media and website to build urgency and get people acting fast.
Other fitness brands keep things fresh by turning discounts into a game. 22 Days Nutrition ran a Black Friday email campaign where each subscriber received a unique code unlocking a mystery discount between 20% and 50%. The element of surprise made customers eager to check “what they’d won,” spiking web traffic and driving rapid engagement.
Inspiration for your gym: Gamify your offers by letting prospects “spin the wheel” online or in person to reveal their discount, or by sending out mystery codes via email. Each code could unlock a percentage off their first month, a free PT session, or even a piece of branded merch—adding fun while driving conversions.
Gymshark’s #BigDealEnergy – Turning Members into Ambassadors
Gymshark’s #BigDealEnergy campaign went all-in on hype, enlisting influencers to post high-energy videos tied to one simple hashtag. The buzz spread quickly as fans and everyday customers jumped in, sharing their Gymshark hauls and deal reactions across Instagram and YouTube.
Inspiration for your gym: Create your own mini-ambassador program for Black Friday. Give members special referral codes or links they can share with friends and reward them with extra discounts, free classes, or branded gear for every referral. Encourage members to post their sign-ups or deals on Instagram Stories and reshare them on your gym’s page to amplify the buzz.
Free Guide
For even more creative gym promotion ideas and 10 ready-to-use festive email templates, check out our comprehensive Promotion Guide, designed to help your gym finish the year strong.
Explor the Guide
Automating & Tracking Your Campaign Results with Xplor Gym
Technology enables gym owners to automate outreach, personalise communication, and monitor performance seamlessly:
- Campaign automation: Use Xplor Gym to set scheduled emails, SMS reminders, and drip campaigns triggered by user behaviour like site visits or signups.
- Segmentation: Deliver tailored offers to new leads, active clients, and prior members based on historical data.
- Analytics dashboards: Track key performance indicators—such as membership signups, upgrades, referrals, and engagement rates—in real time, helping you optimise tactics on the fly.
- Reduced admin burden: Automation frees up staff to focus on client service rather than manual communications.
By combining smart promotional strategies with Xplor Gym’s automation and tracking tools, gym owners can convert Black Friday from a single event into sustained community growth.
Wrap-Up
Black Friday represents a powerful moment for gyms to accelerate growth, deepen member relationships, and drive revenue through creative, well-targeted promotions. By combining compelling offers with savvy marketing and automation technology like Xplor Gym, gyms can not only win big during Black Friday 2025 but also set a foundation for long-term community and business success.
Ready to grow this Black Friday? See how Xplor Gym makes campaign management easy—book a demo today!
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by Xplor
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First published: 06 October 2025
Written by: Xplor