Planning a gym pre-sales campaign? Ideas for launching your next location

Expanding to open a new location is an exciting move. And running a strong gym pre-sales campaign will help you open that new site with momentum and members from day 1. Read on for ideas to help you build a successful pre-sales strategy for your new gym location.

Around 19% of people in the UK are currently a gym member as of late-2025 – up from 17% in late-2024 (source: PureGym UK Fitness Report 2025/2026). At the same time, many of the largest gym operators are experiencing a capacity crunch with gymgoers visiting more often and for longer.

The growth in member numbers, and the shift towards the gym being a place to spend time and socialise, calls for more new gyms to open. Many of the biggest names in the UK fitness are capitalising on this growing demand:

If you are joining these big names and expanding to open a new location (or new locations), you’ll likely face a common challenge:

How can you build momentum before doors even open?

A strong gym pre-sales campaign can help you start day one with a busy gym and revenue ready to flow in. So, you can open with committed members from the get-go.

In this guide, you’ll get 7 effective gym pre-sales ideas. As well as guidance on building an impactful pre-sales strategy.

Let’s get stuck in!

Why you need a gym pre-sales strategy when expanding to open new locations

A gym pre-sales strategy is your plan to gain as many new members (of the right kind) as possible before opening a new site.

A strong gym launch marketing plan will cover a variety of tactics and activities over the months, weeks, and days leading up to opening day. It’ll help you:

Importantly, when you’re opening a new location, a comprehensive gym pre-sales campaign can help you generate early revenue. Ultimately, this will support launch costs and staffing, making it easier to hit breakeven sooner.

Many of the UK’s biggest gym operators run structured pre-sales campaigns lasting around 4-6 months before opening. So, steadily building excitement and membership numbers.

The goal of any good pre-sales campaign isn’t just sign-ups – it’s launching with momentum.

7 effective gym pre-sales campaign ideas

The exact pre-sales tactics and offers you choose should be influenced by your gym brand positioning, your target audience, and the market landscape you’re opening in.

Here are 7 tried and tested ideas to inspire you:

1. Early bird or founding member deals

Run a deal for a very limited time that’s only open to a limited number of early bird or founding members.

Early bird or founding memberships reward early adopters who join before opening with exclusive pricing or benefits. These can be for a limited time or for life.

Your offer should be attractive enough to persuade someone to sign up for a gym that’s not open yet. This is easier if your brand is already known and trusted – in which case you might want to avoid big discounts.

Ideas for founding member incentives include:

Capping founding memberships creates urgency. For example, budget chain gyms often promote offers like ‘first 100 members get the lowest ever price’.

This type of gym pre-sales campaign works well because it combines scarcity, community identity, and financial incentive.

2. Staged price increases during the pre-sales period

This is another pre-sales tactic that’s commonly used by gym chains opening new locations.

Instead of having one fixed offer, gradually increase prices as your opening date approaches. For example:

This approach is also commonly used in other industries – like events where ticket prices are gradually increased over time.

It creates a clear message – the earlier you join, the better the deal.

And this gym pre-sales campaign approach lets you maintain marketing momentum throughout the pre-sale period. So, you avoid exhausting demand too early.

3. Pop-up pre-sale locations in the local community

It’s not all about discounts (in fact, you may choose not to discount at all). When opening a new location, physical visibility in the area can increase pre-sale sign-ups.

With appropriate permissions, many operators set up temporary pop-up sales spaces before opening. For example, these may be placed in:

Locations like these let your team:

Look for high-footfall areas and aim to run these pop ups in the 12-6 weeks before launch.

4. Construction site marketing

Your new gym location is one of your biggest marketing assets. A convenient, high-profile location can help persuade new members to sign up.

Frequently, operators turn construction sites into powerful pre-sales advertising assets using:

You could consider using exclusive QR codes on construction site hoardings offering special pre-sale rates.

This type of gym marketing approach captures interest from people who live, work, or commute nearby.

5. Referral campaigns from existing members

If you already operate other successful locations, your existing membership base can be one of your biggest marketing advantages. Especially, if you’re opening in a nearby area.

Gym member referral campaigns help you reach new members already connected to your community.

Ideas include:

You could invite loyal members to exclusive preview tours or workouts at the new location before it officially opens.

This type of gym pre-sales campaign is beneficial as it creates excitement across your entire business. So, existing members feel valued too.

6. Social media countdown campaigns

In the 2020s, digital marketing plays a major role in any impactful gym pre-sales campaign. And of course, that includes gym social media marketing.

You may choose to use your existing social channels to get started, then create new pages for new locations in the run up to opening. Regardless, a well-structured countdown campaign can steadily build anticipation over several weeks.

To get you started, these are some content ideas for your social media pre-sales campaign:

Many gym operators also run lead generation campaigns in the weeks before membership sales start. So, you can build an email list of interested prospects ready for launch offers.

7. Early access events and preview workouts

When your new location is ready or almost ready to open, you could choose to create excitement by offering exclusive early access events.

Think:

These types of experiences make new members feel like insiders. And so, strengthen loyalty ahead of opening.

Examples of UK gym operators with strong pre-sales campaigns

These UK gym operators have built a reputation for effective pre-sales strategies that you can take inspiration from:

PureGym

The low-cost operator is expanding and opening new locations at an impressive speed. Applying a best of latest thinking (BOLT) cost engineering model, PureGym takes a cost effective, standardised approach to opening new locations.

Typically, this includes attractive early bird pricing, extensive digital advertising, and prominent pre-opening promotions.

The Gym Group

Another low-cost chain that’s rapidly expanding, when opening new locations, The Gym Group relies on strong marketing activity ahead of time to build up membership numbers.

This often includes local marketing campaigns, staff-led promotions, and early membership offers that secure a sizeable membership base at time of opening.

JD Gyms

Similarly, JD Gyms typically promote early-bird sign-up offers for new locations. These encourage prospects to register ahead of opening.

For example, upcoming locations often advertise discounted introductory offers (like a £5 for the first month membership with no contract).

David Lloyd Clubs

At the premium end of the market, launch campaigns tend to focus more on experience and community over heavy discounting.

Think facility tours, lifestyle positioning, and highlighting the overall member experience to attract prospective members.

These examples show there isn’t a single winning formula. The best gym pre-sales strategy will depend on your brand, positioning, and target audience.

Ingredients for a successful gym pre-sales strategy

As well as choosing the right campaign or mix of campaigns, the success of your gym pre-sales strategy will be influenced by the channels you choose to use and your timing.

Pre-sales marketing channels

You may have an established brand. But when opening a new location, you’ll still want to build awareness through a mix of digital and traditional marketing channels. 

Where you can, make sure you show what the new gym will look like. 3D renders can bring your designs and plans to life (often equipment suppliers can help with this). 

Website 

Think of your website as the home of your business online. A home that can bring benefits in the long-term: 

Add details of new locations to your website. That could mean starting by setting up a single landing page with a pre-registration form to capture details of interested prospects. 

You could also add a form where prospects can sign up to your mailing list or newsletter. Helping you build a subscriber list to nurture into members. 

Social media channels 

Typically, in the UK, the three most popular social media platforms for gymgoers are Facebook, Instagram, and TikTok. When opening a new location, consider which is best for the audience in that area.

Also work out if you need to create brand new pages for that site. If so, set these up and add some basic info about the gym you are opening. Start posting. Regularly share: 

Take people on the journey with you to make them feel part of the new club you’re opening. Dedicate time to interacting with others – including local businesses. 

Build community links

On that note, developing a presence in the community where you’re opening can help set you up for success. 

Attend local networking events and speak to business owners and managers (or send a member of your team).

See if there are any partnership opportunities. For example, a co-marketing campaign, reciprocal marketing, or even corporate memberships for employees at nearby businesses. 

Planning your pre-sales timeline

When planning your gym pre-sales campaign, it can be helpful to break it down into two phases: 

This is a more detailed timeline you can work with:

Time before opening	Pre-sales activities
16-12 weeks	Begin teaser marketing Capture early leads Announce location
12-8 weeks	Launch founding member offers Open membership sales Start paid marketing campaigns
8-4 weeks	Increase velocity of marketing activity Introduce countdown campaigns Promote any remaining founding memberships or early bird deals
4-1 weeks	Run preview events Introduce trainers and classes Final push for sign-ups before launch day

A structured timeline and plan will help you maintain consistent momentum head of opening.

The role of gym management software in pre-sales success

Running a successful gym pre-sales campaign calls for the right operational tools.

With an all-in-one gym management software solution, your pre-sales efforts will be supported:

The wrap up…

Opening a new location is a big milestone no matter how established your business is. But the real momentum starts before the doors even open.

A well-planned gym pre-sales campaign helps you build awareness, secure early members, and generate revenue. Done right, it means you’re opening with a community already excited to walk through the doors.

Whether you choose early bird pricing, referral campaigns, or social media countdowns, the most effective pre-sales strategies combine clear offers, consistent promotion, and strong local engagement.

And remember, there isn’t a one-size-fits-all formula. The best gym pre-sales campaigns reflect your brand, your audience, and the type of experience you want your new location to deliver.

With the right planning, the right marketing mix, and the right tools behind the scenes, you can launch your next gym location with confidence. And with members ready to train from day one.

The most ambitious gym operators are switching to Xplor Gym. The trusted software partner with the tools you need to grow your business your way.