BENCHMARKS
Marketing Benchmarks for Gyms
Real fitness industry data to compare your performance and make informed decisions.
Cost per lead (CPL)
Average CPL in the fitness industry ranges from €5 to €25 depending on city, competition, and gym type. AI-optimized campaigns typically fall in the lower range (€5-10).
Benchmark
Average CPL with Pilotium: €7.20. Industry average (agencies): €15-20.
Lead-to-member conversion rate
The average lead-to-member conversion rate in fitness is 15-20%. With automated WhatsApp follow-up, this rises to 25-35% because leads receive immediate responses.
Benchmark
Gyms with manual follow-up: 12-18%. Gyms with Pilotium AI: 25-32%.
ROAS (Return on ad spend)
A gym investing €500/month in ads that gains 10 new members at €50/month has a 12x ROAS in the first year (considering a 6-month LTV).
Benchmark
Industry average ROAS: 4-6x. Average ROAS with Pilotium: 8-14x.
Churn rate
Average gym churn rate is 5-8% monthly. Gyms that regularly communicate with members (events, challenges, newsletters) reduce churn to 3-5%.
Benchmark
Industry average churn: 6.5%. Gyms with active communication: 3.8%.