Digital signage offers fitness centres options to boost membership

In Australia’s mature and highly competitive leisure landscape, gyms, fitness clubs and wellness studios must innovate to attract new members and keep existing ones engaged.

Digital signage technology has emerged as an affordable, impactful solution capable of driving member retention, improving customer experiences, and increasing membership sign-ups.

I have seen firsthand how digital screens significantly enhance fitness environments, including gyms, yoga studios and Pilates studios. Dynamic visuals inspire, inform, and motivate members, helping them achieve their fitness goals.

Here are five practical ways fitness centres can leverage digital signage technology to drive growth and engagement:

1. Inspire members with real-time motivation
One of the simplest yet most effective ways gyms can leverage digital screens is by displaying motivational content. Encouraging quotes, member success stories, and testimonials resonate strongly, reinforcing a sense of community and personal achievement. Strategically positioned digital signage around workout areas captures attention and motivates members to persist with their fitness routines.

2. Drive engagement through interactive leaderboards
Gamification is increasingly popular in fitness, and digital signage is ideal for showcasing interactive leaderboards. Displaying real-time performance metrics, such as top performers in group classes or monthly fitness challenges, encourages a sense of healthy competition. This motivates members, increases participation, and enhances overall engagement.

3. Enhance learning with exercise tips and techniques
Educational content displayed around the fitness centre significantly enhances the member experience. Short videos demonstrating correct exercise techniques, safety tips, or workout advice provide valuable educational content. Gyms can also use digital signage to introduce new classes or innovative workout methods, encouraging members to diversify their fitness routines. Members appreciate this extra support, helping fitness centres stand out by offering genuine added value.

4. Promote trainers and class timetables effectively
Digital signage can streamline internal marketing for fitness centres. Clear, visually appealing displays of class timetables and trainer profiles encourage members to explore new classes or trainers. Regular updates keep content fresh, encourage cross-selling, and boost attendance in classes and personal training sessions. Additionally, showcasing brief introductory videos from trainers can personalise the gym experience, helping to build a stronger connection between trainers and members.

5. Create upselling and conversion opportunities
Beyond improving the member experience, digital signage is an effective sales tool. Gyms can display targeted promotional content, such as special offers, referral incentives, or membership upgrades. Given digital signage's impressive recall rate of 83% (Out of Home Advertising Association of America), these promotional messages effectively convert visitors into committed members and encourage current members to deepen their involvement. Displaying limited-time offers or countdown timers can create a sense of urgency, further enhancing conversion rates.

Today's digital signage solutions are accessible to businesses of all sizes. The technology has evolved significantly, allowing smaller gyms and fitness studios to set up professional-looking screens straight out of the box, without needing extensive tech support or graphic design expertise. Advanced platforms, like AI-driven content creation tools, can generate visually appealing signage in minutes, making it even simpler for gyms to manage their screens efficiently.

For fitness operators navigating economic pressures, digital signage represents a smart, scalable investment that maximises the value of every interaction with members. As competition intensifies, leveraging technology to stand out becomes more critical than ever, and digital signage offers an affordable, high-impact solution.

Images show digital advertising options in gyms. Credit: Mandoe Media.