5 Tips to Help Fitness Studios Maximize Profit on Black Friday 2025
Black Friday changes every year, which means your fitness studio's strategy needs to change, too, if you want to stand out during sale week.
In 2025, success won't come from shouting the loudest or offering the biggest discount by itself. Instead, the studios with the best sales will be those that plan smart, sell authentically, and think beyond deal weekend.
Consumer behavior has shifted again this year. Tech is reshaping how people shop, and it's your job to blend personalization, convenience, and connection to capture attention in a crowded (and loud!) market.
If you want your Black Friday sale to bring in loyal long-term members and quick cash, this is your year to be intentional.
Why Black Friday Still Matters (and Why It Looks Different)
Despite all the talk about "Black Friday burnout," the numbers tell a different story. U.S. consumers are projected to spend $11.9 billion online on Black Friday 2025, nearly 10% more than last year. About 38% of shoppers plan to start shopping by October 28, which means your campaign window is much broader than you think.
And with 70% of transactions now happening on mobile, convenience isn't just expected, it's assumed. If clients can't buy your offer from their phone in three seconds, they'll move on. Those attention spans are only getting shorter.
At the same time, AI is quietly reshaping discovery. Shoppers are using smart assistants and AI-powered recommendations to find deals faster than ever. For studio owners, that means visibility and authenticity both matter more than ever. Your offer has to show up and feel human. Not an easy order to fill.
Make It Easy: Online Convenience Is Everything
Today's buyer wants lightning fast and easy. If your checkout process takes too long, requires a coupon code, or isn't mobile-friendly, you've lost the client before you even get the chance to wow them.
Think of your studio like a small-but-mighty storefront inside an Amazon world. Clients expect the same ease as big-box giants, but with your small-studio warmth and personality layered in.
Make sure your Black Friday offer is easy to purchase through both your website and your mobile app. Add QR codes and social media links that go directly to your Black Friday landing page, and create quick-cart options that don't require coupon codes. Then test the process yourself. If it takes more than three taps, simplify it.
The AI Elephant in the Room
AI has drastically changed the game. Nearly half of consumers (48%) say AI will make their holiday shopping easier, and 49% trust AI recommendations as much or more than human ones.
But there's a catch. While 73% of shoppers still want personalized offers, that number is down 7% from last year, and 17% now say personalization feels invasive.
The message is clear: people want to feel seen, not tracked.
For studio owners, that means using AI as a tool, not a crutch. Let it help you segment, analyze, and brainstorm, but make sure your final message sounds like you. Authentic, personal, and 100% human.
Instead of "25% off all class packs," use your VIP reachout list and try: "Hey Jenn, since you've been loving your evening yoga classes and keep running out before they expire, I thought you'd love our upcoming deal. I linked it for you. Let me know if you want to grab one before we go live!"
AI gives you data. You bring the connection that your clients love.
Start Earlier Than Ever
Waiting until Thanksgiving week to plan your sale? You're already late. This year, 40% of shoppers expect to see Black Friday promotions before October 28.
Early birds don't just capture more revenue, they capture attention before inbox fatigue sets in. That doesn't mean launching your whole campaign during Halloween, but it does mean planting seeds early: teasing what's coming, reaching out to members, showing up constantly in your organic social media, and building anticipation with emails and stories.
Try a VIP early-access campaign for your loyal members or email subscribers a week before the public launch. Frame it as a loyalty thank-you rather than a discount. Then schedule your automations sequences- emails, texts, app announcements, etc., to roll out in phases through the end of November.
Your goal is to build energy, not overwhelm with salesy content that makes your client unsubscribe. You want your audience excited, not exhausted.
Lead with Experience, Not Price
Discounts get attention. Experience builds loyalty. We’ve been talking about transformation statements all quarter, this is no exception.
56% of recently surveyed consumers say they're willing to pay more for a better experience. Considering you can't compete against the Amazons and Targets on price, that experience is your competitive edge as a boutique studio.
Your people aren't looking for "cheap." They're looking for something special that solves their problems and helps them reach their goals. A place where they feel seen, supported, and proud of their achievements.
So skip the transactional language and sell the transformation instead:
"6 weeks of "wow, I didn't know I was that strong!"Surprise yourself every day with our 6-week unlimited Black Friday special - yours for $199."
That kind of message hits differently than "10-class pack for $199." Pair it with member stories or testimonials that show the results, the community, the feeling. When you lead with value, you attract clients who want to stay long after the sale ends.
Think Beyond the Sale
Most studios focus all their energy on selling. The smart ones focus on what happens next.
Your post-Black Friday onboarding plan is what turns a short-term discount into long-term revenue.
Send personalized welcome emails. Share class recommendations based on each client's goals. Invite them to a 15-minute goal-setting or "Discover Our Classes" session during their first week. I love helping clients build their 90-day road map with a 100% curated schedule and check-ins to help them build a new habit.
Use your software to see who's showing up and who's falling off. The first 30 days are critical, so show up intentionally for your new clients, and you'll turn more new buyers into lifelong members.
Your Takeaway
Black Friday 2025 isn't about slashing prices; it's about smart strategy.
Start early. Simplify the experience. Use AI without losing authenticity. And most importantly, build a campaign that doesn't just fill classes for a week but creates momentum that carries into 2026.
The studios that plan ahead, personalize with heart, and follow through with intention are the ones still celebrating in January.
Need help crafting your perfect Black Friday campaign with all the emails, landing pages, content calendars, idea library, and literally everything else you need to blow your Black Friday goals out of the water? Click below to catch the replay.
