Leverage Customer Testimonials to Lower Your Fitness Business CAC

Ileana del Río

Imagine this: you've just opened your fitness business with the latest equipment, a team of certified trainers, and a burning passion to help people achieve their fitness goals. But there's a catch – attracting members is proving more challenging and costly than you anticipated. Enter the power of customer testimonials, a game-changer in reducing your Customer Acquisition Cost (CAC) and propelling your fitness business towards success.

Understanding Customer Acquisition Cost

Before diving into the world of testimonials, let's get a grip on what Customer Acquisition Cost really means. Simply put, CAC is the total cost of acquiring a new customer, including all marketing and sales expenses. It's a crucial metric for any business, especially for fitness businesses where the competition can be fierce and the customer's choice abundant.

Reducing your CAC not only improves your bottom line but also allows you to invest more in what truly matters – your members' fitness journey.

Why CAC Matters for Your Fitness Business

  1. You can decide where and how to grow without risking too much money. Knowing which services or locations are more profitable helps you make better decisions.
  2. You know if it's better to keep current customers happy or find new ones. If a gym member stays for a year and pays $600, but it costs $100 to get them to join, you know keeping them happy is worth the cost.
  3. You don't waste money. For example, if Instagram ads bring more members to your gym than flyers, you can spend more on Instagram and less on printing flyers.

Understanding and managing your CAC is vital for several reasons. First, it directly impacts your profitability. Lower CAC means you're spending less to attract each new member, which translates to higher margins. Secondly, in the competitive fitness industry, where new fitness businesses and fitness trends emerge constantly, keeping your CAC in check ensures you remain a compelling choice for potential members. Lastly, a lower CAC allows for a more sustainable growth model, enabling you to scale your operations without burning through your budget.

Discover How SoulCycle Mastered Growth with Smart CAC

Calculating Your Fitness Business CAC

Calculating your CAC is straightforward – divide all the costs spent on acquiring more customers (marketing expenses, sales team salaries, etc.) by the number of customers acquired in the period the money was spent. For example, if you spent $5,000 on marketing in a month and acquired 50 new members, your CAC would be $100 per new member. This figure gives you a clear insight into the efficiency of your marketing efforts and where there might be room for improvement.

The Power of Customer Testimonials

Now, let's talk about the secret weapon in lowering your CAC – customer testimonials. In a world bombarded with marketing messages, genuine, heartfelt testimonials from satisfied members can cut through the noise and resonate with potential customers in a way that traditional advertising can't.

Testimonials build trust, credibility, and a sense of community around your fitness business, encouraging others to join not just a fitness business, but a supportive fitness family.

Why Testimonials Work

Testimonials work because they're personal. They're not crafted by a marketing team; they're real stories from real people who've experienced the transformation your fitness business promises. This authenticity builds trust, an invaluable currency in today's skeptical market. Moreover, testimonials provide social proof, a psychological phenomenon where people assume the actions of others reflect the correct behavior for a given situation. In simpler terms, if others are happy with your fitness business, it must be good.

Check out Alex Hormozi’s Strategy to Collect Testimonials

Collecting Effective Testimonials

  1. Find Happy Members: Look for people who really like your fitness place and have changed a lot because they come there. They might talk a lot about how much they love it.
  2. Ask Nicely: Tell them their story is special and can help others feel good about joining. Ask if they can share their story with you.
  3. Make Sharing Easy: Offer to record their story when they come in next, or give them a simple paper to write it down when they have time.

Gathering impactful testimonials isn't about luck; it's a strategic process. Start by identifying members who have seen significant transformations or who are particularly vocal about their love for your fitness business. Reach out personally, explaining how their story could inspire others and ask if they'd be willing to share it. Make it easy for them by offering to record their testimonial during their next visit or providing a simple form they can fill out at their convenience.

Remember, the best testimonials are specific, relatable, and overcome objections. For instance, a testimonial that addresses initial skepticism but ends with satisfaction and results can be incredibly persuasive to potential members who might be on the fence.

Check out our Guide to Get Stellar Video Testimonials for your Fitness Business

Strategically Using Testimonials to Lower CAC

Collecting testimonials is just the first step. The real magic happens when you strategically deploy them in your marketing efforts to maximize their impact and, consequently, reduce your CAC.

Incorporating Testimonials into Your Marketing

  1. Nike Training Club incorporates testimonials in its marketing, featuring stories from users who have achieved their fitness goals using the app's workouts and training plans. These testimonials highlight the app's versatility and effectiveness.
  2. Zumba Fitness showcases testimonials from participants who have found joy, community, and weight loss success through its dance fitness classes. These stories emphasize the fun and infectious energy of Zumba, appealing to a broad audience.
  3. Fitbit shares customer stories that detail how using its fitness trackers and smartwatches has positively impacted their health, such as achieving weight loss goals, improving sleep, or managing health conditions. These testimonials highlight the benefits of monitoring and being mindful of daily activity levels.

There are countless ways to leverage testimonials. Feature them prominently on your website, especially on the homepage and membership signup page. Use them in your social media posts, email marketing campaigns, and even in your offline marketing materials. The key is to ensure that wherever potential members are looking, they can easily find and be influenced by the positive experiences of your current members.

Learn how Club Pilates lowers CAC by boosting Success Stories

Measuring the Impact of Testimonials on CAC

Fitness instructor with headset and microphone reviewing papers while standing next to an exercise bike in a neon-lit room.

  1. Compare Campaigns: Look at ads or messages with stories from happy customers and some without. See which ones bring more people to join.
  2. Count New Members: Keep track of how many new people join after seeing the ads with customer stories.
  3. Watch Your Spending: Notice how much money you spend on these ads and if you're saving money while still getting new members.

To truly understand the effectiveness of testimonials in reducing your CAC, you need to measure their impact. This involves tracking the performance of marketing campaigns that utilize testimonials versus those that don't. Look at metrics such as conversion rates, the number of new memberships acquired, and overall marketing spend. Over time, you'll be able to see a clear picture of how testimonials are helping to lower your CAC and adjust your strategy accordingly.

Testimonials: The 5 Metrics Every Fitness Business Needs to Track


In the competitive world of fitness, where every fitness business is vying for attention, customer testimonials stand out as a powerful tool to lower your Customer Acquisition Cost. They offer authenticity, build trust, and provide the social proof needed to convince potential members to take the leap. By strategically collecting and using testimonials in your marketing efforts, you can significantly reduce your CAC, allowing you to invest more in what truly matters – helping your members achieve their fitness goals.

So, take a moment to look around your fitness business. Among the sweat and determination, there are stories of transformation waiting to be told. These stories could be the key to not just surviving in the fitness industry, but thriving.

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Ileana del Río
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