Why NOW Is the Time to Start Running Awareness Campaigns
You know what most gym owners do in December?
❌ They panic about January.
❌ They wait until it’s already busy to turn their ads on.
❌ Then they wonder why their first month back feels rushed, stressful and… expensive.
But the smartest fitness businesses?
They’re already warming up their audience.
Right now.
How?
👉 With Awareness Campaigns.
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💡 First, What Are Awareness Campaigns?
Think of these as your pre-marketing phase.
Instead of going straight in with “JOIN NOW” or “SIGN UP TODAY”, awareness ads show up in people’s feeds with no pressure to act… just to notice you.
It’s all about:
• Introducing your brand
• Showing your facility or team
• Letting real members tell their story
• Giving people a feel for who you are
You’re planting the seed.
So when you do drop that big New Year offer?
People already know you. Already trust you. Already like you.
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🧠 The Psychology: Why Awareness Ads Actually Work
Awareness campaigns tap into the way people use social media — casually scrolling, half-thinking, dodging ads.
If someone’s never heard of your gym and you suddenly hit them with a “LIMITED SPOTS – BOOK NOW!” post…
…they scroll on. Instantly.
Why?
Because that’s cold traffic. And cold traffic doesn’t like being sold to.
But if that same person has seen your content before — maybe a video of your members laughing after class, or a trainer giving a quick tip, or a story of someone like them losing 2 stone…
Now they feel connected.
Now they’re listening.
That’s the warmth effect (and awareness builds it).
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🎥 Why Video Testimonials Are Pure Gold
Want to know the best performing awareness content we run for fitness clients?
Video testimonials.
Not studio tours. Not flashy edits. Not “look at our new floor mats.”
Real people. Real stories. Real results.
✅ A mum who lost weight and now has more energy
✅ A guy who hated the gym but finally feels confident
✅ Someone who joined to help their mental health and found a community
When prospects see people just like them winning inside your gym — trust builds fast. And trust is everything.
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⏳ Why Now Is the Best Time to Run Them
December can feel slow, but that’s exactly why it’s the best time for awareness ads.
Here’s the logic:
• You get in front of your ideal audience before everyone else does
• Your CPMs (cost per 1,000 views) are often lower than January
• You build brand familiarity now, so people are ready to act later
You don’t need 100 leads in December.
You just need the right people seeing the right content, so they already know who you are when your big January offer drops.
Warm audience = lower lead cost = higher conversions
It’s the difference between:
❌ Hoping someone clicks your ad on January 2nd
vs
✅ Them saying, “Oh yeah! I’ve been meaning to message these guys.”
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🧠 A Quick Awareness Funnel Example
Here’s how a simple 3-phase campaign could work:
1. Awareness Phase (Now - early Jan)
• 15–30s video testimonials
• Behind-the-scenes clips
• Quick fitness tips or trainer intros
• Targeted to cold local audiences
2. Engagement Phase (Mid Dec - Jan)
• Retarget those who watched your awareness videos
• Start showing offers and results
• Add urgency (New Year goals, limited intake, etc.)
3. Lead Gen Phase (Jan Launch or even from Boxing Day)
• Main offer goes live
• Audience is already warmed
• You’re top of mind when motivation peaks
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👊 Final Thoughts
Awareness ads aren’t a “nice to have.”
They’re the secret weapon behind successful gym campaigns.
They create:
• Brand recognition
• Trust
• Lower ad costs
• Easier sales conversations
• Better long-term retention
And the best part?
They’re simple to run when you know what to say and how to target.
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🎯 Want Help Getting This Running Before January?
We help gyms, bootcamps, and studios across the UK create high-performing ad campaigns… from awareness to conversion.
And we can do the same for you.
👉 Book a free call with the team and let’s build your pre-January strategy now.
Start 2026 with leads already warmed up.
Or read our previous blog: How To Raise Your Prices Without Losing Members