Who doesn’t want more eyes on their fitness business? Having great fitness lead magnet ideas is one of the best ways to draw more attention to your business.

Whether you’re selling gym equipment or running a fitness channel on YouTube, you want to generate more leads.

Lead generation is key to your success.

Here’s the thing though: Unless you are focusing on a very niche topic, this industry is super competitive.

That means it can be tough to stand out from your competition.

But one great way to attract new customers and grow your business is with the right lead magnet.

Don’t have a lead magnet?

Or maybe the one on your site isn’t getting many hits?

I’m going to review 15 fitness lead magnet ideas that you can use to generate leads.


What is a Lead Magnet?

Before we get into the fitness lead magnet ideas, let’s first discuss what a lead magnet is.

A lead magnet is simply a piece of free content that you offer to potential customers in exchange for their contact information.

This contact information can then be used to send more information, deals, and promotions regarding your product or service.

From an e-book to a video tutorial, there are plenty of types of lead magnet content.

The catch is that the lead magnet needs to be something that people will find valuable.


Why Use a Lead Magnet?

There are several reasons why you should use a lead magnet on your fitness website:


It Helps You Build Your Email List

The most obvious reason to use a lead magnet is that it helps you build your email list.

When people sign up for your email list, they’re giving you permission to contact them with future marketing messages.

This allows you to stay in touch with potential customers and keep them informed about your products or services.

Naturally, this will increase the potential for a sale, especially if you have a consistent and effective email marketing campaign.


It Generates More Leads

Continuing with the point above, a good lead magnet will generate more leads for your fitness business.

When people download your content, they’re essentially saying, “Hey, I’m interested in what you have to offer.”

This gives you an opportunity to follow up with these potential customers and convert them into paying customers.


Connect With Your Audience

Lead magnets allow you to connect with potential customers on a deeper level.

When you offer valuable content, you’re establishing trust and demonstrating your credibility.

This can help you build a relationship with your audience and encourage them to do business with you in the future.

Young man sitting at a laptop looking at an intake form for fitness websites. He is brainstorming fitness lead magnet ideas.

How Many Lead Magnets Should You Have?

Now that you know the benefits of using lead magnets, you’re probably wondering how many you should have.

The answer: It depends on your fitness business.

In general, the more potential types of customers, the more lead magnets you should have.

Some researchers even recommend having at least a dozen!

If you’re a fitness business owner who is new to doing business online, I’d say aim for three (for now).

I’d recommend selecting three different lead magnets from the examples below.

You can base them on either a type of customer or a stage in the buying process.

For example, if you sell nutritional supplements, you can have one lead magnet for each category: weight loss, muscle building, and cognitive performance.

The lead magnet could cover ways to lose weight faster and one of your supplements could be on that list.

When it comes to the buying process, you could have a lead magnet for people who are just curious about your product or service, one for people who have already expressed interest, and one for customers who are ready to buy.


Where Do You Put Lead Magnets?

Now that you know what lead magnets are and why you need them, it’s time to think about where to put them on your fitness website.

There are a few different places you can put them:



The most common place to put a lead magnet is the homepage.

This gives visitors an opportunity to download the content without having to search for it.

It’s also a great way to introduce them to your business.

Most websites will introduce the lead magnet in the form of a pop-up opt-in form.


Landing Page

Another place you can put a lead magnet is on a landing page.

A landing page is a standalone page that’s designed specifically for marketing purposes.

This could be, for example, a page that offers a free trial of your fitness product or service.


Thank-You Page

Another place you can put a lead magnet is on the thank-you page.

After someone has signed up for your email list or made a purchase, they’ll be redirected to this page.

This is a great opportunity to offer them a lead magnet that’s related to what they just bought.


Confirmation Email

If your lead magnet doesn’t automatically download after opting in, you can place it in the confirmation email sent to a prospect or customer after they sign-up for your email list.


How Long Does It Take to Create a Lead Magnet?

This can vary substantially, depending on the type of lead magnet you want to create.

For example, something like an infographic could take around 30 minutes to create while an entire course could take hours.

Lead magnets are worth the time and energy, but you have to figure out which works well with your current schedule.


15 Fitness Lead Magnet Ideas

Now that you know all about fitness lead magnets, it’s time to brainstorm some ideas.

Here are 15 different types of lead magnets you can create for your fitness business.


1. Long-Form (Evergreen) Blog Posts

One of the best ways to attract leads is by publishing long-form or evergreen blog posts.

This type of post is a lengthy article that goes into detail about a specific topic.

Think of it like creating an ultimate guide for a fitness topic.

For example, the ultimate guide on how to create a lead magnet from scratch.

You delve into every question that people have about that topic.

When people see that you’re willing to provide that level of value to them for free, you demonstrate your expertise and authority in your field.

But more importantly, when that free lead magnet helps prospects, you increase the likelihood that they will do business with you.


2. Health and Fitness E-Books

Fitness e-books are one of the most common types of lead magnets.

They typically aren’t too long – usually the length of an evergreen post – and they are far nicer to look at since they contain images, graphs, etc.

An e-book can be a valuable resource for your potential customers, and it’s a great way to establish yourself as an expert in your field.

Most importantly, e-books tend to give a taste of your product or service to prospects.

And a well-written e-book will leave them wanting more of your content.

Or they’ll want to try your product or service to alleviate the pain point you addressed so well in the e-book.


3. Video Tutorials

Video is a very engaging medium that’s perfect for the fitness industry.

Not only can you show off your skills and expertise, but you’ll also directly help a prospect by teaching them something.

You can create short or long tutorials on any fitness topic imaginable.

Just make sure to keep them high-quality and helpful so you don’t lose your audience’s attention.

Tutorials are also great because they can be repurposed into other lead magnets, such as an online course or membership.


4. Checklists

One of the easiest types of fitness lead magnet to make is a checklist.

In the fitness industry, there’s no shortage of checklist ideas.

For example, you could make checklist about keto grocery shopping, steps to performing a squat, or creating a workout.

A checklist is a great way to show that you’re an authority on that fitness topic and it can be super helpful for your prospects.

Plus, they’re really easy to create – all you need is some good formatting and a few images.


5. Quizzes

A quiz can be a fun and engaging way to learn more about your potential customers.

Fitness quizzes provide personalized feedback to prospects, helping them figure out their next steps.

Some fitness quiz examples include the following:

  • Which type of workout is best for your goals?
  • What are the best exercises for your body type?
  • How many calories should you eat per day to lose weight?
  • Quizzes are also a great way to gather valuable data about your leads.

You can ask quiz takers for their email address in order to send them the results of the quiz or even more personalized content.


6. Webinars

A webinar is a live online event where you talk about a specific fitness topic.

This should obviously be a fitness topic that you’re an expert in and directly relates back to your business.

Webinars are great for building trust and authority with potential clients.

Plus, they’re an excellent way to generate leads since attendees have to provide their contact information in order to sign up.


7. Surveys

A fitness survey is a great way to learn more about your audience and their needs.

You can use survey results to create lead magnets that address the most common pain points that your audience experiences.

Some fitness survey ideas include:

  • What are the biggest challenges you face when trying to get fit?
  • What are your favorite exercises?
  • How often do you work out?
  • What’s your fitness goal?


8. Resource Lists

A resource list is a compilation of the best resources on a specific fitness topic.

It can be anything from the best books to read about fitness to the top blogs in the industry.


9. Free Trials

Is your fitness business focused on a product or online software?

You can offer prospects a free trial.

When people can try your product or service before they buy it, they’re more likely to do business with you.

Just be sure to make the free trial easy to sign up for and have a low barrier to entry.

For example, you could require only an email address to start a free trial.


10. Member’s Area

You can offer exclusive content to people who sign up for access to a password-protected member’s area.

If you already have a member’s area, you would want to differentiate the two types of free vs. paid.

You can do this by assigning the title of VIP to the paid members.


11. Resource Libraries

A fitness resource library is a collection of fitness e-books, workouts, videos, templates, and other forms of helpful content.

You can create a large resource library and allow access to a limited selection as the lead magnet.

To get full access to the library, prospects can sign up for a monthly or yearly subscription.

If you’re looking to build a resource library that focuses on scientific articles and posts, be sure to cite sources from NCBI.


12. eCourse

An email course is a series of emails that are sent out over a period of time, usually 3 to 6 weeks.

Each e-mail provides the potential customer with valuable content and homework to encourage some direct action they can take to move closer toward their fitness goal.

At the conclusion of the eCourse, the prospect has the opportunity to sign up for your product or service.


13. Podcasts

Do you have a fitness podcast?

If so, consider creating a lead magnet with some of your most popular and useful episodes.

You can batch a few, include a synopsis for each, and maybe even throw in a checklist or summary of the main points.


14. Case Studies

A case study is a detailed account of how you helped a client achieve their fitness goals.

Case studies are a great way to show off your skills and build trust with potential customers.

You can either write case studies yourself or interview past clients and use their stories as the basis for your case studies.


15. Workbooks

A fitness workbook is a handy guide that potential clients can use to track their progress as they work toward their fitness goals.

The workbook should include helpful tips, exercises, and tracking charts so leads can see their progress over time.

The more engaging you can make the workbook, the better.


Want a Pro to Take Care of These Fitness Lead Magnet Ideas?

Lead magnets are an essential part of any fitness business’ marketing strategy.

They allow you to connect with potential customers on a deeper level, generate more leads, and boost the chances that someone clicks the “BUY” button.

As I mentioned above, when starting off, you should have at least three lead magnets.

But if your eyes glaze over at the thought of creating a fitness lead magnet, I can help!

From e-books to online courses, I’ve created dozens of lead magnets for fitness businesses.

Contact me today, and let’s discuss the best fitness lead magnets for your website.

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