The fitness industry is booming, but so is the competition for fitness training talent.
Whether you run a corporate wellness program, a local fitness center, or a fast-growing fitness app, building a strong employer brand is the key to attracting (and retaining) passionate people who align with your mission of health and well-being.
In this guide, we'll cover 7 proven employer branding strategies specifically tailored for gyms and fitness businesses.
So, let's get started.
1. Share Real Employee Stories with Vouch
If you want to stand out on job boards and social media, let your team do the talking.
Vouch makes it easy to collect short, authentic videos from enthusiastic employees - like personal trainers, front desk staff, and class instructors.
Why Vouch video works:
- Builds trust with potential employees through real voices
- Easily shared in job descriptions, marketing materials, and company careers pages
- Helps fitness businesses highlight their unique company culture
Example: Showcase a trainer talking about their career growth or a manager sharing how the gym supported their mental health during high-stress seasons.
Quick Statistic: Companies using video in job listings see 34% more applications (CareerBuilder).
2. Build a Compelling and Honest Employee Value Proposition (EVP)
An employee value proposition (EVP) is the foundation of any strong employer branding strategy. It tells job seekers exactly what they'll get out of working with you - beyond a paycheck.
Key elements for gyms and wellness companies:
- Free or discounted gym memberships
- Flexible schedules and paid certification programs
- Access to wellness activities, fitness classes, or nutrition guidance
- A supportive leadership team that prioritizes mental health, diversity and career growth
Tip: Highlight these benefits clearly in every job description and on your careers page. People are drawn to companies that walk the walk.
The AI-enabled workspace for talent teams.
- Unified workspace for talent teams
- Accelerate hiring with AI tools
- Auto-generate polished hiring and employer brand content
- Easily repurpose assets across all channel
3. Promote Your Wellness Programs as an Employer Perk
Want to retain talent and build loyalty? Create a workplace that values holistic well-being.
Effective wellness initiatives include:
- Monthly wellness challenges such as a 6-week wellness challenge or company-wide step challenge
- Mental health resources, like guided meditation or stress management workshops
- Healthy snacks, hydration stations, or access to fitness apps
According to the International Journal of Environmental Research and Public Health, employee wellness programs are linked to higher employee morale, lower absenteeism rates, and improved productivity.
4. Build Culture Through Team Activities and Recognition
In fitness, connection matters. From the front desk to the coaching staff, creating bonds among teams boosts employee engagement and long-term retention.
Ideas to build your company culture:
- Celebrate milestones like personal trainer certifications or client success stories
- Host team bonding events like corporate fitness sessions or fitness-themed retreats
- Share wins through employee spotlight videos publicly on social media to boost visibility and positive perception
Statistic: According to Gallup, engaged teams result in 21% higher profitability and 59% lower turnover.
5. Use Social Media to Bring Your Culture to Life
Social media isn't just a marketing tool; it's one of the most powerful ways to showcase your employer branding to job candidates in real time.
What to post on social media:
- Behind-the-scenes looks at daily work life at the gym
- Employee internal communications with a focus on healthy habits and emotional health
- Videos of fitness classes, new programs, or trainer tips
Example: Share a "day in the life" of a personal trainer or highlight your front desk team managing a busy day during peak hours.
6. Offer Growth, Coaching, and a Clear Career Path
The best fitness professionals aren't looking for jobs; they're looking for careers. That's where development comes in.
Ways to support career growth:
- Offer mentorship or coaching approaches from senior staff
- Pay for certifications or continued education
- Promote from within; don't just talk about opportunity; show it
Case study: According to Healthy Steps Nutrition, investing in staff training and development directly improves retention and client satisfaction.
7. Track Your Branding Success and Improve
Your employer branding efforts should be measured just like any other part of your business.
Metrics to monitor:
- Application rates and candidate attraction by platform
- Retention data and exit interviews
- Participation rates in wellness programs
- Click-through rates on job postings and careers pages
Use this data to:
- Refine your employer branding messaging
- Test new formats like employee takeovers or interactive content
- Adjust your EVP to match the evolving expectations of the fitness job market
Who Are The 20 Gyms In The World in 2025?
Here's a curated list of 20 of the world's most recognized and high-performing gyms, known for their facilities, innovation, celebrity clientele, or global reach.
1. Gold's Gym (USA)
Iconic since 1965, Gold's Gym in Venice, California, became the mecca of bodybuilding. Now a global brand across 30+ countries.
2. Equinox (USA)
A luxury fitness chain combining fitness, fashion, and lifestyle, known for its spa-like amenities and elite training programs.
3. Virgin Active (UK/Global)
With high-end facilities and innovative fitness concepts, Virgin Active is big across the UK, Italy, South Africa, and beyond.
🔗 https://www.virginactive.com
4. Fitness First (UK/Asia/ME)
With locations across Europe and Asia, Fitness First is known for premium equipment and cutting-edge group classes.
🔗 https://www.fitnessfirst.com
5. Life Time (USA)
More than a gym—a luxury athletic resort. Pools, coworking spaces, spas, and childcare.
6. Anytime Fitness (Global)
Open 24/7, 365 days a year, Anytime Fitness offers convenience-driven training in 5,000+ locations globally.
🔗 https://www.anytimefitness.com
7. Planet Fitness (USA)
Affordable and beginner-friendly, Planet Fitness is popular for its "Judgment Free Zone®" and accessible pricing.
🔗 https://www.planetfitness.com
8. Barry's Bootcamp (Global)
A high-intensity interval training (HIIT) legend—Barry's is where Hollywood and fitness collide.
9. F45 Training (Australia/Global)
Functional 45-minute workouts with a cult following. One of the fastest-growing franchises worldwide.
10. Orangetheory Fitness (USA/Global)
Backed by science and heart rate tech, Orangetheory delivers measurable fitness results.
🔗 https://www.orangetheory.com
11. 24 Hour Fitness (USA)
A mainstay in American fitness for decades, offering round-the-clock training and comprehensive amenities.
🔗 https://www.24hourfitness.com
12. Crunch Fitness (USA)
Known for blending serious fitness with fun, offering unique classes like "Pole Dancing" and "Pound."
13. Gold's Gym Germany
Their flagship in Berlin is one of the greenest, most tech-savvy gyms in the world.
14. David Lloyd Clubs (UK/Europe)
Combining fitness and family-friendly leisure, including tennis, pools, spas, and kids' programs.
🔗 https://www.davidlloyd.co.uk
15. Technogym Wellness Centers (Italy/Global)
Created by the fitness tech pioneers, these clubs offer an ultra-modern, holistic wellness experience.
16. The Burj Club (UAE)
Luxury meets skyline views in Dubai's Burj Khalifa, offering elite spa and training facilities.
🔗 https://www.burjkhalifa.ae/en/the-burj-club
17. BXR London (UK)
Backed by Anthony Joshua, this luxury boxing gym is a hub for athletic performance and elite boxing.
18. Reebok CrossFit Louvre (France)
Paris' top CrossFit gym combines elite coaching with historic French flair.
🔗 https://reebokcrossfitlouvre.com
19. Ultimate Performance (UP) Fitness (Global)
High-end personal training gym with an intense focus on body transformations and results.
20. Gymbox (UK)
A rebellious London-based chain offering one-of-a-kind workouts like rave yoga and fight clubs.
FAQs
What is employer branding in the fitness industry?
Your employer brand is how gyms and wellness businesses build a reputation that attracts, retains, and engages top talent.
Why is Vouch good for gyms?
Because it captures real voices from your team—helping you connect with the right candidates fast.
What's a good EVP for a fitness business?
Include benefits like gym access, flexible scheduling, training, and a supportive team.
How do I attract better applicants?
Use real stories and video testimonials and highlight growth opportunities.
Can small gyms compete with big brands in branding?
Yes, authenticity, culture, and connection matter more than size.
What wellness perks should we offer?
Wellness challenges, fitness app subscriptions, coaching, and mental health resources.
How can I measure employer branding success?
Track applications, employee retention, social media engagement, and referral rates.
When it comes to growing a thriving fitness business, your team is everything. Your employer brand is how you attract the right people, build loyalty, and lead with purpose.
See Why Employer Branding Managers Love Vouch
Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make employer branding in your business remarkably easy.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
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