If you own or manage a fitness franchise, member acquisition is always top of mind. One overlooked strategy can give you an edge: new mover marketing for fitness franchises. Every month, families relocate and search for new routines — including a gym. The first fitness brand to welcome them has the best chance of turning that curiosity into a long-term membership.

The Membership Challenge in a Competitive Market

Gyms and studios face stiff competition. Most people already have an established fitness habit. But when someone moves, that habit is disrupted. Suddenly, they’re actively searching for a new place to work out. This makes new movers the highest-intent audience you can reach.

Instead of pouring money into broad ads, targeting new movers ensures your offers land in the hands of people most likely to join.

How New Mover Marketing Works for Fitness Franchises

At Our Town America, we connect local businesses with new residents through highly targeted direct mail and optional digital add-ons. For fitness franchises, this means:

Welcome Packages with Personalized Offers
Put your brand directly into new movers’ hands with a warm “Welcome to the neighborhood” gift or free class voucher.

Targeted Postcards
Promote memberships, seasonal specials, or class packages with precision mailing lists filtered by zip code.

Digital Retargeting Add-Ons
Stay visible across multiple channels by pairing your direct mail with digital ads, making sure movers see your gym online and offline.

Exclusive Category Representation
We only partner with one fitness business per zip code. That means you won’t compete against another gym in your own campaign.

Why New Movers Are Loyal Customers

New movers aren’t just looking for a gym — they’re looking for a community. By welcoming them first, you’re building trust from day one. Studies show movers who connect with a brand early are more likely to stay loyal long term. For fitness franchises, that can mean years of recurring membership revenue.

Grow Your Fitness Franchise with New Mover Marketing

When it comes to member acquisition, timing is everything. By focusing on new mover marketing for fitness franchises, you’ll reach the right people at the right time — and position your brand as their first choice for health and wellness in their new community.

Ready to welcome new movers and grow your member base? Contact Our Town America today to learn how our direct mail and digital programs can help.