Gym ads that bring people through the door

Sell the first visit

Make the first step small and specific: a free class, a week's pass, an intro session with a coach. Name the class and the time ("Saturday 9am strength class, free for first-timers") rather than "join today". A first visit is a much smaller ask than a membership.

Show the people, not the perfect bodies

Most people who don't go to a gym are put off by the idea of who goes. Ads that show the real room do better than ads that show models.

• Your coaches by name, and why they coach.
• Real members of different ages and levels, with their permission.
• The room at its normal busy, not empty and not staged.
• What the first session is actually like, step by step.

Don't talk about the reader's body

Meta's rules don't allow an ad to assert or imply personal attributes such as someone's physical health, so "Are you overweight?" or "Hate how you look?" are out. They also put people off. Talk about the class, the coach, the feeling after a session and what members say instead. Ads for weight loss products and services must also be shown only to people 18 or older.

Timing and distance

Interest rises at the new year, after the summer, and when routines change, such as the school term starting. Have those ads ready. Most people only use a gym that's close to home or work, so target a tight area and say where you are: "Two minutes from [station]".