Most gyms slow down during the holidays. Phones go quiet. Leads go cold. But what if this season isn’t a setback at all? What if it’s where consistency is actually built?

Welcome to Gym Marketing Made Simple, the podcast that strips away the noise and focuses on what truly creates steady momentum for boutique gyms. Each episode breaks marketing and sales systems down into clear, repeatable steps, so growth feels structured, not reactive.

Episode Highlights

In this episode, Sherman Merricks shares how gyms can stay visible, relevant, and supportive during the holiday season, without feeling pushy. The conversation centers on maintaining real connections with leads and members, using intentional follow-ups, and relying on simple CRM systems to keep nothing from falling through the cracks. Rather than pulling back during the holidays, this episode shows how thoughtful outreach can strengthen trust and position the gym as a steady presence when routines are disrupted.

Episode Outline

• Why the holiday season is a missed opportunity for many boutique gyms

• How to respond when prospects say they’ll be unavailable for weeks

• Using CRM systems to track lead timelines, notes, and next steps

• Creating holiday-themed follow-ups that feel personal, not automated

• The role of free resources in keeping prospects engaged without pressure

• Inviting prospects into the gym through events and community touchpoints

• Sharing real testimonials and practical holiday tips to build credibility

• Measuring which outreach methods actually get replies and conversations

Episode Chapters

00:00 Intro

00:05 Holiday Marketing Strategies for Boutique Fitness Gyms

02:21 Maintaining Engagement During the Holidays

06:08 Creative Follow-Up Tactics

10:23 Leveraging Testimonials and Tips

Action Taken

• Set manual follow-up tasks in the CRM for leads who are unavailable during the holidays, including return dates and context notes

• Schedule a specific follow-up call or intro session immediately when a prospect provides a return date

• Send themed holiday video follow-ups, such as short personalized videos, to keep communication human and memorable

• Create a free holiday guide (e.g., a 30-day plan or strategies to stay consistent through the holidays) as a downloadable resource

• Invite prospects and members to holiday events to reinforce the gym as a welcoming community

• Review all leads from the past six weeks and run focused phone and text follow-ups

• Track which outreach formats generate the strongest responses and share winning scripts with the team

• Collect and publish real member testimonials along with simple holiday-specific tips
  

Conclusion

The holidays don’t require a different strategy, they require better follow-through. This episode reinforces that consistency, clarity, and personal connection matter even more when schedules are unpredictable. When gyms stay present instead of pulling back, they earn trust that lasts well beyond the season.

CTA

If this episode helped reframe how the holidays can work for a gym, subscribe to Gym Marketing Made Simple and share this episode with a gym owner who usually slows down this time of year.

Supporting Information

👉 Book a free strategy call: https://www.lassoframework.com/

Thanks for listening and for continuing to show up for the work that keeps gyms growing with intention.