Most gym and fitness studio owners rely on paid ads to drive leads—until the ads stop working.
That’s exactly what happened to Laurel Roach. Instead of panicking, she built a gym referral strategy that filled two 6-figure gyms, without spending a dime on Meta or Google.
In this episode of The GSD Show, Laurel shares the fitness studio marketing strategies she used to grow Alloy Personal Training Grayhawk—and how you can implement them in your business today.
Why Paid Ads Aren’t Always the Answer
Laurel’s pivot to B2B gym marketing came out of necessity.
“In 2018, all of my Facebook and Google ads just tanked,” she says. “I had no idea how to get leads anymore.”
Rather than rely on platforms she couldn’t control, Laurel developed a repeatable gym referral strategy that replaced ad spend with authentic partnerships.
Her Strategy: B2B Marketing for Fitness Studios
Laurel opened her new gym with zero members and zero paid traffic. Here’s how she filled it:
Identified local businesses that served a similar clientele (e.g., salons, wellness clinics, higher-end restaurants)
Walked in personally to introduce herself with a “give-first” approach
Offered free promotion via Instagram Reels, partner features, and joint giveaways
Created the “Scottsdale Wellness Collective,” a group of 12 businesses that now support and refer to each other
This referral-based approach became the foundation of her fitness studio marketing system—and it works.
Inside the Referral System That Scales
This wasn’t just casual networking. Laurel’s process was systemized and strategic. She:
Filmed weekly partner videos during pre-sale to build brand awareness
Hosted monthly Zoom meetups with all referral partners
Ran collaborative promos, like “Mom’s Day” raffles with local businesses
Tagged all partners in posts and stories to expand organic reach
She even closed 6 new members from a single nail salon activation—without spending a cent on ads.
Why This Gym Referral Strategy Works Long-Term
Laurel didn’t just attract more leads—she attracted better leads.
Because referrals came from trusted local businesses, the leads:
Were warmer and more likely to convert
Matched her pricing model and brand values
Stayed longer and referred others
This is the kind of fitness studio marketing strategy that builds sustainable, long-term growth—and helps reduce churn.
Get Started with B2B Marketing for Your Gym
Want to build your own referral engine? Start here:
Find premium local businesses with similar customers
Reach out with value—promote them before asking for anything
Create collaborative content (Instagram Reels, giveaways, etc.)
Meet monthly to stay connected and support each other
Rotate through partnerships with 1 activation per month
Laurel’s results prove this strategy works for both independent gyms and franchise studios.
Watch the Full Episode of The GSD Show
🎙 Want to hear Laurel’s full system—including her exact outreach script, team delegation process, and how she overcame rejection?
👉 Watch or listen to the episode here
Ready to Grow Without Ads?
If you’re tired of paying more for fewer leads, and want a system that creates compounding results month after month…
👉 Book a call with Loud Rumor and learn how we help gyms like yours grow through smart, proven strategies.
