Facebook Ads Marketing for Crossfit Gyms and Pilates Studios

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Should Crossfit Gyms and Pilates Studios advertise on Facebook? Hi, my name is Francisco and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Google Ads, Facebook Ads and Remarketing. If you have been wondering whether or not to start marketing your Crossfit gym or Pilates studio on Facebook, then you have come to the right place. I am going to answer all your questions in this article. Facebook Marketing is what I do best! So sit back and relax as I share some of my knowledge with you. In this article, I will cover the following areas;

Should Crossfit Gyms and Pilates Studios do Facebook Ads Marketing?

One of the questions that I usually get from owners of Crossfit Gyms and Pilates Studios is; “should we even bother marketing our businesses on Facebook?” To be frank, lots of people in various sectors wonder about this question.

Facebook can be intimidating, particularly for beginners. However, that needs not be the case. As someone who has been doing this for years, I firmly believe every business that’s out there can benefit from Facebook Marketing. But how and why?

Your target audience is already on Facebook

As far as social networking platforms go, Facebook is HUGE. In fact, each day, over 1.8 billion people visit the platform! You can see what I am talking about in the graph below.

Statistic: Number of daily active Facebook users worldwide as of 3rd quarter 2020 (in millions) | StatistaFind more statistics at Statista

So, as the owner of a Crossfit Gym or Pilates Studio, you can be sure that the people who you are targeting alreay have a presence on the platform. The only challenge for you is to know how to effectively reach out to them. That’s what I am going to show you in this article, so don’t worry!

Facebook Marketing can be done free of charge

Before you start doing paid Facebook Ads, you first need to give your brand a presence on Facebook. But how do you do that? Well, the good news is that Facebook allows businesses to create Pages. These serve as meeting places for brands and their customers.

So, that’s the first port of call if you are the owner of a Crossfit Gym or Pilates Studio. If you don’t already have a Facebook Page, then you need to get started now. A page is essential not only for answering questions from current and prospective customers, but it also serves as a promotional portal for your brand.

CrossFit Atlanta Facebook page

Example of a well run Facebook Page for a Crossfit Gym

On top of that, you can use the metrics that you gather from your page to create high impact Facebook Ads for your business.The above screenshot shows the example of a well run Crossfit Facebook Page. You can see that the owners have provided a treasure trove of information, including contact details and hours of operation. 

Facebook Ads are affordable

Most Crossfit Gym or Pilates Studio owners worry that they are not going to be able to afford advertising on Facebook. That couldn’t be further from the truth. In fact, Facebook is probably the most affordable digital marketing platform that you are going to find out there.

And yes, Facebook Ads tend to be better than Google Ads. I can tell you that because I specialize in both. So, I know what I am talking about here. If you are wondering, I am not just talking about cost. I am also talking about performance. Facebook Ads tend to be more cost effective, comparatively speaking.

You have all the tools needed to target the right audience

Getting your audience targeting right is essential when doing Facebook Ads Marketing for Crossfit gyms and Pilates studios. It’s what determines the success or failure of your campaigns.

If you get your ads delivered to the wrong audience, you are not going to be able to see the kind of results that you are looking for. Fortunately, Facebook provides a raft of tools that you can use to define and refine your target audience. I will show you these tools later in this article.

You can run your own Facebook Ads Campaigns

I am not trying to run myself out of business here! But truth of the matter is that anybody can learn how to create their own Facebook Ads. In fact, that’s ostensibly the object of this article. You can learn how to do Facebook Ads Marketing for Crossfit Gyms and Pilates studios in no time!

Of course, the entire process requires a lot of patience. And not many people will have the time. So, don’t hesitate to reach out to me if you need help. You can also check out my DIY Facebook Ads Marketing course if you wish to learn how to… well, how to do-it-yourself!

What I have discovered is that some people struggle in the initial phases. Getting set up tends to be the major challenge. That’s why I have created by Facebook Ads Setup Plan. If you sign up, I will do all the hard work of getting set up for you. You get 2 live ads and a landing page. From there, you can take over management of an account that’s already up and running.

Creating Facebook Ads for Crossfit Gyms and Pilates Studios

Facebook Ads are created in Ads Manager

Facebook Ads are created in Ads Manager

Okay, that’s about it for the motivation. I could have summed everything up in one sentence; Facebook Ads rock! Now we get to the “how” part. How do you create your own Facebook Ads? Well, Facebook Ads are created in Ads Manager. That’s where the magic happens. The process of creating Facebook Ads is composed of 3 steps;

  • Deciding on a Campaign Objective
  • Setting up your Target Audience
  • Creating the Ad

You will notice that creating Facebook Ads for Crossfit gyms and Pilates studios is a process. The outcome is the Ad. But before we get there, we need to define the journey. That definition happens in through the choosing of a Campaign Objective.  Facebook provides you with 11 Campaign Objectives when creating Ads. But you can only choose one per Campaign. The following are the available Facebook Ads Campaign Objectives;

  • Brand awareness
  • Reach
  • Messages
  • App installs
  • Traffic
  • Engagement
  • Store traffic
  • Video views
  • Conversions
  • Catalog sales
  • Lead generation

Best Campaign Objective for Facebook Ads for Crossfit Gyms and Pilates Studios?

Choose a Campaign Objective

We will go with the Traffic Campaign Objective

I don’t want you to think that I am prescribing anything here. You should not go away saying Francisco said this or that was the best Campaign Objective when doing Facebook Ads Marketing for Crossfit Gyms and Pilates Studios. Far from it!

In fact, a few of the Campaign Objectives given above could work very well in this instance. Perhaps you wish to direct traffic to a landing page, such as a signup page for your Crossfit gym or Pilates studio. In that case, you would choose Traffic as your Campaign Objective.

You could also have another ad in which you are trying to open conversations with your prospects. That would call for Messages as your Campaign Objective. And if you are looking to have the maximum number of people watch a video of someone sweating in your Studio, then Video views would be the best Campaign Objective.

You could also choose Brand awareness as your Campaign Objective. That would work if, as an example, you have just opened up in a new area and you are looking to get people aware of your presence.

For this example, we are going to go with Traffic for our Campaign Objective. The aim is to take people from our Facebook ad to a landing page where they can sign up for membership to our gym.

Audience Definition for Facebook Ads for Crossfit Gyms and Pilates studios

The next step on the way to creating Facebook Ads for Crossfit Gyms and Pilates Studios is probably the most important. It involves defining who our target audience is. If you get it wrong here, then your ads will be wasted. Get it right and you will have an exceptionally high CTR. Facebook provides you with a number of tools that you can use to define your target audience.


Do you know how far people are willing to travel to get to a gym? 4 miles, according to Dstillery, a New York-based marketing research company. Location is of particular importance in this instance. The majority of Crossfit gyms and Pilates studios are rather localized in nature.

But what does that mean from a marketing standpoint? Well, if you own one, you know that it draws customers from so many miles around the physical location of the studio or gym.

Nobody is going to drive across the United States just to get to your gym, no matter how good you may be. So, that is something that you need to be aware of. Your reach is limited, and your ads need to reflect that fact. If you are part of a chain, of course, you can target many more places.

However, for our example, we will narrow down the area that we are targeting to 4 miles around the physical location of our studio. We will assume that your studio is located on the following address; Amsterdam Ave NE L5, Atlanta, GA 30306, United States.


Defining our target location

So our ads should only be delivered to people living 4 miles around that location. And we will target people living in this area. We have chosen to exclude those who have been through this area for this ad. 


Age is another tool that you can use to define your target audience. You know the age ranges of your usual clientele. You could either target these people or you can define a new age range.

It all depends on your location. If you are located in the city center, where your target audience is composed of working people, then you would probably be better off defining an age range of 25 to 55.


Gender can be another useful parameter to use for audience definition. Which genders usually grace your Crossfit gym or Pilates studio? For our example, we are going to target both men and women.


If, for some reason, you need to target people who speak a particular language, then you can do so using this setting.

Detailed Targeting

Narrow down on your target audience

Narrow down on your target audience

The audience that we have defined so far is passable enough. It’s composed of both men and women living 4 miles around Amsterdam Ave NE L5, Atlanta, GA 30306, United States, which is the physical location of our gym. No doubt if we run that audience, we will get some responses.

However, we wont get as much of a positive response as we may be looking for. Why? Well, simply because our target audience is too broad. We need to narrow things down a bit and we can do so in the Detailed Targeting section. Here, we can refine our target audience using Demographics, Interests and Behaviors. For this example, we are going to be targeting the following people;

  • Those interested in pages related to Crossfit Training. 
  • Those interested in pages to do with Pilates.
  • Those interested in physical fitness. 
  • Those who have shown an interest in weight loss.


The Connections setting is another useful tool on the path to defining our target audience when doing Facebook Ads Marketing for Crossfit Gyms and Pilates Studios. Connections are people who have already interacted with you in one way or the other.

Perhaps they liked your Facebook Page. Or maybe they took part in an event. These people are easier to market to because they have already expressed an interest in what you do.

Install Pixel to get the most out of your Ads

One thing that you need to do if you are going to be doing effective Facebook Ads Marketing is to install Facebook Pixel on your website. Pixel is Facebook’s tool for remarketing. Once you have installed it, it will keep track of what people are doing.

The next time that they visit Facebook, they will be shown relevant ads based on their interest on your site. So, this is very useful as far as targeting the right people is concerned. In fact, you can choose to target your Facebook Ads at an audience that is based on tracking by Pixel.

Budget and Schedule

This is the section that can be really confusing, particularly for beginners. How much should you spend on Facebook Ads for your Crossfit Gym or Pilates Studio on a daily basis? The answer to that is that you should experiment till you hit the right formula.

There is no one size fits all here. Start small and you will find what works for you. That’s the beauty of Facebook Ads. You can do a lot of playing around till you have everything at an optimal level. So, you can start from as low as $5 per day. See where that gets you in terms of getting people to sign up.

Budget and Schedule

Set a Lifetime Budget to avoid overspending

One thing to say, however, is that you should always maintain control of your spending. Facebook keeps your credit card details on file. So, if you don’t stop your ads from running, money will continue to be deducted from the account. You can get control by stating start and end dates for your Campaigns. You can also define a Lifetime Budget. That way, you won’t be overspending.

Creating ​your Facebook Ads for Crossfit Gyms and Pilates Studios

A preview of our ad

A preview of our ad

Now we come to the nominal final step on the way to creating our Facebook Ad. Nominal, because Facebook Ads are an ongoing process. You will always be working on something on your ad. Anyway, the ad that you create has a bearing on whether or not your Campaigns are going to be successful. The ad is what your Target Audience will see in their feeds.

I do have to point out that Facebook being Facebook, you can get away with a product that’s not really professionally edited. Make sure, however, that you get to your message as fast as you can. People have more important things to do on Facebook that to spend minutes viewing your ad. In fact, they would rather be chatting with complete strangers or watching funny videos.

So, you need to get to the point. If you are using a video ad, it should be no more than 15 seconds in length. That’s the space of time that you have in which to make an impact. So, use it wisely. Other than videos, you also have the option to create single image ads. You can also have an ad that’s composed of a carousel.

Primary Text

The Primary Text is one of the areas on which you need to think carefully when creating your Ad. It’s what appears at the top of your ad. You should probably not make it more than 2 sentences long. So, try to condense your message as much as is possible.

Call to Action

Another important section is the Call to Action. This defines the outcome that you wish to achieve. In this case, we wish to have people Sign up for membership to our Crossfit Gym or Pilate Studio. So, that’s going to be our call to action.

Website URL

In this instance, we want to have people link from our Facebook Ad to a landing page. So, we will put the landing page’s URL on the Website URL section. 

One thing to note is that your landing page must be geared to convert. Otherwise the entire thing is going to be a wasted effort. For our example, we should have a landing page where people can instantly sign up for membership to our gym or studio.


There are a lot of steps and variations to doing Facebook Ads Marketing. In this article, I showed you how to create Facebook Ads for Crossfit Gyms and Pilates Studios. You will have noticed that there are several possible roads that you can take, depending on the Campaign Objective that you choose. Facebook Marketing have become a must for every business. If you need help, don’t hesitate to reach out to me. You can also get my Facebook Ads Mini Course for free. Simply leave your details below.

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