Look, you know something's wrong.

Your ads aren't converting…

Your emails are getting ignored…

And your social media?

It looks like they’re not working for you…

But here's the thing:

Your marketing isn't failing because you're not working hard enough.

It's failing because you're making the same mistakes I see health and wellness founders make every single day.

In the next few minutes, I'm going to show you exactly why your marketing's falling flat, and more importantly, how to fix it.

Reason #1: Focusing on the Wrong Platforms (Platform ADHD)

Here's the brutal truth about platform expansion:

You're diluting your impact like a workout program that tries to target every muscle group in 15 minutes.

Let me show you why.

Most fitness businesses follow this deadly pattern:

● Posting transformation videos on Instagram

● Making workout tutorials on YouTube

● Dancing on TikTok for trends

● Writing long Facebook posts about nutrition

● Sharing client testimonials on LinkedIn.

I want you to think about this logically:

When you split your $2K marketing budget across five platforms, you're working with $400 per platform.

Each platform demands:

● Different content rhythms

● Unique audience psychology

● Specific posting strategies

● Its own success metrics

That's like telling a new client to master 5 compound lifts on day one.

Build your marketing the same way—master one movement first, then add complexity.

Here’s The Fix:

1. Check your current clients (ask them or use a poll to see which social platform they use

most)

2. Look at your DMs and leads—which platform are they coming from?

3. Kill every other platform except this one

4. Take your entire budget and put it there

5. Only expand to a new platform when you're consistently signing 10+ clients monthly from your main one

Reason #2: You’re Focusing Too Much on Features

Your equipment list isn't selling memberships.

Neither are your certified trainers or clean showers and lockers.

But most gyms waste time bragging about them.

News flash:

Nobody wakes up at 3 AM crying about not having access to a treadmill.

They're up because they're worried about feeling uncomfortable in their own skin

Each client pain point needs:

● An emotional connection (not a feature list)

● A clear transformation story (not equipment specs)

● Real life impact (not facility perks)

Here’s The Fix:

1. Write down every feature of your gym/program

2. Ask "So what?" after each one until you hit an emotional benefit

3. Track which client transformation stories get the most engagement

4. Use those exact words in your marketing

5. Test messages that speak to life changes, not gym features

Reason #3: Vague or Overwhelming CTAs

Your potential clients aren't mind readers, yet most gym owners hit them with calls-to-action weaker than a first-time deadlift.

Here's what's killing your conversion rate:

● "DM for more info"

● "Sign up today"

● "Contact us for details"

Even worse?

Some gyms blast their audience with every multiple CTAs at once.

When you give people too many choices, they choose nothing.

Here’s The Fix:

1. Pick ONE primary call-to-action for each marketing piece

2. Make it stupidly specific

3. Remove every other competing CTA

4. Tell them exactly what happens next

5. Test different CTAs but use only one at a time

Example CTAs that CONVERT:

● "Watch the 3-Minute Fat Loss Formula Video (Limited Access)"

● "Secure Your $1 First Week Trial"

● "Book Your Private Gym Tour & Free Workout - 5 Spots This Week"

Reason #4: Inconsistent Marketing Efforts

Your marketing is looking like that client who hits the gym only when they feel guilty about the weekend's pizza.

Sporadic effort equals sporadic results.

Here's what most fitness businesses do:

● Post daily for a week, then ghost for a month

● Run ads only when business is slow

● Send newsletters whenever they "find time"

● Create content in random bursts

● Respond to DMs days later

Then they wonder why their leads are as inconsistent as a beginner's form.

Look, your marketing needs the same discipline as your training programs.

Each channel needs:

● A set posting schedule

● Clear content themes

● Regular engagement windows

● Performance tracking

Consistency beats intensity every single time.

Here’s The Fix:

1. Create a realistic weekly content calendar (start with 3 posts a week, not 21)

2. Block 30 minutes daily for engagement

3. Set a fixed budget for ads

4. Batch create content weekly

5. Schedule everything in advance (no more "when I feel inspired" posts)

Reason #5: You’re Marketing WITHOUT Goals

Running your marketing without clear goals is like telling clients…

“Just move around a bit and hope you get fit."

Here's what I see everywhere:

● Posting content just to "stay active"

● Running ads without tracking ROI

● Creating reels because "everyone else is"

● Building an email list with no nurture plan

● Growing followers with no conversion strategy

Your marketing needs specific targets, like your client's fitness goals.

You wouldn't tell a client:

● "Let's get stronger"

● "Let's lose some weight"

● "Let's get healthy"

Right?

Here’s The Fix:

1. Set exact monthly targets (Example: "20 qualified consult calls from Instagram")

2. Track your key metrics weekly (cost per lead, show-up rate, close rate)

3. Know your numbers (maximum client acquisition cost, lifetime value, etc)

4. Create specific content for each stage of your funnel

5. Review and adjust goals monthly

The Takeaway

Your marketing doesn't need more complexity—it needs more clarity.

Just like you wouldn't throw every exercise at a new client on day one, you don't need to implement all these fixes at once.

Start with one area that's bleeding money right now.

Fix it.

Then move ON to the next.

But if you’re feeling overwhelmed implementing these fixes?

Book a call—we'll map out your exact game plan for growth.

We’re here to help.

Thank you for reading Behind Wellness’s newsletter. I hope you found this week’s edition valuable.

Until next week,

Samara

P.S. If you have any questions, shoot me an email at [email protected], and I’d be happy to help.

P.P.S. Follow me on LinkedIn for bite-sized content and marketing tips.