DOOH for Gyms: Trial Workout Booster

30-second takeaway: Fitness marketing is seasonal — but that's an industry lie. With DOOH screens in a 1 km radius you push trial workouts year-round, catch people on their commute home, and convert to real contracts at under 4 euro per lead.

Why trial workouts are the better KPI

Forget "memberships per month". That metric is too far down the funnel. What you can steer is trial workouts per week. If 30% of trials convert (industry average 25-35%), you can work backwards: want 12 new members per month? You need 40-48 trials.

DOOH is a top-of-funnel tool. It plants the idea that your studio exists and offers a trial. The trial-booking conversion happens on your website or walk-in. Important: advertise the trial on screen, not the membership. "Free Trial · 200m" is a clear CTA. "20% off annual membership" is sales pressure and pushes people away.

Real example: boutique studio in Vienna

Functional fitness studio in Vienna-Mariahilf, 220 active members, 120 euro/month, currently 8 trials per week, 30% conversion → 2-3 new members per week → 10 per month. Goal: 18 trials per week → 5 new members per week → 22 per month.

Book 2 screens on Mariahilfer Straße and Schwedenplatz, both on commute routes. 30% SOV, weekdays 16:00-21:00 (after-work window) plus Saturday 9:00-12:00.

Cost: ~4.50 euro per day per screen × 26 days × 2 = 234 euro per month plus 12 euro advertising tax = 246 euro. If 12 extra new members come in (LTV avg 11 months × 120 euro = 1,320 euro), you generate 15,840 euro extra LTV at 246 euro cost. ROI: noticeably positive (exact figures vary — we do not publish unverified estimates).

What belongs on the spot

Fitness spots fail because they try to say everything. Correct hierarchy:

Headline (3s): "Free Trial"
Mid (4s): Real workout footage (phone shot in your studio is fine)
CTA (3s): Address + "This week" + arrow/distance

No logo splash. No "20 years experience". No "premium equipment". Just the one action you want: book a trial.

Monthly budget: gym, 4 weeks

Item

Slovakia: 234 euro. CPM ~13 euro, CPL ~20 euro at 12 extra trials per month. Try the setup in the DOOH calculator.

Tracking without tracking pixels

The nice part about DOOH: no cookies, no GDPR consultancy. What you need:

A dedicated trial URL: studio.com/dooh — only used in DOOH spots.
A clear referral question on the trial form: "How did you find us?" with "Ad in the 7th district" as an option.
Weekly review. Not daily — daily makes you anxious. Weekly shows trends.

Studies show that DOOH self-reported recall is surprisingly accurate. People remember where they saw something.

Get started

If you run a gym, boutique studio or pilates studio in Vienna or Bratislava and want out of the January-only sales cycle: 2 screens, 4 weeks, ~246 euro. Book directly.

Screen 1 (Mariahilfer Straße) · 30% SOV · Mon-Fri 16-21, Sat 9-12	117 €
Screen 2 (Schwedenplatz) · 30% SOV · Mon-Fri 16-21, Sat 9-12	117 €
Austrian advertising tax	12 €
Workout footage (phone + staff member)	0 €
Total	246 €

DOOH for Gyms: Trial Workout Booster with Conversion Focus

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