Free editable Fitness & wellness customer journey template


The editable template is available for free after signing up at Out of Dark. Out of Dark is not a whiteboard or diagramming tool, so adding and editing the touchpoints in the template takes seconds, not hours.

Activity map view

Detail view

This industry has a tremendous advantage over many others: it’s absolutely clear what content are all potential customers interested in. Bodybuilding, losing weight, caring about the body, and a myriad of related topics serve as a great way to reach people interested in looking good and getting fit and healthy.

The bad news is, that you’re not the only one fighting for these customers. The solution can be to clearly distinguish yourself from all your competitors and use that to build a relationship with your customers (both online and in the real world) – and you can only do that if you have your marketing and customer experience in perfect shape and under control.

Specifying and measuring your customer interactions in a customer journey map will help you to get it right and can serve as your marketing & CX control panel.

Our Fitness & wellness customer journey template is divided into 4 phases based on the Awareness, Consideration, Purchase, Loyalty framework that addresses all 4 stages of customer engagement.

Here’s the template outline:

1. Awareness

To create awareness, fitness centers, and wellness services can leverage social media, local events, and partnerships to showcase their facilities, classes, and wellness programs. Utilizing visually appealing content, such as workout videos, success stories, and healthy living tips helps attract potential clients’ attention.

Social media

To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, follower growth, and web traffic.


To establish expertise and attract interest, we maintain a specialized blog, focusing on metrics like gained traffic and time spent on page.

Influencer collabs

To enhance brand reach and credibility, we engage in collaborations with influencers, concentrating on metrics such as audience engagement, conversion rates, and brand sentiment.

2. Consideration

Moving into the “Consideration”, fitness centers focus on providing educational content and guidance. This might include sharing workout plans, nutritional advice, and success stories of its members. Wellness workshops, informative blogs, and testimonials could showcase the effectiveness of their programs, engage potential clients and generate interest.


To improve online visibility, we implement SEO strategies, focusing on key metrics such as search engine rankings, organic traffic, and keyword performance.

Profiles on local websites

To enhance local visibility, we maintain profiles in local online directories and city guides. Key metrics include the number of profile visits, customer inquiries, and local search rankings, focusing on increasing community engagement and local brand awareness.

Ads in local media

To reach potential customers, we advertise in local media, focusing on metrics like ad impressions, click-through rates, and conversion effectiveness.

3. Purchase

In the “Purchase” stage, the focus is on converting interest into action. Fitness centers might offer trial memberships, consultations, or introductory classes to encourage potential clients to experience their services firsthand.

Reservation system

To streamline the booking process and boost conversions, we optimize our reservation system, with a focus on metrics such as booking completion rates, user experience improvements, and the overall revenue generated through the system.


To engage and inform potential customers, we maintain our website, focusing on the number of conversions and overall website traffic as key metrics.

Performance campaign

To effectively target potential customers, we run PPC (Pay-Per-Click) campaigns, focusing on metrics like the number of clicks, conversion count, and cost per conversion.

Ads on coupon websites

To attract deal-seeking customers, we advertise on deal websites with a primary focus on the number of reservations generated through these campaigns.

4. Loyalty

Post-visit or post-program engagement is crucial for fitness centers and wellness services. This includes follow-up communications, personalized workout plans, nutritional guidance, and possibly loyalty programs or incentives for continued engagement.


To foster customer loyalty, we focus on collecting reviews, emphasizing key metrics like the number of reviews and the average rating.

Loyalty program

To strengthen customer retention, we implement a loyalty program, focusing on metrics like enrollment numbers, repeat purchase rates, and redemption of rewards.

Email marketing

To nurture customer relationships, we engage in email marketing, focusing on metrics such as open rates, click-through rates, and the number of conversions generated.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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