SMS gets a 98% open rate. Email gets 20% on a good day. For fitness businesses where showing up is the product, SMS is the channel that moves behavior. A Fitness Virtual Assistant can own the entire SMS workflow - from opt-in collection to campaign execution to compliance tracking.

For where SMS fits in the broader VA role, see our Fitness VA tasks list.

Opt-in collection

You cannot send marketing texts without explicit opt-in. The VA builds and maintains opt-in flows:

  • Sign-up forms. Add SMS opt-in checkbox to website forms, trial signup pages, and intake forms. Must clearly state "By checking this box, you agree to receive marketing text messages from [Business Name]."
  • In-studio signage. QR code at the front desk that links to an SMS opt-in landing page. "Text FITNESS to [number] for class updates and member-only deals."
  • Point-of-sale capture. During membership signup, the VA (or front desk SOP) confirms mobile number and SMS consent.
  • Double opt-in. Send a confirmation text immediately: "Reply YES to confirm you want texts from [Business Name]. Reply STOP anytime to opt out."

The VA maintains the opt-in list in the CRM with timestamp, source, and consent status for every contact.

Message types and templates

Five SMS campaign types the VA runs:

1. Class reminders

Sent 2 hours before class. "Hey [Name], your 6pm HIIT class is in 2 hours. See you there! Reply STOP to opt out."

2. No-show follow-up

Sent next morning after a missed class. "Hey [Name], we missed you at [Class] yesterday. Everything ok? Your next class is [Day] at [Time]. Reply STOP to opt out."

3. Promotional offers

Sent to segmented lists for flash sales or events. "Member-only: bring a friend free this Saturday. Forward this to someone who'd love a workout. Reply STOP to opt out."

4. Milestone celebrations

Triggered by CRM data. "Congrats [Name] - 50 classes completed! You're in the top 10% of our members. Keep it up. Reply STOP to opt out."

5. Reactivation

Sent to lapsed members (no visit in 30+ days). "[Name], it's been a while. We saved your favorite 7am spot. Come back this week - first class back is on us. Reply STOP to opt out."

Every message includes the opt-out instruction. No exceptions.

Sending schedule

The VA follows strict timing rules:

  • Never before 9am or after 8pm in the recipient's timezone. Texts outside these hours feel invasive.
  • Maximum 4-6 texts per month per contact. More than that drives opt-outs.
  • Tuesday through Thursday perform best for promotional messages. Avoid Monday (inbox overload) and weekends (personal time).
  • Class reminders are the exception - these send based on class schedule regardless of day.

The VA schedules campaigns in the SMS platform and monitors delivery reports within 24 hours.

Segmentation

The VA segments the SMS list to keep messages relevant:

  • Active members. Visit at least 2x/week. Get class reminders and milestone messages.
  • At-risk members. Visit frequency dropped 50%+ from their average. Get re-engagement and motivation texts.
  • Lapsed members. No visit in 30+ days. Get reactivation offers.
  • Trial members. In their first 14 days. Get onboarding encouragement and welcome sequences.
  • VIP members. Top 10% by attendance or tenure. Get early access to events and exclusive offers.

Generic blasts to the entire list produce opt-outs. Segmented messages produce action.

Platform and tools

  • GoHighLevel. Most popular for fitness businesses. Includes SMS, CRM, and automation in one platform. $97-297/month.
  • Twilio. For businesses that want more control. Pay per message ($0.0079/segment). Requires technical setup.
  • SlickText or SimpleTexting. Simple platforms for businesses that only need SMS. $30-80/month for 500-2000 messages.
  • MindBody or Glofox integrations. Some booking platforms have built-in SMS. Limited but free for basic reminders.

The VA manages the platform, writes copy, schedules sends, and monitors results.

Compliance rules

SMS compliance is strict. Violations carry fines of $500-1,500 per message.

  • TCPA (US). Written consent required. Must include business name and opt-out instructions in every message. Honor STOP requests within 24 hours.
  • Quiet hours. No messages before 8am or after 9pm local time (stricter than the 9am-8pm best practice).
  • Content restrictions. No misleading claims, no unsolicited adult content, no deceptive sender identification.
  • Record keeping. Maintain opt-in records (date, source, consent language) for at least 4 years.
  • Carrier filtering. Carriers block messages that look like spam. Keep messages under 160 characters when possible, avoid ALL CAPS, and avoid URL shorteners (carriers flag these).

The VA should maintain a compliance checklist and audit the SMS program monthly.

Metrics to track

Weekly SMS report includes:

  • Delivery rate. Target: 95%+. Below 90% signals list quality issues or carrier filtering.
  • Opt-out rate. Target: below 2% per campaign. Above 5% means messages are too frequent or irrelevant.
  • Click-through rate (for messages with links). Target: 10-15%. SMS links get higher CTR than email.
  • Conversion rate. Bookings, purchases, or visits attributed to SMS. Track with unique promo codes or UTM links.
  • Cost per conversion. Total SMS spend (platform + per-message costs) divided by conversions.

Common mistakes

  • Texting without opt-in. Importing phone numbers and blasting. This is illegal and destroys the business number.
  • Over-messaging. More than 6 texts per month drives opt-outs fast.
  • No personalization. "Hey valued customer" instead of using the member's name.
  • Ignoring opt-outs. STOP requests must be processed immediately. No exceptions.
  • Same message to everyone. A reactivation offer sent to someone who came in yesterday is annoying, not helpful.

For hiring a VA who can run SMS marketing, see how to hire a fitness virtual assistant.

Frequently asked questions

How much does SMS marketing cost per month for a gym?

Most gyms spend $50-200/month on SMS: $30-100 for the platform plus $0.01-0.05 per message. A 500-member gym sending 4 messages per month costs roughly $100-150 total.

Can the VA send texts from the coach's personal number?

No. Use a dedicated business number through the SMS platform. This keeps personal and business communication separate and ensures compliance.

What's a good opt-in rate for SMS at a gym?

40-60% of active members should opt in when asked at sign-up. Below 30% means the ask isn't clear or compelling enough.

Should SMS replace email marketing?

No. They serve different purposes. Email handles long-form content, newsletters, and detailed offers. SMS handles time-sensitive alerts, reminders, and short promotions. The VA runs both.

How quickly should the VA respond to SMS replies?

Within 2 hours during business hours. SMS creates an expectation of fast response. If the VA can't respond quickly, set up an auto-reply: "Thanks for your message! We'll get back to you within 2 hours."

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