Facebook Ads Cost Per Lead Benchmarks for Fitness & Training Centers

Introduction

Globally, Fitness & Training Centers ran structurally cheaper lead costs than the broader market, but with a choppier rhythm. The year opened firm, slumped into a deep April trough, then surged to a July spike before easing steadily into a low December close. Compared to the global benchmark across all industries, this category stayed below market almost every month, with one standout mid‑year overshoot.

This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Fitness & Training Centers across all countries compared to the global benchmark.

The story in the data

Across all countries, median monthly Cost per Lead (CPL) for Fitness & Training Centers averaged $28.16 from December 2024 to December 2025, versus a $40.06 global all‑industry average. The series began at $21.47 in December 2024, lifted through February ($30.60), dipped to a cycle low in April ($13.58), then surged to a July peak ($48.33) before cooling to $13.88 in December 2025. That puts the period’s range at a wide $34.75 and a December‑to‑December decline of roughly 35%.

Momentum was pronounced. The biggest month‑over‑month jump came in July (+$21.36), while the sharpest pullbacks were April (−$14.02) and December (−$16.74). Average month‑to‑month volatility was $7.95, about double the $3.91 seen in the global benchmark—evidence that fitness lead costs swung more aggressively than the broader market.

Quarterly rhythm underscores the shape of the year: Q2 was the softest for Fitness & Training Centers (average $20.13), Q3 the most expensive ($40.57), and Q4 stepped down again ($25.69), dragged by December’s low finish.

Seasonal and monthly dynamics

The category’s CPL rose through early Q1, fell into a steep Q2 trough, and then pivoted into a midsummer spike—culminating in July’s high. From there, costs eased progressively through autumn, with a notable late‑year softening. By contrast, the all‑industry benchmark followed a more classic pattern: relatively steady in the first half, tightening through late summer and early fall (peaking in September–October), then easing in December.

This means Fitness & Training Centers hit peak competition and higher lead prices earlier (July) than the broader market (September–October), and then retreated faster into year‑end.

Country vs. Global

Relative to the global all‑industry benchmark, Fitness & Training Centers were cheaper on average by about 30%. The category trailed the market in nearly every month, with the gap widest in April (−63% vs. global) and December (−57%). The difference narrowed meaningfully in August (−9%), and July was the lone outlier above market, landing roughly 20% higher than the global CPL.

Comparing trendlines, the global benchmark rose into early fall and then softened, a smoother ascent and decline. The fitness category was more volatile: a pronounced mid‑year surge (+78% from January to July) followed by a sharp reset (−71% July to December), ending the year well below both its own mid‑year peak and the all‑industry average.

Closing

In sum, Facebook Ads benchmarks for Cost per Lead show Fitness & Training Centers across all countries running materially below global all‑industry levels, with higher month‑to‑month volatility and a distinct mid‑year spike. This CPL trendline—paired with broader CPC trends, CPM analysis, and CTR performance context—helps frame country‑specific ad costs and industry ad performance against the global market for Fitness & Training Centers worldwide.