Facebook Ads Cost Per Lead Benchmarks for Fitness & Training Centers

Introduction

The headline for Fitness & Training Centers is clear: lead costs ran well below the global benchmark for most of the year, but with sharper swings and a dramatic mid‑year spike. Across all countries, cost per lead (CPL) in this category averaged $29.7 in 2025, roughly 29% lower than the $41.5 global benchmark across all industries. The year opened steady, plunged in spring, surged to a July peak, then cooled into winter as the broader market kept climbing. 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

CPL started at $27.21 in January and ended at $21.86 in December, a 20% slide across the year. The low arrived early at $13.50 in April, then the category vaulted to its high at $48.33 in July before easing through autumn. The full-year range was wide—$34.8 from trough to peak—underscoring a choppy market for lead costs.

Month to month, movements were pronounced. The steepest single jump came from June to July (+$21.72), while the sharpest drop landed from March to April (−$14.11). After the July spike, CPL declined in four straight months into November, effectively flatlining around $32.94 in October–November before a year-end dip to $21.86. Volatility averaged $7.44 per month, about 2.4 times more turbulent than the global benchmark’s $3.13.

On average, Fitness & Training Centers kept CPL under $30 for half the year (January, March, April, May, June, December). July marked the only month above the broader market.

Seasonal and monthly dynamics

Seasonality showed a clean rhythm. Q1 was steady with a $28.5 average, then Q2 softened materially to $20.0 as CPL hit the annual low in April. Q3 flipped the script: an aggressive rise drove the quarterly average to $41.0, led by July’s peak. Q4 then cooled to a $29.2 average, with prices stabilizing around $33 in October–November before dropping into December.

This arc contrasts with a more traditional pattern in Facebook Ads benchmarks, where competition tends to intensify into Q4. Here, Fitness & Training Centers experienced a mid‑year crest and ended the year softer, suggesting category-specific dynamics driving lead pricing across all countries.

Country vs. Global

Relative to the global benchmark, the category was consistently more affordable. The average CPL gap was about 29% below market. April marked the widest discount at 64% below global levels, and December was also deeply discounted (−48%). The narrowest gap appeared in August (−10%), and in July the relationship inverted—Fitness & Training Centers ran 18% above the global benchmark, the only month to do so.

Trend lines diverged as the year progressed. The global benchmark rose steadily from $35.04 in January to $42.24 in December (+21%), while Fitness & Training Centers moved the other way (−20%), in a choppier pattern with higher month‑to‑month variance.

Closing

In sum, Facebook Ads cost-per-lead benchmarks for Fitness & Training Centers across all countries point to a below-market yet more volatile year: a spring trough, a mid‑year surge, and a softer finish against a steadily rising global baseline. For teams tracking CPL trends, CPM analysis, and CTR performance within broader Facebook Ads benchmarks, this category view helps anchor industry ad performance and country-agnostic ad costs to global patterns.