If there is one thing we have learned here at the Gym Owner’s Forum, it is that building a successful gym requires a unique blend of dedication, business insight and the ability to energise your staff.
But that isn’t always enough.
Even the most motivated team with the best facilities can struggle if they neglect their online presence.
Many independent gyms fall into the trap of relying solely on word of mouth referrals and ‘letting the results speak for themselves’. It is a nice idea but the reality is that potential members are increasingly not getting their recommendations from a mouth, but from a screen.
We have long since passed the tipping point where online reviews, especially Google Reviews, are the first stop for the majority of people under-40 checking out a gym or fitness club they are interested in.
Utilising the dominance of their search engine, Google has turned their review system into one of the most impactful metrics that a gym can cultivate. A score that will be displayed next to every Google search that leads to the website of your gym or club and that nearly every prospective member will pay attention to.
This means a strong and professional online presence, backed by positive reviews, is no longer just optional, it’s essential for any gym or fitness club wanting to attract and retain members.
Why Online Reviews Matter For Your Gym
Online reviews have become a critical factor in the decision making process of prospective members. Studies show that customers instinctively trust the star ratings they see on Google and other platforms. This process of checking is so ingrained it can almost be subconscious.
When a prospective member takes in the Google Business Profile and they see if there is:
– Pictures
– Complete Information
– A Positive Review Score
If any of these aren’t there, most will notice immediately.
Even if they don’t read a single review, the overall rating will be noted. Whether it’s a 4.8 or a 3.8 can make or break a potential member’s decision to join your gym or even whether they investigate further.
For independent gyms and fitness clubs, building a strong online reputation is vital to standing out against their local competitors. To help you get started, we’ve put together our guide, taking you step-by-step through on how to bolster and maintain that all important positive online score, enhancing web-presence and leveraging reviews with the goal of growing your membership base.
Step 1:
Deliver An Exceptional Member Experience
This may seem obvious, but this is really where the journey begins. The foundation of a strong online presence starts within the four walls of your fitness facility by delivering a consistently outstanding experience to your members. No amount of marketing magic or review management can compensate for poor service or a lacking facility.
Focus on delivering personalised service, maintaining a clean and welcoming environment and offering classes and equipment that meet (and preferably exceed) the expectations and needs of your members.
Every touchpoint, from the moment a member walks through the door to their post-workout interactions, should demonstrate professionalism and care.
Because ultimately, happy members are far more likely to leave positive reviews and recommend your gym to others, as well as being more receptive to some of the initiatives we will detail below.
Step 2:
Claim, Optimise And Customise Your Online Listings
A surprising number of gym owners and managers we have spoken with have overlooked the importance of claiming and optimising their online listings.
Platforms like Google and Facebook are critical hubs for attracting new members. Both have critical business listings that a significant number of consumers go to almost unthinkingly. Despite this, it is not uncommon to see that gyms either haven’t set up their profiles or haven’t kept them updated. It doesn’t make for the best first impression!
Start by claiming your gym’s Google Business Profile and ensuring all the information, such as your address, opening hours and contact details are not only accurate but consistent across all other platforms, including your website. A well-optimised listing not only boosts your credibility but also makes it easier for your existing members to find and review your gym.
Step 3:
Actively Pursue And Ask For Feedback
Picking up where we left off on Step 1, if you don’t ask for reviews, you’re missing out on valuable feedback and potential endorsements. And if you are providing a fantastic service, those members are going to be more likely to oblige when asked.
With that being said, it is important to strike the right balance. Asking too many times or in an indelicate way will have the opposite effect. It is important to acknowledge that what you are asking is a favour to you and your fitness facility.
Encourage your staff to casually ask members for feedback after positive experiences. Consider setting up a “review station” in your gym or sending automated follow-up emails after events or classes. If you let your members know that their opinions matter, they will be much more likely to share their thoughts.
Step 4:
Simplify The Review Process
Here is a story we hear semi-regularly. A gym owner asks their members to review their gym and they agree, but the process is either clunky or poorly explained; they abandon their attempt halfway through. Say goodbye to that good review.
The easier it is for members to leave a review, the more likely they are to do so. Provide direct links to your review profiles in follow up emails, on your website and even in your member app. Even a quick, textless 5-star rating can have a significant impact, as many potential members focus on the overall score rather than reading individual reviews themselves.
Step 5:
Review Management - Engage With Every Review
Responding to reviews, both positive and negative, shows both members and prospective members that you value member feedback and are committed to innovation and improvement.
As for we would recommend respond to reviews:
– For positive reviews, thank the member in question and express your appreciation.
– For negative reviews, respond calmly and professionally, addressing concerns and offering solutions. Thoughtful engagement can turn a negative experience into a positive one and demonstrate to prospective members that you care about their satisfaction.
Step 6:
Showcase Positive Reviews
Positive reviews are powerful and free marketing tools. Once you’ve accumulated a solid number of reviews, start featuring them on your website, social media channels and promotional materials.
Consider creating a “Member Success Stories” section to highlight real experiences and inspire potential members to join. Human stories resonate deeply in the fitness industry, and showcasing them is an easy way to help build trust and credibility. Members want to be sure they are paying for a service that will get results and positive reviews are an effortless way to demonstrate that.
Step 7:
Monitor And Manage Your Gym's Web Presence And Online Reputation
Building a strong online reputation is an ongoing process. Use tools like Google Alerts or reputation/customer management software to stay informed about new reviews and mentions of your gym. Regularly assess your approach to member satisfaction and review management, making adjustments as needed to maintain a high rating and positive public image.
Our Final Thoughts
A strong online presence is essentially a reflection of your gym’s commitment to quality and community.
By prioritising member satisfaction, actively seeking feedback and genuinely engaging with and managing your reviews, you can create a professional and authentic online image that appeals to prospective members and endears current members.
If all this talk of web-presence has got you keen to spruce up your gym’s digital space, why not drop us a message and book a consultation?
Here at the Gym Owner’s Forum, we pride ourselves on our experience and approachability. We know the who’s who and what’s what of the fitness industry inside out, and we are interested in connecting with many more gym owners and management teams to find out what is working and what is not in the fitness industry today.
Have you recently focused on bolstering your gym’s online presence or review scores? Leave a comment below about how you approached it or the effect that it had!
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