As the fitness industry continues to adjust to 2025, we here at the Gym Owner’s Forum thought it was about time to tackle a frequently asked question we get from both established and aspirant gym owners. What are the essential features for running a successful fitness business? Whether you are a gym owner, running a fitness club/boutique or looking to set up a brand new fitness business, our list today should have something that can help.
We’ve pooled together answers from across some of the industries most energetic and innovative individuals. More than ever health and wellness are topping the priority agenda of more and more people, whether because of the lingering effects of the Covid-19 pandemic, the functional fitness boom or the increased desire to maintain and prolong quality of life among the public, the fitness industry is thriving.
However, running a successful fitness business requires more than just favourable headwinds and a passion for the industry (though those certainly help!). Time and time again it has been shown that true success comes from careful strategic planning, innovation and an understanding of the market a fitness business owner is operating in.
1. Market Research
And understanding the market is exactly where we are going to start this list of key features. Because it is absolutely vital for the success of any fitness business that the owner and management team understand the area they are operating within.
Every gym or fitness club owner wants to be the best in their area. But best is a relative term, relative to the rest of the competition in the area! Which is why it is always baffling to us when some gym owner’s express very little interest in what the competition is up to.
We have heard all sorts of excuses, excuses such as “I don’t want to be looking over my shoulder” and “I am too busy” but unfortunately these do not hold water.
It is vital for any gym owner or management team to research and catalogue their competition. It doesn’t need to be an in depth dossier but basic and vital information on each competitor within the local area should be compiled. This should include the services offered, the opening hours, the equipment and the classes at the very least.
From there, it is possible for a gym owner to identify what areas are well-serviced and poorly serviced within their area in terms of classes, equipment and opening hours.
2. Create Your Niche
Which leads us neatly onto our second point. Market research will make it all the easier to determine which niches are yet to be filled in the area. This is a useful exercise for both established facilities and anyone looking to set up a new gym or fitness club.
The variety of classes, equipment and services that members have come to expect from a fitness facility are one of the strongest assets to a gym or fitness club. Whether it is providing Yoga classes, a CrossFit studio, MMA training or any number of other activities, there is always a new niche that can be catered to. This is why it is important to understand what services the competition in a given area are providing and what they are not.
Nature and business abhor a vacuum and any gap in the market will quickly be met with positive uptake if it is promoted correctly.
It is also important to understand the people in the area that surround a gym or fitness club. Is it a student heavy town or city, a central business district or a bustling suburb. Each area is going to have their own preferences and demands, in terms of equipment, classes and response to marketing.
So it is vital that a gym or fitness club understands their area in order to discover, define and ultimately create their own niche in the local area
3. Invest In High-Quality Equipment And Facilities
First impressions count and the quality of the equipment and facility will speak volumes to members and prospective members about the quality of the gym or fitness club. From the moment they walk in through the door and see the reception area (or lack of) a member will be either consciously or subconsciously making value judgments on the fitness business.
Whether they are walking into a warehouse gym or a tiny-boutique, investing in the best equipment and furnishings helps reinforce the quality of the gym, demonstrating professionalism and a commitment to excellence. This isn’t just a fire and forget solution though, maintenance is key to ensuring that each new wave of members gets the best first impression of the gym or fitness club they are walking into.
4. Train, Support and Incentivise Staff To Deliver Exceptional Customer Service
Customer service is the backbone of any successful business, and the fitness industry is no exception. If anything, given the motivational challenges many members face, we would say it is MORE important than in many industries to focus on customer service.
Many members will already be fighting their own battles when they walk into a gym or fitness club. By ensuring that clients feel valued, whether it is by maintaining open and earnest communication, responding positively and proactively to feedback or creating a welcoming, energised environment, retention will benefit. For some, there are already enough reasons not to go to the gym. Encouraging and enabling staff to create a positive environment can make a key difference when it comes to both engagement and retention.
5. Building And Maintaining A Strong Online Presence
In an age where an ever-greater number of prospective members are both doing research online into their next gym and purchasing that membership online. A strong web presence is a must.
For many prospective members, the website of a gym or fitness club will be the first look at the brand they ever see. Make sure it is a positive one! A user-friendly website, active social media profiles, and consistent content creation can help you attract and retain members. If they click and find an outdated website and a poorly maintained Google Business Profile, it won’t leave the best first impression! By supporting a professional looking gym website with social media platforms like Instagram, YouTube, and TikTok it will help communicate all the right things to any prospective member who finds a fitness facility online.
6. Develop A Coherent Marketing Strategy
Marketing is one of the key engines that powers new membership sign-ups. Depending on the area a gym or fitness club is located (See No. 1 and 2), utilising a balance of traditional marketing and digital marketing to reach as many demographics as possible. Too much social media marketing and a gym runs the risk that no-one on the street outside knows who they are. Conversely, running a campaign that is purely leaflet-based won’t get you very far either! Utilise promotions, collaborations with local businesses, and use targeted ads to amplify your reach. Encouraging and incentivising testimonials and positive word of mouth referrals are also powerful tools to boost credibility and reputation in the area.
7. Stay Educated And Certified
As we covered in point 4, the knowledge, enthusiasm and empowerment of staff can be the difference between a fitness business succeeding or failing. The fitness industry is constantly evolving with new research, trends and technologies and it is important that every staff member, from a gym owner to gym management to the staff stay updated. Whether by acquiring the latest certifications from accredited bodies or attending workshops and seminars, every level within a fitness business can enhance their skills and help them stand out from their competitors.
Make sure these achievements are mentioned on social media and applied on the gym floor and these efforts will be appreciated by members who will know they are paying to receive the best guidance on the market.
8. Reliable Payment Collection
Cash flow is one of the most vital areas for every business, not just fitness. If the cash doesn’t flow, nothing will. Which is why it is vital that every gym and fitness club owner has absolute faith in their systems to collect and process payments from members.
Administering and dealing hundreds and potentially thousands of payments a month can be a daunting task, which is why many gym and fitness club owners choose to entrust their payment collection to a membership management company. Not only does this ensure that all payments go through verified and trusted means, it also frees up a significant amount of time and energy. Many gym membership management provide additional benefits such as software and hardware to ensure payment collection is not only enforced, but that lack of payment is disincentivised.
Without cash flow, there is no fitness business so we cannot overstate how important it is that every gym and fitness club ensures that their payment collection systems are either up to date or in the hands of a trusted partner.
9. Plan For Late Payers/Defaulters
To build on the previous point, another key thing many gym and fitness club owners have said to us over the years revolves around late and non-paying members. It is a situation many don’t wish to entertain, but having a plan ahead of time is vital for ensuring that late and non-paying gym members cause minimal disruption to a fitness business.
While it is possible for a gym to deal with late and non-paying members in-house, this is often delicate and specialised work. This is why many decide to use the services of membership management companies to ensure that this sensitive matter is dealt with quickly and professionally.
We think it is absolutely vital that every gym and fitness club owner thinks about the measures they have in place in case the worst happens and a portion of the membership either cannot or will not pay.
10. Create A Supportive Community
Moving away from defaulters onto more pleasant subjects, anyone who has been following us for a little while knows we passionately believe that gyms and fitness clubs should focus on community building! So it is no surprise that this is one of our key features for running a successful fitness business.
Building a sense of community can help set your gym or fitness club apart. Hosting events, challenges, charity fundraisers or workshops that encourage interaction among clients can create a genuine sense of belonging in no time at all. A supportive community not only enhances member satisfaction but also aids retention, engagement and referrals.
11. Prioritise Member Experience, Engagement And Results
We all know the adage ‘you get out what you put in’. Well in this case it is true for the member and it is true for the gym owner alike.
When all is said and done, a success of a member is a success for the gym. A positive association, a goal achieved, a benchmark set. All of this goes towards bolstering satisfaction, engagement and ultimately, retention.
So with all that said, why wouldn’t a gym or fitness club owner want to prioritise the experience the members are having on the facility floor? Focusing on helping members achieve their fitness goals by offering tailored programs, tracking their progress, and celebrating their milestones can have a profound effect. While it can take a little effort and planning on the part of staff and management, the results should speak for themselves. Satisfied members are more likely ro stay on and shout the praises of the gym that went that extra distance to help them compared to the gym that didn’t.
12. Adapt, Innovate, Informed
And for our final piece of advice, we will leave you with a piece of perennial advice. The fitness landscape is constantly changing. We know better than most that fitness business owners are motivated, innovative and adaptable.
So it is all the more important for gym and fitness club owners to keep in touch with the discourse and developments occurring within our exciting and dynamic sector.
Whether it is the rise of virtual workouts or new fitness trends like wearable technology, staying ahead of the curve is crucial.
And through discussion networks and industry groups such as the Gym Owner’s Forum, new and old gym owners and managers can stay in touch and touch base with like-minded fitness business owners, managers and innovators.
If our list has got you keen to talk shop, don’t hesitate to leave us a comment or drop us a line and arrange a consultation.
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