Flex Your Brand: Driving Gym & Fitness Center Memberships via Reviews

The Influence of Reviews

1. Trust and Credibility

Positive reviews build trust and credibility for your gym or fitness center. When potential members see that others have had a positive experience, they are more likely to believe that your gym is a reputable and reliable choice. Trust is a crucial factor in a potential member’s decision-making process, and reviews can help you gain it.

2. Social Proof

Humans are social creatures, and we tend to follow the crowd. When people read glowing reviews from other satisfied members, it creates a sense of social proof. They feel more comfortable joining a gym with a thriving community of happy members. A recent study by BrightLocal found that 79% of consumers believe online reviews as much as they trust a personal recommendation.

3. Information and Insights

Reviews build awareness and provide valuable information and insights into what a gym has to offer. Prospective members can learn about the quality of equipment, the cleanliness of the facility, the expertise of the trainers, and the overall atmosphere. This information helps them determine if your gym aligns with their fitness goals and preferences. But let’s not lose sight of the fact that on occasion, there are two sides to the story. The responses posted to negative reviews allow a business owner to protect your reputation and those reading your reviews that perhaps the consumer who wrote the review had a misunderstanding. A great example of this might be a cancellation fee. If a member is leaving a low-rated review because of their frustration in not being able to terminate their membership, a thoughtful management response can help educate not just the member, but the greater population reading that negative review that the contract signed was for a specific term, and the early termination fee offered in the agreement remains an option.

4. Personal Stories

Reviews often contain personal stories and anecdotes from members who have achieved their fitness goals at your gym. These stories can be incredibly motivating for others who are on the fence about joining your gym. Real-life success stories showcase the positive impact your gym can have on people’s lives. Many fitness centers have a “Success Board” in the gym with photos and results achieved by different members, and our online reviews can be a more public facing version of that Success Board. How to Leverage Reviews for Membership Growth

1. Encourage Members to Leave Reviews

Actively encourage your current members to leave reviews on popular review platforms like Google, Yelp, or Facebook. Your trainers can work this into their conversations, though you may want to coach and teach them on the proper language to use. In addition, electronic tools, such as our very own Ask Tool, can be used to direct members to your review pages. Make the review process as straightforward as possible by providing links and let your members know that their feedback will be helpful for others who are currently making decisions on which gym to join.

2. Respond to Reviews

Show that you value feedback by responding to both positive and negative reviews. Thank those who leave positive reviews for their support and address any concerns raised in negative reviews. This demonstrates your commitment to member satisfaction and improvement.

3. Highlight Reviews on Your Website and Social Media

Feature positive reviews on your website and social media platforms. Consumers like to read multiple reviews and recent reviews. With a review feed, you can keep consumers right on your website, rather than having them bounce to a review platform to read reviews about your gym, as well as many other gyms.  Earning that website traffic took a number of resources so put efforts in place to keep that consumer engaged on your site.

4. Provide Exceptional Service

The most effective way to generate positive reviews is by consistently providing exceptional service. Ensure that your gym is clean, well-maintained, and staffed by knowledgeable and friendly professionals. When members have a positive experience, they are more likely to leave positive reviews voluntarily.