Gym culture can sometimes be overlooked as the technical aspects of day-to-day administrative work and gym management can overshadow this key factor in your gym’s success.
You may or may not have noticed, but there is unspoken energy in most fitness businesses. Whether that energy is positive or negative largely depends on your gym’s culture.
Gym culture is a big part of what attracts customers to your business and keeps your existing clients coming back.
Going to the gym can be an intimidating experience for many so creating a positive environment in your gym is paramount to your business’s growth, longevity, and client retention rates.
So how do you create or shape your gym’s culture into a place where people want to be?
Let’s dive into 9 steps you can take to ensure your gym has a culture where members thrive.
Create a Positive Ethos
This is something you might have already established when creating your business, but for some, this may have taken a back seat to the more technical aspects of getting your business up and running.
An ethos is important to keeping your business and your staff on the same page. If your values and goals as a company aren’t clear to your team it likely shows to your clients.
Providing a unified front and knowing what message you want to convey to your members ensures that they can expect positive communication and interaction with you and your team.
Hire the Right People
Whether or not you are in the process of hiring staff or already have a team put together, your employees should have a solid understanding of your ethos and what message you want to convey to your clients.
While technical requirements are important when filling these positions, it’s equally important that their goals align with yours so they can be positive representatives of the culture of your gym and add value to your client’s experience.
Keep Clients Motivated
Your gym’s atmosphere and culture play a large role in client motivation, and as you might know, lack of motivation is one of the leading causes of client churn.
Make sure your trainers and staff are motivating your clients to achieve their fitness goals through encouragement, tracking progress , and keeping their big picture goals in sight at all times.
Everyone wants to feel as though they belong in the environment they’re in, and your gym shouldn’t be an exception.
Those who are less experienced in the fitness realm can feel out of place at the gym and that those around them are negatively judging them.
Make your clients feel like they belong by giving them direction so they can feel confident in their decisions.
Encourage your clients with positive reinforcement and let them know that they’re making the right choice by working towards their fitness goals.
Enhance Their Surroundings
The physical state of your gym and your equipment also play a big role in creating a positive environment for your clients.
Don’t worry, if your gym needs a makeover this doesn’t have to break the bank. Creating a visually appealing environment for your members can be as easy as reupholstering machines and benches or adding a fresh coat of paint in areas that need it.
Working out in a clean and visually appealing environment creates positive imagery of your business in clients’ minds and enhances their overall experience.
Bring it Outside The Gym
Being a part of a gym should feel like more than clocking in and out and meeting the minimum requirements to stay fit.
Create opportunities for your members to interact with your staff and each other outside of the gym.
Gym events, outings, and dinners are a great way for your clients and staff to get to know one another and foster a sense of community.
You can also take engagement online through groups or even create your gym’s own social media platform where members can share the progress they’ve made or encourage each other to reach their goals.
Choose the Right Music
The right music can enhance any environment it touches. Make sure that your gym’s playlist is conveying the right message to your clients.
If your music is slow and lacks energy chances are your clients will feel the same.
Make sure your playlists are energetic and lively with a driving beat so clients can feel motivated to work out.
Set Community Goals
Creating common goals is a huge building block to establishing a positive culture for your gym. When clients have something to strive towards together they can feel like they are part of something bigger than themselves.
Just make sure that the goals you set are achievable for your clients so they don’t burn out and are encouraged when they complete them.
As rewarding as achieving their fitness goals can be, it’s also important to celebrate your client’s success.
Make sure that achieved fitness goals are celebrated and that your clients know that you are proud of them for reaching their fitness objectives.
Ultimately how you create a positive culture for your business largely depends on your big picture and the direction you want for your gym.
So take the time to work on understanding your clients and their unique needs to develop a culture in which they can thrive.