One of the best benefits of non-franchise gym ownership is the ability to make your business completely unique. From the equipment to the gym dog rules, and everything in between. And one of the most important decisions you can influence is your gym community and culture.
It’s up to you to decide on the type of person - or people - you want in the community. Conversely, you also get to decide who you don’t want to be there. Being deliberate in this area can help with everything from avoiding drama to ultimately building a more successful business.
Welcome to the Gym Growth Blueprint Series! We asked gym owners, “What’s the one piece of advice you’d give a new gym owner?” As gym owners ourselves, the PushPress team is passionate about helping others succeed.
Today’s advice comes from the owner of CrossFit eXalted in Sanford, FL.
“Build the community you want, (and) do not be afraid to let people go who do not stand for what community is.”
Five Steps to Building Your Gym Community for Growth.
1. Decide What Your Gym Community Stands For.
It can be tempting to become all things to all people in order to achieve maximum gym growth. But it’s impossible for any business to be a perfect fit for everyone. Instead, try being completely transparent about what your gym is, and what it is not.
Are you a competitive gym that emphasizes the CrossFit Open each year? Or are you a lifestyle gym looking to attract the everyday adult that simply wants to be fitter and healthier? Do you solely offer group classes, or do you provide high-ticket gym services like personal training or nutrition coaching? Are you family oriented or prefer not to have kiddos in the gym?
There’s nothing wrong with figuring out exactly what you want to be, and stand for. Ultimately, this makes it easier for each member to decide whether or not they want to be part of the gym community.
2. Craft a Mission Statement.
It’s one thing to have a vision in your head about the type of community and culture you want for your gym. It’s another to put it on paper and share it with the world.
Therefore, spend some time creating a mission statement that reflects your purpose, core values and more. First, this gives you a simple and succinct document for reference. And second, you can take it one step further by posting it in your gym for everyone to see.
To help you get started, check out these three varied mission statement examples. Note that each one is likely to attract a different type of gym community.
- Our mission is to promote lifelong health and wellness through through functional fitness that enhances longevity and quality of life. We prioritize sustainable progress, injury prevention, and overall well-being.
- We are dedicated to pushing boundaries and achieving peak performance. Our members can expect challenging workouts, expert coaching, and a competitive environment. This will inspire them to excel and reach their highest potential.
- Our ultimate goal is providing an inclusive community where everyone feels welcome, valued, and empowered. We are committed to offering accessible and adaptive fitness programs that celebrate diversity. Individuals of all backgrounds, abilities, and fitness levels will feel supported in achieving their personal health and wellness goals.
Not only will this help prospective members understand the gym community you lead, but it can also help to dictate the gym growth you want too. After all, people tend to surround themselves with like-minded people. So start with a solid base. And remember that applies to hiring a team of coaches as well.
3. Determine Your Ideal Target Market.
Think about that one member at your gym that you wish you could clone. Now, think about your marketing. Wouldn’t it be easier to craft your messaging if you were speaking directly to that one person?
That’s the whole concept behind creating buyer personas, or pinpointing the ideal target market for your gym’s services. Across all platforms - from your website to your gym social media - your messaging should speak directly to your target market.
Both messaging and imagery should tell prospects that you understand their struggles, and that you have a solution to help. For example, if your target market is stay-at-home moms, you might talk about your mid-morning class options and how you’ll help them lose the baby weight. On the other hand, if you’re a competitive gym, you might showcase super-fit athletes with messaging about helping them hit their next PR.
And remember, because people tend to surround themselves with others who are like-minded, having an effective referral program can further build a better gym community.
Pro Tip: Want to learn more about how PushPress Grow can help with both lead generation and nurturing prospects until they become members? Book a demo with our team today!
4. Don’t be Afraid to Turn People Away.
As mentioned, trying to be the perfect gym for every person can only lead to frustration.
Emily Beers, an Instructor Coach at Madlab School of Fitness, recalls one such situation.
“About five years ago, a young girl in her twenties came to my gym looking for CrossFit,” said Beers. “We were the first affiliate in Canada, but had moved away from traditional CrossFit programming.”
Beers explained that the gym community was mainly comprised of people in the 30-60 age range. Much of the programming was focused on helping people move and alleviate pain. As such, traditional CrossFit movements like kipping or snatches weren’t included in regular group classes.
“I took one look at this young girl and knew she wouldn’t be happy at our gym,” she said. “Three years prior, I probably would have forced the issue and tried to get her to commit anyway. But I knew this wouldn’t be the right place for her.”
So Beers was transparent about the situation and actually recommended the nearest CrossFit gym as a better fit. She tells gym owners to know that not everyone is right for your business and that’s okay. It’s much more important for them to align with your community.
5. Plan Ahead.
Seasoned gym owners will tell you that eventually, there will be be a misalignment. So what do you do when someone doesn’t fit your gym community? Here are three quick tips:
- Address Issues Promptly. If a current (or prospective) member’s behavior or attitude disrupts the community, address the issue immediately. Make sure your systems, policies and procedures include how you’ll handle conflicts and enforce community standards.
- Be Prepared to Let Go. Sometimes, despite your best efforts, certain individuals may not fit within the environment or culture you’re striving to maintain. Remember, it’s okay to part ways, just do it tactfully and with respect. Ultimately, it’s not about excluding people, but instead preserving the integrity of the gym you’ve worked hard to build.
- Focus on Gym Growth. Use these challenges as opportunities to reinforce your commitment to your values. Every decision you make should bring you closer to the gym community you envision.
In Summary: Focus on Growth by Building the Right Gym Community
Building the community you envision is not just a strategic move. It’s a fundamental aspect of a successful and thriving gym.
First, decide what you stand for and put it in writing with a mission statement. Next, determine your target market so you can speak directly to your ideal customer in your messaging. Along the way, don’t be afraid to turn people away if they don’t mesh with your gym community. And finally, plan ahead so you’re prepared for situations that could otherwise derail your vision.
By intentionally cultivating an environment that aligns with your core values and mission, you set the stage for years to come. This can create meaningful connections, improve member retention, and excel overall growth. Whether you aim for inclusivity, competition or longevity, your gym's culture will be the driving force behind its success.
