Owning a gym isn’t too dissimilar to running a restaurant – location matters, but it’s not everything anymore, while managing the general “session time” of people who attend your premises is just as important as ever. You might have the perfect spot and all the latest equipment, but still find yourself looking at empty machines during what should be peak hours. It’s a common issue that plenty of gym owners are trying to solve, especially with the rise of home workouts and virtual fitness options (like peloton, walking pads and more taking prominence).
The thing is, getting people through your doors isn’t about gimmicks like constantly updating your best deals or the newest treadmills with only a couple of additional features. Modern fitness professionals are looking for a little something more, such as an experience that makes leaving their home workout space worthwhile.
But how do you achieve that? Well, there are various options. Let’s discuss some of the most commonly used below:
Making Your Space More Inviting
First impressions matter more than we’d like to admit. Think about how your gym looks to someone walking past – does it feel welcoming or intimidating, like they could only attend if they already could bench their bodyweight or not? Most people can’t, after all. Smart gym management software can help track peak hours and adjust your layout in line with that, which ensures your space never feels overcrowded or too empty – for instance, having your treadmills lined up against the window can show that even at peak times, some equipment is free and it won’t deter a walk-in.
Moreover, keeping your entrance area bright and organized, displaying before-and-after success stories in your visual material, and keeping the space clean and the weights racked can make it seem more inviting.
Building Community Connections
The most successful gyms create communities, as strange as that sounds. Regular challenges, group events, and member spotlights give people reasons to show up beyond their usual workout routine and can help you spread the idea of being welcoming and supporting in the best way. It’s amazing how something as simple as a monthly fitness challenge or a weekend community workout can help an otherwise pretty intense gym seem attractive to those who like to gamify their workouts or have something else to be inspired by.
Creating Value Long-Term
Sure, you have good equipment, but does that mean people will attend? Instead, you might consider offering quick fitness assessments, form checks, or nutrition tips without being bound into a personal training contract, as these options add value without requiring constant obligation. You might decide to run short workshops on specific exercises or wellness topics and think more holistically – such as running beginner spin classes. Also keep in mind your peak times, perhaps running classes before and after people go to work, allowing you to free space on your more publicly accessible equipment.
With this advice, we hope you can more easily improve foot traffic in your gym and benefit as a result.
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