It can be challenging for gyms to stand out, especially when competing with large franchises. There are over 7000 gyms in the UK, a number that's slightly down from pre-covid years, although the number of gym members has risen. Over the last several years, there's also been an increase in the number of people accessing leisure facilities for mental and physical wellness. The gym isn't just for people looking to drop a little weight or achieve a six-pack, as 78% of gym members now say they go for their mental health. We're also seeing more people use the gym to prevent or manage long-term health issues: strength training to combat muscle loss and improve balance, yoga for mindfulness, swimming for physiotherapy, etc. Gyms and leisure centres can also be places where people can connect with others and feel less lonely by joining group activities or classes. We're also seeing specialist gyms where members can pursue more niche activities or workouts. The gym may also have a specific ethos, like an eco-friendly studio with electricity-generating bikes, appealing to a particular lifestyle. What do you offer that's different from the rest? This doesn't have to mean you have one specialism that no one else has. You might offer a specific class twice a week that no one else does. You could also create classes around specific underrepresented demographics: seniors, children, women, chronically ill, disabled people or even professions. Gym Insights uses the example of one class in the US where ex-navy seals will train you to pass the intensive selection process. You might offer HIIT training to the over 60s, weightlifting for women, or walking football for men who want to make new friends. These aren't only physical sessions but social ones, too. You might see gyms that offer small training groups. Aerial or MMA gyms are another example of a niche experience that larger multi-purpose gyms would struggle to satisfy. Technology and software can also create a more engaging way to exercise. This could help members track their performance more innovatively or use software embedded into the equipment or class, as STORM Cycle in Berlin does with their electricity-generating indoor bikes. Build a community Gyms have the advantage of a ready-made community of like-minded members. This makes communication easier. Owners can keep members updated using a membership management app, social media, WhatsApp, or email. As there's already a pre-existing relationship based on a mutual appreciation of fitness, members are more likely to open communications. This doesn't just make it easier to sell or advertise other products and services but also connects your gym to your audience. It builds a relationship. It makes them feel connected to the brand and can inspire loyalty. Group challenges and classes can also help people feel a part of the community. This is something that PTs and trainers can help build. According to Go Teamup, 91% of 18 to 34-year-olds trust online reviews as much as personal recommendations. These are your gym's advocates. Have a standout team Ensure you have a good team of trainers, instructors, and employees. Customer experience can significantly impact how people feel about your site and brand. This ties in very neatly with the importance of building a community. Often, people can overlook minor issues if they feel a human connection to a brand, and your staff will play a significant role in helping members feel supported and encouraged. Make sure that people feel welcome when they visit and join. Gyms can be very intimidating, especially for new members. Most new starters will quit within the first six months, so onboarding them effectively and helping them manage their goals and measure their performance can help them build the habits that will keep them paying their membership well into the future. Create an experience People don't just want results. They want to have a good time while they're doing it. It's why you'll see many classes with a nightclub vibe or gamified workout. People don't just want to run on a treadmill or lift weights. They want to feel something when they're working out. Something that makes them enjoy exercise, even when they're working hard. Retain members with group exercise Group exercise has been shown to increase membership retention. Research suggests that members who work out with others are more loyal than those who visit the gym to exercise alone. Classes are a great way for people to build social relationships and accountability; there's something about human interaction that can make us more competitive and feel less alone. If people feel part of a social grouping, they're less likely to go to a competitor. Market the gym effectively Branding is what makes your gym instantly recognisable to members. It should have a specific look and feel that differentiates it from other, more generic offerings. This will also make it easier to distinguish yourself online when you take to social media. Messaging should be clear and consistent. When people see your adverts or step into your classes, they should recognise the brand immediately. Keep the gym clean You must keep your cleaning and hygiene standards high. Since the pandemic, people have become more aware of the importance of cleanliness. Germs and bacteria can quickly spread, and nobody wants to exercise in a dirty or unclean space. Cleanliness was one of the top three reasons people quit the gym; there's no excuse. Easy customer experience We're so used to seamless processes that even minor holdups can be annoying. Technology can streamline entry procedures and help members manage their membership more quickly and conveniently. Things do go wrong, but if you regularly have broken machines and busted equipment, then members will get irritated. They may even go elsewhere. Be active in the community Can you make local connections with other businesses? Are there local charities or concerns you could support? Group challenges can be a great way to raise money for charity while also helping build a sense of community within the gym. It can often create good PR, too. Of course, you can also look at your competition and see what works for them and any gaps in their membership offering. What are their opening hours? Do they have free parking? What is their class schedule? Gyms can offer a very standard offering while still attracting and retaining members. It is always about having the most technically advanced equipment or the most obscure line of classes. Standing apart from the competition doesn't have to mean expensive refurbishments or cynically jumping on a trend just to look good. Many budget operators have a very streamlined offering, but they stand out from higher-end offerings when they do it well. Standing out from the competition is more than just maintaining one specific area. It's about creating an entire experience – the equipment and classes, the customer service, the technology, etc. It's about building a better reputation than your competition and having a good relationship with your members. Find out more about how our electricity-generating fitness bikes can transform your gym or studio.