What do the Best Gyms in the World All Have in Common?

What would happen if a secret buyer showed up to your studio right now and gave it a review?

Today’s hero is Jack Thomas, founder of The Fit Guide, the world’s only global, independent rating system for premium fitness clubs.

In this episode, he reveals the key principles behind not just great customer service, but world class experience design that’ll keep your members coming back year after year.

Most interesting to me is Jack’s breadth of experiential data across so many fitness clubs internationally. His advice is not mere “best practice.” It’s grounded in what he and his reviewers have seen in gyms all over the world.

Five-star service in boutique gyms isn’t aspirational but a necessary benchmark. Gym owners must understand that their advantage lies in offering personalized and exceptional service, like knowing members’ names, their family details, and their specific fitness needs. This personalized touch, achievable for studios with smaller member numbers, can significantly enhance the customer experience, fostering long-term loyalty and advocacy.

Learn from Big Box Gyms and Other Industries

While boutique fitness spaces have unique advantages over big box gyms, there are aspects to learn from the bigger players—namely, their positive approach to sales which remains a challenge for smaller studios. Establishing effective sales systems, drawing inspiration from how big box gyms operationalize their processes, can significantly boost boutique fitness centers’ ability to attract and retain members.

Additionally, looking beyond the fitness industry to established fields like hospitality and high-end restaurants can offer valuable lessons. For instance, examining how Michelin-starred restaurants orchestrate customer interactions, right from booking to dining, can inform how boutique gyms shape customer engagements. This includes ensuring seamless check-ins, friendly and knowledgeable staff interactions, and cultivating an atmosphere that immediately puts customers at ease.

Integrate Human Touch in Fitness Experiences

The core of delivering exceptional service in boutique fitness lies in human interaction. Whether it’s a customer’s initial telephone call, the welcome at the front desk, or the personalization within a class, each touchpoint is an opportunity to strengthen member relationships and enhance the perceived value of the service.

One successful example is seen with fitness franchises like Orangetheory in the US, which systematically manages customer interactions by acquainting themselves with newcomers’ goals, establishing rapport, and steadily nurturing those relationships through personalized attention. Such systems create a lasting impression and foster an environment where members feel valued beyond just customers, but as crucial parts of the fitness community.

During classes, it’s vital for instructors to communicate effectively—clarifying the workout structure, explaining exercise benefits, and maintaining a consistent energy level to keep the class engaging. This human-centric approach not only enhances customer satisfaction but also enriches the overall gym experience, making it memorable and worth repeating.

Craft Robust Systems for Consistency and Excellence

Creating and implementing efficient systems is non-negotiable for studios aiming to deliver consistent high-quality experiences. A systemized approach ensures that even with staff turnover, the quality of service doesn’t falter. These systems should encompass everything from customer interactions, class management, sales processes, to handling unexpected situations.

For example, ensuring all staff—from front desk to instructors—follow a documented set of procedures can transform service delivery. When systems are clear, easy to follow, and well-documented, they offer staff the confidence to perform their roles effectively, improving job satisfaction and reducing churn. Additionally, staff training should not be a one-time event but a continuous process, reinforcing the standards expected and identifying areas for improvement.

Evaluate and Improve Your Gym Business Systems

Continuous evaluation is crucial to maintain service excellence. Annual assessments, either through internal mechanisms or via external consultants like The Fit Guide, provide necessary insights into the effectiveness of systems and customer experience quality. These evaluations identify gaps and areas for enhancement, keeping the gym competitive and aligned with customer expectations.

Furthermore, having accountability measures ensures that staff adhere to established protocols, maintaining a consistent standard across all member interactions. This not only helps in identifying training needs but also aids in fostering a culture where staff feel supported and aligned with the business’s mission of offering superior fitness experiences.

Conclusion: Build a Positive Culture

The final, yet critical, piece of the puzzle lies in cultivating a positive work culture. Even the best systems can fall short if the organizational culture is lacking. Therefore, creating an environment where employees feel valued, motivated, and part of a shared vision for excellence is imperative. This, in turn, greatly influences their interactions with members, contributing to an outstanding customer service reputation.

In conclusion, transforming the gym into a haven of exceptional experiences involves strategic improvements inspired by more mature industries, robust systems for service consistency, and a culture that prioritizes human interactions. By focusing on these areas, fitness studios can differentiate themselves in a crowded market, ensuring they not only meet but exceed the expectations of their members.

For more insights or to explore how to transform your boutique gym’s customer experience, connect with Jack Thomas through LinkedIn or listen to the Fitness Business Asia podcast for more expert discussions.