Why First Impressions Matter at Your Gym

Susan’s story: 

After months of seeing ads for your gym on Facebook and driving past your facility daily, Susan finally finds the courage to check out your facility. She doesn’t have a ton of gym experience and is apprehensive, considering turning around and going home as she pulls into the parking lot. Then she remembered her commitment to bettering herself and chose your facility to help her with that. Susan steps out of her car, takes a deep breath, and walks through your gym’s doors. What happens next will determine whether she becomes one of your loyal gym members or continues searching for a place where she feels she belongs.

This situation typically goes one of two ways…

Option 1:

Susan walks into your facility, expecting to be greeted. But she’s not. The only people she sees are two coaches throwing around heavy barbells and staring at their phones. She feels completely out of sorts. She’s not sure where to go or who to talk to, so she just stands awkwardly near the door. Her anxiety and discomfort increase until, finally, a coach emerges and greets her with a casual, “Hey, what’s up?” By this point, Susan is feeling more like an interruption than a valued guest.

Option 2:

Susan is immediately greeted with a warm smile by a coach who says, “You must be Susan. I’m Amy.” Amy gives Susan a tour of the facility while creating a discussion to explore her goals, expectations, and concerns. Amy explains to Susan that they’ll figure out together if your gym is a good fit, creating a positive environment of care and trust. 

The Difference:

Option 2 offers Susan the supportive and welcoming experience she needs to feel safe and comfortable, giving her the chance to place her trust in your facility to help her achieve her goals. This is the power of a thoughtful and effective first-day experience.

Option 1 shows how easily it can go south if not addressed properly. 

In today’s post, we will discuss why your new gym members' first day is integral for long-term success. 

Why First Impressions Matter: 

Someone’s first day at the gym is more than just another workout, it’s a defining moment that can make or break their commitment. As a gym owner, it’s important to have a plan in place to make sure your new members feel safe, and comfortable, and are always greeted as they walk in. A warm, thoughtful introduction can build trust and confidence, making them likely to commit to a long-term membership. While a lackluster welcome can leave them feeling unsupported and unsure, sending them straight to your competitors.

To ensure every prospect has the best possible start, you need a structured, intentional approach. Here are three things you can implement in your space to create a positive first-day experience for new members. 

Free Consultation/ Trials: 

Free trial classes are a popular option for giving new members a firsthand look at what it’s like to be part of your gym’s community. From the energy of a group workout to the camaraderie among members, trial classes showcase your gym’s culture in action. It’s a great way for them to feel comfortable while also making new friends at the same time. 

On the flip side, trial classes can be overwhelming for beginners. If someone struggles with basic movements or feels lost in a fast-paced environment, it can reinforce their fears rather than alleviate them. Instructors may also find it challenging to balance the needs of an inexperienced prospect with those of regular members, potentially compromising the experience for everyone. If this is the case, free consultations with a coach or personal trainer may be a better option, as they will meet in an individual and private setting to discuss goals, exercise history/ experience, etc. 

Bring a Friend/ Guest options: 

Offering free guest passes or the option to “bring-a-friend” is a great way to make your new members feel comfortable in your space. The presence of a familiar face can make a difference for someone who may feel apprehensive about joining your gym. They also enhance your gym community and could lead to new memberships. 

Proper Staffing Plan: 

Your staff are the heart and soul of your facility. From your personal trainers to your front desk workers, having a friendly, motivated staff can make or break your long-term membership development. You must make sure you are prepared in every way you can to make your members' experience the best. If you have a particular staff member who is great at conversing and making people feel welcome, have them meet with new members first to provide a tour and consultation. The position shouldn’t matter on this. 

It also helps to have a strong and familiar (if possible) face at your front desk every day. They are the first ones to greet new members and can make an experience go sour if they look disinterested or unenthused. 

First Impressions are Everything: 

Think of a prospect’s first day as a first date. It’s your chance to make a strong impression and show them why your gym is the right fit for their needs. While the strategies listed above can have their benefits and challenges, the goal is always the same: to create a supportive, welcoming environment that encourages them to take the next step in their fitness journey with your facility. 

By putting thought and care into their first day, you’re not just gaining a member, you’re creating an advocate for your gym. Because when someone like Susan walks through your doors, they deserve nothing less than your best.