Gym Reputation Management and how online reviews can impact new memberships
Imagine you are looking for a gym nearby. You find three results. One has hundreds of reviews and a 4.6 rating. One has very few reviews, and your gym has a good rating but has a couple of negative reviews which haven’t been responded to. Which gym will they go to?
That’s where gym reputation management comes in. As a gym owner or marketing manager, you may be wondering how much of an impact online gym reviews have on new enquiries. And whether fitness reputation management should be part of your weekly routine. In this blog we’ll explain how much of an impact they can have and how ReviuAI can help.
What is gym reputation management?
Overall gym reputation management involves continuously monitoring, controlling and responding to comments about your gym online. This will mostly be on Google Business Profile, with Facebook and local directories also being relevant. This includes ratings, reviews, responses and comments.
As it is in the fitness industry, there are a couple of differences. Gym membership is an ongoing commitment. People pay monthly and go a few times a week. Many people feel like they’re somewhat vulnerable when they first join. Therefore, they want to know that the environment is clean, staff are attentive, there aren't too many people at 6pm and that they won’t get into an argument if they cancel.
Gym reputation management helps to keep these proven points visible. Listening to feedback, responding to reviews quickly, encouraging positive members to leave reviews and solving any issues that come up. This is a daily activity.
How do online reviews impact new memberships?
When gaining new members, they will search for gyms, compare a few gyms, read reviews and then finally contact/in person. 82% of consumers will read online reviews before making a local purchase. This will likely be higher for gym memberships, as it's such a personal industry.
Ratings and the number of reviews will act as a quick filter. Many people will ignore a gym if they appear unreliable. Those who do read them will check out the text. Comments such as "good workout atmosphere" or "showers were always clean" help answer questions which can’t be answered on your website.
Responses are also visible. By keeping calm and specific in your response to a negative review, it shows potential customers that you would treat them well. Whereas leaving one unanswered shows the opposite.
Having 5 stars can actually be detrimental. Often gyms with between 4.0 and 4.5 stars report having better conversion rates than those with 5.0. This is because they appear too perfect.
Local search will also be impacted. Google looks at the number of reviews, how high the rating is and how frequently new ones are added. Having a regular flow will help you appear when people search for "gyms near me".
Key Points and How ReviuAI Can Help
Most happy members won’t leave a review. It’s estimated that around 80% of happy members will never leave a review unless asked.
All reviews should be responded to, even 3-star reviews! These members had an okay experience, but there was an issue. Thank them and ask how we can improve and encourage them to return.
Negative reviews are free feedback. If members are always commenting on issues such as crowding, cleanliness or payments, then you know there is an issue to sort. Fixing it and mentioning it publicly will help gain more trust.
Don’t fall into the trap of buying reviews or offering discounts. This goes against Google guidelines and could lead to your profile being suspended.
Having a few new reviews per month will help more than having 50 in a week and then none. The key is to make it a consistent habit. ReviuAI is an AI reputation management platform to help you build this habit without taking up your time. All your reviews are in one place, new reviews are highlighted, responses are quicker to write and it’s easier to ask happy members to give feedback.
FAQs
How quick do I need to respond to a review?
Try to respond within 24 hours. This shows potential customers that you are caring about their concerns.
How should I respond to a negative review?
Stay calm, acknowledge the issue and offer a specific solution. Encourage them to message you off-platform. Only report a review to Google if it violates the platform's policies, for example spam.
Can I offer discounts/free sessions for reviews?
No. You cannot offer incentives for reviews according to Google guidelines. Ask for genuine feedback and let them decide on their rating.
Do I need a tool for online reputation management for gyms?
If you have a small gym, you can start with notifications on Google Business Profile and a simple spreadsheet. Once you start getting more reviews, on more platforms or have multiple branches, a tool such as ReviuAI will become useful.
How long will it take to improve my gym’s online reputation?
This will depend on where you’re starting from. A good timeframe is 90 days. Sort out any recurring issues, respond to all existing reviews and regularly ask happy members.