The most successful gyms and what we can learn from them

The fitness industry has exploded in recent years, with more and more people taking their health and fitness seriously. This has resulted in an increase in the number of gyms, fitness centres, and health clubs. However, not all of them have been equally successful. In this blog, we will look at the top 5 most successful gyms, what they have in common, and how the average gym owner can learn from them.

Equinox

Equinox is one of the most successful gym chains in the world, with over 100 locations worldwide. The company was founded in 1991 and has since grown to become a multi-billion-dollar company. Equinox offers a premium fitness experience, with high-end facilities, top-of-the-line equipment, and a wide range of classes and programs.

What makes Equinox successful?

Premium experience 

Equinox offers a premium fitness experience that sets it apart from other gyms. The facilities are designed to be luxurious and high-end, with features like eucalyptus-scented towels, Kiehl’s products in the locker rooms, and high-quality fitness equipment.

Attention to detail 

Equinox pays close attention to every detail of the customer experience, from the design of the facilities to the training and professionalism of the staff. This attention to detail creates a sense of exclusivity and luxury that keeps customers coming back. It is often the smaller things that will catch peoples attention and improve their overall experience.

Diversification of services 

Equinox offers a wide range of services, including personal training, group fitness classes, spa services, and nutrition coaching. This diversification of services helps to attract and retain a wide range of customers. It can however be more expensive so should only be considered by gyms who have the financial means to offer these services.

Focus on member experience

Equinox puts a strong focus on the member experience, with personalized attention and high-quality customer service. This creates a sense of community and loyalty among members. A loyal community is a key building block for any business.

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Gold's Gym

Gold's Gym is one of the oldest and most well-known gym chains in the world, with over 700 locations in 38 countries. The company was founded in 1965 and has since become a household name in the fitness industry. Gold's Gym offers a wide range of fitness programs and services, including personal training, group fitness classes, and nutrition coaching.

What makes Gold's Gym successful?

Brand recognition

Gold's Gym is one of the most well-known and recognizable gym brands in the world. This has helped to establish it as a trusted name in the fitness industry, attracting a large and loyal customer base. . This can be achieved through marketing efforts by creating a unique and memorable brand identity.

Diversification of services

Gold's Gym offers a wide range of services, including personal training, group fitness classes, and nutrition coaching. This diversification of services helps to attract and retain a wide range of customers and is a theme amongst all of the gyms in this list.

Emphasis on strength training

Gold's Gym is known for its emphasis on strength training, with a wide range of weight-lifting equipment and programs. This has helped to establish it as a go-to destination for bodybuilders and strength trainers. Being at the heart of your niche is invaluable.

Supportive community

Gold's Gym has a strong sense of community, with supportive and motivational staff and members. This creates a sense of belonging and accountability that helps to keep members engaged and coming back. A number of the community members at Gold's gym were famous, this helped to put Gold's on the map. If possible inviting experts in your sport to train at your gym can give your business a boost in awareness.

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Anytime Fitness

‍Anytime Fitness is one of the fastest-growing gym chains in the world, with over 4,000 locations in 50 countries. The company was founded in 2002 and has since grown to become a multi-billion-dollar company. Anytime Fitness offers a 24/7 fitness experience, with convenient locations and flexible membership options.

What makes Anytime Fitness successful?

Convenience 

Anytime Fitness offers a 24/7 fitness experience with convenient locations and flexible membership options. This has helped to attract a wide range of customers, including those with busy schedules or who live in remote areas. By making yourself as available as possible you open up to a wider potential customer base.

Franchise model

Anytime Fitness has a successful franchise model that has allowed it to rapidly expand its reach around the world. The franchise model allows for local ownership and management, which can help to create a sense of community and accountability. This is however a very expensive and competitive space so should only be attempted by a gym with a solid foundation in the industry.

Emphasis on personal training

Anytime Fitness places a strong emphasis on personal training, with a wide range of options for individualized training and coaching. This has helped to attract customers who want personalized attention and support. It can also help remove the barrier to entry for many of those who are new to fitness and looking to better themselves.

Technology integration

Anytime Fitness has integrated technology into its gym experience, with features like a mobile app for tracking workouts and progress, and remote coaching options. This helps to create a seamless and modern gym experience for customers. It will also help with your tracking and in turn allow you to make better, more informed business decisions.

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24 Hour Fitness

‍24-Hour Fitness is one of the largest and most successful gym chains in the United States, with over 430 locations nationwide. The company was founded in 1983 and has since grown to become a multi-billion-dollar company. 24-Hour Fitness offers a wide range of fitness programs and services, including personal training, group fitness classes, and nutrition coaching.

What makes 24-Hour Fitness successful?

Wide range of locations

24-Hour Fitness has a wide range of locations across the United States, making it a convenient option for many people. This has helped to attract a large and diverse customer base. This can be financially tough for a lot of gyms so an alternative can be to host outdoor classes with a single instructor. This will help keep costs down when entering a new geographical market.

Diversification of services

24-Hour Fitness offers a wide range of services, including personal training, group fitness classes, and nutrition coaching. This diversification of services has helped to attract and retain a diverse customer base. Keeping your offering diverse but relevant to your target audience is key. Think of what your customers need and build out from there.

Emphasis on customer experience

24-Hour Fitness places a strong emphasis on the customer experience, with features like mobile app integration, personalized training and coaching, and state-of-the-art facilities. This has helped to create a loyal customer base that is willing to pay a premium for the 24 Hour Fitness experience.

Strong corporate culture

24-Hour Fitness has a strong corporate culture that emphasizes employee development and training. This has helped to create a dedicated and motivated staff that is committed to providing excellent customer service. You know who you are and what you stand for, don't be afraid to bring others in on that mission.

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Planet Fitness

‍Planet Fitness is one of the largest and most successful gym chains in the United States, with over 2,000 locations nationwide. The company was founded in 1992 and has since grown to become a multi-billion-dollar company. Planet Fitness offers a low-cost, no-frills gym experience that is designed to be accessible and non-intimidating.

What makes Planet Fitness successful?

‍Affordable pricing

Planet Fitness offers some of the lowest membership rates in the industry, making it a popular choice for budget-conscious customers. This means that they need a large volume of customers to be able to compete effectively in the market.

Non-intimidating atmosphere

Planet Fitness creates a non-intimidating atmosphere that is designed to make all customers feel welcome, regardless of their fitness level or experience. This gives you access to the large audience of those who are new to fitness and looking to get started. Having a predefined program ready for these people can be a great way to help them on their journey while encouraging customer loyalty.

Emphasis on community

Planet Fitness places a strong emphasis on creating a sense of community among its members, with features like free pizza nights and a "Judgment Free Zone" philosophy. Every gym has their own philosophy, take yours and create a culture around it in your fitness business.

Effective marketing

Planet Fitness has created a unique and memorable brand identity through its marketing efforts, which has helped to attract and retain a large and loyal customer base. This can be done in a number of ways, check out our blog on this.

To sum up 

The success of the top gym chains in the industry can be attributed to a variety of factors, including:

-> Offering a wide range of services

-> Emphasizing the customer experience

-> Creating a sense of community

-> Building a strong brand identity

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It's important to keep in mind that every gym is unique, and there is no one-size-fits-all approach to success in the industry. However, by taking inspiration from the best practices of successful gym chains, you can work to create a gym experience that stands out in a crowded and competitive market.

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