Module 11

Gyms & Fitness

This quick-start guide covers Google Business Profile optimisation for gyms, fitness centres, personal trainers, and fitness studios. People research fitness options carefully before committing — your listing needs to motivate them to join.

Your Setup Priorities

What to do

Focus on these elements first for fitness businesses.

Step by step

  1. Photos sell memberships. People want to see the facilities before joining. Quality photos of your gym floor, equipment, and classes are essential.
  2. Reviews build confidence. Joining a gym is intimidating for many. Positive reviews mentioning friendly atmosphere and results help.
  3. Hours are critical. Early birds and late-night gym-goers need to know your hours precisely.
  4. What you offer. Weights? Classes? Personal training? Pool? Be clear about facilities and services.
  5. Pricing/trial info. People want to know rough costs and whether they can try before committing.

Recommended Categories

What to do

Choose categories that match your business type.

Step by step

  1. Traditional gym — Primary: Gym, Secondary: Fitness Centre
  2. Personal trainer — Primary: Personal Trainer
  3. Yoga studio — Primary: Yoga Studio
  4. Pilates studio — Primary: Pilates Studio
  5. CrossFit — Primary: CrossFit Gym
  6. Martial arts — Primary: Martial Arts School, or specific type (Karate School, Boxing Gym)
  7. Additional categories: Swimming Pool (if you have one), Sports Complex, Fitness Class.

Services and Facilities to List

What to do

List everything you offer to help people find you.

Step by step

  1. Equipment areas: Free weights, Resistance machines, Cardio equipment, Functional training area, Boxing area.
  2. Classes: Spinning, HIIT, Yoga, Pilates, Zumba, Body Pump, Circuits, Dance fitness.
  3. Facilities: Swimming pool, Sauna, Steam room, Showers, Lockers, Towel hire, Car park.
  4. Services: Personal training, Fitness assessments, Nutrition advice, Induction sessions.
  5. Membership types: Day passes, Monthly membership, Annual membership, Class passes, Off-peak membership.
  6. Special provisions: Women-only sessions, Over 50s classes, Disability accessible, Kids clubs.

Photos That Work for Gyms

What to do

Show your space and motivate potential members.

Step by step

  1. Gym floor. Wide shots showing your equipment range and space. Clean, well-maintained, modern.
  2. Equipment close-ups. Quality equipment in good condition. Machines, free weights, functional equipment.
  3. Classes in action. Energetic group classes with engaged participants. Shows atmosphere.
  4. Changing rooms/facilities. Clean, well-appointed amenities.
  5. Pool/spa (if applicable). Inviting shots of water facilities.
  6. Trainers and staff. Friendly, fit, approachable team members.
  7. Member transformations (with consent). Before/after results are powerful motivation.
  8. Exterior and entrance. Help people find you.

Getting Reviews for Gyms

What to do

Turn members into advocates.

Step by step

  1. Ask at milestone moments. When a member hits a goal or completes a programme: "You've done amazingly! Would you share your experience in a Google review?"
  2. New member follow-up. After their first month: "How are you finding it? If you're enjoying it, we'd love a review."
  3. Reception signage. QR code at reception for members to scan.
  4. Class instructors. Train instructors to mention reviews: "If you love this class, Google reviews really help us."
  5. Email to members. Periodic emails to membership base asking for reviews.

Key Attributes to Set

What to do

Enable all relevant attributes.

Step by step

  1. Wheelchair accessible — If your gym is accessible.
  2. LGBTQ+ friendly — If you want to signal inclusivity.
  3. Free WiFi — If available.
  4. Women-led / Veteran-owned — If applicable.

Q&A to Seed

What to do

Pre-populate these common questions.

Step by step

  1. "How much is membership?" — Pricing structure or where to find it.
  2. "Do you offer day passes?" — Trial/casual visit options.
  3. "What are your opening hours?" — Especially early morning and late night.
  4. "Is there parking?" — Parking information.
  5. "Do you have personal trainers?" — PT availability and booking.
  6. "Are classes included in membership?" — Class access policy.
  7. "Is there a swimming pool?" — Facility information.
  8. "Is the gym suitable for beginners?" — Reassurance for nervous new joiners.

Post Ideas for Gyms

What to do

Keep your listing active and motivating.

Step by step

  1. New classes. "New Saturday morning yoga class starting!"
  2. Membership offers. "No joining fee this month!"
  3. Member achievements. "Congratulations to Sarah on completing her 100th class!"
  4. New equipment. "Just installed: new Technogym cardio suite."
  5. Fitness tips. "Try this 15-minute HIIT workout."
  6. Events. "Join us for our charity spin-a-thon this weekend."

Priority Citations for Gyms

What to do

Get listed on these platforms.

Step by step

  1. ClassPass — If you participate.
  2. PayAsUGym — Gym discovery platform.
  3. Hussle — Gym access platform.
  4. Facebook — Important for community building.
  5. Instagram — Visual platform for fitness.
  6. Yell, Thomson Local — General directories.
  7. CIMSPA — If you're a registered professional.

Gym GBP checklist: