Gym owners, this is your annual reminder that your “community” is neither a marketing tool nor a retention plan.
I had to learn this lesson the hard way years ago, and I’m not alone.
Yet in 2025 I still see the word pop up far too often in fitness business articles, and I’d like to help other gym owners avoid the pitfalls associated with an overly tight focus on community.
Your community—your atmosphere, your vibe, and the connection members feel to each other and the business—is important.
But it’s not most important.
And it’s certainly not the cornerstone of a good gym’s marketing and retention plan.
Don’t Sell Hairy Chicken
Think about it like this: How would you feel if a restaurant had truly amazing atmosphere but the food was always late and awful?
Imagine it: The place is packed with attractive people just like you. Everyone is laughing, the music is great, the place smells of rich food, and the lighting is perfect.
But you don’t go to a restaurant for any of that—it’s just a nice bonus. You’re there to eat.
So when the server brings out the wrong cold, stale food 90 minutes after you place your order, the atmosphere is suddenly irrelevant.
You came for a great meal, and you didn’t get it. The atmosphere and attractive patrons aren’t important when you order steak and get overcooked chicken with hair as garnish.
It’s the same in a gym. Your clients are there to get results—to accomplish specific personal fitness goals. They want to get stronger or lose weight or win the local 5-km race.
Smiling people and high-fives are great. But no one comes in just for a high five, and no one will stay solely because of the smiles.
So you shouldn’t sell “community” or assume it will retain more members than personal texts that read “didn’t see you last week. Are you training today?” This remains true even if a business coach talks about “community”—and many do.
Focus on Results
Here’s what really matters in marketing: Your gym must quickly and clearly show prospective clients how you can solve their problems.
“I can help you lose 10 lb. by June. Here are the exact steps.”
And here’s the No. 1 element of retention: Your clients must obtain the results they desire—and you will need to show them their progress because many won’t see it for themselves.
“Congrats! You are now halfway to your goal of 10-lb. weight loss. Here’s exactly what we’re going to do to move from five to 10.”
With all that in mind, your entire business hinges on helping people move toward their goals. Progress is what you sell initially and re-sell in every session. Success is your steak dinner.
“Community” is an artifact from the turn of the century, when many gym owners did it all for the love of fitness and the gurus told them not to worry about business plans.
Almost all those owners ran out of passion and left the fitness industry with a failed business burning behind them.
In 2025, strong businesses produce results for clients first and foremost.
The promise of results draws in new members, and actual results hold current clients.
Everything else—clean bathrooms, cool gear, smiling coaches, loud music, friendly members, etc.—is necessary but insufficient for business success.
