In every community, there are gyms that open, gyms that close, and a few gyms that own their market. What separates them isn’t necessarily location, size, or even price — it’s positioning.
Your gym’s positioning defines how you are perceived in the minds of your members and prospects. It’s not about what you say you are — it’s about what they believe you are. And when your positioning is clear, your marketing, sales, and service all align toward attracting the right members and keeping them long-term.
1. What Makes Your Gym Unique?
Start by asking yourself:
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What do we do differently that members can’t get anywhere else?
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What does our experience, atmosphere, or philosophy offer that others lack?
Your uniqueness could be rooted in:
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Culture – Maybe your team creates a family-like environment where everyone knows your name.
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Specialization – Perhaps you dominate in a specific niche such as powerlifting, small group training, or postnatal fitness.
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Convenience or Accessibility – You might offer 24/7 access, easy parking, or a streamlined app experience that competitors can’t match.
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Results and Accountability – Many members don’t just want a place to work out; they want transformation. Are you known for delivering results?
The goal is to identify your differentiators and make them the core of your message — not an afterthought.
Pro Tip: If you can’t clearly explain what makes your gym unique in one or two sentences, neither can your staff or your members.
2. Have You Asked Your Favorite Members What They Like About Your Gym?
Your current members — especially your most loyal ones — hold the key to your positioning. They already understand what you do best and why they chose you over others.
Ask them questions like:
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“What made you decide to join our gym instead of another?”
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“What do you tell your friends about us when you refer them?”
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“What part of your experience do you value most?”
You’ll often discover that the reasons they joined are different from what you thought was most important. Maybe they joined for the equipment but stayed for the accountability. Maybe they came for price but stayed for community.
Use this feedback to refine your messaging, emphasize your strengths, and shape how you communicate value to future members.
3. What Do You Want Others to Say About Your Gym?
Imagine someone talking about your gym in the community or online. What would you want them to say?
Your brand reputation should be intentional, not accidental. Craft your desired narrative:
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“That’s the gym that actually cares.”
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“They’re the place where you actually get results.”
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“That’s where everyone knows your name — it feels like home.”
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“They’re the most professional and organized operation in town.”
Once you define what you want people to say, your daily actions — from how you greet members to how you manage billing and follow-up — should reflect and reinforce that image.
Positioning isn’t about slogans; it’s about experiences. Every member interaction either strengthens or weakens the story your business tells.
4. What Do You Do Better Than Anyone Else in Your Market?
This is your competitive edge — the hill you’re willing to defend.
Examples might include:
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The best onboarding process that ensures every new member feels supported and confident.
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The most experienced trainers in your area, all certified and professionally developed.
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The cleanest facility — always spotless, always maintained.
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The most consistent member communication — weekly check-ins, newsletters, and follow-up messages that make members feel connected.
Whatever your edge is, make sure it’s not just claimed — it’s proven. Use testimonials, photos, case studies, and community stories to demonstrate it.
When you can authentically say, “No one does this better than us,” you’ve found your positioning.
5. Why Should Prospects Choose Your Gym Over All Other Options?
Put yourself in the shoes of a new prospect. They’re looking at multiple gyms in your area — each claiming to have great equipment, amazing staff, and the best atmosphere. Why should they choose you?
Your answer should go beyond price or location. Think in terms of:
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Perceived Value: What do they get from you that they won’t get elsewhere?
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Ease of Decision: Do you make it simple to start, easy to stay, and worthwhile to continue?
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Emotional Appeal: Do you connect with them on a level beyond fitness — lifestyle, identity, and belonging?
If your gym’s story and experience connect emotionally and practically with your target audience, you’ll never have to compete on price alone.
6. Bringing It All Together: The Gym Positioning Formula
Here’s a simple framework to define your positioning:
Our gym is the only [type of facility] in [market] that helps [target audience] achieve [core result] through [unique approach].
For example:
“We’re the only small-group training studio in Dallas that helps busy professionals lose fat and gain energy through 45-minute sessions led by nationally certified coaches.”
This kind of positioning makes your business instantly understandable, memorable, and referable.
7. Turning Positioning Into Action
Once you’ve defined your positioning, integrate it everywhere:
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Marketing: Use it in your website copy, ads, and social media content.
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Sales: Train your team to communicate it confidently during every tour and consultation.
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Operations: Make sure the member experience actually delivers what you promise.
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Retention: Build community around your positioning — create events, challenges, and communications that reinforce your brand identity.
Positioning isn’t a one-time exercise. It’s an ongoing discipline that keeps your gym relevant and distinctive as markets evolve.
Final Thought
The most successful gyms don’t win because they have the biggest space or the most equipment — they win because they own a position in the mind of their community.
Take the time to clarify what makes your gym unique, learn what your members love most, and ensure every message, every interaction, and every service reflects that identity.
When you do, you won’t just have members — you’ll have advocates. And in today’s competitive fitness landscape, that’s the ultimate advantage.
Need help building systems, improving your facility, or turning around your gym business? Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel
