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What Is Community, How Do We Build It, and How Do We Bring Members Into It?
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I had an interesting conversation this week about something that sits at the heart of every successful gym. Community. We talk about it constantly. We claim to have it. We add it to mission statements. But do we actually understand what it is, how to build it, and how to bring members into it?
Community is not noise. It is not a busy class timetable or a WhatsApp group. It is not the handful of loud, adventurous members who naturally talk to everyone. That is social energy, not community.
True community is belonging. It is when people feel safe, seen, connected, and part of something. But here is the challenge. New members rarely feel that way. Being the newbie is hard. You do not know the space, you often do not know anyone, and most people walk in carrying a mix of nerves, uncertainty, and self-consciousness.
So how do we create a community where every member can find their place, at their pace, without pressure or awkwardness?
Knowing your staff is the easy part. Most clubs already do that. But community is not built between staff and members. It is built between members and members. That is where the magic is.
Relying on your confident members to create that buzz will only ever serve a small percentage. The real work happens when the club creates the conditions for connection, not just the expectation.
Here are some of the ways we can make this happen:
Get members trying new classes so they meet new people. Use your Fab 5 so every interaction feels warm, familiar, and human. Create a simple buddy or training partner programme so no one trains alone unless they want to. Run social events that are more than a poster on the wall. Engage staff in conversations that bring people along. Use group inductions so new members meet each other on day one rather than walking in alone. Offer group PT or small group sessions to help people connect with others at the same stage. Encourage staff to link members together on the gym floor. It can be as natural as saying, “You two are working on the same thing, have you met…?”
These small actions stack up. They reduce intimidation, increase confidence, and create friendships. And once people build relationships in your club, they stay. Not for the equipment or the price. For the people.
So the real question is this. What are you doing, today, to help members meet each other? What intentional steps are you taking to create belonging rather than waiting for it to happen?
Because community does not grow by accident. It grows because the club creates the pathways for people to feel included.
Let’s stop talking about community and start creating it. The impact is huge. The actions are simple. And the results change everything.
Ryan Charlesworth | www.blackraccoon.org | ryancharlesworth@blackraccoon.org
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