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Finding the Gaps: Elevating Your Gym Beyond the Basics
I recently came across a story from a renowned business mentor that perfectly captured the mindset of successful businesses. It involved a restaurant owner who took his team to dine at the world’s top-rated restaurant. Rather than simply admiring what was done well, he challenged them to see what was missing — the subtle gaps that even the best overlooked.
By finding those gaps, the restaurant didn’t just match the top players; it became the best by filling spaces others hadn’t even seen.
This mindset is critical for gym owners today. Too many clubs focus solely on what’s visible — new equipment, price points, fancy classes — and ignore the deeper experience that truly sets them apart. Real competitive advantage doesn’t come from copying what others do. It comes from seeing what’s missing and filling it with meaning.
Seeing the Difference: Copying vs. Leading
When you visit a competitor’s club, it’s easy to focus on the obvious: the machines, the layout, the schedule. But the real insights lie in the gaps — how it feels to be a member, the subtle ways staff interact, the moments that either build loyalty or let it slip away.
For instance, I remember walking into a high-end boutique gym in Paris. Everything looked perfect — the design, the classes, the marketing. But members told me the staff felt distant, like they were always half-distracted. That tiny gap — a lack of warmth and connection — became the difference between a beautiful facility and a truly exceptional experience.
The same is true in large chain gyms. They have scale, but they often lose the personal touch. A friendly greeting or a follow-up call can make the difference between a churned member and a loyal one — and it costs nothing but attention.
Borrowing from Other Industries
Hospitality and retail have long understood that the power of a business lies in its details and its human touch. Let’s take some examples:
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Apple Stores — Beyond selling devices, Apple creates a feeling of curiosity and comfort. Staff aren’t just salespeople; they’re guides, encouraging exploration and problem-solving. For a gym, that might mean your staff become genuine advisors, not just spotters for equipment.
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Disney Theme Parks — Disney trains staff to anticipate needs before guests even ask. If someone looks lost, a staff member appears to help — no questions needed. In a gym, that means staff notice when someone’s unsure about a class or machine — and offer help proactively.
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The Ritz-Carlton — They empower staff to fix problems on the spot. This creates an environment where guests feel heard and valued. In a gym, that might mean empowering staff to resolve member complaints quickly and generously — without layers of management slowing things down.
Sensory Details and Emotional Resonance
Let’s take it a step further. These gaps are often about sensory experience and emotional tone — the invisible details that people feel deeply, even if they can’t articulate them.
🔹 Sight — Does your lighting change throughout the day, creating different moods? Does your branding (signage, decor) align with how you want members to feel?
🔹 Sound — Are you curating playlists that energise or relax, depending on the zone? Is the volume right for each space?
🔹 Smell — Do you have signature scents that instantly say “clean, fresh, inviting”? Retailers like Abercrombie & Fitch have long used scent to create a recognisable brand feel.
🔹 Touch and Feel — The softness of towels, the weight of doors, the feel of your welcome mat — these shape the member’s first and last impressions.
The Human Element: More Important Than Ever
But beyond the senses, the real magic lies in human connection. In fitness, we’re still catching up to industries like hospitality, where staff see themselves as hosts, not just workers.
This is the real opportunity for gyms. Staff who greet by name, remember a milestone, or notice when a member looks unsure — these are the touches that no competitor can duplicate exactly.
Your Path to Filling the Gaps
Here’s how to bring this approach to your club:
✅ Visit competitors, but look deeper — note what feels missing, not just what’s flashy.
✅ Walk your own club like a first-time visitor — see it with fresh eyes.
✅ Ask members to share what they wish was better — even small complaints reveal huge insights.
✅ Train staff in emotional awareness — teach them to read body language, not just perform tasks.
✅ Use technology to amplify human connection — real-time progress updates, milestone celebrations, and tailored follow-ups.
✅ Blend ideas from outside fitness — borrow from hotels, restaurants, even luxury retail. These industries have spent decades perfecting the small details that make people feel seen and valued.
The Bottom Line
If you’re the same as your competitor, your only competitive lever is price — and that’s a race to the bottom that leaves owners exhausted and businesses squeezed.
But if you find the gaps — the small spaces where others fall short — you create an experience that members will pay for, talk about, and keep coming back to.
In the restaurant world, that’s how Michelin stars are earned. In the gym world, it’s how you build a club that doesn’t just survive, but thrives.
Next time you walk through your doors, don’t just see what’s there. See what’s missing — and imagine the extraordinary experience you could build by filling those spaces.
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