For many gyms and fitness studios, your Google Business Profile (GBP) is the first impression potential members have of your club. When someone searches “gyms near me,” they’ll likely see your GBP before they ever visit your website. Yet too many clubs set up their profile once and forget about it — and that mistake can quietly cost thousands in lost leads.
Why Your GBP Matters More Than You Think
Your GBP is more than just an online listing. It’s where people check your location, hours, reviews, photos and even offers. Research shows that a well-maintained GBP can dramatically increase clicks and calls. An outdated or empty profile tells prospects you’re not engaged — and they’ll likely choose a competitor that looks more active and welcoming.
Fresh Photos Build Trust
High-quality, recent photos of your facilities, trainers and members create an instant connection. People want to know what your gym looks like and what kind of community they’ll be joining. Outdated or stock photos make you look disconnected; worse, no photos leave your club looking uninviting.
Offers and Posts Drive Action
GBP allows you to post updates and promotions directly to your profile. Sharing time-sensitive offers like “No joining fee this week” can push searchers to take action right away. Ignoring this feature means missing out on free, high-intent marketing to people already searching for a gym.
Reviews Influence Decisions
Reviews are one of the strongest factors in a prospect’s decision. Actively collecting and responding to reviews shows you value your members and builds trust with new leads. Neglecting reviews or failing to reply to negative feedback hurts your reputation before you even meet the prospect.
The Real Cost of Neglect
An incomplete or outdated GBP means fewer calls, fewer website clicks and fewer members walking through your doors. Competitors who actively manage their profile will capture that demand instead.
Get Found, Get Chosen
Optimising and updating your GBP is one of the simplest, most cost-effective marketing strategies available. Make it part of your routine: update photos, share offers and respond to reviews consistently.
