The Fastest-Growing Gyms Rely on Customer Intelligence to Win—Here’s How Street Fight

The Fastest-Growing Gyms Rely on Customer Intelligence to Win

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The beginning of the year is a big moment for gyms, with some reporting more than a quarter of their annual signups in January alone. But keeping those customers is a different story. With the FTC’s new click-to-cancel rule making it easier than ever to cancel gym memberships, gyms must rely on deep customer intelligence to create experiences that keep customers coming back for more.

Price is a top consideration for consumers in 2025, and recent research found that 62% believe gyms are overpriced. In response to this sentiment, a crop of high value, low price (HVLP) gyms have emerged as today’s market leaders, at least according to their customers. These gyms offer affordable monthly memberships combined with high value amenities, high quality facilities and welcoming atmospheres.

Offering a low price means these gyms must selectively invest in the right amenities and experiences–ones that will be meaningful enough to keep customers coming back for more. This requires a thorough understanding of customer needs and feedback. Gyms have access to data across many channels today–from social media, to customer reviews, surveys, foot traffic data and beyond. With AI, they can turn that data into actionable decisions that drive growth.

Top gyms are listening to customers and giving them what they want

In 2024, the number of reviews mentioning a gym’s vibe (including service, crowd levels, cleanliness and atmosphere) grew 35.6% year over year, reinforcing the need for gyms to provide an experience that goes beyond just a workout.

Some gyms are rising to the occasion and using data-driven decision making to deliver the vibes consumers want. For example, EoS Fitness, which is on track to open 250 locations by 2030, offers its unique Cardio Cinema, where members can watch films that sync to their cycling workouts. Crunch Fitness, which has more than three million members, recently redesigned its gyms with improved lighting and aesthetics, catering to the 56% of Gen Z who take footage of themselves at the gym. Snap Fitness, which opened 20 new locations in 2024, offers 24/7 access–a must-have amenity for 64% of Gen Z and 66% of millennials.

These value gyms are also investing in premium experiences like saunas, steam rooms, boutique fitness classes and recovery facilities that make them even more appealing to consumers. In reviews, customers praise HVLP gyms for clean facilities, modern equipment, friendly staff and welcoming atmospheres.

Generational differences require a precise strategy

When it comes to joining a gym, different generations have different priorities. While Gen Z is more likely to want personal training and a steam room, millennials want fitness classes and saunas, and Baby Boomers and Gen X demand entertainment and complimentary towels.

Similarly, generations research gyms differently. Older generations are more likely to do a free trial or go on a tour before signing up–but 55% of Gen Z looks for information on social media. Nearly half (47%) of consumers turn to online reviews for insights.

Gen X is the most price sensitive generation, with nearly half (46%) ranking it as the most important factor driving their decision. Gen Z, on the other hand, is the most likely generation to want a welcoming/supportive vibe and spacious area to work out.

Managing so many different varieties of customer feedback across all the touchpoints and channels it comes in can be challenging for multi-location gyms. After all, you can’t be in hundreds of locations at once. That’s where AI based customer intelligence tools can help. By continuously analyzing customer chatter, you can get a birds-eye view of customer sentiment, rapidly identify emerging trends, and uncover key details about what you’re doing right and wrong.

Taking a page out of their book: What fast-growing gyms teach MULOs about customer intelligence

The fastest-growing HVLP represents what it means to really listen. If there’s anything you should take away from their success, it’s these top lessons:

  • Your online reputation matters. People across generations rely on digital information–such as customer reviews and social media–to drive decisions.
  • Your vibe matters as much as your product. Customers want to go beyond the transactional relationship and feel excited, satisfied and welcomed when they visit your business. Deep customer intelligence can help MULOs unlock operational shifts – like extra training, process updates, or facility redesigns – that move the needle on customer happiness.
  • Little things can be big. While price is the #1 factor for many consumers, little things–like spotless facilities, a friendly face at the front desk, and luxurious amenities like hot tubs and saunas–seriously woo your audience.
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As CEO of Chatmeter Mazur brings decades of experience to the position. He joins Chatmeter from CoStar Group, where he was President of Residential, responsible for its marketplace business since 2020. Previously, Mazur was CEO of Homesnap, which he helped build into a market leader before selling it to CoStar Group for $250M in 2020.