If you want more people to find your gym online, you must optimize your gym’s Google Business Profile. This free tool from Google helps potential members discover your gym, read reviews, and get the information they need to visit. But if you’re not actively updating it, your competitors are—and that means you could be losing business.

To outrank your competition, here are the top five updates you need to make on a weekly basis if you want to climb to the top of the maps in your area:

1. Add High-Quality Photos

Images are one of the first things potential customers see when they search for a gym. A profile with high-quality, up-to-date photos gets 42% more requests for directions and 35% more website clicks than those without.

What to add:

• Pictures of your gym’s equipment, workout spaces, and locker rooms
• Photos of trainers in action
• Member transformations (with permission)
• Behind-the-scenes shots to showcase your gym’s culture

2. Collect More Reviews

Google reviews directly impact your rankings in search results (read that again). The more positive reviews you have, the more likely Google is to recommend your gym over competitors. Every gym owner I know has helped at least 100 people – there is no reason that they don’t have at least 100 reviews.

How to get more reviews:

• Ask satisfied members in person
• Send follow-up emails or texts with a review link
• Offer small incentives (e.g., a free smoothie or guest pass or PT session)

3. Respond to Reviews – Both Good and Bad

Engaging with reviews, both positive and negative, shows that you care about your members. Google also rewards businesses that actively respond.

How to respond effectively:

• For positive reviews: Thank them and personalize your response (e.g., “Glad you love our HIIT classes, Sarah!”)
• For negative reviews: Apologize, offer a solution, and invite them to discuss the issue privately
  
  Hot tip- an increasing number of gyms are getting fake negative reviews. You should also reply to these with an honest, “I don’t recognize your name in our system” type of response. Then try to bury that negative review with a bunch of positive ones. Telling your members that you received a fake review will often elicit feelings of protection – take advantage of that.

4. Add Promotional or Informational Posts

Google lets businesses post updates, promotions, and events directly on their profile. This keeps your listing fresh and encourages engagement.

What to post:

• New membership deals or seasonal discounts
• Upcoming fitness challenges or boot camps
• Gym closures or holiday hours
• Health and fitness tips

Note: these are NOT the same kinds of posts that you might typically post on social media. Make sure they are promotional or informational. Make sure it is something that someone who is researching gyms will care about.

5. Update Your Business Hours

Nothing frustrates potential members more than showing up to an empty and/or locked gym. Keep your hours accurate, especially during holidays, to avoid negative reviews and missed business.

How to stay updated:

• Regularly check your Google Business Profile settings
• Update special hours for holidays or temporary changes
• Ensure your website and social media match your listed hours (this is important for SEO)

Note: every time you update your hours you will get a little green “hours updated recently” badge. This is GREAT when someone lands on your profile and sees this – it proves someone cares about the business and there is “someone home”

You can find out more about updating hours, photos and more on Kilo’s blog: “How to Rank Higher on Google Maps in 4 Easy Steps”

Final Thoughts

If you want to outrank your competition, you can’t ignore your Google Business Profile. Regular updates ensure that your gym shows up near the top of the search results and that potential members find accurate information, trust your gym, and take action – whether that’s visiting your location, calling for more details, or signing up online.

By following these five simple weekly updates, you’ll optimize your gym’s Google Business Profile and attract more locals!

Check out my earlier blog on how to Enhance your Gym’s Google Business Profile for more GBP tips