In an increasingly competitive fitness landscape, a solid online presence is no longer optional—it’s essential. For CrossFit, Hyrox, or class-based gyms, creating and optimising a Google Business Profile (GBP) can significantly boost visibility and help attract new members. GBP is a free tool that, when appropriately optimised, puts your gym on the map—literally—through Google Search and Google Maps. Here’s why and how to create a compelling profile to help your gym grow.
What Is Google Business Profile (GBP)? Google Business Profile (previously known as Google My Business) is a platform that allows businesses to create a public listing on Google. When someone searches for local companies, a well-maintained GBP helps you show up on Google Search and Google Maps , offering potential clients important information like:
Business hours
Contact information
Directions
Photos
Reviews This can be an invaluable resource for gyms, helping people find you and allowing them to engage with your brand before stepping inside the gym.
Why Is a Google Business Profile Important for Your Gym? Local SEO Boost One key reason to optimise your GBP is to improve your Local SEO (Search Engine Optimisation). Local SEO ensures that your gym appears when people search for relevant terms in your area, such as “CrossFit gym near me” or “Hyrox training in London.” This boosts your visibility and helps potential clients find your gym quickly.
Additionally, your gym’s profile can appear in the Google Local Pack, a special box at the top of search results that displays local businesses relevant to the search query. Having your gym in this prime spot can make a big difference in attracting local clients.
Trust and Credibility Through Google Business Profile Reviews Reviews play a crucial role in building trust and credibility for any business. Google Business Profile allows your members to leave reviews, giving potential clients insights into what training at your gym is like. Gyms thrive on word-of-mouth referrals, and positive reviews act as a digital version, helping reassure people about signing up for your classes.
For CrossFit or Hyrox gyms, detailed reviews highlighting the specific types of workouts, coaching style, and gym environment can help potential members decide whether your gym is right for them. Encourage your current members to leave honest, descriptive reviews about their experience.
Instant Access to Essential Information A complete and optimised Google Business Profile provides prospective clients quick access to essential information. Whether someone is looking for your gym’s location, business hours, or contact details, it’s all available at a glance. Ensuring this information is accurate and up to date reduces the chances of someone being turned away by outdated information, such as incorrect business hours.
Also, if your gym offers trial classes or special events, you can easily display these on your profile to encourage sign-ups.
Connection to Google Maps for Easy Navigation One of the most convenient aspects of a Google Business Profile is its integration with Google Maps. Most people use Google Maps as their go-to sat nav, and having your gym correctly listed ensures that potential clients can find you easily. Your profile will give them directions at the tap of a button, allowing them to plan their visit effortlessly.
For gyms that rely heavily on local clientele, being easily discoverable and reachable via Google Maps is essential. With this connection, your members need not hunt for directions—they’re already just a click away.
Integration with Google Local Service Ads (LSAs) Starting in November 2024, Google will require businesses to have a verified and accurate Google Business Profile to run Local Service Ads (LSAs). If your profile isn’t optimised or doesn’t match your LSAs, your ads could be paused. Additionally, reviews collected through LSAs will now be consolidated into your GBP, ensuring all your reviews are available in one place.
This makes it even more critical for gyms to have a solid and accurate profile, as LSAs are often used to attract local clientele. Having your GBP verified means you can continue running these effective local ads, helping you target people searching for fitness services in your area.
Increase in Class Sign-Ups A well-optimised Google Business Profile can do more than provide information—it can directly lead to increased sign-ups for your classes. By including a Call to Action (CTA) such as “Sign Up for a Trial Class” or “Book a Free Consultation,” you can make it easy for potential clients to take the next step without even needing to visit your website.
You can also add features like a direct link to your online booking system so people can reserve their spot in your class with a single click. The easier it is for people to engage with your gym, the more likely they will do so.
At Webwod, we integrate seamlessly with any online booking system, and our fully managed websites are tailored to how you want potential customers to sign up. Learn more about how we can help you .
How to Optimise Your Google Business Profile Now that you understand why having a Google Business Profile is essential, let’s explore how to optimise it for maximum impact.
1. Complete All Information The first step to optimising your GBP is to ensure that all the information is filled out completely and accurately. This includes:
Gym Name: Ensure it reflects your brand. Important: Your business name must be your official name as registered, and extra keywords like “CrossFit” or “Hyrox” should not be included unless they are part of your legal business name to avoid violating Google’s guidelines.Address : Double-check that your gym’s address is correct and consistent across all platforms.Phone Number : Make sure your contact number is updated and easily accessible.Business Hours : Regularly update your hours if they change during holidays or events.Categories : Select relevant categories such as “Gym” or “Fitness Centre” to improve your searchability.2. Add High-Quality Photos Photos can be one of the most engaging elements of your Google Business Profile. A picture speaks a thousand words, so uploading high-quality images of your gym space, equipment, classes in action, and coaching team is essential. Visuals can make a solid first impression, giving potential clients a feel for what to expect before they visit.
Regularly updating your photos to reflect the current state of your gym and events can also keep your profile fresh and engaging.
3. Regularly Post Updates One often overlooked feature of Google Business Profile is the ability to post updates. These posts can include:
Announcements about new class schedules
Promotions or discounts for new members
Information about special events like Hyrox challenges or competitions Regular updates show that your gym is active and help keep your audience engaged with what’s happening at your location.
4. Encourage Regular Reviews Regular reviews help build your gym’s reputation and improve search visibility. Here are a few ways to encourage your members to leave reviews:
Ask In-Person : After a great workout or event, ask satisfied members to share their experiences online.Email Campaigns : Send follow-up emails with a link to your Google Business Profile, asking for feedback.Social Media : Use your social platforms to request reviews from your community.Incentives : Offer small perks, such as a discount on merchandise or free classes, for leaving a review.By consistently asking for reviews, you’ll create a robust online reputation that reflects the experience at your gym.
A fully managed Webwod website can include interactive features to automatically display your latest Google reviews directly on your website, enhancing your credibility and boosting trust with potential members.
5. Respond to Reviews Actively engaging with positive and negative reviews shows that you care about your clients’ feedback and are committed to improving their experience. Responding to reviews, especially negative ones, with a professional and constructive approach can enhance your gym’s reputation.
For positive reviews, take the time to thank your members and even encourage them to refer friends to your classes. Your responses can build a community feel and strengthen the bond with current and prospective members.
6. Use Keywords Strategically Keywords play an essential role in optimising your Google Business Profile. Incorporating relevant search terms such as “CrossFit in Edinburgh,” “Hyrox training near me,” and other localised phrases can help boost your profile’s visibility in search results.
Include these keywords in your business description, service listings, and updates. Doing so ensures that your gym appears in the correct search queries, helping you attract people specifically looking for your type of fitness offerings.
Final Thoughts on Creating and Optimising a Google Business Profile for Your Gym Creating and optimising your Google Business Profile is a simple yet effective way to increase your gym’s visibility, attract new clients, and build trust in your local fitness community. With the integration of Google Maps and Local Service Ads, your GBP has become an essential tool for success. By completing your profile, engaging with reviews, and strategically posting updates, you can take full advantage of this free platform to grow your CrossFit, Hyrox, or class-based gym.
