If you run a gym, you might feel like you’re always busy but not making much progress on the business side of things.
Between running classes, managing members, and handling admin tasks, it can feel like you’re constantly playing catch-up. You’ve got a passion for fitness, but focusing on running a successful business? That’s a different challenge.
If this sounds familiar, you’re not alone. Many gym owners feel this way. The key to overcoming these challenges is to focus on achievable business goals that actually move your gym forward. Here’s how to set them.
Take It Back to the Beginning
Before you write down a long list of everything you want to achieve, take a step back and think about your bigger vision for the gym. Where do you see your gym in five years? Is it growing membership, expanding into new locations, or becoming a well-known fitness hub in the community?
The idea of success will vary between gyms, so decide what success means to you. It’ll give you direction and keep you focused on the day-to-day. Having a clear vision will help you set goals that align with your long-term aspirations.
Set Specific, Measurable Goals for Your Gym
Most gym owners get stuck when setting goals because they’re too vague. Things like “grow the gym” or “get more members” aren’t specific enough, making them difficult to achieve. Instead, set SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound.
For example, if you want to “grow the gym,” your SMART goal could be to “increase membership by 10% in the next 6 months.” SMART goals provide clarity and help you track progress, which is crucial for maintaining motivation.
Some longer-term goals include:
- Increase gym membership by 10% in the next 6 months.
- Launch a new group training program by the end of the year.
- Improve member retention by 15% over the next quarter.
Break Your Goals Down into Smaller Steps
Big goals can feel overwhelming, but breaking them into smaller, manageable steps makes it easier to see progress. Just as fitness training is about progression, the same mindset can be applied to your business goals. Instead of setting one large goal like “increase memberships,” get specific with actionable, fitness-focused steps.
For example, you might start by offering a free class to attract new members. Your goal could be to sign up 50% of attendees after the session, which then feeds into the larger goal of increasing memberships. Here’s a full list of steps you might take:
Goal: Increase gym membership by 10% in the next 6 months.
Steps:
- Set up a free taster class for the gym.
- Make the free class bookable online.
- Advertise the free class on social media and your website.
- Aim to sign up 50% of attendees after the session.
- Run the taster session once per month, each time aiming to sign up 25-50% of the attendees.
Don’t Be Afraid to Adjust and Adapt
Running a gym can be unpredictable, and your focus might shift. While it’s important to adjust your plans when necessary, make sure you don’t lose sight of the bigger picture.
If you’re falling behind on a goal, ask yourself: is this still the right direction for the gym? Should I modify my process, or was the goal too ambitious? Adjustments are part of the journey but always strive to keep moving toward the vision you’ve created for the gym’s future.
Managing a gym is about more than just giving people somewhere to exercise; it’s about building a business that aligns with your passion and values. By setting clear, gym-specific goals and focusing on what truly matters, you’ll make real progress toward creating a thriving gym for both you and your members.
ClubRight is the go-to management software for independent gyms, taking care of everything from membership management and billing to class bookings and online joining—plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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