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Estimated read time: 3 minutes 8 seconds.

8 Ways We Get Clients For Our Gym (Proven by Science 🧪)

1. Loss Aversion

2. Mere Exposure Effect

3. Bandwagon Effect

4. Confirmation Bias

5. Recency Effect

6. FOMO

7. Conservatism Bias

8. Outcome Bias

Marketing is a science 🧪

There are thousands of small nudges we experience every day that impact why we buy.

But how can you grab science by the horns and add some psychology to your fitness marketing?

Here are 8 cognitive biases we tap into for our gym:

🧠 Bias #1 - Loss Aversion

Most people hire a PT or join a gym because they wanna lose weight, build muscle, get fitter etc.

Loss aversion is about creating an image in your prospect's mind of what could happen if they don't sign up with you.

How we use it: We conduct a body composition test in our studio. This is a "non-scary" way of hinting at the future if they don't put their health first.

🧠 Bias #2 - Mere Exposure Effect

Being top of mind is crucial.

This is why posting content and sticking to brand guidelines is essential.

How we use it: Whenever we're in a 5-mile radius of our studio, we wear our Revamp clothes. This keeps people aware of the brand and then makes connections when they see ads online.

🧠 Bias #3 - Bandwagon Effect

This is when someone believes something more when they see others share the same belief.

In other words, people want evidence they're not alone.

How we use it: We use language that supports our popularity. For example, we're the "fastest-growing gym" in our area. Plus loads of people talk about us. So we're now "The gym everyone in Hadleigh is talking about".

🧠 Bias #4 - Confirmation Bias

Ever wonder how horoscopes can be so accurate? Well, that's confirmation bias at play.

Humans tend to recognise stuff that confirms their preconceptions.

How we use it: We compile consultation form submissions into a word/phrase bank. For example, loads of people said they want "their mojo back". So we now use this in our marketing. Why? Because we want people to be like, "Sh*t! That's me!".

🧠 Bias #5 - Recency Effect

This is when the very last thing people see in a sales process influences their decision to buy.

Personal trainers and gym owners often miss this opportunity but it can be so powerful.

How we use it: During our consultation, we present a slideshow. When we ask someone to sign up, we display the magic final slide. This shows a photo collage of all the members that have already signed up.

🧠 Bias #6 - FOMO

Probably the most referenced bias.

"Fear of missing out" plays out in many aspects of life. If you've ever been excluded from a social event, you know what I'm talking about... 😢

How we use it: We celebrate our members ALL the time. Not only that, but we limit our capacity. This means some people miss out and in turn keeps demand high and FOMO rife.

🧠 Bias #7 - Conservatism Bias

This is when people default to traditional and long-held beliefs.

Sometimes "the new way" can often turn people off, even if we know it to be true. Unfortunately, this can mean taking an initial hit to your ego.

How we use it: When our members first join, they already have a perception of what exercise is. Usually, it's a 30-minute HIIT workout they've seen Joe Wicks do online. Many personal trainers would smirk and immediately present the "better way". Even if there is a better way to train, remember you're running a business. So we prefer letting members train the way they enjoy at first. We then start educating them on more effective programming based on their goals. By this point, they trust us more to listen to our advice.

🧠 Bias #8 - Outcome Bias

Finally, the outcome should always be front and centre of your marketing.

People might think the value comes from the amount of sessions or your hourly rate. But what they actually care about is hitting their goal.

How we use it: We productise our membership. This means our clients aren't paying for sessions. They're paying to be a Revamp member. Sessions are of course included—but they're ultimately paying for a lifestyle.

Last Word…

My guess is you're already using a lot of this stuff without realising it.

As personal trainers and gym owners, we have the gift of changing people's lives.

But humans are tricky.

So if you can learn psychology to know how your clients tick, the better business owner you'll become.

That’s it from us.

— Cardy Brothers