How We Used a Simple Survey to Transform Our Gym Business

Dear Fitpreneurs,

Last month, we did something we’ve never done before: we asked our members for structured feedback.

It’s hard to believe this was our first proper customer survey but it was worth the wait.

The responses didn’t just highlight ways to improve our service—they’ve completely reshaped how we approach marketing in 2025.

This is what can happen when you take the time to truly listen to your members.

Deciding the Objectives

When I first sat down to write our survey questions, my mind went blank. I knew the questions had to serve a purpose, but where to start?

After some brainstorming, I realised that every question needed to tie back to a clear objective. Here were ours:

• Measure satisfaction to predict churn.

• Understand “time to value” so we can improve our front-end offer.

• Measure word of mouth to reduce customer acquisition costs.

• Pair metrics to uncover trends (e.g., “Members who attend events are more likely to recommend us to friends”).

• Turn insights into visual data to sharpen our marketing.

• Identify member frustrations to make real improvements.

From there, it was easier to draft questions, choosing formats that matched the objectives. For example, multiple-choice options gave us the ability to create charts later (more on that in a second).

Building the Survey

We used Tally to build the form—a free, simple tool that lets you track submissions in real time.

Seeing responses roll in live was particularly helpful when brainstorming ideas for visualising the data.

Increasing the Completion Rate

With the survey ready, the next challenge was getting as many members as possible to complete it. The more responses we collected, the more accurate and actionable the data would be.

Using LeadDec*’s WhatsApp feature, we sent a broadcast to all active members with this message:

This simple approach worked well, but next time, we plan to incentivise completition with a prize draw.

Leveraging the Data

Once we had a large enough sample size, we focused on analysing the results. Here are a few of the most interesting insights:

1. 95% of members rated their experience as Excellent.

2. Members reported significant improvements in strength, confidence, and overall fitness.

3. Our events received overwhelmingly positive feedback.

4. Members valued our coaching, sessions, and supportive community. Most saw noticeable results within 6–12 weeks.

We turned these insights into charts to share with the team and fuel our marketing. Using ChatGPT to summarise responses and Canva to design visuals, we posted the results on social media to celebrate and attract new members.

What We Learned

The survey didn’t just highlight our strengths; it also uncovered areas for improvement. Here’s what members want us to work on this year:

1. More sessions: As we’ve grown, so has demand. Members want more flexible booking options, so we’re exploring ways to expand the timetable.

2. More cardio: Members actually enjoy sweating! We’re considering adding more cardio-focused sessions, possibly including outdoor run clubs.

3. More check-ins: Members want more structured opportunities for body composition scans. We currently offer scans on request, but we’re thinking of making this a scheduled feature to keep members accountable.

Why You Should Survey Your Customers

If you’re on the fence about surveying your customers, ask yourself why. Is it because you’re afraid of negative feedback? Or because you assume it’s unnecessary?

Both are signs of a weakness in your business. Gathering feedback isn’t just a “nice to have”—it’s essential. The more you understand your members, the better you can serve them, retain them, and grow.

Launch Kit

Last week, we introduced our reimagined coaching programme, Launch Kit.

It’s designed to help you open and fill your studio to capacity before you open your doors. It’s the exact process we’ve used to launch and fill both of our own studios—and now, we’re sharing it with a small group of clients.

We’re keeping this programme limited to just 10 spots, so if this sounds like the right move for you, join the waiting list to be the first to know when spaces open.

That’s it from us. Reply any time…

Cardy Brothers
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