One of the biggest shortcomings Hurst sees in the small gym industry is the inability to capture leads online, saying he constantly sees owners leaving a lot on the table in this area.
According to Hurst, if your gym has been around for three to seven years, you’re probably getting more traffic to your website through Google searches than you realize, but oftentimes your website just isn’t designed to capture many of these leads.
“When people land on your website, get them in,” he said.
The problem right now is that many people have outdated websites. Even a 2017 website is likely outdated, Hurst explained.
“And often it reads like a long-form brochure and by the time the person is halfway through the last paragraph, they’re out,” he said. “So much has changed now with how you have to connect with that lead. So if your website looks like something from five years ago, it’s probably not going to perform very well.”
A second issue many gyms face is that they pay to run ads for a service, but then the leads all end up in a funnel that doesn’t convert them into members, Hurst explained.
Helping gyms create more effective funnels, as well as modern website design, are two of the things Big Little Gyms help their clients with, and the moment gyms make the switch they notice a huge uptick, he said.
“People don’t care if you’re the best gym in town. They want to know that you know where they’re coming from, that you understand their pain. They want you to solve a problem they have, and if that’s the message on your website, it will hook them immediately,” Hurst added.