AI Reveals What Gyms Must Do to Win Customers in 2025
Krissy Vann | Host, All Things Fitness and Wellness
The fitness industry is seeing notable shifts in consumer priorities, and Chatmeter’s latest 2025 Gym Reputation Ranking Report offers a detailed look at the factors driving these changes. By analyzing 85,000 Google reviews and surveying over 1,000 consumers, the report sheds light on what members value most and how gyms can better meet these expectations.
EōS Fitness took the top spot as the customer favorite, with Snap Fitness and Crunch Fitness following closely behind. These gyms received high marks for fostering welcoming environments, providing strong customer service, and maintaining clean facilities. Feedback about a gym’s “vibe” increased 35.6% year-over-year, underscoring how much atmosphere matters to members.
Price remains the leading factor influencing gym membership decisions. A majority of respondents (62%) believe memberships are overpriced, and 54% are unwilling to pay more than $19.99 per month. Nearly one in three consumers (30%) indicated they would cancel their membership if prices rose.
Cleanliness continues to be a baseline expectation for members. The report found that reviews mentioning the word “dirty” decreased by 13.3% year-over-year, reflecting efforts by gyms to prioritize cleanliness. However, the importance of maintaining high standards is clear, as 29% of respondents said they would cancel their membership over unsanitary conditions.
Staff interactions also play a significant role in the overall experience. Positive mentions of staff being friendly (13.8%) and helpful (10.6%) appeared consistently in reviews, highlighting the value members place on supportive and attentive employees.
Generational preferences further illustrate the diverse needs of gym-goers. While Gen Z and Millennials prioritize 24/7 access and open workout spaces, older generations tend to rely on trial passes, in-person tours, and customer reviews when choosing a gym. Social media emerged as a key influence for younger consumers, with 55% of Gen Z citing it as a primary source of information about gyms.
Chatmeter’s findings highlight the growing importance of customer intelligence in shaping gym operations. The company’s AI-powered sentiment analysis tool, Pulse Ai: Signals, provided the data that informed these rankings, offering a closer look at the factors that matter most to today’s members.
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