New Study Finds Significant Share of Gym Leads Happen After 8 PM
Krissy Vann | Host, All Things Fitness and Wellness
How many potential gym members are slipping through the cracks because they search for fitness options after traditional operating hours? A new study has uncovered a critical blind spot in lead generation for fitness operators: a significant portion of gym-related searches happen outside the typical 9-to-5 window, leaving many high-intent prospects underserved.
The study, “How Many Gym Leads Are Lost After Hours?” conducted by Keepme, analyzed search behaviors across Canada, the United States, the United Kingdom, and Australia. It found that after-hours inquiries—defined as occurring between 8:01 PM and 8:00 AM—represent a substantial share of gym-related searches. This trend highlights the need for fitness operators to rethink their engagement strategies to meet the demands of today’s digital-first, on-demand consumer.
In Canada, 52% of gym searches happen after 8 PM, while 37% of searches in the United Kingdom occur during these off-hours. Urban centers in the United States, such as New York, see even higher figures, with 66% of gym-related searches occurring overnight. Meanwhile, in Australia, early risers dominate, with search activity peaking at 4 AM in regions like Queensland.
While many operators rely on traditional business hours to engage leads, a growing number of prospects are searching for fitness options outside this window. The delay in responding to these inquiries can result in missed opportunities, as potential members often move on to more responsive competitors.
Addressing this gap requires strategic adjustments. AI-driven lead engagement tools present one effective solution, enabling gyms to respond to inquiries in real time, regardless of the hour. These tools allow fitness operators to capture and nurture high-intent leads that might otherwise be lost due to delayed follow-ups.
In addition, optimizing digital presence is critical. Websites and landing pages should cater to after-hours visitors, ensuring they can easily find the information they need to make a decision. Targeting keywords associated with late-night and early-morning searches can also help gyms attract and convert these leads more effectively.
For fitness operators, the implications are clear: consumer behaviors are shifting, and the expectation for 24/7 accessibility is growing. Those who adapt to these trends by investing in tools and strategies that prioritize after-hours engagement will be better positioned to capture leads and remain competitive.
Elevate Your Expertise: Tune in to Our YouTube Channel for Exclusive Podcasts with fitness and wellness Industry Titans and Game-Changers
