Your gym might be invisible to AI, and here’s how to fix it.
Howdy Gym World,
We’ve got Kaleda Connell on the pod this week. She’s the CEO of Kilo, and we talked about AI search—what’s changing, why it matters for gym websites, and what to do about it.
Here’s what she said 👇
Search has changed more than most people realize
Google works differently now. A lot of searches get answered right on the results page before anyone even clicks a website. This is called an AI Overview.
Also, more people are skipping Google and just using ChatGPT to get answers instead.
💬 Kaleda says many businesses are seeing gym website traffic drop because fewer people are clicking through to their sites.
Because of that shift, what matters most has started to change. AI doesn’t just look at your website anymore. It looks at your entire online presence to determine whether your gym is credible enough to recommend.
Google calls this E-E-A-T. It stands for Expertise, Experience, Authority, and Trust.
So when someone searches for a gym, AI looks at what it can find online and uses a few signals to decide which gyms to recommend:
- if you clearly know what you do
- if your members are getting results
- if other people or local organizations mention your gym
- if your information is consistent across the internet
And a lot of that starts with your gym website.
The 5 things AI needs to see on your gym website
Your website is one of the main sources AI uses. Here are the five things Kaleda says matter most.
1. Proof
One of the biggest things AI looks for is proof that your gym gets people results.
Of course reviews and testimonials matter, but detailed member stories carry a lot more weight. There’s a big difference between “Mike lost 20 pounds” and explaining what problem Mike came in with, what approach your gym took, and what result he got.
Specific stories like that build more trust than generic testimonials.
💬 Kaleda suggested turning these stories into short blog posts or case studies and linking them throughout your gym website.
2. People
People want to know who’s coaching them before they ever book a session or walk through the door.
So, the best thing you can do is show off your coaches. Put their certifications, experience, background, and the type of members they work well with right on your website.
💬 Kaleda also recommended giving each coach a proper bio and photo. A lot of gym websites barely talk about their coaching staff, but this is one of the easiest ways to make your gym feel more approachable online.
This also helps with E-E-A-T, especially the Expertise and Trust side, since AI and search engines look for clear proof of who’s behind the gym.
3. Answers
Your website should answer the questions people are already searching before they ever talk to you. Those could be:
- how much personal training costs in [your city]
- whether CrossFit is good for beginners
- what happens on their first day
- whether they can train with a bad knee
The more your site answers common questions like these, the easier it is for AI to understand what you do and recommend your gym.
💬 Kaleda advises you to put these answers directly on your program pages so people don’t have to look them up. She also mentioned that showing pricing helps filter in the right people earlier, since both prospects and AI can immediately tell if your gym fits what they’re looking for.
4. Authority
AI looks at what you say about your gym, but it also looks at what other people say about you online.
That’s why local partnerships and mentions matter. They help show that your gym is active and part of the local community. For example:
- sponsoring a local event and linking to it on your site
- working with a physio clinic and making that partnership visible
- getting featured in a local paper or blog and adding it to your website
💬 Kaleda also mentioned that AI draws on Reddit because people use it to ask for honest gym recommendations and to share their experiences. And those conversations shape how AI understands your gym’s reputation online.
5. Nuts and bolts
This is the behind-the-scenes stuff on your gym website. It doesn’t feel important day to day, but it can affect how trustworthy your gym looks online.
So, make sure:
- your site uses HTTPS
- you have a privacy policy page
- there are no broken links
- your hours, address, and services match across your website, Google Business Profile, and social pages
Another thing Kaleda mentioned is schema markup. It’s a small piece of code on your gym website that helps AI clearly understand your gym, where it’s located, and what you offer.
It’s worth asking your web person if your schema markup is set up properly.
TL;DR
Search has changed with AI in the picture.
Google now uses E-E-A-T to decide which gyms it trusts enough to recommend. That means it’s looking at your credibility across the internet, not just your website.
So for most gyms, it comes down to a few things your gym website needs to do really well:
- show clear proof you get members results
- make your coaches visible and credible
- answer the questions people are already searching
- reflect outside trust (like reviews and local mentions)
- keep your information consistent everywhere it appears
And if you want a little extra help improving how your gym shows up online, you can always reach out to the Kilo team or DM Kaleda on Instagram.
until next week,
j
P.S. If you found this article useful, share it with another gym owner 🙏
