Picture this: you’ve done all this work on your website so AI models recognize and recommend your gym when people search for a fitness solution you offer… only to find that your leads haven’t increased. Maybe they’ve even dropped.
What gives?
AI might recommend your gym in search results, but what makes the human actually choose your gym from the list?
There are a few key things that both humans and AI look for when search results are delivered. And believe it or not, it doesn’t actually matter if you show up first.
So what influences someone to choose your gym over the others?
Based on research from SEMrush in March of this year, here are the top four things that make a brand stand out when AI delivers search results. I’ll break these down to show you how to make your gym stand out in AI search.
The top factors were:
- Clear and detailed explanation of the business
- Price is mentioned
- The business seems like a good fit for their needs
- They recognize the brand
Clear and Detailed Explanation of your Gym.
43% of respondents said they would choose a brand if the explanation was clearer and more detailed than the rest.
You need to be specific and articulate about your gym and what you offer. If you’re relying on generic descriptions or AI-generated copy that sounds like every other gym, you need to change that ASAP.
I’ve been preaching unique content forever because it’s always been important for SEO, but it’s becoming even more important with AI search.
Your program pages should include:
- Who the program is for
- What the training looks like
- What results people get
- Unique aspects of your gym
- Equipment you use
- Coaching style
- Success stories
You should also have:
- An About page with your founder’s story
- Coach bios and certifications
- A strong homepage that clearly explains your brand and who you help
- Blog content comparing your gym to other options (and why yours is better)
- Articles about client results
- Articles about your training methods
Every page should clearly communicate:
We serve this type of person, with this type of training, and we help them get this type of result.
The more specific and clear you are, the more likely both AI and humans are to choose you.
Price is mentioned
39% of respondents said a brand would stand out more if the price or value was mentioned.
This is something I’ve actually changed my opinion on.
In the past, I used to recommend leaving pricing off your website to get more leads and more conversations. But AI search changes that.
If someone searches something like:
“Gyms in Toronto under $250/month”
AI is only going to recommend gyms that have pricing information available.
If that information isn’t on your website, AI may not have enough information to recommend your gym, even if you’re a perfect fit.
So pricing on your website is no longer just a sales decision. It’s a discoverability decision.
“But I don’t want to put my price on my website.”
Totally fair. A lot of gym owners don’t want to attract price shoppers.
If that’s you, here are some options instead of hiding pricing completely:
- “Memberships typically range from $180–$260/month depending on program.”
- “Most members invest around $200/month.”
- “Small group training starts at $199/month.”
You don’t need a full pricing sheet online, but you should give AI a price range to work with.
The Gym Seems Like a Good Fit for Their Needs
37% of the respondents said a brand would stand out to them if it’s described as a good fit for their needs.
37% of respondents said a brand would stand out if it seemed like a good fit for their needs.
This one has as much to do with the user as it does with you. People choose based on their goals, preferences, fears, and past experiences.
If your website is too generic and you try to market to everyone, you won’t seem like a perfect fit for anyone.
It’s important to know and show who you serve and what results you get for them.
You probably know the saying, “the riches are in the niches”
It’s true.
If you typically help 40+ year old moms who have ruined their backs from breastfeeding and carrying kids around. Talk about it – a lot!
People are putting very specific things into AI search now, and if you have content that matches those specific searches, you’re much more likely to be recommended – and chosen.
They recognize the gym
37% of respondents said a brand would stand out in AI search if they already recognized the brand.
This means your website isn’t enough. Your overall (online and offline) presence matters.
- Google Business Profile
- Email list
- Local partnerships
- Community events
- Awareness ads
- Referral programs
- Local networking
Get your name out there, so when someone sees your gym show up in a search result, you’re someone they already recognize and have established a base level of trust.
AI can recommend your gym, but humans still make the final decision.
So don’t just write for Google anymore.
Don’t just write for AI.
Write for the human who is trying to decide who to trust with their health, their money, and their time.
