Let’s talk about what’s actually happening when someone searches for a gym right now.
They’re not just Googling “CrossFit near me” anymore. They’re asking ChatGPT and Gemini. They’re typing “what’s the best gym in [city] for someone who wants to lose weight and not hate their life… all for under $250/month” – and they’re getting actual answers.
And here’s the part that matters for you: nearly 30% of people using AI to make buying decisions are searching for health and wellness products and services. That’s your people. Some of them are in there right now, asking an AI to help them choose a gym.
Now the big question: Are you showing up?
First Let’s Recap
If you read my breakdown of the AI buyer journey study, you already know that most people making decisions through AI search are doing it based on how much detail comes back in the results. If you have vague and genertic info, you may not make the list. If you have clear, specific, detailed info, you probably do.
Here’s a Stat That Should Get Your Attention
According to a Semrush survey of over 1,000 U.S. consumers, 50% of people have made a purchase after using AI during their research.
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Not considered it. Not bookmarked it. Bought. With money.
Wellness was one of the top categories. Right up there with food and electronics. People are using AI to choose gyms and then they are spending money. This is not a “future trend.” It’s happening now.
But, wait, there’s more, and it’s going to sound familiar.
They Don’t Just Trust the AI and Sign Up
Consumers trust AI recommendations, but not completely. Most people rate their trust at a 3 or 4 out of 5. Enough to take it seriously, but enough to skip doing their homework.
86% of people say they verify AI recommendations before buying. At least sometimes. And 20% of them do it every single time.
So AI gives them your name. And then they go looking for proof that you’re legit.
68% go to Google. They’re Googling you, just like in the olden days. They’re reading your reviews, checking your hours, looking at your photos, and deciding in about 30 seconds whether you seem like a real, trustworthy business or a gym that peaked in 2018.
48% go directly to your website. Almost half. They click your URL and land on your homepage and start judging you.
You were already on the shortlist. AI did the work of getting you there. And then they showed up at your door to see if you were worth it.
So What Does This Mean For You as a Gym Owner?
I’ve been saying the same things for years and I’m going to say them again because they’re still true, and now they matter even more.
Your Google Business Profile actually needs to be maintained. Updated hours. Real photos that look like your gym today, not three owners ago. Reviews that show you’re active and that people like training there. And the information needs to match your website – because people are cross-referencing. If your GBP says you open at 6am and your website says 5:30am, that’s a small thing that creates doubt. Doubt loses prospects.
Your website needs to be good. Not fine. Not “it works.” Good. It needs to load fast, look clean on a phone, and make it immediately obvious what you do, who you help, and why someone should choose you over the gym down the street. When 48% of people are coming to your site specifically to decide if they trust you, a slow, confusing, outdated website is doing real damage to your bottom line.
Your content still matters. Coach bios. A founder’s story. Blog posts. FAQs. Member results. All of it. This is the stuff that makes AI mention you in the first place – because AI surfaces brands that have clear, detailed, specific information out there. And it’s also the stuff that convinces the person who just landed on your website after being referred by AI. They’re not just checking that you exist. They’re checking if you look like the right choice.
None of this is new. But the urgency around it just went up.
TL;DR
AI is sending people to your gym. Those people are then immediately going to Google and your website to decide if you’re worth their time and money.
If your Google profile is a mess and your website looks like it was built in 2015 – you’re losing those people. And you’ll never know it, because they just quietly chose someone else.
