MAGNETIC GYM CULTURE

Attract the best members in your suburb

Culture is the heartbeat of a great gym. It shapes how people feel—welcomed, supported, and inspired to grow. Every gym’s culture is unique, shaped by its people and values. But it doesn’t happen by accident—it takes intention, consistency and leadership. From how staff greet members, to how success is celebrated, culture is built through daily actions. Build it right and culture becomes magnetic, attracting the best trainers and members in your suburb.

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Building Great Cultures Since 2003.

Hi! I'm Nick Freedman, the founder of Gym Retention. Since 2003, I’ve created programs that have transformed cultures, developed leaders and built high-performing teams. Clients include Coca-Cola, Westpac, vivobarefoot, Salesforce, oOh! Media and Volvo Cars. And now I'm sharing this deep culture know-how with gym owners who want to build the best gym in their suburb. Watch my 2018 Brand Summit Keynote to learn more.

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4 Phases to Build Culture

In the first Awareness Phase, your team find common ground across your values and explore what drives the culture. Then in the Agreement Phase, 3-6 values & mottos are crafted. The Application Phase is about bringing the values to life across every stage of the member experience. And the Alignment Phase is matching employee behaviours back to values every day. Watch this behind the scenes video to see the process unfolding.

What Do You Want to be Famous for?

Great cultures are not built by accident. They take effort. Three organisations I've helped to craft cultures have won national awards in their sectors. If there are more than three gyms in your suburb, culture is a key to member retention. A strong, positive culture attracts better members, who align with your values and stay long-term.

Ask yourself "What do we want to be famous for?" because how people feel when they walk through your front door is what they remember (and keep coming back for).