The Ultimate Guide to Fitness Center Management: Tools, Tips, and Tech

Even the smallest fitness centers have many different aspects to their operation. Budgeting, hiring, figuring out why that elliptical keeps squeaking— it’s a lot for anyone to juggle. And, of course, you need to keep members satisfied at the same time.

Set yourself up for success with the right tools and processes. This practical guide breaks down everything you need to step up your fitness center management. Plus, learn how to get more gym members with software like Fitness On Demand.

Why Fitness Center Management Is More Than Just Operations

Managing a fitness center involves more than scheduling events or checking equipment. It’s about delivering the best possible experience for everyone who walks through your doors — members, employees, and more.

Strong managers support members in many ways, such as:

• Creating an inclusive and positive culture
• Gathering and (this is key) responding to feedback
• Following the latest fitness trends
• Planning class schedules that fit members’ lifestyles and fitness goals
• Communicating news and updates

At the same time, managers need to focus on the nitty-gritty of growing their business. That involves everything from marketing to strategizing.

What Is the Management Structure of a Gym?

Fitness centers have different setups depending on their size and budget. Small fitness studios may only have a manager and a few trainers. On the other hand, a major franchise gym could have a large team with specialized roles.

Generally, though, a gym’s management structure will look something like this:

• CEO: They make big-picture decisions but may not be active in the day-to-day operations.
• General manager: They oversee every aspect of the gym and delegate tasks to other staff.
• Facility manager: They’re responsible for maintaining the fitness center’s building and equipment.
• Fitness director: Larger gyms often have a director who schedules classes and manages trainers.
• Marketing manager: They develop promotional campaigns and run social media.

7 Actionable Steps for Outstanding Fitness Center Management

Learning how to manage a fitness center effectively doesn’t happen by chance. It’s a skill. Like running a marathon or hitting a new deadlift PR, it takes consistent effort and the willingness to try new ideas. Here are seven core areas to focus on, from customer experience to staffing.

1. Facility & Operations Excellence

The last thing your members want to do is exercise in a fitness center that feels dirty, outdated, or — even worse — unsafe. Keep them satisfied by making sure your facility meets these essential gym requirements:

• A secure locker room with complimentary toiletries
• Clean, functional equipment that lets members do their favorite workouts
• Friendly and qualified personal trainers
• A well-maintained building that looks and smells great (absolutely no funky gym smells)

Operational efficiency matters, too. Classes, payment processing, cleaning — everything should run smoothly behind the scenes.

Luckily, you don’t have to handle all the onsite fitness center management by yourself. Consider investing in task management tools — like Asana or Trello — to organize your to-do list and keep your team on the same page.

2. Smart Staffing Strategies

Your team is the heart of your gym, but you need to manage them wisely to help them succeed.

It all starts during the hiring process. Having the right skills is the bare minimum. You should also look for candidates who support your gym’s mission and values. For example, an inclusive gym should hire trainers who are happy to adapt workouts for people with different fitness levels and abilities.

Once you’ve built your team, use scheduling software to keep everything organized. Choose a tool that allows employees to request time off and share their availability. That way, you won’t have to try to remember when your marketing manager is going to Spain or when your receptionist’s college classes start.

Professional development is another wise investment. Give your staff plenty of opportunities to gain new skills and knowledge. A personal trainer, for instance, could complete a certificate for a trendy fitness area, such as wellness coaching. This education can boost morale and help your team provide even better customer service.

3. Member Experience that Drives Loyalty

You might assume that you need to invest in fancy equipment to keep members coming back, but that’s not necessarily true. Most people care more about excellent service.

Use these gym retention strategies to build customer loyalty and grow your business:

• Develop an onboarding program to help new members feel welcomed and included. For example, you might share videos about how to use the equipment (“That weird machine does what?”) or offer a free personal training session.
• Use a virtual fitness solution like Fitness On Demand to offer a variety of engaging on-demand classes. That way, members can work out 24/7, even when they’re not at the gym.
• Customize the Flex App with your branding. Members can use it to plan meals, view your schedule, tune in to on-demand content, and even track their workouts.
• Create a sense of community with fun fitness challenges, such as monthly step contests or obstacle courses. Keep everyone motivated by using your app to send encouraging push notifications. Even simple messages — like “Have you stretched yet today?” or “Only three days left to complete our 30 Classes in 30 Days Challenge!” — can inspire participation.

4. Multi-Channel Programming & Content

Connected fitness is one of the hottest trends, and it’s easy to see why. Many members love using technology to personalize their workouts.

Meet this demand with a mixture of in-person, virtual, and on-demand fitness offerings. For example, you can automatically stream virtual classes on kiosks or 1:1 devices for individual experiences. Or use a tool like Group Studio to bring people together for livestreamed or on-demand group sessions.

Invest in mobile solutions, too. The Flex App lets members access fitness content on the go for maximum flexibility. Plus, you can offer nutrition and mindfulness content — without hiring extra staff or adding to your tech stack.

Digital signage is another great way to engage members. Use these screens to share promotions (“Half off yoga classes in February!”), class schedules, and branded content.

5. Marketing & Sales for Growth

Attracting new members is another vital part of fitness center management. After all, your business can’t grow without a steady influx of new customers.

Don’t be afraid to experiment with different marketing strategies, such as:

• Paid Google ads for local searches
• Contests and giveaways
• Social media content, such as behind-the-scenes videos and quick tips from your trainers
• Email newsletters

Just keep your target audience in mind. That hilarious TikTok skit starring your trainers may win over Gen Z clients, but seniors probably won’t even see it.

Referral programs are another highly effective marketing tactic for fitness studios. Offer incentives — such as a free month of classes or a branded sweatshirt — for clients who refer their friends and family members. It’s an easy way to bring in new members who will likely fit your gym culture.

You should also look for opportunities to upsell and cross-sell to your existing clients. Members might be thrilled to buy merch for your gym or pay to attend special workshops. You could also bundle services for a small discount, such as personal training sessions and nutrition consultations.

6. Financial Management for Sustainable Growth

Fitness businesses often have unpredictable revenue — a spike in January, a dip during summer vacation, and so on. Managing your finances effectively will help you maintain a reliable gym cash flow throughout the year.

Bookkeeping software can help you increase business efficiency and track the flow of money. Use this technology to speed up data entry and generate financial reports. That way, you’ll always know where your money is going.

Be sure to build an emergency fund, too. You never know when a pipe will burst in your group studio or a rowing machine’s frame will crack. A financial cushion will help you weather these challenges while leaving enough money to keep growing your business.

7. Leveraging Technology for Scalable Management

As your gym grows, so will your management responsibilities. Suddenly, tasks that you used to handle manually — like billing customers or emailing class schedules — might eat up half your day.

Fitness On Demand’s integrated tech ecosystem can help you keep up with these changes. Use tools like the Flex App and Group Studio to connect with members and share content. Plus, you can track member behavior to see what’s working and where you can make improvements.

Artificial intelligence (AI) is another valuable resource that can save a huge amount of time. For example, you might use a content generator like ChatGPT to brainstorm ideas for social media posts. Or use an AI scheduling assistant to make sure you have enough staff for your fitness center’s busiest periods

How Fitness On Demand Simplifies Management from the Ground Up

Managing a fitness center truly requires a jack-of-all-trades mindset. Finances, marketing, keeping the locker room spotless — it’s a lot of responsibility, to put it lightly.

Fitness On Demand will help you bring your A-game to every aspect of your operations. With its accessible user interface, this software is easy to learn, manage, and implement. Plus, it comes with advanced features like community challenges and custom branding.

Learn more about how we support fitness center management today!