While recently consulting in Missouri, I was reminded of a big issue facing fitness facilities these days: the struggle to attract qualified staff. In the past, fitness facilities would use the old “mirror to check for breathing” technique. If the person was breathing, the person was hired.
Times have changed. A shift in the greater job market — from employers selecting from a pool of eager candidates to companies vying for skilled professionals — is evident in our experiences working with fitness facilities. A survey of our network of owners and operators confirmed that finding employees is a now a top concern.
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While recently consulting in Missouri, I was reminded of a big issue facing fitness facilities these days: the struggle to attract qualified staff. In the past, fitness facilities would use the old “mirror to check for breathing” technique. If the person was breathing, the person was hired.
Times have changed. A shift in the greater job market — from employers selecting from a pool of eager candidates to companies vying for skilled professionals — is evident in our experiences working with fitness facilities. A survey of our network of owners and operators confirmed that finding employees is a now a top concern.
To make things even more challenging, fitness facilities not only compete for talent within our industry, but also contend with other businesses, including (ironically) fast food chains, which often have more resources to offer in terms of benefits and pay. This reality makes it crucial to showcase what a great place your facility is to work, emphasizing purpose, a supportive work environment, and opportunities for growth and fulfillment.
In a previous article titled “Five Methods for Finding Top-Notch Job Candidates,” I explored strategies for locating talent. Now, let’s delve into the next critical step — developing strategies for making your fitness facility stand out as an attractive workplace.
1.  Create a positive public image
To build a strong reputation for your fitness facility, actively engage in community events, wellness programs, and sponsorships that resonate with your values. At our facility, we regularly volunteered at “Clean Up the Neighborhood” days, demonstrating our commitment to environmental stewardship. We also hosted quarterly blood drives at our facility, contributing to community health initiatives. Additionally, we participated in local community fundraisers and sponsored events at nearby schools, showcasing our dedication to supporting education and youth development.
Because of our efforts, we experienced firsthand the impact of our positive public image. Parents in the community would often approach us, expressing their admiration for our involvement and even asking if we would consider hiring their children due to our reputation as a supportive and nurturing workplace. By consistently promoting a positive company culture that emphasizes employee wellbeing, growth opportunities and inclusivity, you can cultivate a reputable brand image that attracts talented individuals and resonates with the community on a personal level. This involvement enhances your visibility within the industry and community and reinforces the importance of commitment to making a positive impact beyond fitness services.
2.  Craft captivating job descriptions
Your job postings should be much more than qualifications and responsibilities. They should embody the purpose and meaning behind your fitness facility.
Let’s compare two job postings to illustrate this point:
Job Post 1: A head route-setter position is available at our Indoor Climbing Gym. Reporting directly to general management, this pivotal role entails overseeing route-setting operations across three locations within our organization.
Job Post 2: Join us for an exhilarating opportunity as head route-setter at our dynamic Indoor Climbing Gym! Embrace a role in which you’ll lead a talented team to craft imaginative, functional and inclusive routes that promote connection, growth and fun. As the benchmark for excellence, you’ll collaborate with management to foster innovative ideas and community partnerships, elevating the climbing experience not just within our gym but across the region. Suppose you’re passionate about creativity, problem-solving and positively impacting the climbing community. In that case, we invite you to be a central figure in our exciting journey of self-expression and wellness!
The first one is direct and to the point, but not very moving. The second job posting paints a vivid picture of the role’s significance, weaving in connection, growth and fun themes. It speaks directly to the fitness facility’s values and culture, emphasizing the impact and purpose behind the position.
Crafting captivating job descriptions, like the second example, attracts talent. It sets the tone for what candidates can expect from your fitness facility — a place where work is meaningful, growth is celebrated, and fun is an integral part of the experience. This approach not only helps attract top talent, but also aligns new hires with the values and vision of your fitness facility, ultimately contributing to a more engaged and motivated team.
3.  Apply for awards
Participating in industry awards and recognitions can significantly enhance your fitness facility’s reputation and appeal as an employer. Winning or being nominated for prestigious accolades demonstrates your commitment to excellence and employee satisfaction — an attractive attribute to potential job seekers.
I presented a similar strategy at a conference workshop, and an organization that implemented these tactics won multiple awards, proudly showcasing them on their website. These achievements validate your facility’s dedication to continuous improvement, and they can serve as a powerful recruitment tool, highlighting your commitment to creating a positive and rewarding work environment within the fitness industry.
The organization I worked with applied for and won multiple awards, including America’s Top Small Business (U.S. Chamber of Commerce), Central Coast Best Places to Work, California Green Business Network recognition, and more. I mean, who would want to work anywhere other than for a winner?
4.  Highlight your facility on social media
Harness the power of social media to showcase why your fitness facility is an exceptional workplace. Get creative by posting everything that makes your facility fun and appealing.
At our facility, we would consistently post introductions of new team members, employee birthdays, notable accomplishments and social gatherings. These posts highlighted our positive work environment and generated high engagement. It was a win-win.
You can also share behind-the-scenes glimpses, success stories of staff members, and testimonials from clients to further enhance your employer brand. By amplifying your brand through an active and positive social media presence, you make your fitness facility a priority choice among job seekers.
Attracting top talent to your fitness facility requires proactive efforts to stand out as an employer. By cultivating a positive public image, refining job descriptions, seeking industry recognition and leveraging social media, you can showcase why your facility is an exceptional workplace. When we attract more talent, we not only build stronger and ever-more attractive teams, but also introduce individuals to one of the greatest industries in the world — one in which they can help people live healthier and happier lives, while they themselves enjoy going to work every single day to make that happen.
