In a recent conversation between Nick Lindauer, Daxko’s Vice President of Digital Services, and Wendy White, Chief Marketing and Partner Officer, we tackled five of the most common digital marketing questions we hear from fitness business leaders. Whether you run a boutique studio or a large community center, the same principles apply—start with a strong foundation, know your audience, and think local.
Understanding which digital marketing channels matter most
Wendy White:
Let’s start with the question we hear most often—what are the most important digital marketing channels for a fitness business?
Nick Lindauer:
The answer depends on your size, your market, and where you already have momentum. We always encourage businesses to start where they’re already seeing engagement. For some, that’s Instagram. For others, it might be Facebook or even a local platform like Nextdoor.
Wendy White:
And your decision should always reflect your target audience. If you’re serving an older demographic—say women over 40—Facebook is essential. If you’re targeting a younger audience, Instagram or TikTok will be more effective. But whatever the channel, everything should lead back to your website. That’s the foundation of your digital presence.
Nick Lindauer:
That’s a critical point. And for hyperlocal businesses, platforms like Nextdoor are often overlooked, but they can be highly effective, especially when promoting seasonal programs like summer camps.
Building a high-performing website that converts
Wendy White:
Let’s talk about websites. What’s the right platform choice for fitness businesses?
Nick Lindauer:
It really depends on your scale. If you’re managing a large content library—50 pages or more—you’re going to need the flexibility and performance of a platform like WordPress. But smaller businesses often benefit from templated solutions that can be launched quickly with fewer resources.
Wendy White:
Regardless of platform, your website needs to convert. It should attract leads, connect to your member management system (MMS), and drive sign-ups. If it doesn’t do that, it’s not doing its job.
Nick Lindauer:
Exactly. Your site should make it easy for members to do four things: find your hours, locate your facility, explore classes, and contact you. That information should be accessible within one or two clicks. Otherwise, users will go elsewhere.
Wendy White:
That’s why we always recommend websites that are integrated with your MMS. For example, Zen Planner customers can use Engage to launch fully templated websites that automatically sync with class schedules, lead flows, and marketing automations.
The fundamentals and impact of local SEO
Wendy White:
Let’s shift to local SEO. Why is this such a priority for fitness businesses?
Nick Lindauer:
Local SEO is how your business appears in map listings when someone searches for a service nearby. The key driver is your Google Business Profile—your hours, location, photos, and reviews.
Wendy White:
That’s the front door to your business online. Make sure your profile is accurate, your reviews are recent and positive, and that you’re actively responding to them.
Nick Lindauer:
That interaction is crucial. When you respond to reviews—good or bad—it signals to search engines that your business is active and engaged. Tools we integrate with can push updates across 700+ directories, which is especially helpful for multi-location operators who need to manage changes quickly and at scale.
Collecting and automating online reviews
Wendy White:
Let’s talk about reviews. Why are they so important—and what’s the best way to collect them?
Nick Lindauer:
Reviews influence both SEO and consumer trust. They’re a key indicator to search engines that your business is credible. And for potential members, reviews help differentiate you from the competition. Most people will choose the business with more reviews and a higher rating.
Wendy White:
Asking for reviews can feel awkward, but it doesn’t have to be. Two effective approaches are placing QR codes in high-traffic areas—like check-in desks or exit doors—and using automated email outreach after a positive experience.
Nick Lindauer:
Exactly. After a great class, when members are feeling good, that’s the perfect time to ask. With automation, you don’t have to remember to follow up. Tools like Zen Planner’s Engage can automatically send review requests and even use AI to generate responses in your brand voice. For brand-sensitive replies, though, it’s best to have human oversight or moderation to ensure accuracy and tone.
Wendy White:
For larger facilities, tools like Real Time Feedback are great for scaling that process and integrating directly into your member experience.
How AI is shaping the future of SEO
Wendy White:
Search is evolving fast. Let’s talk about how AI is changing the way fitness businesses need to think about SEO.
Nick Lindauer:
We’re entering the era of AI-powered search—platforms like ChatGPT, Perplexity, and Google’s Search Generative Experience are becoming key discovery tools. These systems prioritize content that directly answers user questions.
Wendy White:
So businesses need to think beyond keywords. You need to write content that mirrors how people actually ask questions—like, “Where’s the best place to play pickleball in Arden Park?” If you answer that on your site, and include your business in the mix, you increase your chances of being featured in AI-generated responses.
Nick Lindauer:
It all comes back to fundamentals. Make sure your website has clean URLs, structured data, and schema markup. Use your Google Search Console to find search terms that are already bringing users to your site. Then use tools like ChatGPT to identify related questions and build content around them.
Wendy White:
It’s not just about ranking anymore—it’s about being the answer. Write helpful, local, Q&A-style content that reflects your market and your expertise.
The takeaway
Digital marketing is no longer about picking a single channel or checking a few boxes. It’s about creating a connected strategy—from website and local SEO to reviews and AI-driven content—that reflects your business goals and member experience.
At Daxko, we partner with fitness organizations to create scalable marketing solutions that deliver real results. Whether you need to build a high-performance website, strengthen your local presence, or automate member engagement, our team is here to help.
Ready to improve your digital strategy? Let’s connect.