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How to Use a Gym CRM System (Step-by-Step Guide)

How to Use a Gym CRM System (Step-by-Step Guide)

Posted by Tyler Spraul, Certified Strength and Conditioning SpecialistĀ® (CSCSĀ®) on October 19, 2023 ā€” Updated on April 17, 2024

Learn how to use a gym CRM system to grow your gym. A Gym CRM (Customer Relationship Management) system is an invaluable tool for streamlining operations, improving gym member interactions, and driving gym growth.

How to Use a Gym CRM System

In this guide, we will walk you through the steps to effectively use a CRM system in a gym setting: understanding the system, importing existing data, segmenting your audience, implementing communication strategies, tracking customer interactions, analyzing data, and training staff. Each of these steps is pivotal in leveraging the full potential of your CRM system.

Running a gym involves more than just coordinating workout schedules and training sessions. It requires efficient management of memberships, personalized communication with clients, and strategic planning for business growth. One tool that can help streamline these processes is a Customer Relationship Management (CRM) system. Read on to explore the role of CRM in gym management and provide practical insights into how to leverage its benefits effectively.

Fitness Income Ideas

Discover the benefits of using a CRM system in a gym and learn how to effectively implement it to streamline operations, improve member engagement, and boost revenue. Be sure to use the best gym management software with the best CRM software for gyms and the best CRM software for personal trainers in order to take your gym to the next level.

With Exercise.com, you can do all this, and more.

Manage gym leads and gym members with a comprehensive gym CRM.

Gym CRM Software

Send marketing messages automatically via email, SMS, and in-app messages to your gym leads and gym members with powerful automations.

Gym Member Engagement

Create and send lead forms, quizzes, and fitness assessments with ease.


Map out your gym’s customer journey to send your gym members and gym leads through a progression of messages and desired actions. Create workout plans, use fitness habit tracking, and much more to inspire and motivate gym members and personal training clients.

Habit Tracking

Manage individual leads, gym members, and personal training clients with ease.

Client Management

Create sales funnels, offer upsells, and design marketing sequences. Let your members and leads book appointments for packages, sessions, and more.


Sell to your gym leads and gym members online or in-person with robust gym ecommerce solutions.

Gym ECommerce

All from your own custom branded fitness apps.

Custom Branded Apps

See why Exercise.com is the best gym CRM software system and the best all in one gym management software system for managing your entire gym business in one place.

Exercise.com is simply the best. We were using three or four different apps or softwares to do what we can now do all in one with the Exercise.com platform.
Brandon Stroupe
Founder and President, APEC Sports Performance

Get a demo now!

Step #1 – Understand the System

Familiarize Yourself with Features

To kickstart your journey, the first step is understanding what your CRM system can do:

  • Contact management
  • Email marketing
  • Reporting and analytics
  • Task and event tracking

Exercise.com: Feature-Rich CRM

Exercise.com offers a feature-rich CRM tailored to the needs of fitness professionals. It not only allows you to manage contact information but also offers robust email marketing and analytics capabilities.

Read More: What is gym CRM software?

Step #2 – Import Existing Data

Centralize Customer Information

Move existing customer data into the CRM system to have all information in one centralized location.

  • Import contacts
  • Add transaction history
  • Update membership details

Exercise.com: Simplified Data Import

With Exercise.com, you can easily import your existing customer data, making the transition to a new system smooth and convenient.

Step #3 – Segment Your Audience

Group Customers for Targeted Interactions

Group your customers into different segments based on relevant characteristics:

  • Membership type
  • Attendance frequency
  • Preferences for classes or trainers

Exercise.com: Flexible Audience Segmentation

Exercise.comā€™s CRM system provides powerful segmentation tools, allowing you to tailor your marketing and communication strategies to different customer groups.

Step #4 – Implement Communication Strategies

Engage with Your Customers

Utilize your CRM system to set up targeted communication strategies:

  • Email campaigns
  • SMS notifications
  • Follow-ups for lapsed members

Exercise.com: Multi-Channel Communication

With Exercise.com, you can easily set up and execute diverse communication campaigns, engaging your members effectively through email, SMS, and more.

Step #5 – Track Customer Interactions

Maintain a Customer Activity Log

Keep track of every interaction your customers have with your gym:

  • Check-in and check-out times
  • Payment history
  • Customer service interactions

Exercise.com: Detailed Interaction Tracking

Exercise.com enables you to keep comprehensive records of customer interactions, providing valuable insights for improving service and building stronger relationships.

Step #6 – Analyze Data

Gain Insights for Improvement

Use the analytical features of the CRM to gain insights:

  • Customer churn rates
  • Revenue per member
  • Campaign effectiveness

Exercise.com: In-Depth Analytics

Exercise.com offers extensive analytics features, helping you understand customer behavior, measure campaign success, and ultimately make data-driven decisions.

Step #7 – Train Staff

Empower Your Team

Train your staff to effectively use the CRM system:

  • How to input new data
  • How to run reports
  • Best practices for customer engagement

Exercise.com: Comprehensive Training Resources

Exercise.com provides a wealth of training resources, ensuring your team can make the most out of the CRM system.

Start Using the Best Gym CRM System

Using a Gym CRM system effectively can radically improve your customer relationships, streamline operations, and boost your bottom line. Exercise.com offers a comprehensive, fitness-focused CRM solution that integrates seamlessly with your existing systems and scales as your gym grows. Book a demo today to learn more about how Exercise.com can fulfill your CRM needs and more.

AMPD Golf Performance
“Working with Exercise.com and their team has been an amazing experience and a dream come true in terms of accomplishing a vision! Their workout technology has helped us effectively engage our community, and I highly recommend Exercise.com to grow your business!”
Andrew Banner
Co-Founder, AMPD Golf Performance

Get a demo now!

Understanding the Role of CRM in Gym Management

Before diving into the specifics of using a CRM system in a gym, let’s take a moment to understand the basics. A CRM system is designed to centralize and automate key aspects of customer interaction and data management. In the context of gym management, it can facilitate efficient membership tracking, improve customer service, and support targeted marketing campaigns.

The Basics of CRM Systems

A CRM system provides a comprehensive view of your customers by organizing their contact information, preferences, and interaction history in one place. With this centralized database, you can easily access and update client details, track membership status, and monitor attendance. Additionally, a CRM system can generate reports and analytics, providing insights into member engagement and sales performance.

But what exactly does it mean to have a centralized database? Well, imagine having all your clients’ information scattered across different spreadsheets, notebooks, and post-it notes. It would be a nightmare to keep track of everything! With a CRM system, all the data is stored in one secure location, making it easy to find and manage. No more searching through piles of paperwork or scrolling through endless email threads.

Furthermore, a CRM system allows you to automate routine tasks, saving you time and effort. For example, instead of manually sending reminders for upcoming sessions or membership renewal notifications, the CRM system can do it for you. This frees up valuable staff resources, allowing them to focus on delivering exceptional customer experiences and optimizing training programs.

Benefits of CRM in Gym Management

Implementing a CRM system can result in numerous benefits for gym owners and fitness professionals. Firstly, it improves efficiency by automating routine tasks, such as sending reminders for upcoming sessions or membership renewal notifications. This frees up time for staff to focus on delivering exceptional customer experiences and optimizing training programs.

Secondly, a CRM system enables targeted marketing campaigns. By segmenting clients based on their interests, goals, and fitness level, you can tailor promotional offers, class recommendations, and personalized content. This level of customization increases engagement, retention, and ultimately drives revenue growth.

Imagine being able to send personalized workout plans to your clients based on their specific goals and preferences. With a CRM system, you can easily create and send these customized plans, ensuring that each client feels seen and valued. This personalization not only helps clients achieve their fitness goals but also strengthens their connection to your gym.

Lastly, a CRM system enhances customer satisfaction by enabling personalized communication. With a CRM in place, you can send automated birthday greetings, follow-up emails after training sessions, or relevant wellness tips based on individual preferences. By adding a personal touch to interactions, you strengthen customer relationships and foster loyalty.

Imagine receiving a birthday greeting from your gym, along with a special offer for a complimentary personal training session. It would make you feel appreciated and valued as a customer. These small gestures go a long way in building strong customer relationships and creating a positive gym experience.

Choosing the Right CRM for Your Gym

When selecting a CRM system for your gym, it’s important to consider its features and compatibility with your specific needs. Here are some key factors to keep in mind:

Managing a gym requires efficient organization and effective communication. A Customer Relationship Management (CRM) system can greatly assist in streamlining these processes. By centralizing member information, automating marketing campaigns, and providing comprehensive analytics, a CRM can help your gym thrive.

Key Features to Look For

  • Membership Management: Look for a CRM that allows easy tracking of membership details, including start and end dates, payment history, and class attendance. With a robust membership management feature, you can effortlessly monitor member activity and ensure a smooth experience for your clients.
  • Marketing Automation: Ensure the CRM offers tools for creating and automating marketing campaigns, such as personalized emails, SMS notifications, or targeted social media ads. By automating your marketing efforts, you can reach out to potential members and nurture existing relationships, ultimately boosting your gym’s growth.
  • Integration Capabilities: Check if the CRM can integrate with other software your gym already uses, such as a booking system or lead generation tools. Seamless integration between systems eliminates the need for manual data entry and allows for a more efficient workflow.
  • Analytics and Reporting: A good CRM should provide comprehensive analytics and reporting features to help you track sales performance, member engagement, and marketing ROI. By analyzing these metrics, you can make data-driven decisions to optimize your gym’s operations and maximize profitability.

Evaluating CRM Providers

Once you’ve identified the key features you need, it’s time to evaluate different CRM providers. Consider factors such as pricing, customer support, user-friendliness, and scalability. Check out online reviews and ask for recommendations from other industry professionals to ensure you make an informed decision.

One CRM system that stands out in the fitness industry is Exercise.com. With its robust features tailored for gym management and fitness businesses, Exercise.com offers an all-in-one solution that integrates seamlessly with the existing technology stack. From managing memberships and scheduling classes to automating marketing campaigns and tracking performance, Exercise.com provides the tools you need to succeed.

Exercise.com’s membership management feature allows you to effortlessly track member details, ensuring a smooth and personalized experience. You can easily view start and end dates, payment history, and class attendance, making it simple to stay organized and provide exceptional customer service.

With Exercise.com’s marketing automation tools, you can create and automate targeted campaigns to attract new members and engage existing ones. Whether it’s personalized emails, SMS notifications, or targeted social media ads, you can reach your audience with the right message at the right time, increasing your gym’s visibility and driving growth.

Integration capabilities are crucial for a CRM system to work seamlessly with your existing software. Exercise.com understands this and offers seamless integration with popular booking systems and lead generation tools. By eliminating manual data entry and ensuring data consistency across platforms, you can save time and focus on what matters most – running your gym.

Comprehensive analytics and reporting are essential for monitoring your gym’s performance and making informed decisions. Exercise.com provides detailed insights into sales performance, member engagement, and marketing ROI. With these metrics at your fingertips, you can identify trends, optimize your strategies, and drive your gym’s success.

When it comes to evaluating CRM providers, Exercise.com stands out for its competitive pricing, dedicated customer support, user-friendly interface, and scalability. The platform is designed to grow with your gym, accommodating your evolving needs and ensuring a seamless experience for both you and your members.

Don’t just take our word for it – Exercise.com has received rave reviews from gym owners and fitness professionals alike. Their success stories speak volumes about the platform’s effectiveness and its ability to transform gym operations.

To learn more about how Exercise.com can benefit your gym, book a demo here. Discover how Exercise.com can help you streamline your gym management, boost member satisfaction, and drive business growth.

Implementing a CRM System in Your Gym

Now that you’ve chosen the right CRM system for your gym, it’s time to implement it effectively. Follow these steps to ensure a smooth transition:

Planning for CRM Implementation

Start by defining your goals and objectives for using the CRM system. Determine how it will support your gym’s growth, enhance customer experience, and streamline operations. This could include tracking member attendance, managing class schedules, and automating membership renewals.

Develop an implementation plan that outlines the steps you need to take, including timelines, training requirements, and data migration strategies. Consider the different departments and stakeholders involved in the implementation process, such as front desk staff, trainers, and management.

By having a clear plan in place, you can ensure that everyone is on the same page and that the implementation process goes smoothly.

Training Staff on CRM Usage

Provide comprehensive training to your staff to ensure they are comfortable using the CRM system. This could involve conducting training sessions, providing online resources, or bringing in CRM experts to guide your team.

Train your staff on key functionalities of the CRM system, such as how to input and update member information, schedule appointments, and generate reports. Emphasize the importance of accurate data entry and maintaining up-to-date records.

Encourage your staff to explore the system’s capabilities and experiment with different features. This will help them become more proficient in using the CRM system and discover new ways to enhance member experience and streamline operations.

Exercise.com offers extensive training and support resources to help you and your staff make the most out of their CRM system. Their knowledgeable support team is always ready to assist and provide guidance. Don’t miss the opportunity to enhance your gym operations with Exercise.com’s expertise; book a demo today.

During the training process, be open to feedback from your staff. They may have suggestions or concerns that can help improve the implementation process or identify areas where additional training may be needed.

Regularly check in with your staff to ensure they are comfortable using the CRM system and address any challenges they may be facing. This ongoing support will help them feel confident in their ability to utilize the CRM system effectively.

Remember that implementing a CRM system is an ongoing process. As your gym grows and evolves, you may need to make adjustments to your CRM system and provide additional training to your staff. Stay proactive and continuously seek ways to optimize your CRM system to meet the changing needs of your gym and its members.

Maximizing the Use of CRM in Gym Operations

Once the CRM system is implemented, it’s time to leverage its capabilities to optimize your gym operations. Here are two areas where CRM can make a significant impact:

Streamlining Membership Management

With a CRM system in place, you can automate membership renewals, track payment histories, and monitor member attendance. This eliminates the need for manual tracking, reducing the chances of errors and improving efficiency.

Imagine a scenario where a member’s membership is about to expire. The CRM system will automatically send them a reminder email, prompting them to renew their membership. This proactive approach ensures that members don’t miss out on any benefits and helps maintain a steady revenue stream for your gym.

Furthermore, the CRM system can generate detailed reports on member attendance, allowing you to identify patterns and trends. For example, you may notice that certain classes have consistently low attendance. Armed with this information, you can make informed decisions about scheduling and marketing efforts to maximize class participation.

By streamlining membership management, you can focus on providing a personalized experience to each member, ultimately leading to higher satisfaction and retention rates.

Enhancing Customer Service with CRM

A CRM system enables you to provide unparalleled customer service by capturing and leveraging customer information effectively. Utilize the system to track member preferences, such as preferred instructors, fitness goals, or dietary restrictions, and use this information to tailor training programs and recommendations.

Imagine a member who has set a goal to lose weight. With the CRM system, you can track their progress, provide regular updates, and offer personalized tips and advice. This level of attention and support will not only help them achieve their goals but also foster a sense of loyalty towards your gym.

Additionally, prompt responses to member inquiries play a crucial role in customer satisfaction. The CRM system can automatically generate acknowledgment emails, letting members know that their questions or concerns have been received and will be addressed promptly. This proactive approach demonstrates your commitment to excellent customer service.

Moreover, the CRM system can facilitate personalized communications with members. Whether it’s sending birthday greetings, congratulating them on reaching milestones, or offering exclusive promotions, these personalized interactions create a strong bond between your gym and its members.

By enhancing customer service through CRM, you can create a positive customer experience that goes beyond the typical gym membership, fostering long-term loyalty and advocacy.

Measuring the Success of Your CRM System

Regularly evaluating the performance of your CRM system is essential to ensure its effectiveness and make necessary adjustments. Here are a few key performance indicators (KPIs) to monitor:

Key Performance Indicators for CRM

  • Member Retention Rate: Measure how well your CRM system contributes to member retention. Track the percentage of members who renew their memberships and correlate it with their engagement and interaction with the CRM system.
  • Sales Conversion Rate: Monitor how effectively the CRM system converts leads into paying members. Analyze the lead-to-sale journey and identify areas for improvement or optimization.
  • Customer Satisfaction: Implement regular surveys or collect feedback to gauge member satisfaction and identify areas for improvement. Monitor customer satisfaction scores over time to track the impact of your CRM system on member experience.

Measuring the success of your CRM system goes beyond just tracking these KPIs. It involves a comprehensive analysis of various factors that contribute to the overall performance of your gym’s customer relationship management. Let’s dive deeper into each of these key performance indicators:

Member Retention Rate

Member retention is a crucial aspect of any gym’s success. It not only ensures a stable revenue stream but also indicates the effectiveness of your CRM system in fostering long-term relationships with your members. To measure member retention rate accurately, you need to consider multiple factors:

  • Engagement and Interaction: Assess how frequently your members engage with your CRM system. Are they actively using the features and functionalities offered? Do they regularly update their profiles, participate in loyalty programs, or take advantage of personalized offers? Tracking these interactions will help you understand the level of member engagement and its impact on retention.
  • Membership Renewal: Keep track of the percentage of members who renew their memberships. Analyze the correlation between their engagement with the CRM system and their decision to continue their membership. This will provide valuable insights into the effectiveness of your CRM system in retaining members.

Sales Conversion Rate

Converting leads into paying members is a critical goal for any gym. Your CRM system plays a vital role in managing and nurturing leads throughout their journey. To optimize your sales conversion rate, consider the following factors:

  • Lead Management: Evaluate how effectively your CRM system handles leads. Are leads being captured and assigned to the appropriate sales representatives promptly? Is there a streamlined process for following up with leads and nurturing them through personalized communication? Analyzing these aspects will help identify any bottlenecks or areas for improvement in your lead management process.
  • Lead-to-Sale Journey: Examine the entire lead-to-sale journey to identify any gaps or inefficiencies. Are there any stages where leads tend to drop off or lose interest? By mapping out the entire journey and analyzing each touchpoint, you can optimize the process and increase your sales conversion rate.

Customer Satisfaction

Ensuring high levels of customer satisfaction is crucial for the long-term success of your gym. Your CRM system can provide valuable insights into member satisfaction and help you identify areas for improvement. Here’s how you can measure customer satisfaction:

  • Surveys and Feedback: Implement regular surveys or feedback collection mechanisms to gauge member satisfaction. Ask specific questions about their experience with your gym, the effectiveness of the CRM system, and any areas they feel could be improved. Analyzing this feedback will help you identify trends and make data-driven decisions to enhance customer satisfaction.
  • Customer Satisfaction Scores: Monitor customer satisfaction scores over time to track the impact of your CRM system on member experience. By comparing scores before and after implementing the CRM system, you can assess its effectiveness in improving customer satisfaction.

Regularly Reviewing and Updating Your CRM Strategy

As your gym evolves and customer preferences change, it’s crucial to review and update your CRM strategy accordingly. Monitor industry trends, analyze customer feedback, and seek continuous improvement opportunities. By regularly reviewing and optimizing your CRM strategy, you can enhance member satisfaction, drive revenue growth, and stay ahead of the competition.

Implementing a CRM system in your gym can greatly enhance efficiency, improve member engagement, and elevate customer satisfaction. Exercise.com provides a comprehensive CRM solution tailored to the needs of fitness businesses, offering features that streamline gym operations and maximize customer experience. Book a demo here to learn more about how Exercise.com can revolutionize your gym management and take your business to the next level.

How to use a gym CRM step by step?

  1. Set Up the CRM: Begin by installing the CRM software or logging into the web-based platform. Follow the setup wizard, if provided, to configure the software according to your gym’s needs.
  2. Import Existing Data: Import your current member database, including contact details, membership types, and any other relevant data.
  3. Segment Members: Categorize members based on criteria such as membership type, activity level, or preferences. This helps in targeting communications and offers.
  4. Log Interactions: Record any interactions with members, such as feedback, complaints, or inquiries.
  5. Schedule Activities: Use the CRM to schedule classes, personal training sessions, and follow-ups with potential or current members.
  6. Automate Communications: Set up automated emails or text messages for reminders, promotions, or member surveys.
  7. Monitor Metrics: Utilize built-in analytics to track member retention, lead conversion, and other essential metrics.
  8. Integrate With Other Software: Connect the CRM with other systems, like billing or scheduling software, for a seamless experience.
  9. Regularly Update: Ensure member information is updated regularly to maintain accuracy.
  10. Train Staff: Ensure all gym staff are trained on how to use the CRM effectively.

Do gyms use CRM?

Yes, many gyms use CRM (Customer Relationship Management) systems to manage member relationships, track interactions, and improve member retention.

What is gym CRM software?

Gym CRM software is a specialized Customer Relationship Management tool designed for gyms and fitness centers. It helps manage member information, track interactions, schedule classes, and monitor key metrics to enhance member satisfaction and retention.

How is the gym CRM system used?

Gym CRM systems are used to centralize member data, track interactions, manage communications, schedule activities, and analyze performance metrics. They provide insights into member behavior, helping gyms tailor their offerings and improve member engagement.

What CRM software does Planet Fitness, Anytime Fitness, Gold’s Gym, and other large fitness franchises use?

Specific CRM software used by large fitness franchises like Planet Fitness, Anytime Fitness, and Gold’s Gym is proprietary information. However, many large franchises either develop custom CRM solutions tailored to their needs or utilize established CRM platforms and adapt them to the fitness industry.

What CRM software do fitness centers use?

Fitness centers use a range of CRM software, from specialized solutions designed explicitly for the fitness industry to more general CRM platforms adapted for gym use. Examples include Mindbody, Zen Planner, and Exercise.com.

Does gym CRM software include billing?

Yes, many gym CRM software solutions include integrated billing systems, allowing gyms to manage memberships, process payments, and track financial metrics all within a single platform.

How do I keep track of my gym members?

Gym members can be tracked using CRM software, which centralizes member data, logs interactions, and monitors attendance. Regular check-ins, class sign-ups, and feedback collection can provide insights into member behavior and preferences.

Is a gym CRM system free to use?

While there are free gym CRM solutions available, most specialized gym CRM systems come with a cost. Pricing can vary based on features, the number of members, and other factors. It’s essential to research and compare options to find the best fit for your budget and needs.

Do gyms use Salesforce and HubSpot?

Yes, some gyms use general CRM platforms like Salesforce and HubSpot and customize them to suit the fitness industry’s needs. These platforms are adaptable and can be tailored to a variety of industries, including fitness. However, the best fitness CRM is Exercise.com, and is specifically designed for gyms and fitness businesses.

Why is Exercise.com the best gym CRM system?

Exercise.com offers a comprehensive solution tailored for fitness professionals. It goes beyond traditional CRM functions by providing tools for managing the entire business, from online booking to exercise video hosting. Its integrated approach means that gyms can manage member relationships, billing, scheduling, and more, all within a single platform. With its custom-branded fitness app, Exercise.com emphasizes professionalism and convenience, making it an ideal choice for gyms looking to elevate their member experience.

Jimmy Myers Relentless Sports Performance
If you want to offer an elite service for the end user you need to get with the times and use elite level software that is intuitive, visually appealing, and effective. That is exactly what Exercise.com delivers to its clients.
Jimmy Myers
Owner/Trainer, Relentless Sports Performance

Get a demo now!

Tyler Spraul is the director of UX and the head trainer for Exercise.com. He has his Bachelor of Science degree in pre-medicine and is an NSCA-Certified Strength and Conditioning SpecialistĀ® (CSCSĀ®). He is a former All-American soccer player and still coaches soccer today. In his free time, he enjoys reading, learning, and living the dad life.
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