Did You know Your Members Are Finding Gyms on ChatGPT, Not Google? Are You Ready For That?
Imagine this: a prospect compares gyms in their city, checks fees, looks at reviews, even asks about classes and childcare. They reach a decision and take action. But here’s the kicker - they never landed on your website.
That scenario isn’t hypothetical anymore. Across the world, people are relying on AI chats rather than Google to research and decide where to train. They ask conversational questions, receive tailored recommendations, and get follow-up details instantly.
And most fitness operators are still completely blind to it.
The Silent Shift in Search Behavior
Operators have spent years optimising for Google traffic. But while they chase rankings, a different trend is rapidly overtaking traditional search.
The stats are impossible to ignore:
83% of AI users prefer AI search to Google
76% of Gen Z and young millennials say they trust AI answers more than Google results
77% of ChatGPT users treat it like a search engine, and nearly a quarter prefer it over Google outright
This isn’t fringe adoption. Ninety-one percent of people now use chatbots for research, and 62% interact with an AI assistant daily. By the end of 2024, ChatGPT had 200 million weekly active users. Visits to AI chatbots jumped 81% year over year between April 2024 and March 2025.
Meanwhile, 60% of standard Google searches end without a click to any website. In other words, your carefully optimised pages are increasingly being bypassed.
Why AI Search Isn’t Just “Google with Extras”
Google delivers lists of links. AI delivers answers.
Traditional search flow:
Type “gyms near me”
Skim 10 links
Click through multiple sites
Piece information together manually
AI search flow:
Ask: “I want a supportive beginner-friendly gym with flexible classes and fair pricing”
Get a personalised recommendation instantly
Ask follow-ups: “Do they offer childcare?” “What about a free trial?”
Decide - all within one conversation
Google makes people into researchers. AI acts like a knowledgeable adviser.
What This Means for Gyms
For decades, the funnel was clear: Google → website → enquiry → join. Each step gave you opportunities to win over the prospect.
Now, discovery often looks like this: AI conversation → recommendation → action.
Here are real prompts people are putting into AI tools today:
“Find me a Liverpool gym with Zumba, HIIT, a pool, sauna, and tell me about membership fees and contracts.”
“Show me London gyms best for powerlifting - list equipment like monolifts and specialty bars, plus coaching options.”
“Locate family-friendly gyms in Bristol with childcare, adult classes, and kids’ sports leagues.”
In the Google era, those queries meant multiple website visits. In the AI era, it often means one or two gyms get surfaced - and everyone else is invisible, no matter their ranking.
The Brutal Reality on Traffic
AI-generated answers are already stripping clicks from websites. When Google shows AI summaries, click-through drops to just 8% compared with 15% when no summary is present.
Organic clicks can sink by up to 70% when an AI answer box appears. Even ads lose traction, seeing 12% fewer clicks.
Meanwhile, alternatives like Perplexity AI are exploding - 780 million queries in May 2025 alone, growing 20% month-over-month.
For fitness operators, the effects are clear:
Fewer visits to your site despite good SEO
Less visibility for your brand and facilities
Fewer chances to capture emails and leads
From SEO to GAIO: The New Playbook
Search is being redefined, and with it comes a new discipline: Generative AI Optimisation (GAIO).
Instead of gaming keywords and backlinks, GAIO is about shaping how AI agents digest and recommend your business. Success comes down to three things:
AI-digestible content – Clear, factual details like class times, pricing, and policies outperform fluffy marketing copy.
Structured and consistent data – If your information is scattered or contradictory across Google Business, Facebook, and directories, you’ll be filtered out.
Authority signals – AI engines reward expertise. That means publishing original research, guides, and content that demonstrates credibility.
What You Should Be Doing Right Now
The opportunity to win visibility in AI search is still open - but it won’t be for long.
This week:
Ask ChatGPT or Perplexity about gyms in your area. Are you showing up?
Audit your online profiles. Is your data comprehensive and consistent?
In the next 30 days:
Create content that mirrors what people actually ask AI tools (“best gyms for busy professionals,” “family-friendly gyms near me”)
Highlight what makes you unique - programmes, trainers, community, equipment
Push for reviews that go beyond star ratings to highlight specifics AI can quote
Ongoing:
Publish local expertise (guides, stories, workout tips) to build trust signals
Release your own data insights (member outcomes, local trends)
Form partnerships that strengthen your presence in AI recommendations
The Competitive Edge
Forecasts show traditional search volume will drop by 25% by 2026, with AI agents absorbing most routine queries. Early movers in GAIO will capture a long-lasting advantage because AI systems build momentum - each recommendation makes the next one more likely.
The real competitive moat won’t be about keywords. It will be about whether AI agents consistently recommend your business as the obvious choice.
The Decision in Front of You
The shift is already underway. Consumers are not waiting for operators to catch up.
You can cling to yesterday’s funnel, or you can adapt to the way prospects are actually choosing gyms today.
The winners in the next decade won’t be those topping Google. They’ll be the ones that AI reliably puts forward as the right answer when someone asks, “Which gym should I join?”
The question is simple: will you be in those conversations - or will you be erased from them?
