Black Raccoon Consulting Gym Growth Network

  Some of the Best Ideas for Your Gym Are Already Being Used… and That’s a Good Thing Innovation. Disruption. Reinventing the wheel. These words sound bold and ambitious — and for the right business owner, they are. But for most gym owners and fitness operators, the goal is more grounded: to run a great facility, create an energised community, and make consistent profit. That doesn’t always require invention. In fact, some of the best ideas for your club are already being used successfully elsewhere — by your competitors, by other industries, by market leaders you’ve never even considered studying. The smart move? Borrow them. Adapt them. And make them work better for you . Why Thinking Outside the Box Isn’t Always the Answer There’s a lot of pressure to be original in business. But the truth is, originality is expensive — and high risk. If you’re building a new concept, testing a new product, or disrupting how gyms operate, you’re also likely: Burning cash Making mor...

Should Gyms Create Workspaces? Exploring the Co-Working Opportunity in Fitness Facilities In recent years, the line between home, office, and third space has become increasingly blurred. With remote and hybrid work now firmly embedded in modern working culture, people are no longer confined to traditional offices or coffee shops. They’re looking for flexible, comfortable environments where they can work, socialise, move — and reset. So, could gyms be the next frontier for co-working? It’s a question forward-thinking gym owners should be asking. From Workout to Workstation: A Cultural Shift The fitness industry has always been in the business of transformation. But now it’s not just about physical goals — it’s about lifestyle. Many members spend hours in your space, not just training but recovering, socialising, refuelling, and even networking. Add in the rise of hybrid work, and you have a compelling opportunity: what if your gym could also serve as a functional, welcoming worksp...

  Beyond Equipment: Why Gyms Must Create Experiences, Not Just Facilities In an industry flooded with similar kit, copy-paste memberships, and identikit layouts, the gyms that stand out — and succeed — are no longer just the ones with the biggest spaces or the newest machines. They’re the ones that create experiences . Because while facilities can attract members, it’s memorable, human-centred experiences that keep them. Today’s fitness consumer is more discerning than ever. They want results, yes — but they also want connection, consistency, and to feel like they matter. It’s why experience is no longer a nice-to-have; it’s a non-negotiable for retention, reputation, and real growth. Why Experience Matters More Than Ever 1. Engagement Drives Retention Research from IHRSA shows that members who feel emotionally connected to their club are up to three times more likely to stay . Experience builds connection. If someone feels like more than a barcode at check-in, they’re far ...

  How to Handle Objections in the Fitness Industry — Without Losing the Sale In the fitness industry, objections are not a rejection — they’re an invitation to go deeper. Yet many salespeople treat them as a full stop rather than a turning point. Whether you're a gym owner, fitness manager, or front-of-house sales consultant, knowing how to navigate objections professionally and confidently is what separates top performers from average ones. The Moment of Truth in Fitness Sales Every gym tour or sales consultation reaches a tipping point — the moment you ask the prospect to join. When they say yes, fantastic. The paperwork follows, energy is high, and the sale is nearly sealed. But what happens when they say: “I just need to think about it.” “It’s a bit more than I expected.” “I need to check with my partner.” This is the moment where the real work begins. It’s not rejection. It’s hesitation — and if you’ve built the right rapport, it’s also opportunity. Why Objections Ha...

  What Gyms and Fitness Businesses Can Learn from the Hotel Industry For decades, the hotel industry has led the way in operational excellence, guest satisfaction, and service strategy. Whether you walk into a luxury five-star resort or a mid-market business hotel, what you often experience is a highly trained team, defined service standards, seamless processes, and a sharp focus on profitability across multiple departments. Meanwhile, many gyms and fitness businesses, though customer-facing and service-driven by nature, continue to run with looser frameworks, reactive management styles, and inconsistent service delivery. So, the question is this: What can the fitness industry learn from hotels — and why haven’t we adopted more of their best practices already? In this article, we explore what gyms can take from the world of hospitality, drawing particularly from lessons learned in major global brands like Marriott. The goal? To show that fitness clubs can — and should — be held ...

  Why Gym Owners Should Seriously Consider Hiring a Consultant Running a successful gym isn’t just about having state-of-the-art equipment or a shiny Instagram presence. Behind every thriving fitness club is a complex web of systems, processes, people, and performance — all of which must align seamlessly to drive sustainable growth. And yet, many clubs struggle to get beyond the basics. That’s where a fitness business consultant like Black Raccoon Consulting steps in — not as a quick fix, but as a strategic partner who helps you zoom out, see clearly, and move confidently. The Cocoon Effect: Why It’s Hard to See from the Inside As a gym owner or operator, you're deeply embedded in the daily operations of your club. You're firefighting, reacting, solving problems, and doing your best to keep members happy and staff engaged. It’s a relentless cycle — and it creates what we call the Cocoon Effect : you’re so close to the business that you can't always see what’s broken, o...

  Why Hotels Are Perfectly Placed to Capture the 85% of the UK Who Don’t Have a Gym Membership By Ryan Charlesworth | Black Raccoon Consulting Over 85% of UK adults don’t have a gym membership. Let that sink in. Most fitness operators spend their time competing over the same 15%—people who already like gyms, already get fitness, and are already buying memberships. But what about everyone else? The truth is, there’s a huge portion of the population that wants to feel healthier, fitter, more energised—but they’re intimidated by traditional gym environments. And this is exactly where hotels have a golden opportunity. Why Hotels Are Perfectly Placed Hotels already sit in a unique sweet spot to attract this untapped market. Here’s why: 1. They feel different Hotel gyms aren’t intimidating. They’re quieter. Calmer. More personal. They naturally attract people who don’t identify as “gym people.” For older adults, families, and those returning to exercise, that atmosphere matters. You won’...