If you're still treating your Google Business Profile like an afterthought, it’s time for a wake-up call. According to Carl Case of RapidTalk.ai, 46% of all Google searches have local intent, and 88% of mobile users who search for a local business visit or call within a week. Translation? If your fitness business isn’t showing up—or isn’t making a great first impression—you’re leaving money on the table.

Let’s break down how to optimize your Google Business Profile and start getting discovered by the people who are already looking for you.

Respond to reviews (but make it SEO-friendly)

Don’t just say “Thanks!” when someone leaves a glowing review. Use that space strategically. You’ve got 4,000 characters to play with—why not use it? Here’s what to do: Copy and paste the review into ChatGPT (or your preferred AI tool). Ask it to generate a 2,000+ character response with keywords like “CrossFit gym near me” or “personal training in [your city].” Post the optimized response on your profile. Pro tip: Automate review requests after milestones like 100 classes or intro sessions using Wodify’s built-in automations to keep those reviews coming in hot. Need help crafting responses? Download these AI prompt templates for gym owners.

Set the right business category

If you run a CrossFit gym or general fitness studio, your primary category should be gym. Why? Because that’s what most people search for. You can add “CrossFit” or “fitness program” as secondary categories. For niche offerings like Jiu-Jitsu, Yoga, or Recovery Centers, go specific with categories like “Jiu-Jitsu school” or “Yoga studio” to match what people are actually typing into Google.

Fill out every. single. field.

No half-finished profiles here. Make sure your business hours (including holidays) are up-to-date. List your website and contact info. Add your social links and booking URLs. Write a real description (don’t say “open 20 years” if it’s been 6 months). Add five nearby service areas within driving distance to show up in more local searches.

Use photos and updates to stay fresh

Photos that are three years old? Not a good look. Upload recent class photos or events monthly. Post updates for special hours or promotions (like “Open on Easter!”). Think of your profile like social media—it should reflect what’s happening now.

Create products & services—even if you’re not selling merch

Use the Products tab to highlight your free trial, onboarding offers, or personal training packages. Add descriptions optimized with keywords, link to landing pages on your website, and include eye-catching images. Example: Product: Free trial class. Description: “Try your first CrossFit class for free in [city]. No experience needed. Join our welcoming community and meet expert coaches.” Services should mirror your website offerings—and yes, it’s okay to duplicate them across tabs.

Add Q&A content—before leads ask

Google lets anyone ask questions on your Business Profile. Beat them to it. Ask and answer common questions like: “Do I need experience to start Jiu-Jitsu?” or “What should I bring to my first class?” Use your own staff or clients to submit questions so it doesn’t look like it’s all coming from you.

Don’t overpay for SEO until you handle the basics

Gym owners are often sold high-dollar SEO or ads before their Google Business Profile is even dialed in. Don’t be that gym. According to Carl, gyms that follow this playbook see up to 300% growth in organic traffic. All it takes is a little time and strategy. And if you're already a Wodify Sites user, you’ve got an edge because Wodify Sites can be synced with your Google Business Profile to save time and ensure everything stays up to date.

Ready to optimize? Book a demo with our team to see how Wodify can help you turn Google traffic into loyal members.

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