By José Gómez López
Master of Science in Physical Activity | Founder and CEO of ILUS Fitness and Motion
Throughout my career as a trainer and gym owner, I've had experiences that have taught me valuable lessons. In this article, I share some of the most important lessons I've learned, which could help you if you're forging your own path in the fitness industry.
1. Don't always hire the best CV
Often, what really matters is energy, willingness to learn, and teamwork . Having a good team is crucial to the success of any gym. I've learned to prioritize these qualities over impressive titles or resumes.
2. More exposure doesn't always mean more customers
In today's world, it's easy to get caught up in visibility metrics, but the quality of service far outweighs the number of clients . My focus has been on providing personalized attention and exceptional service, which has allowed me to build strong, sustained relationships over time.
3. Surround yourself with coaches better than you
It's essential to accept that there will be more talented people in certain areas. To grow as a leader and as a company, it's vital to learn to delegate and trust others . Surrounding yourself with great professionals strengthens your team and increases your results.
4. The customer is not always right
Yes, you should treat everyone with respect. But you also need to set realistic boundaries and expectations . Some demands aren't feasible or don't align with the gym's values. Having clear rules will avoid complications and allow you to maintain a consistent service.
5. Marketing starts inside the gym
The best advertising is a satisfied customer . When you deliver real results and a pleasant experience, your customers become your most powerful voice. Marketing isn't just about social media; it's born from the daily attention you provide .
6. Good equipment attracts, but does not retain
Having quality machines and tools is an excellent starting point. But the key to loyalty lies in the human experience : the atmosphere, the attention, and the connection. The equipment may impress, but what keeps someone coming back is how they felt at your gym.
In summary:
Success as a coach and gym owner depends not only on how much you know, but on how you lead, how you connect, and how you build community .
About the author:
José Gómez López holds a Master's degree in Physical Activity Sciences from the European University of Madrid, and is certified by the International Society of Sports Nutrition (CISSN) and the National Strength and Conditioning Association (NSCA) . He is the founder and CEO of ILUS Fitness and Motion Center .
