Your Review Automations Suck
How to change that and start generating a ton of feedback, reviews, and testimonials.
Time to read: 3 minutes
TLDR: Passive review requests, QR Codes on walls, and generic automations simply don't work. Instead, leverage the human currency of reciprocity through personalized outreach that feels genuine. Look at CrossFit ADM where GymHappy has generated 210 out of their 224 Google reviews (94%!) by tapping into real human connection, even at scale.
Passive Review Requests Fall Flat
We've all seen them: The generic "Rate us!" signs on the wall. The automated text messages that arrive like clockwork 30 days after joining. The impersonal email blasts begging for "just a minute of your time."
I bet you get these all the time and ignore them. Yet, somehow you think when your members will act differently? Cmon…
Why don’t they compel you to leave a review?
Because passive approaches lack the personal connection that motivates action. Let’s examine this.
The Psychology of Reciprocity
The truth is, we humans operate on reciprocity. When someone helps us in a meaningful way, we naturally want to return the favor.
Successful gyms tap into this by creating personalized messages that come directly from the coach who just helped a member achieve something meaningful.
When that member receives an outreach that references their specific experience, they respond because they feel a genuine connection—not because they saw a generic sign on the wall.
The Proof Is In The Numbers
Let's look at some real-world examples of gyms we’ve witnessed crushing their testimonial game:
CrossFit ADM has 224 Google reviews with 210 of them coming from personalized outreach.
Swarm Fitness & Nutrition has 156 Google reviews through relationship-based requests. (The CrossFit near them? 14 Google Reviews 😭 )
10.40.10 Fitness in Deer Park has 162 Google reviews total with 126 coming from personalized follow-ups.
What's their secret? They've figured out how to make outreach feel personal and timely, whether manual or automated.
Beyond The Standard Review: Your Testimonial Ecosystem
Here's something crucial that top-performing gyms understand: testimonials don't have to live in just one place. Online reviews are valuable, but they're just one piece of your social proof arsenal.
These successful gyms collect:
Direct feedback that can be turned into website testimonials
Google reviews that boost local SEO and visibility
Specific coach feedback that helps improve service quality
Member experience insights that inform business decisions
Each format serves different purposes in their marketing funnel. A potential member might need to see 7-10 pieces of social proof before making the decision to join—so these gyms diversify!
The Personal Touch Advantage
Top-performing gyms have mastered the personal connection:
Instead of generic "Please rate us" messages, their members receive personalized outreach like: "Hey Sarah, Coach Mike here. I noticed how you pushed through that challenging workout today—your determination was impressive! Would you mind sharing your experience with others who might be where you started?"
This approach works because:
It acknowledges specific achievements
It makes the member feel seen and valued
It frames the review as helping others (not just the business)
Do It Yourself Testimonial Collection
Note: If you're a PushPress Grow client and don't have GymHappy yet, reach out to your account manager ASAP to put all of this on autopilot. It's included free with your subscription!
If you don't have access to automated tools like GymHappy, here's how to implement a manual system:
Create a simple spreadsheet to track:
Member name
Coach
Recent achievements
Last review request date
Response
Train your coaches to identify key moments:
First week completion
Personal records
Milestone achievements
Transformation moments
Write personalized templates that coaches can quickly customize: "Hi [NAME], Coach [COACH] here! I was just thinking about how much progress you've made with [SPECIFIC ACHIEVEMENT]. Would you mind sharing your experience with others who might be where you started? Your story could really help someone take their first step. Here's a link to leave a review: [LINK]"
Set aside 15 minutes daily for your team to send 3-5 personalized requests
Follow up once if no response within a week
Timing Is Everything
Contrary to popular advice, data shows new members are often more enthusiastic reviewers than long-timers. That "I can't believe I did it" high of the first week makes for authentic, emotional testimonials.
Mach983 CrossFit has collected 214 Google Reviews using this technique. They have clearly figured out that combining great human service with timely personalized requests turn into testimonials!
They don't wait 60-90 days—they strike while the iron is hot, when the transformation feels most profound to the member.
Rethink What Your Gym Is Selling
Remember, your members aren't buying access to equipment—they're buying transformation, community, and confidence. Their authentic stories communicate that value better than any professional marketing copy ever could.
The most powerful marketing asset for your gym isn't a fancy website or social media campaign—it's the voices of your members sharing how you've changed their lives.
What's working for collecting testimonials in your gym? Have you found certain formats more effective than others? Share your experience below.