What used to be a simple Google search is now turning into a chat with AI or a scroll through social media. For fitness centers and martial arts studios, that shift means your digital strategy has to adjust—fast.
How We Search Is Changing
For years, Google was the go-to place for just about anything—directions, reviews, class schedules, you name it. But people are starting to search differently.
Now, someone might ask ChatGPT what the best local gym is, or they’ll look through TikTok videos for workout reviews and transformation stories. It’s faster, feels more personal, and often gives more context than a list of blue links. And let’s be real—AI tools and social media aren’t just trends anymore. They’re reshaping how people discover and choose local businesses.
Why It Matters for Your Club
If your gym or studio is relying only on traditional SEO or Google Search Ads, it might be missing where people are actually spending their time.
We’re not saying stop using Google—it’s still important. But it’s time to expand your reach. The way people interact with content is changing, and that affects how they find your business. Whether they’re looking for a kickboxing class near them or the cleanest weight room in town, chances are they’re doing it somewhere other than Google.
AI Is Becoming the First Stop
Tools like ChatGPT, Perplexity, and Gemini are starting to replace the search box. Instead of typing “gym near me” into Google, someone might just ask an AI tool, “Where can I find a gym with great personal training?” And the response will come from the AI’s built-in knowledge and indexed websites—maybe even your own.
That’s why your content needs to be clear, helpful, and structured so AI tools can understand it. It’s also why you need to show up in more places, not just on your website or a Google Business Profile.
Social Media Is Now a Search Engine
People trust real stories and personal experiences. That’s why platforms like TikTok, Instagram, and even YouTube are now used like search engines, becoming an important factor in local search marketing.
Someone might type in “best bootcamp classes Austin” on TikTok and scroll through videos before even thinking about Google. That means you need to be there, too—posting short, engaging content that reflects what your club is really like. Show your trainers. Show your members. Show your vibe.
Local Search Marketing Isn’t Dead—It’s Just Evolving
This shift doesn’t mean you toss Local Search Marketing out the window. It means you widen the definition. It’s no longer just about ranking on page one of Google—it’s about being present where your audience hangs out.
So, yes, keep working on Search Engine Optimization (SEO). Yes, keep using Google Search Ads to grab attention. But now you also need to create content that AI can pull from and post videos that real people want to watch.
The Role of Digital Marketing in All This
Digital Marketing ties everything together. It’s how you get found—whether that’s through an AI tool, a Google ad, or a viral TikTok.
Think of it like this: Digital Marketing builds the bridge between your club and your community. It’s not about doing everything—it’s about doing the right things in the right places. That could mean writing better web pages, adding keywords for SEO, or launching a new ad campaign on Google and Instagram at the same time.
What Members Today Recommends
Cover Your Basics
Make sure your website is optimized for SEO. It still matters, especially for Local Search Marketing. Clear headings, strong keywords, updated content—this stuff still works.
Get Comfortable with Video
Short, authentic videos are the new front door to your business. Showcase classes, interviews, transformations, and behind-the-scenes moments.
Add AI-Friendly Content
Create helpful articles and FAQ sections that answer real questions people might ask AI tools. Think “What’s the best beginner-friendly martial arts class?” or “How many days a week should I go to the gym?”
Run Smart Ads
Google Search Ads still convert—but so do ads on Instagram, Facebook, and YouTube. Use a mix, and test different approaches.
Be Consistent
Success doesn’t come from one viral post or a lucky ad. It comes from consistent, focused effort across all digital touchpoints.
It’s Not Either-Or—It’s Both-And
This isn’t about choosing between SEO or social media. It’s about creating a digital strategy that works across every platform your members use.
People are no longer just searching—they’re scrolling, swiping, chatting with AI, and diving deep into stories. That’s where trust is built, and that’s where decisions get made. When your club shows up in those moments—online and in person—you win.
FAQ
Start with Instagram, TikTok, and YouTube. Then build content that AI tools like ChatGPT can understand.
Use clear headlines, answer common questions, and write like a human. AI loves structured, easy-to-read content.
Aim for at least 3-5 times per week with a mix of video, photos, and helpful content.
If you’ve got the time and skill, go for it. But most clubs see faster results when they work with a digital marketing partner like Members Today.
