Inclusive Messaging Audits for Fitness/Group Exercise Studios
Your fitness/gym studio's website might be accidentally turning away 40% of potential customers.
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You’ve mastered your marketing from a sales perspective, but have you actually looked at it from a social psychology lense?
2 in 5 UK adults avoid the gym due to feeling self-conscious. Your studio messaging might be unintentionally signalling "you don't belong here" before they even book their first class. You can’t convert these clients by speaking to your offers and outcomes. You need to speak to safety.
As a specialist in social anxiety and confidence, and former yoga teacher, I understand the unique intersection of needs. I offer specialised audits that identify the hidden barriers keeping potential customers away.
This isn’t about re-doing your marketing. It’s about turning the marketing you already have into psychologically-informed messaging that stops turning anxious clients, who want to join, away.
Why fitness studios choose this approach
My audits go beyond generic marketing advice to address the specific psychological barriers your messaging might be creating.
This isn't about changing your brand - it's about ensuring your authentic studio culture is psychologically informed, taking into account human social psychology and social anxiety.
Drawing from my background in social psychology and significant years working with social anxiety, I understand how messaging, imagery, and language choices impact whether anxious people feel safe to engage.
They want to engage. They want to attend. They want to connect with your community. But unless you speak directly to their needs, you’re likely to not convert them to a customer.
My approach is anxiety-informed, inclusive, and conversion-focused - recognising that welcoming messaging directly impacts your bottom line through increased bookings from first-time customers.
Example FAQ Audit
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Welcome to our studio!
Our classes are suitable for all ability and experience levels. For your first class try to arrive 15 mins early and wear something comfortable to sweat in.
We recommend trying a few classes to see your favourite style of teacher.= Client unsure.
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Welcome to our studio!
We’re so excited to have you with us!
All classes are suitable for a newcomer. It’s normal to not know what you’re doing the first time, and our studio staff and teachers will take extra care to make sure you know what you’re doing.
Try to arrive 15 min early for your first class so we have time to show you around and show you how everything works.Each teacher has their own style, so try a few to see what you like.
There’s no pressure to keep up with the class the first, or even 50th time! It’s just about enjoying yourself.
= Client books.
Your Website Wellness Check: Identifying Anxiety Barriers in Your Digital Presence
ONLINE PRESENCE AUDIT
Many studios lose potential customers before they even make contact. This comprehensive audit addresses:
Website copy that unintentionally signals exclusivity or intimidation or neutrality, audited to communicate welcoming safety
Class descriptions that assume confidence rather than welcoming nervousness
Photography and imagery that may feel aspirational but alienating
Booking processes that create unnecessary anxiety barriers
Social proof that reassures rather than intimidates
Ideal for: Studios wanting to increase first-time bookings, businesses noticing high website traffic but low conversion, spaces serving diverse communities
Beyond the First Visit: Creating Sustainable Welcome for Anxious Members
OPTION 2
Getting someone through the door once is different from helping them feel they belong long-term. This audit examines:
Onboarding processes that reduce rather than amplify social anxiety
Staff communication training for welcoming nervous newcomers
Physical space messaging and signage review
Community-building approaches that include rather than exclude
Retention strategies for socially anxious members
Ideal for: Studios with good initial sign-ups but poor retention, spaces wanting to build genuine inclusive community, businesses serving areas with high social anxiety prevalence
About Me
Hello, I’m Sophia!
I'm passionate about helping fitness businesses reach the customers who need them most - including those held back by social anxiety. As both a social anxiety specialist and previous yoga teacher I understand both sides of this challenge.
I've devoted my career to understanding social psychology, belonging, confidence, and anxiety. With 7+ years experience in mental health, including senior roles in the NHS, I bring both therapeutic expertise and business insight to help studios grow by becoming genuinely inclusive.
As seen in WebMD, Yahoo, MSN, Verywellmind, Healthline and more.
Studios who implement my recommendations typically report increased bookings from first-time customers within 30 days.
They also tend to experience:
Higher website conversion rates from browsers to bookers
Increased retention of nervous newcomers
More diverse customer base reflecting their local community
Reduced no-shows from first-time bookers
Enhanced reputation as a welcoming, inclusive space
Staff confidence in supporting anxious customers
Measurable ROI through expanded customer acquisition
Contact me
sophia@sociallyfearless.com