Picture walking into a gym. From the moment you arrive, someone on staff greets you warmly, remembers your name, and talks to you about your fitness progress. The equipment is clean, the vibe is upbeat, and as you leave, the coach gives you a high-five and says, “Great work today — see you next time!” Now, contrast this with an experience where no one acknowledges you, the equipment feels neglected, and you go through your workout with no sense of connection or encouragement. Which experience would stick with you?
Your clients’ perception of your gym works the same way. Human psychology isn’t wired to remember every detail of an experience — we focus on the most intense moments (positive or negative) and how it ends. This idea, known as the peak end rule, can be a game-changer for gym owners and coaches looking to stand out in a crowded fitness market.
Want to know how to use this principle to create unforgettable client experiences and keep them coming back? Keep reading — and then listen to this week's episode of The PushPress Podcast to learn more about how basic phycology principals can help you become a better fitness coach or gym owner.
This is an excerpt from The PushPress Podcast, Episode 24, "5 Psychological Hacks to Be a Better Coach | Psychological Principles to Elevate Your Coaching". You can listen to the whole episode on YouTube now.
Understanding the Peak-End Rule
The peak-end rule, introduced by psychologist Daniel Kahneman, explains how people’s memories of experiences are disproportionately influenced by two key moments:
- The Peak - The most intense part of an experience, whether positive or negative.
- The End - The conclusion of the experience.
This means that customers won’t remember every second of their time with your fitness business. Instead, they’ll recall:
- The intense emotional highs (or lows).
- How the interaction or service concluded.
Here’s where it gets interesting for gym owners and coaches. You have the ability to design memorable peaks and uplifting endings in your clients’ journeys. Done right, these moments not only increase satisfaction but also foster loyalty, word-of-mouth referrals, and a stronger sense of community.
Why Peaks and Ends Matter in the Gym World
Gym owners and fitness coaches have a unique advantage in leveraging the peak-end rule. The fitness environment naturally creates opportunities for emotional highs, whether it’s a PR (personal record), mastering a challenging movement, or simply surviving an intense workout. Combine this with a strong finish (like a warm, personal acknowledgment or encouragement) and you have the ingredients for an unforgettable member experience.
Failing to consider the peak-end rule, however, can lead to missed opportunities or worse, negative impressions. A tough workout without proper coaching, ending with no acknowledgment, might leave your members feeling underappreciated or discouraged.
How to Create Memorable Peaks and Ends
Here’s the good news: you don’t need a massive budget or complicated strategies to apply the peak-end rule effectively in your gym or coaching business. Below are six strategies to get you started.
1. Design Positive, Emotional Highs
Identify key moments in your customer experience where you can inject an emotional high point. Then, make these moments special and memorable. Some ideas include:
- Celebrate progress: When a client achieves a milestone, celebrate it publicly during class or on social media.
- Surprises: Handwritten thank-you notes, surprise merchandise, or even a congratulatory shoutout can make a client’s day unforgettable.
- Highlight major wins: Did someone hit a PR deadlift? Ring a bell or have a shoutout board where accomplishments are written in real-time for everyone to see.
PushPress has two features that allow you to engineer these moments without adding any extra work to your plate:
- Committed Club: While many gyms run Committed Clubs, PushPress's in-platform feature recognizes and rewards your members automatically. Track progress, motivate members through gamification, and automate celebrations with dynamic leaderboards, achievement badges, and smart notifications — all designed to keep your community connected and inspired.
- Celebration Posts: As the name suggests, this feature automatically shares daily AI-generated messages on your gym’s in-app social feed to celebrate member and staff birthdays, as well as gym anniversaries.
2. Prioritize Personal Attention
Calling a client by name during a session may seem small but has a disproportionate impact. People love to feel seen and important.
- Remember names and preferences: Referencing members by name or recalling details about their goals helps personalize the experience. PushPress users can make notes in the Staff App; this ensures every single member of the team knows a clients' nickname, injuries, and more, and can easily reference that before and during a class.
- Check-in after intense workouts: After a particularly tough training day, follow up via text or email to see how a client is feeling. A little care goes a long way.
3. Close Every Interaction on a High Note
The way you end an interaction strongly impacts how a client feels about the entire session. Always aim for positivity.
- Encouragement: Say something personal and meaningful at the end of a session, such as, “Amazing effort today, Sarah! You crushed those burpees.” A small affirmation builds confidence and makes a lasting impression.
- Fist bump plus: Take the traditional post-class fist bump a step further with a specific compliment like, "Your rowing form looked excellent today!"
4. Leverage the End of Trial Periods and Memberships
For trial members, the end of a free week or free session is a pivotal moment. Ensure these endings feel custom and curated.
- Send a thank-you email highlighting what you noticed about their progress and inviting them to join permanently. With PushPress Grow, you can leverage automated workflows for trials (and much, much more!) so trial members feel welcomed throughout and after the experience.
- Bonus tip: Throw in a personal touch, like recommendations for a class that matches their goals.
5. Surprise Customers With Small Tokens
Unexpected gestures (even small ones) create memorable high points. Whether it’s discounted merchandise for your loyal members or free coffee vouchers from a local coffee shop for class-goers, these surprises enhance goodwill.
6. Create Annual or Seasonal Signature Events
Think beyond daily classes and ongoing sessions. Host peak events designed to stir excitement, such as:
- Fitness challenges or transformations.
- Member appreciation events with awards.
- Community workshops focusing on mindfulness, nutrition, or advanced techniques.
These types of events will leave participants with emotional highs they associate with your brand.
Avoiding Negative Peaks
Just as positive peaks can enhance memories, negative ones can harm your client relationships. To avoid mishaps:
- Train your staff: Ensure every member (from front desk personnel to coaches) understands how their actions influence clients’ experiences. It only takes one coach checking their phone during reps to leave a whole class with a negative peak.
- Keep your staff aware: By ensuring every person on your team knows the latest news about your gym, you can deliver a more streamlined experience. Schedule change? Drop it in your chat. Update on the AC system? Drop it in your chat. And PushPress' Staff App Chat makes this easy to do.
- Address issues quickly: Resolve complaints promptly and with sincerity. A quick and thoughtful resolution can turn a negative experience into a positive peak.
Ready to Elevate Your Customer Experience?
When you find ways to consistently deliver memorable high points and meaningful conclusions, you’ll:
- Strengthen customer loyalty.
- Increase member retention.
- Differentiate your gym from competitors.
To learn more psychology-backed tactics that can revolutionize your coaching approach, tune into Episode 24 of the PushPress Podcast: “5 Psychological Hacks to Be a Better Coach.” Our deep-dive explores techniques like the peak-end rule, the power of ego-stroking, and alignment principles you can implement right away.
Listen to Episode 24 now.
Follow these tips, and you’re on your way to creating a gym environment where members can’t stop talking about their experience.
