Case Study: Gold's Gym achieves stronger employee engagement and improved customer experience with Loyalty360

How Gold’s Gym Intensified Employee Engagement and Strengthened CX

Gold's Gym faced a challenge shifting public perception from a bodybuilding‑focused brand to a welcoming, broad‑appeal fitness destination while also deepening member engagement and reducing churn. Loyalty360 featured Gold’s Gym’s efforts—highlighting its Voice of the Customer approach and programs such as Gold’s Path, fit tests, My Path Online, mobile app integration and a new CRM—to better capture member feedback and strengthen employee‑driven customer experiences.

Loyalty360 documents how Gold’s Gym widened feedback touchpoints, trained front‑desk staff, ran quarterly gym audits, and shifted measurement from NPS to KPIs (with friendliness identified as the most impactful metric). The program increased member engagement and insight—about 18,000 surveys are collected and personally answered each month, roughly 20% of members use Kid’s Club services, only ~5% use personal trainers while nearly 100% interact with staff—and allowed Gold’s to identify at‑risk members (90‑day satisfaction ≤4) and intervene, improving retention and shifting public perception.

Gold's Gym