A few days ago my daughter and her boyfriend, both 17, went out for what should have been a lovely restaurant meal. Instead, they waited around an hour and a half before being properly served. Eventually I stepped in and spoke to the manager.

What happened? Bias. If I’m honest, I strongly suspect it would have been very different if a middle-aged couple in business attire had walked in instead of two teenagers. That’s uncomfortable to admit. But it happens everywhere, including in our industry.

How Unconscious Bias Works

Humans are wired to make quick assumptions. Psychologists call it unconscious or implicit bias: automatic judgements based on age, appearance, clothing, body language, gender, confidence, attractiveness or perceived status. Most people genuinely don’t realise they’re doing it.

In customer service, these assumptions affect far more than we think: how quickly someone is approached, how warmly they’re spoken to, how much effort staff put in, and whether someone is seen as a “valuable customer” before they’ve said a word.

A classic sales training example: a man walks into a high-end car dealership in joggers and a hoodie. Staff assume he’s “just looking”. Another customer in a tailored suit gets full attention. Yet the first may have far more buying power. Luxury retail has countless stories of wealthy customers getting poor service because they didn’t “look” wealthy enough.

The Same Happens in Gyms

We like to think fitness is welcoming and inclusive, but subconscious bias still exists in many clubs. Older adults are treated differently. Someone overweight on their first visit may get less engagement because staff assume they won’t stay. A younger person may be ignored because staff assume they can’t afford it. Someone quiet gets less support because they’re not outgoing.

Without meaning to, staff gravitate towards people who feel familiar: the already fit, the confident, the experienced gym user, the person who looks like they “belong”.

But if our industry exists to improve lives, the people who deserve the best service are often those least comfortable walking in. It’s easy to impress someone who already loves fitness. The real skill is making someone comfortable who never wanted to enter a gym at all. The nervous beginner, the older adult trying strength training, the teenager lacking confidence, the member terrified of being judged. People make emotional decisions within seconds of entering a facility, and first impressions strongly influence long-term loyalty and member retention. Not equipment. Not décor. Not technology. People.

Why Training Matters

Bias is rarely intentional. Most staff aren’t deliberately rude. They simply don’t realise their assumptions are shaping their behaviour. That’s why training matters so much.

Customer service training shouldn’t just cover sales scripts, tours and objection handling. It should build emotional intelligence, awareness, empathy and inclusion. Every person who walks through the door has a story, an insecurity, a motivation or a fear that may not be visible.

The best operators train teams to give everyone the same interest, warmth and professionalism, whatever their age, appearance, confidence or background. They ask questions before making assumptions and focus on understanding the individual rather than categorising them.

Inclusion Is Broader Than We Think

Inclusion isn’t just about race or gender, which is often where these conversations go. It’s age, appearance, clothing, tattoos, hairstyles, confidence, body shape, personality, background, education, culture and experience. It’s how we respond to anyone who seems “different” from what we subconsciously expect.

Bias is rarely obvious discrimination. It shows up in small ways: less attention, less patience, less warmth, less effort. And the person on the receiving end feels it immediately. The teenager who feels ignored. The older adult who feels out of place. The tattooed member judged before speaking. The beginner who assumes everyone is watching.

The irony is that our industry constantly talks about engaging more people, yet many clubs unintentionally create environments where large parts of the population feel uncomfortable or unwelcome, and then we wonder why so few people use gyms.

How many people have walked away from businesses feeling unseen or judged purely because of unconscious bias? And how many of those businesses had no idea?

Inclusion isn’t posters, campaigns or slogans. It’s how people feel the moment they walk through the door. That’s the real test.

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Want help putting this into practice in your gym? Black Raccoon Consulting are gym and fitness business consultants with over 25 years’ industry experience in sales, marketing, member retention and operations. Book your free 45-minute business call or explore our services.

Ryan Charlesworth, Founder, Black Raccoon Consulting