How to Get Your Studio to Show Up in AI Search (an intro to AI Optimization for fitness studios)
AI search is changing the way people discover local businesses — and yes, that includes yoga, Pilates, and other boutique fitness studios.
Tools like Google’s AI Overviews and ChatGPT can now recommend studios without anyone ever typing a traditional Google search. That means potential clients may be deciding where to work out based on AI-powered recommendations they trust—not just on who ranks at the top of Google or shows up first on the map.
So what does this mean for your SEO strategy? Is SEO dead?
Not at all. It’s evolving.
You may hear buzzwords like AIO (AI Optimization) or GEO (Generative Engine Optimization) being thrown around. But here’s the truth: no matter what you call it, the core question is the same—what can you do to help tools surface your business to the right people?
The good news: If you already have a strong Local SEO foundation, you’re in good shape for AIO. Much of what matters for AI-driven search builds on the same practices you’ve probably already been doing. That said, AI does shift some priorities, and there are a few new habits worth adopting now.
But wait, what does consumer behavior actually look like for boutique fitness studios?
In August 2025, I analyzed website analytics for 25 boutique fitness studios across the U.S.—including yoga, Pilates, Lagree, fitness, and personal training businesses of varying sizes. To focus only on new prospective clients, I excluded traffic from google queries for the business name (likely to be returning clients), obvious spam links, and transactional clicks from scheduling software.
The results are clear: Google is still the dominant source of new-client ‘discovery’ traffic. Using Google Search Console, we can see searches for things like “hot yoga studio near me” and “Lagree classes in Santa Monica” …these type of searches resulted in 48% of total clicks for the studios I looked at.
Social media is a close second with 36% of total clicks, but also likely contains a lot of clicks from your existing members. Online directories, paid ads and referral links from partner sites play smaller but important supporting roles.
What’s new is the appearance of AI-driven referrals. While still a very small percentage today (2%), they’ve become noticeable in the past few months—an early sign of how consumer behavior is shifting. These clicks are also likely to be very hot leads, as the person has already had a conversation with AI about their goals and were ultimately recommended the studio’s website.
Where New Clients Really Come From Online (Boutique fitness studio averages, July 2025)
*The Social Media category in this data may be inflated some since there’s no good way to determine if clicks are coming from new leads or existing members. Additionally, the Paid Ads category is an average, and as most studios in this study were not running paid ads at all—for the studios that do run paid ads, the % of clicks in this category would be much higher.
Here’s what that means for you: When it comes to hot new client leads clicking to your website, Google is still dominant today, but AI is starting to show up — and you want your studio to be ready. Studios that take steps now to show up in AI recommendations will be best positioned as these tools become a bigger part of everyday search.
Let’s start with the short-term steps you can take now to show up in AI search results.
Short-Term Goals: Show Up in AI Results Now
Be Mentioned Everywhere
When it comes to AI search, the first step isn’t fancy optimization tricks — it’s making sure your studio is visible and consistent everywhere it matters. Remember, tools like ChatGPT don’t just scan your website. They pull from a wide range of sources across the internet: your Google Business Profile, directories, reviews, and local media mentions.
If your studio’s details are scattered, outdated, or inconsistent, it’s harder for AI to confidently recommend you. Think of it this way: the more “breadcrumbs” you leave online, the easier it is for these tools to pick you up and connect you with the right clients.
Here are the most important places to start:
Google Business Profile (GBP): Make sure your profile is complete and accurate. Double-check your primary category, service descriptions, hours, and location. This is still the single most influential source for local search — AI or otherwise.
Member Reviews: Collect fresh, detailed reviews from happy clients. Encourage them to mention specific classes, instructors, or experiences (AI often pulls phrases directly from reviews).
Consistent “About” Blurb: Your studio description—the core thing you want to be known for— should match across your website, social media, and directory listings. Keep it short, clear, and consistent so AI sees the same story everywhere.
Sample Schedule: AI tools can’t read the widget content that’s displayed on your website via your booking tool integration. To help, add a sample weekly schedule to your site. Here’s the catch: AI tools also cannot understand text on a graphic, so skip the Canva schedule graphic and instead make sure the info is typed right into your website platform editor.
Directory Listings: Check your presence in directories like Yelp, ClassPass and your public-facing scheduler’s directory (as applicable). Outdated info here can confuse both people and AI tools.
⚡ Quick test you can run today:
Open ChatGPT and type:
“What’s the best [yoga or Pilates] studio in [your city]?”
See if your studio is mentioned. If not, that’s your signal to tighten up your online presence. Start by checking out what sources chatGPT is citing for the recommended studio(s). How can you get an equivalent source talking about your studio? The goal isn’t to “trick” AI into recommending you, but to make your business the obvious, trustworthy choice wherever it looks for information.
Control the Narrative
When someone searches for your studio — whether through Google, ChatGPT, or another AI tool — the results often include a mix of pros and cons. These summaries are pulled from reviews, comments, and mentions across the web.
That means if your online reputation is mostly glowing, AI is more likely to recommend you confidently. But if there are a few old or unfair negative reviews floating around, those could end up highlighted as your “cons.”
You don’t have to be perfect (no business is), but you do want to actively guide the story that’s being told about your studio.
Here’s how to take control:
Ask for Fresh Reviews: Don’t wait until someone leaves a negative comment to think about reviews. Regularly encourage happy members to share their experiences — especially after a great class or milestone moment.
Respond to Negatives with Care: A thoughtful, professional response can turn a bad review into a trust-builder. AI tools may even summarize your response, showing that you value feedback and professionalism.
Feature Testimonials on Your Website: Don’t just leave good reviews on Google or Yelp. Highlight them on your own site, ideally with specific mentions of your services (“I love the beginner-friendly reformer Pilates classes at XYZ Studio”). These are exactly the kinds of details AI can quote back.
Update Old Mentions: If your studio has been around for a while, double-check older directory listings, blogs, or press mentions. Correcting outdated info ensures that AI doesn’t pull in the wrong details.
⚡ Quick test you can try today:
Google your studio name + the word “reviews.”
Do the results match the story you want told? If the first page paints an incomplete or inaccurate picture, that’s where to focus your attention.
The goal isn’t to erase every critique — it’s to make sure the overall picture is positive, current, and reflects the real experience clients have at your studio.
Answer Client Questions Directly
One of the easiest ways to help AI recommend your studio is to make the answers it needs easy to find. Tools like ChatGPT are designed to provide quick, conversational responses — and they often pull directly from FAQs, short paragraphs, or reviews.
If your website and Google Business Profile already include clear answers to common client questions, you’ve given AI ready-made content to use.
Think about the questions you hear every week in your studio:
“What’s the difference between reformer and mat Pilates?”
“How many classes a week should I take to see results?”
“I’m a beginner — what’s the best class to start with?”
These are perfect opportunities to add short, conversational Q&A content. Keep your answers simple, helpful, and jargon-free — the way you’d explain it if someone asked at the front desk.
Here’s where to put this content:
On your website: Add a short FAQ section (either on your New Client page or a dedicated FAQ page). Use clear questions as headers, followed by a few sentences of answer text. (Accordion blocks are great for this, and yes.. Google and AI tools CAN see the text that’s within the accordion)
On your Google Business Profile: Use the Q&A feature to post and answer common questions. This content often appears in both Google results and AI summaries.
⚡ Quick test you can try today:
In ChatGPT, type:
“What’s the best yoga/Pilates studio in [your city] for beginners?”
See what it says. If your studio isn’t listed, look back at your content. Do you clearly say on your website (or GBP) that you offer beginner-friendly classes? If not, that’s an easy fix.
When I tested this myself, ChatGPT assumed I was a beginner (even though I’m not), which shows how important it is to include “beginner-friendly” in your content—regardless of your typical client base.
The takeaway: the more directly you answer real client questions with clear, simple language, the easier it is for AI to recognize your studio as the right fit—and recommend you.
Pro Tip: Always highlight your beginner options. Even if most of your members aren’t beginners, AI often assumes searchers are.
Long-Term Goals: Future-Proof Your SEO for AI Search
Build Your “Be Known For” Factor
AI search tools don’t just look for generic answers — they look for patterns. If your studio is consistently mentioned as the place for beginner-friendly yoga or the best reformer Pilates in town, AI is more likely to connect you with people searching for exactly that.
This is what I call your “Be Known For” factor. It’s the reputation you build online through consistent language, reviews, and content.
Here’s how to strengthen it:
Get Specific in Your Messaging: Instead of saying you “offer Pilates classes,” highlight what makes your studio stand out: “small-group reformer classes for beginners,” “challenging Pilates for athletes,” or “strength training for longevity”
Encourage Specific Reviews: When you ask for reviews, encourage members to share what they love most. (“I found the perfect beginner Pilates program here” or “The prenatal yoga classes made me feel supported.”) These details can be picked up directly by AI.
Consistency Across Platforms: Use the same or similar phrasing in your website, Google Business Profile, and social bios. If your studio is described differently everywhere, AI tools may not recognize the through-line.
Create Supporting Content: Blog posts, social captions, and YouTube videos that answer questions in your niche help reinforce what you’re known for. (Example: a post titled “Why Small-Group Pilates Works Best for Beginners” reinforces that specialty.)
Ask yourself: “If AI could only describe my studio in one sentence, what would I want it to say?” That’s your Be Known For factor.
⚡ Quick test you can try today:
Ask ChatGPT:
“Which studio in [your city] is best for [your specialty]?”
If your studio doesn’t come up, check whether your website and reviews clearly spell out that specialty. The more you own a category in the minds of your clients (and online), the easier it is for AI to match you to the right searches.
Keep It Fresh
AI tools (and Google, for that matter) don’t just care about what’s true about your studio — they also care about what’s current. If the last review on your Google Business Profile is from 2022, or your website hasn’t been updated in years, AI may assume your business isn’t active or relevant.
Fresh signals online show both search engines and AI tools that your studio is trustworthy and up to date.
Here’s how to stay fresh without it feeling overwhelming:
New Reviews Regularly: Aim for a steady stream of member reviews, even if it’s just one or two each month. Work review requests into your day-to-day systems so this is always happening in the background.
Update Your Google Business Profile: Post class updates, new photos, or announcements every few weeks. Even small changes show activity.
Website Refreshes: Add a seasonal promotion, update your photos, or publish a short blog/Q&A post every so often.
Stay Active on Social: It’s no coincidence that social media content can now (as of summer 2025) appear in search results, both on Google and in AI answers. Posting about the topics you want to be known for present more “breadcrumbs” for AI to find.
⚡ Quick test you can try today:
Look at your Google Business Profile. When was the last time you posted an update or received a new review? If it’s been a while, make that your next step.
Remember: consistency beats intensity. You don’t need to overhaul your entire website every month — just keep leaving fresh, accurate signals that show your studio is alive, active, and ready to welcome new clients.
Wrapping It Up
AI isn’t replacing Google overnight, but the nature of search is evolving. Google itself sees their AI mode and AI Agents as the future of search. For boutique fitness studios, the opportunity is clear: if you take simple, consistent steps now, you’ll be ahead of the curve as more people start relying on AI to make local buying decisions.
The good news is that none of this requires becoming a tech expert. It’s about keeping your studio’s online presence accurate, consistent, and fresh — and making sure the story being told about you online matches the real experience your clients love in person.
Think of it like this: Google and ChatGPT are just new ways people ask the age-old question, “Where’s the best place for me to work out?” If you show up clearly, consistently, and confidently, you make it easy for the answer to be your studio.
Start with the short-term steps: tighten up your Google Business Profile, refresh your reviews, and make sure your class info and “about” blurb are clear everywhere they appear. Then, layer in the long-term habits: own your specialty, keep your content fresh, and give AI plenty of reasons to trust and recommend you.
Do that, and you won’t just keep up with SEO changes — you’ll set your studio up to thrive in this new era of search. Studios that treat AI like a passing trend will fall behind. Studios that prepare now will not only show up, but stand out when AI search becomes the default.
