Each year, the Axios Harris Poll ranks the reputations of America’s most visible brands — a snapshot of how companies are perceived by the public when it comes to trust, ethics, leadership and overall value. While fitness clubs and wellness brands rarely crack the top of these lists, there’s a lot our industry can take away from the companies that consistently earn high marks.
As I thought about this topic here are a few parallels and takeaways for club operators to consider:
Trust is Everything
The brands topping these rankings — like Patagonia and Costco — succeed because they consistently deliver on their promises. For the fitness industry, that means making sure the experience we advertise matches the one we deliver. Clean facilities, attentive service and programming that meets members’ needs isn’t optional — it’s your brand reputation in action.
Purpose Beyond Profit
One theme in this year’s rankings is clear: consumers are drawn to brands that engage with social and community issues. Fitness clubs have a natural opportunity to lead here — whether it’s promoting mental health awareness, supporting community health initiatives or offering inclusive wellness programs that help people start their wellness journey. Being a positive community force matters more than ever and creates a huge opportunity for differentiation.
Consistency Builds Reputation
Brand reputation isn’t built overnight. It’s the sum of thousands of small, consistent actions over time. Every staff interaction, every member experience, every social post — it all shapes how your community sees you. Focus on being relentlessly consistent in your service standards and member experience, because it’s what people remember.
Invest in Your People
One of the biggest takeaways from the Harris Poll rankings is that the top companies take care of their people, and it shows. In the fitness industry, where talent attraction and retention remain major challenges, investing in employee development and culture can directly strengthen your brand reputation.
That’s one reason we created the Club Solutions Institute — to offer education, tools and connection points for club operators and fitness leaders who want to elevate their teams and businesses. Investing in continuous education isn’t just good for retention — it’s good for your brand.
Innovate to Stay Relevant
The highest-rated brands don’t stay static. They evolve, innovate and find new ways to deliver value. Club operators should be doing the same — experimenting with new programming, integrating technology, and finding fresh ways to engage members both in and out of the club. Please see the series of articles I wrote on the opportunities for gamification in the club industry.
Brand reputation isn’t built by marketing slogans. It’s earned — through consistent experiences, authentic values, and a commitment to both your people and your community. The fitness industry has a prime opportunity to take a page from America’s most trusted brands and become an essential, respected part of people’s lives.
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