Client Testimonials Give a Fresh Perspective

Everyone loves a good compliment. Hearing them about your business can be even better. And while at first it may feel like you are bragging, it’s important to let others hear these compliments, too.

At Ardent Fitness and Education, home of CrossFit Oshkosh in Wisconsin, they have an entire section of their website dedicated to members’ stories.Questions range from what brought them to the gym and their first impression all the way to having the members offer fun facts that no one else knows about them.

Austin Phillips, the owner of Ardent Fitness and Education, said they began including client stories on their website because they started to realize what people like to read and how different people learn.

“People don’t want to hear us drone on about what we do, especially when they could hear a story about someone who is just like them,” said Phillips. “Think about when you’re in school and you have to read a textbook and it’s just information, information, information. It’s not until there’s some sort of story or case study that people start to pay attention and learn a thing or two.”

Highlighting members’ stories on why they started their CrossFit journey is extremely important to Ardent. They ask the same series of questions to each participant and have found unique answers each time.

“We put together a list of simple questions to give an idea of the essence of the person you are talking to,” said Phillips. “The ‘why’ of how someone started CrossFit is a big deal. It could be someone wanting to play with his or her kids, or not sit as much when they are older, but everyone has a different answer.”

Sharing testimonials on social media is a way to increase shares and reach a larger amount of readers. People are going to get excited about seeing friends on a website with their personal quotes or photos, and it will have more people considering how CrossFit might be a good fit for them.

“When you have a business page on Facebook you can see organic reach,” said Phillips. “By far, minus our video newsletters, client stories are our most looked at and shared posts. People will take the time to read those and share them to their friends.”

Outside of the benefits of bringing new clients in, telling members’ stories can help the Coaches at your Box learn a thing or two about their own athletes. By asking the simple question of, “What do a lot of people not know about you?” Ardent has come to know their members more with every post. And that is a way to understand how you can help them reach their goals.

“The biggest thing I get from the client stories is I learn a little something that maybe they have never told me,” said Phillips. “I read it and I’m like, ‘Wow, I didn’t know that!’ You never know what you are going to get with those. When you coach these people, you think you know a lot about them, but you never know everything.”

Kaitlyn is a staff writer for Peake Media. Contact her at