HOW TO ADD SOCIAL MEDIA TO YOUR GYM'S GBP

Key Takeaways

• Adding social media links to your Google Business Profile builds trust signals that influence whether someone clicks through to your gym
• Instagram and Facebook are the two most important profiles to link — YouTube and TikTok are bonuses
• Consistency between your GBP and social profiles (name, branding, contact info) matters more than having lots of profiles
• It takes about 5 minutes to add social links, but the downstream trust impact is significant
• Inactive or outdated social profiles do more harm than good — only link what you actively use

Introduction

Here's something I see all the time when auditing gym Google Business Profiles: the social media section is either completely empty or links to a Facebook page that hasn't been updated since 2023.

It's a small thing. But small things stack up.

When someone searches "boxing gym near me" and your listing pops up, Google shows them everything it can about your business. Your photos, your reviews, your hours — and your social media links. Those links are trust signals. They tell potential members that your gym is active, real, and worth checking out.

In this guide, I'll walk you through exactly which social profiles to add, how to add them step by step, and how to make sure everything stays consistent so Google (and your future members) trust what they see.

Which Social Profiles Should You Add?

Not every platform is worth linking. Here's how I'd prioritise them for gyms.

Instagram — Add This First

Instagram is the most important social profile for gyms. Full stop. It's where people go to see what your gym actually looks like — the training floor, the coaches, the community. When someone finds your GBP and clicks through to your Instagram, they want to see recent posts showing real people training.

If you're a boxing gym in Marrickville, your Instagram should show pad work, sparring nights, and members hitting bags. If you're a CrossFit box in Penrith, it should show WODs, competitions, and community events.

Facebook — Add This Second

Facebook still matters for local businesses in Australia. A lot of gym owners think Facebook is dead, but it's not — it's just different. Your Facebook page is where parents research your kids' martial arts program. It's where older demographics check you out before walking in. And it's where your reviews live (alongside Google).

YouTube — Add If Active

If you've got a YouTube channel with technique tutorials, gym tours, or member testimonials, absolutely link it. But if you uploaded three videos in 2022 and nothing since, leave it off. An inactive YouTube channel looks worse than no YouTube channel.

TikTok — Add If Active

Same rule as YouTube. If you're posting regularly on TikTok — training clips, gym culture content, coach introductions — link it. If you posted twice and gave up, skip it.

The Rule: Only Link What You Actually Use

I reckon the biggest mistake gym owners make here is linking every social profile they've ever created. If your Twitter has 12 followers and your last tweet was "Just set up this account!", don't link it. Dead profiles are negative trust signals.

How to Add Social Media Links in GBP

Here's the step-by-step process. It takes about 5 minutes.

Step 1: Sign Into Google Business Profile

Go to business.google.com or search your business name on Google while logged into the Google account that manages your listing. Click "Edit profile" when the management panel appears.

Step 2: Navigate to the Contact Section

In the edit profile panel, click on the "Contact" tab. This is where your phone number, website, and social media links live.

Step 3: Find the Social Profiles Section

Scroll down past your phone number and website URL. You'll see a section called "Social profiles" or "Social links." If you don't see it, Google may still be rolling it out for your listing — try using the Google Business Profile app on your phone instead.

Step 4: Add Your Links

Click "Add social profile" and you'll get a dropdown menu with platform options:

• Facebook
• Instagram
• LinkedIn
• Pinterest
• TikTok
• X (Twitter)
• YouTube

Select the platform, paste your full profile URL, and hit save. Repeat for each platform you want to add.

Step 5: Verify They're Showing

After saving, search for your gym on Google. Click on your listing and look for the social media icons. They typically appear near your contact information. Give it 24-48 hours if they don't show immediately.

Important: Use your full profile URLs, not shortened links. For Instagram, that's https://www.instagram.com/yourgymhandle/. For Facebook, it's https://www.facebook.com/yourgympage/.

Why Social Links Matter for Trust

At the end of the day, Google Business Profile is a trust game. Every signal that tells Google (and searchers) that your business is legitimate, active, and worth recommending helps your visibility.

Social media links contribute to trust in three ways:

1. They Prove You're Active

An active Instagram feed tells someone your gym is open, busy, and thriving. When a potential member in Bankstown is comparing three local gyms, the one with recent social activity wins their confidence.

2. They Create Multiple Touchpoints

Not everyone converts from a Google search alone. Some people need to see your Instagram stories. Some need to read your Facebook reviews. Some need to watch a YouTube gym tour. Social links give people more ways to learn about you before committing.

3. They Signal Legitimacy to Google

Google's algorithm cross-references information about your business across the web. When your GBP links to social profiles that have the same business name, address, and branding, it reinforces that your listing is accurate and trustworthy. What that means for you is stronger local search signals.

Keeping Everything Consistent

Consistency is the part most gym owners skip. You add the links and forget about them. But here's the thing — inconsistency actively hurts you.

Business Name Must Match

If your GBP says "Iron Athletics Gym" but your Instagram bio says "Iron Athletics - Boxing & Fitness", that's an inconsistency. It's minor, but it adds friction. Use the exact same business name everywhere.

Contact Details Must Match

Your phone number on GBP should be the same one on your Facebook page. Your address on Instagram should match your GBP listing. If you recently changed phone numbers or moved locations, update every single profile.

Branding Should Be Recognisable

Use the same logo and profile photo across all platforms. When someone clicks from your GBP to your Instagram, they should immediately know they're in the right place. A mismatched logo creates a moment of doubt — and doubt kills conversions.

Regular Activity Matters

There's no point linking your Instagram if you post once every three months. Aim for at least 2-3 posts per week on your primary platform. You don't need to be everywhere — you need to be active where you are.

What About Platforms Not Listed in GBP?

Google's social profile options don't cover everything. You might use platforms like Mindbody, ClassPass, or a booking system that aren't available in the dropdown.

For those, use your website as the bridge. Link to your website from GBP, and make sure your website has clear links to all your other platforms — booking systems, class schedules, membership portals. Your website becomes the hub that connects everything.

If you're running a martial arts academy in Tuggerah and you use a platform like TeamUp for bookings, don't try to force it into GBP's social section. Instead, make sure your GBP website link goes to a page that prominently features your booking link.

Common Mistakes

Linking inactive profiles. If you haven't posted on a platform in 6+ months, don't link it. An abandoned social profile is worse than no social profile.

Using personal profiles instead of business pages. Your gym's Facebook link should go to your business page, not your personal profile. Same with Instagram — use a business or creator account.

Forgetting to update after rebranding. If you changed your gym's name from "Dave's Boxing" to "Knockout Boxing Academy" but your Instagram still says the old name, fix it before linking.

Linking to the wrong Facebook page. Some gyms have duplicate Facebook pages — an old one from years ago and a current one. Make sure you're linking the active one with correct details.

Not checking the links work. After adding your social links, click them yourself. Broken links are a terrible look.

Next Steps

Your social media links are one piece of a well-optimised Google Business Profile. If you haven't done a full GBP setup yet, start with our complete Google Business Profile guide for gyms.

If you're using Facebook as one of your main platforms, make sure your page is properly optimised for local search with our Facebook Page SEO guide for gyms.

Want us to audit your GBP for free? We'll check your social links, NAP consistency, categories, and more. Book a free GBP audit here.