People Don’t Want Automation. They Want to Feel Known

You’ve probably seen the headlines: a growing percentage of content on the internet is now generated by bots or artificial intelligence. Whether it’s news articles, product reviews, or even Instagram comments. Much of what we scroll through each day isn’t written by a human being.

And people are starting to notice.

In this noisy, automated world, there’s a growing hunger for realness. People don’t want more perfectly scripted, mass-produced messages. They want to feel seen. They want to feel known.

Ironically, this is more relevant than ever in one of the most human-centered industries out there: the fitness world.

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The Gym Owner’s Dilemma: You Need Automation

If you own a gym, chances are you didn’t get into this because you love CRMs or email workflows. You started this because you love coaching people. You love movement, transformation, and building a place where people belong.

But the day-to-day reality? You’re coaching classes, answering emails, mopping floors, writing programming, and trying to keep track of who came to that free trial last Thursday.

It’s exhausting.

And without systems in place, it’s easy for people to fall through the cracks. Missed follow-ups turn into lost revenue. A “maybe I’ll come back” becomes a silent “no.” That person who said they’d join after vacation? Never heard from again.

You need automation. But not all automation is created equal.

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Bad Automation Trains People to Tune Out

I once joined a gym where the only automation they had was a text reminder sent out an hour before every class. At first, it seemed helpful. But after a few visits, it was just noise.

The message never changed. Same exact wording. Same time. Every time.

And I got trained to ignore it.

Even worse, when the gym actually texted me something important one day, I didn’t even bother to read it. I’d already been conditioned to assume that every message from them was automated and impersonal.

That’s the danger of lazy automation. It doesn’t just fail to connect, it builds a kind of digital numbness. Your members stop listening. They start assuming. And eventually, they stop engaging.

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Good Automation Feels Like Care

Now here’s the important part: automation isn’t the enemy. In fact, when it’s done right, it can actually be the thing that makes people feel known.

A good system doesn’t just blast reminders. It remembers people.

Here’s what that can look like:

• A text the day after a trial visit: “Hey Jamie, it was awesome having you in Coach Sarah’s class yesterday. You crushed it. Any soreness today? 😅”

• A birthday email with a free guest pass: “Happy Birthday! Bring a friend and train on us this week.”

• A follow-up two weeks after someone ghosted: “Still thinking about how to make fitness fit your life? No pressure, just here if you want to chat.”

Every one of those messages can be automated. But they’re also relational. They sound like a human. They feel thoughtful. And they create moments where the member feels remembered—not marketed to.

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You Don’t Have to Choose Between Chaos and Coldness

A lot of gym owners fall into this trap: either I run everything manually and burn out, or I set up automations that make me sound like a robot.

But there’s a third option: relational automation.

It’s automation designed to scale warmth. It’s built with your voice, your values, and your vibe.

It doesn’t replace you. It amplifies you.

So that when someone walks in your doors for the first time, they don’t feel like a number. They feel like a person who matters. And when they leave, your systems make sure they don’t get forgotten.

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Your Automations Should Feel Like Hospitality

Let me leave you with this:

If your automations aren’t making people feel known,

they’re making you forgettable.

Setting up thoughtful systems isn’t just good business, it’s good care.

At Known & Co., that’s what we build: automation that sounds like you and serves them. Whether you’re using ZenPlanner, PushPress, or just a spreadsheet, we can help you create workflows that reduce stress and increase connection.

Because when people feel known, they come back.

And when you feel less overwhelmed, you show up better for them.

Let’s build something that works for both of you.