How to Win Organically in a world of AI

·32 min·3 clips

If you're not getting frequent reviews, you could be advertising for your competitor, says 97 Display's Ray Leak.

The episode begins with host Randy Engston introducing guest Ray Leak from 97 Display, a digital software provider for gyms, martial arts, and dance studios. Leak explains that 97 Display has evolved from a fitness marketing agency to a provider of lead generation platforms. The discussion focuses on how AI is changing website management and marketing for gyms. Leak introduces Visibility IQ, a tool that uses AI to write and update website copy based on real-time SEO and AI search rankings, monitoring platforms like ChatGPT and Claude. He highlights the importance of credibility, noting that AI trusts websites that Google trusts. Leak then discusses hyperlocal tools that show keyword rankings within a 3-10 mile radius and manage business listings for consistency. He explains how social proof tools help gyms get and respond to reviews, warning that lack of engagement can inadvertently benefit competitors. Leak describes a single sign-on dashboard that consolidates all marketing tools and provides weekly executive reports. He details Leadflow IQ, which includes AI chat and voice agents that interact with leads 24/7, sending follow-ups and logging conversations. Leak emphasizes building organic search fundamentals before paid advertising, sharing an anecdote about a martial arts client who stopped paid ads due to sufficient organic leads. The episode concludes with a promotion for 97 Display's Growth IQ packages, free ebook, and website evaluation report, encouraging gym owners to reassess their online presence in light of rapid AI changes.

As heard by us

A practical discussion of gym websites, AI, and organic visibility for owners trying to reduce marketing drag.

Organic visibility gets a grounded, useful look in this Gym Business Coach Podcast conversation, as Randy Engston and Ray Leak of 97 Display discuss what a gym website can do when paid ads and paid leads are not the whole growth plan.

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Why you'd press play

You want your gym website to pull more organic weight while AI carries some of the fiddly upkeep.

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