[ Dubai fitness gym ]
Named in 83% of Gemini answers, up from 1 in 5, in under four weeks.
A Dubai fitness gym started a three-month pilot in May. Perplexity already named it; Gemini rarely did. Within four weeks of the first new articles, Gemini named the gym in 83% of answers to its buyers' questions.
The impact
- 26% → 83%Gemini answers naming the gym, late June to early July
- 4×How often Gemini named the gym, May to July (18% to 77% of answers)
- 27Days from the first new articles to the jump on Gemini
- 2 of 4AI engines naming the gym in most answers by July
[ The results, in numbers ]
77%
GEMINI ANSWERS NAMING THE GYM IN JULY
4×
HOW OFTEN GEMINI NAMED IT, MAY TO JULY
2 of 4
ENGINES NAMING IT IN MOST ANSWERS
27
DAYS FROM FIRST ARTICLES TO FIRST WINS
[ The challenge ]
Strong on one AI engine, invisible on another.
The gym had a loyal community and an agency running its ads, but its blog had been quiet for months. Perplexity already cited its site. Gemini, the assistant built into Google's products, named it in fewer than one in five answers and linked to it in none.
- Hyrox
- Kids classes
- Movement training
- Dubai
May 2026: asking Gemini
Across the buyer questions we tracked in May, Gemini named the gym in fewer than 1 in 5 answers and linked to its website in none.
The focus set at kickoff
3 focus areas
Kids classes, movement training and Hyrox: make the gym the answer AI gives for each in Dubai, within a three-month pilot.
[ What we did ]
Give AI a current, quotable answer for every way people choose a gym.
A three-month pilot, the Index Lab methodology tuned for a local gym whose site and ads sat with another agency.
↓APrompt & content strategy
- Agreed three focus areas at kickoff: kids classes, movement training and Hyrox.
- Built the question set around how Dubai buyers ask AI to choose a gym, and planned comparison content against three local competitors.
↓BContent execution
- Published a month of answer-shaped articles in June, the first new blog content in months.
- Wrote each piece for one buyer question, from where to train for Hyrox to classes for children.
↓CMonitoring & Sentinel
- Tracked the gym every week on ChatGPT, Claude, Gemini and Perplexity.
- Reported naming and citation rates per engine to the team each month.
[ The results ]
Gemini caught up in a single month.
Perplexity already named the gym in most answers when the pilot began. Gemini named it in about 1 in 5 until the new articles went live in June. By the first week of July it named the gym in 83% of answers, level with Perplexity.
Share of Gemini answers naming the gym
- Unbranded buyer questions, weekly
- May to July 2026
- ✓Gemini went from naming the gym in about 1 in 5 answers in May and June to 83% in the first week of July, and stayed near 80% for the rest of the month.
- ✓Gemini named the gym in 77% of answers in July, four times its May rate of 18%.
- ✓By July, two of the four engines we track named the gym in most answers: Gemini and Perplexity.
- ✓The jump came within four weeks of the first new articles going live.
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