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Posted by on May 18, 2023 — Updated on April 1, 2025
Learn how to increase gym membership retention with these actionable gym retention strategies you can implement in your gym today.
Learning how to increase gym member retention is a necessary part of running a successful gym and a big part of increasing gym revenue and profitability. As gym owners and managers, we all know the frustration of seeing members come and go, with few sticking around for the long haul (Ex: Average Gym Member Churn Rates). Learn how to improve member retention in gyms with these tips for retention fitness professionals need to know. Check out the importance of gym retention rates on increasing gym member Lifetime Value (LTV):
In this example gym member retention comparison, increasing the gym member retention rate from 50% to 80% can result in a gym member LTV increase of 2.5x! For context, average gym membership retention rates are 60.6% for traditional gyms, while smaller boutique fitness studios have higher retention rates of around 75.9%. Specifically, personal training studios enjoy the highest retention rate at 80%, followed by group exercise facilities at 73% (more average gym retention rate statistics below).
Here are some of the best ways to increase gym membership retention that we will cover (with these gym membership retention ideas ranked by ROI and difficulty):
| # | Way | Description | ROI | Difficulty |
|---|---|---|---|---|
| #1 | Offer Personalized Fitness Plans | Tailor workout plans to individual member goals and progress. | High | Moderate |
| #2 | Provide Regular Fitness Assessments | Regularly track and assess member progress to boost motivation. | High | Moderate |
| #3 | Host Member Challenges and Competitions | Organize fitness challenges to keep members engaged and motivated. | High | Moderate |
| #4 | Implement a Member Referral Program | Encourage members to refer friends with rewards and incentives. | High | Easy |
| #5 | Improve Communication with Members | Stay connected with regular updates via email or app notifications. | Medium | Easy |
| #6 | Offer Flexible Membership Options | Provide varied membership plans to suit different needs. | High | Moderate |
| #7 | Create a Strong Gym Community | Foster relationships and engagement through social events. | High | Moderate |
| #8 | Provide Top-Notch Customer Service | Deliver exceptional service and respond quickly to member inquiries. | High | Moderate |
| #9 | Use a Gym Management Platform | Streamline operations and engagement with a management platform. | High | Moderate |
| #10 | Offer Virtual Workouts | Provide virtual classes and online training for added flexibility. | Medium | Hard |
| #11 | Recognize Member Achievements | Celebrate member milestones to increase motivation. | High | Easy |
| #12 | Use Member Surveys for Feedback | Regularly gather and act on member feedback to improve retention. | Medium | Easy |
| #13 | Enhance Gym Amenities | Upgrade locker rooms, Wi-Fi, and other amenities for added value. | Medium | Hard |
| #14 | Provide Group Fitness Classes | Offer diverse group classes to encourage attendance and community. | High | Moderate |
| #15 | Offer Incentives for Consistent Attendance | Reward members for regular gym visits to boost engagement. | High | Moderate |
| #16 | Create a Smooth Onboarding Process | Ensure new members feel welcomed and supported from the start. | High | Moderate |
| #17 | Provide Excellent Personal Training Services | Deliver high-quality training to help members achieve results. | High | Hard |
| #18 | Host Member Appreciation Events | Hold events to show gratitude and celebrate member loyalty. | Medium | Moderate |
| #19 | Offer Membership Hold Options | Allow members to pause memberships instead of canceling. | Medium | Easy |
| #20 | Create a Loyalty Program | Reward long-term members with perks and exclusive benefits. | High | Moderate |
| #21 | Provide Childcare Services | Offer on-site childcare to make workouts convenient for parents. | Medium | Hard |
| #22 | Host Educational Workshops | Offer workshops on fitness, nutrition, and injury prevention. | Medium | Moderate |
| #23 | Use Technology to Track Progress | Provide members with tools to track workouts and see progress. | High | Moderate |
| #24 | Build a Strong Social Media Presence | Engage members with content, challenges, and social interaction. | Medium | Easy |
| #25 | Offer Exclusive Discounts for Members | Provide discounts on services, merchandise, and partner programs. | Medium | Easy |
| #26 | Address Member Complaints Promptly | Handle complaints quickly to resolve issues and retain members. | High | Easy |
| #27 | Stay Consistent with Gym Upkeep and Maintenance | Keep equipment and facilities clean and well-maintained. | High | Moderate |
High gym turnover rates can be costly for gyms, both in terms of revenue and reputation. Fortunately, you can level up and learn how to retain gym members, because there are plenty of gym retention ideas that gym owners can implement to improve gym retention rates and keep gym members engaged and satisfied. Ready to start implementing the best gym member retention programs? Fitness club retention programs take work, but you can automate many of these health club member retention campaigns using the Exercise.com platform.
Ready to see how the best gym management software can help you reduce gym churn?
See how using fitness automations can help engage gym members, provide great gym customer service, and decrease gym churn rates.
Easily create sequences to engage with gym members automatically! For example: send a message on their birthday:
Or send a message after a gym member has stopped attending for a certain number of days (after all, most gym owners don’t have the Planet Fitness business model where a large percentage of Planet Fitness members don’t attend the gym!), and much more.
These gym member retention strategies take work to implement, and addressing the most common gym member complaints is hard, but you can do it!
Gym membership retention is just as important as gym member lead generation, learning how to get more gym members, and learning how to implement a gym marketing plan for long-term success. After all, you can hire all the best gym marketing agencies, come up with the best gym marketing ideas, and even have the best gym marketing software and the best gym sales software, but if your gym members are leaving out the back door as fast as they are coming in the front door, then your gym won’t grow!
If you’re looking to improve gym member retention, then implementing the right strategies can help increase loyalty and long-term engagement. From gym membership retention programs to customer retention tactics for martial arts gyms, focusing on member experience and value can significantly impact retention rates. Get access to all the free fitness templates you need, including gym membership retention plan templates, gym renewal campaign guides, gym email templates, and fitness member retention programs to keep members engaged.
So, how do you retain members in a gym? Effective gym membership retention best practices include gym improvement ideas, personalized fitness member retention programs, and engagement-driven renewal campaigns. If you’re wondering how to increase membership retention, strategies like offering exclusive perks, boutique fitness retention programs, and utilizing health club member retention software can make a difference. By implementing a gym membership retention plan and tracking gym membership growth and retention, gym owners can create a strong sense of community. With Exercise.com, you can automate gym membership renewals, manage loyalty programs, and keep members engaged. Get a demo now and see how our platform helps gym owners improve member retention.
From developing a gym membership retention plan to improving gym renewal campaigns, Exercise.com provides the best gym management software for increasing gym retention rates. Whether you’re enhancing boutique fitness retention, optimizing customer retention tactics, or improving health club member retention software, our platform helps you strengthen engagement and keep members coming back. Get a demo now.
Keeping current members engaged, satisfied, and committed to their fitness journey requires a strategic approach. By focusing on how to have amazing gym member customer service, member experience, offering incentives, and building a community, you can ensure that your gym retains more members over time. Below are 27 ways to increase gym membership retention and create a loyal, engaged member base.
Read on to learn some concrete steps to learn how to increase gym retention rates, make your gym stand out, and ultimately increase gym revenue and profitability. Explore some effective ways to increase gym membership retention and then be sure and check out the best gym management software platform to really skyrocket your gym’s growth.
Create customized fitness plans for your members based on their individual goals, fitness levels, and preferences. Personalized plans make members feel valued and increase their commitment. Providing personalized fitness plans tailored to each member’s unique goals and fitness level is one of the best ways to increase gym retention. When members feel that their gym experience is designed specifically for them, they are more likely to stay motivated and committed.
When members have a tailored fitness plan, they are more likely to see results, which increases their satisfaction with the gym and boosts retention. Personalized fitness plans help members feel like they are being supported and guided through their fitness journey, rather than being left to navigate it alone. This individualized attention can be managed easily using software like Exercise.com, where trainers can track client progress, adjust workouts, and communicate with members digitally. You can even use the best fitness app builder software to make a workout tracking app and launch a fully custom branded fitness app with your gym’s brand front and center to reinforce gym member stickiness to your gym brand.
Personalized plans also create accountability. When members know their progress is being tracked and updated by trainers or coaches, they are more likely to stay engaged. This helps maintain long-term motivation, as members can see their improvements and adjust their goals accordingly. Personalization, combined with regular check-ins and plan updates, makes members feel valued and supported, which is critical for increasing retention.
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Offer fitness assessments at regular intervals to track member progress. These assessments can help keep members motivated by showing tangible results over time. Regular fitness assessments help keep members on track by showing them their progress over time. These assessments allow members to see tangible improvements, which increases motivation and commitment to their fitness goals.
Regular assessments keep members engaged in their fitness journey by showing them measurable results. When members see progress, they feel rewarded for their hard work, which increases their motivation to continue. Offering these assessments for free as part of their membership adds value and builds loyalty.
By showing progress through visual reports and celebrating milestones, you’re reinforcing the positive changes members are making, which boosts retention. Additionally, fitness assessments provide the opportunity for trainers to adjust members’ workout plans, ensuring that they continue to challenge themselves without hitting plateaus.
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Organize fitness challenges, such as weight loss competitions or step challenges, to keep members engaged and motivated. Use Exercise.com’s challenge tools to track participation and results. Hosting fitness challenges and competitions is a great way to create excitement, boost motivation, and foster a sense of community among members.
Challenges create a sense of camaraderie and friendly competition, which enhances member experience and engagement. They also give members a specific goal to work towards, which increases focus and motivation. Challenges and competitions are excellent for creating a buzz around your gym, and members who participate often feel more connected to the community.
Offering a mix of individual and team-based challenges ensures that all personality types and fitness levels feel included. Additionally, rewarding participants with incentives like free training or merchandise helps build loyalty and gives members something to look forward to.
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Encourage current members to refer friends by offering rewards or discounts. Referral programs build a sense of community while bringing in new members. Starting a gym member referral program is one of the most cost-effective ways to grow your gym and retain members. When current members refer friends and family, it builds community and increases member loyalty.
A referral program not only helps bring in new members but also reinforces existing members’ commitment to your gym. When members refer friends, they’re more likely to stay loyal to the gym themselves because they’re building their social circle within the facility.
Creating a seamless referral process and offering tangible rewards can significantly boost participation. Referral challenges, combined with recognition for members who bring in the most referrals, encourage active participation and help build a sense of accomplishment.
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Stay connected with your members through regular email newsletters, text messages, or app notifications (all possible through your own custom branded gym app from Exercise.com). Send workout tips, schedule updates, and motivational content. Consistent, clear communication with gym members helps keep them engaged and aware of what’s happening at the gym. Whether through email, text, or app notifications, staying connected is crucial for retention.
Good communication can make members feel connected and informed, which is essential for retention. Whether it’s keeping members updated on gym events or providing personalized messages of encouragement, communication builds relationships.
Personalized communication, such as birthday wishes or fitness reminders, shows that you value each member as an individual. Members are more likely to feel a sense of belonging and commitment to your gym when they feel that their needs and milestones are acknowledged. With Exercise.com, you can even create gym automations that make these communication touch points happen automatically!
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Provide flexible gym membership plans that cater to different needs, such as short-term memberships, family plans, or off-peak pricing. This helps accommodate a wider range of members. Providing a variety of gym membership plans caters to different member needs and lifestyles, increasing the likelihood that they will remain loyal to your gym.
Flexibility is key in retention, as it allows members to choose the plan that best suits their current needs. Offering flexible health club memberships ensures that members don’t feel locked into something that no longer fits their schedule or budget.
Hybrid gym memberships are increasingly popular, giving members the option to work out at home or at the gym. Providing options like off-peak pricing also caters to people who want to avoid busy times or are looking for more affordable options. By keeping your plans adaptable and personalized, you’re more likely to retain members, even if their circumstances change.
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Foster a community atmosphere by hosting gym social events, group workouts, or mixers. Building relationships between members increases retention by creating a sense of belonging. Building a strong sense of community within your gym is a powerful way to increase member retention. When members feel connected to the gym and each other, they are more likely to stay long-term.
A strong community helps create a welcoming environment that encourages members to keep coming back. Social events and group fitness classes allow members to form friendships and bonds, which deepens their connection to the gym. When people feel part of a community, they are more likely to stick with their fitness routines and stay loyal to your facility.
Encouraging interaction both in and out of the gym through online communities and social events builds relationships that extend beyond the workout floor. It fosters a sense of belonging, which is a significant factor in member retention.
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Train and manage your gym staff with high accountability on how to deliver great gym customer service every time, ensuring that all members feel welcome and supported every time they visit the gym. Exceptional gym customer service goes a long way in gym member retention. Get ahead of common gym member complaints and know how to handle them. When gym members feel valued and supported, they are more likely to stay committed to your gym.
Delivering high-quality fitness club customer service is a simple yet powerful way to build member loyalty. When members feel that their concerns are heard and that the staff is approachable, they are more likely to stay with your gym. Offering personalized attention, such as asking about their progress or goals, creates a stronger connection between gym staff and members.
Additionally, handling complaints with professionalism and empathy can transform dissatisfied members into loyal ones. Customer service is a key component of creating a positive gym experience, and when done well, it can significantly improve health club retention metrics.
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Utilize the best gym management platform like Exercise.com to streamline operations, enhance member engagement, and offer features like workout tracking and class booking that make it easy for members to stay involved. A robust gym management platform, like Exercise.com, can streamline operations and enhance the overall member experience, improving retention by keeping things efficient and organized.
A gym management platform like Exercise.com helps you manage various aspects of gym operations with ease. By simplifying scheduling, membership renewals, and communication, you can provide a seamless experience for your members. Additionally, tracking member progress and sending automated reminders for classes or check-ins helps keep members engaged with their fitness journey.
The ability to monitor member attendance and engagement gives you insights into which members might need extra encouragement, helping you intervene before they consider canceling. Overall, a gym management platform makes it easier to personalize the member experience and retain more members.
Read More: Best Gym Management Software
Cater to members who can’t always make it to the gym by offering virtual workouts or on-demand fitness content. This adds value to their membership and keeps them engaged, even remotely. Providing virtual workouts is a great way to retain members who may not be able to visit the gym regularly. With the growing demand for online fitness options, virtual workouts can keep members engaged even when they can’t attend in person.
Virtual workouts add flexibility to a gym membership, allowing members to stay engaged even when they can’t physically come to the gym. Offering both live and on-demand classes ensures members have options based on their schedule and preferences.
Hybrid memberships, which combine in-person and virtual options, can appeal to a wide range of members, including those with busy lifestyles, those who travel frequently, or those who want to stay active at home. Virtual personal training and challenges provide additional support and motivation, helping to maintain engagement and boost retention.
Read More: How to Use Zoom to Run an Online Fitness Class
Celebrate your members’ fitness achievements, whether it’s reaching a weight loss goal, running a 5K, or hitting a new personal best in weightlifting. Public recognition fosters motivation. Recognizing and celebrating gym member achievements is a powerful way to increase gym member motivation and retention. When members feel acknowledged for their hard work, they are more likely to stay committed to their fitness journey.
Recognition is a key motivator, and celebrating member achievements can inspire continued effort and loyalty. Whether through social media shout-outs, rewards, or personal messages, showing appreciation for a member’s hard work makes them feel valued.
A points-based rewards system adds an element of gamification to the member experience, further increasing engagement. Publicly recognizing members in front of their peers also fosters community and can motivate others to strive for similar success, ultimately improving retention across the board.
Ask for member feedback through surveys to gain insights into what’s working and what needs improvement. Members appreciate having their voices heard, and it can help you improve retention strategies. Gaining feedback from your members through surveys is an excellent way to understand what they like about your gym and where improvements can be made. Regularly seeking feedback shows that you value their opinions, and it helps you make informed decisions that will increase retention.
Surveying members regularly not only helps you identify areas for improvement but also strengthens member loyalty by making them feel involved in shaping their gym experience. When members see that their feedback leads to positive changes, they are more likely to feel valued and stay engaged.
Additionally, asking specific questions helps you zero in on actionable areas. For example, if multiple members express a desire for more evening classes, you can easily adjust the schedule to meet that need. By sharing the outcomes of these surveys, you build trust and demonstrate that your gym is responsive to member needs.
Read More: Gym Survey Template
Invest in your facility by adding or upgrading amenities like locker rooms, showers, Wi-Fi, or towel service. Creating a comfortable environment encourages members to stay. Upgrading your gym’s amenities is a great way to increase member satisfaction and loyalty. Amenities such as high-quality locker rooms, free Wi-Fi, or a smoothie bar can enhance the overall member experience and set your gym apart from competitors.
Improving amenities enhances the overall member experience, making your gym a more desirable place to work out. When members feel they are getting extra value for their membership, they are more likely to remain loyal. For example, a gym with high-end locker rooms and complimentary towels may be more attractive to members than one without these perks.
Amenities like free Wi-Fi and a smoothie bar not only improve member experience but also help increase engagement and retention. When members are satisfied with the complete package—both their workout and their overall comfort—they are more inclined to renew their membership year after year.
Read More: Best Gym Amenities and Features
Offer a wide variety of group fitness classes to appeal to different interests. Members who participate in group classes tend to stay longer because of the sense of community and accountability. Group fitness classes are a powerful way to increase member engagement and retention. These classes build community, offer accountability, and give members a structured way to exercise with guidance from an instructor.
Group classes are particularly effective for retention because they create a social environment where members feel part of a community. Members who regularly attend group classes often build friendships and develop a sense of accountability, which keeps them returning week after week.
Offering a variety of classes caters to different fitness levels and interests, ensuring that all members can find something they enjoy. Keeping the class schedule exciting with new and trendy formats can reignite members’ enthusiasm if they ever feel bored with their routine. Plus, by making it easy to book classes and receive reminders, you can ensure consistent participation.
Read More: Fitness Class Ideas
Reward gym members for consistent attendance with perks like discounted personal training sessions, merchandise, or a free month of membership. Attendance-based incentives can keep members coming back. Rewarding members for showing up regularly is an excellent way to encourage consistent attendance and improve retention. Gym member incentives create motivation and recognition for commitment, making members feel appreciated for sticking to their routine.
Incentives for regular gym attendance help motivate members to stay committed to their fitness routine. When members feel recognized for their effort, they are more likely to stay engaged and maintain long-term attendance.
Attendance-based fitness challenges also introduce an element of competition and fun, motivating members to participate and reach their goals. Rewards can range from small perks like free gym swag to larger incentives like discounted memberships or services. By fostering a culture that rewards consistency, you help ensure that members keep coming back.
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First impressions matter. Ensure new members feel welcome with a smooth onboarding process that includes a facility tour, a fitness assessment, and an introduction to gym services. The onboarding process is crucial for new members. A smooth and welcoming onboarding experience sets the tone for a positive relationship with your gym and can significantly impact retention rates.
A seamless onboarding process ensures that new members feel comfortable, supported, and ready to start their fitness journey. First impressions matter, and a well-designed onboarding process can significantly increase the likelihood that a new member sticks with their membership.
Personalized attention during the onboarding process, such as a fitness consultation and regular follow-ups, makes members feel valued. Offering perks and guidance during their initial visits helps ease any anxiety they may have about starting at a new gym, ensuring they have a positive experience from the start.
Read More: Gym Onboarding Guide
Invest in well-trained, professional personal trainers who can provide guidance, support, and accountability to members. Personal training can increase retention by helping members reach their fitness goals faster. Offering exceptional personal training services can significantly boost member retention by providing tailored guidance, accountability, and results. Personal training adds value to a member’s experience and helps them achieve their fitness goals more efficiently.
Personal training services not only help members reach their fitness goals faster but also create a strong connection between the member and the gym. Trainers provide a level of accountability that can keep members engaged and motivated over the long term.
Members who see results through personalized guidance are more likely to stay committed to their fitness journey. Offering flexible personal training options allows members to choose packages that fit their schedule and budget, making it more accessible to a wider range of members. A strong personal training program creates a premium experience that drives loyalty and retention.
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Show your members you care by hosting gym member appreciation days or events with free classes, giveaways, or refreshments. Small gestures of appreciation can go a long way in building loyalty. Showing your members that you appreciate their business through special events can go a long way in building loyalty and improving retention. Member appreciation events make members feel valued and give them a sense of belonging to a community.
Member appreciation events offer a great opportunity to build community and enhance the overall member experience. They create a festive environment where members can connect with others, fostering relationships and a stronger sense of belonging to the gym.
By offering giveaways, free classes, and social activities, you make members feel appreciated and remind them of the added value that comes with their membership. Such events also provide an opportunity to introduce your gym to potential new members, increasing both retention and recruitment.
Read More: Gym Member Appreciation Ideas
Allow members to put their memberships on hold for a short period if they’re going through a busy time, on vacation, or recovering from an injury. This helps avoid gym membership cancellations. Allowing members to temporarily put their memberships on hold rather than canceling them altogether is a practical way to retain members who may be unable to attend for a period. This flexibility prevents unnecessary membership cancellations.
Membership hold options are a great retention tool because they allow members to pause without canceling when they face short-term obstacles, such as vacations, family matters, or injuries. By making it easy to place memberships on hold, you show members that you are accommodating and flexible, which fosters trust and loyalty.
Offering a smooth process and providing incentives for members to return when the hold period ends helps ensure that they’ll resume their memberships. This approach not only prevents cancellations but also maintains a positive relationship with the member during their time away.
Reward long-term gym members with perks like discounted services, free merchandise, or exclusive access to special events. A loyalty program encourages members to stay with your gym longer. Implementing a gym loyalty program rewards long-term members and encourages them to stay with your gym. Loyalty programs add value to a membership and motivate members to keep attending in exchange for rewards.
A loyalty program is an excellent way to encourage members to stick with your gym by offering tangible rewards for their continued membership. This can include perks like free classes, personal training sessions, or gym merchandise. Rewarding members based on how long they’ve been with the gym fosters a sense of accomplishment and builds long-term loyalty.
Additionally, loyalty programs create a sense of gamification, where members are motivated to attend regularly to accumulate points or perks. The more they engage with the gym, the more they benefit, which helps reduce churn and increase retention.
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If feasible, offer on-site childcare to make it easier for parents to visit the gym regularly. Convenience is a major factor in membership retention for parents with young children. Offering childcare services at your gym can make it easier for parents to fit workouts into their busy schedules, increasing retention among this demographic. Convenience is key for members with families, and on-site gym childcare can be a major selling point.
Providing health club childcare services makes your gym more accessible to parents who otherwise may not have the time or ability to attend regularly. By offering reliable, safe childcare during peak hours, you make it convenient for parents to prioritize their fitness, increasing their loyalty to your gym.
Gym childcare services also create a family-friendly atmosphere, which can help build a positive reputation for your gym within the community. Parents are more likely to stay long-term when they feel confident that their children are being cared for in a safe and engaging environment while they focus on their fitness goals.
Offer gym workshops on nutrition, injury prevention, or specific fitness topics to help educate your members and keep them engaged in their fitness journey. Hosting educational workshops not only adds value to a membership but also keeps members engaged by offering more than just fitness training. Workshops can cover various topics that help members improve their overall health and fitness knowledge.
Workshops are a great way to educate members and provide additional value beyond their regular workouts. Offering educational content helps position your gym as a resource for total wellness, not just a place to exercise. Members who feel like they’re learning new skills or improving their health through your workshops are more likely to remain engaged and loyal.
Educational workshops also foster a stronger sense of community by bringing members together outside of regular workout sessions. Whether it’s learning about nutrition or exploring advanced fitness techniques, these workshops give members more reasons to stay connected with your gym.
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Provide members with tools to track their workouts, progress, and achievements. Exercise.com offers performance tracking features that allow members to see their results, which increases motivation and commitment. Giving members the tools to track their fitness progress keeps them motivated and encourages consistent attendance. Technology can provide real-time feedback and long-term insights, helping members stay on track with their goals.
Tracking progress not only helps members stay motivated but also keeps them engaged with your gym over the long term. When members can easily see how much they’ve improved, whether through weight loss, strength gains, or endurance milestones, they are more likely to stay committed to their membership.
Offering tools like workout tracking apps and wearable integrations ensures that members have easy access to their fitness data, making it easier for them to stay focused on their goals. By providing real-time feedback and celebrating milestones, you create a positive feedback loop that encourages members to keep pushing forward.
Read More: How to Create a Workout Tracking App
Engage members outside the gym by building a strong social media presence. Share success stories, gym updates, and motivational content to keep members connected with your brand. An active and engaging social media presence allows you to stay connected with members outside of the gym and attract potential new clients. Social media can help build a sense of community, foster engagement, and keep members motivated.
A strong social media presence helps foster a sense of community even when members aren’t physically at the gym. It allows you to keep members motivated with content like workout videos, fitness tips, and success stories. Additionally, it helps you stay top-of-mind for members, ensuring they remain engaged with your gym’s offerings.
Running social media challenges or featuring member success stories can also boost retention by creating a supportive environment where members feel encouraged and celebrated. By interacting regularly with members on social media, you can deepen relationships and create a sense of connection that extends beyond the gym.
Read More: Gym Social Media Marketing
Provide exclusive discounts on personal training, nutrition coaching, or merchandise to your current members. These perks add value to the membership and encourage loyalty. Providing exclusive discounts for your members on gym services, merchandise, or partner programs adds value to their membership and encourages them to stay long-term.
Offering discounts creates additional value for members, giving them access to more services or products at a reduced price. This added value can help reduce churn by making members feel they are getting more out of their membership.
Exclusive discounts, especially on personal training or merchandise, encourage members to engage more deeply with your gym’s offerings. Members who feel they’re receiving perks are more likely to stick with your gym for the long term, as they feel they’re part of an exclusive, rewarding community.
Handle any issues or complaints quickly and professionally. Demonstrating that you care about your members’ experiences helps build trust and long-term loyalty. Handling gym member complaints quickly and professionally is critical for maintaining member satisfaction. Addressing concerns in a timely and empathetic manner can turn a potentially negative experience into a positive one.
Promptly addressing complaints shows members that you care about their experience and are committed to resolving issues. By acting quickly and offering solutions, you can often turn dissatisfied members into loyal ones.
A well-handled complaint can actually strengthen a member’s relationship with your gym, as they see that you value their input and are willing to make things right. Following up after resolving complaints also ensures members feel appreciated, which helps build long-term loyalty.
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A clean, well-maintained gym creates a positive experience for members. Regularly inspect and maintain equipment, ensure cleanliness, and make upgrades where necessary to keep members satisfied. Maintaining a clean, well-kept facility is essential for member retention. Members expect a clean, safe environment to work out in, and consistent maintenance helps prevent dissatisfaction.
A clean and well-maintained gym significantly impacts member satisfaction. Members want a space that is both functional and hygienic, and they are more likely to leave if they notice poor upkeep or malfunctioning equipment. Regular cleaning and timely repairs show members that you care about their experience and are invested in providing them with a top-tier facility.
Consistent maintenance not only prevents potential complaints but also enhances the overall atmosphere of the gym, making it a more enjoyable place to work out.
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Increasing gym membership retention requires a multi-faceted approach that combines excellent customer service, community building, and personalization. Exercise.com is the best gym management platform to help you implement these strategies efficiently. With tools like performance tracking, member communication, and class scheduling, Exercise.com helps you keep members engaged and satisfied. Book a demo today to learn how Exercise.com can support your gym’s growth and retention goals!
So what is a good gym retention rate? Here’s a table comparing average gym member retention rates for large big box gyms and smaller independent gyms:
| Gym Type | Average Retention Rate |
|---|---|
| Large Box Gyms | 60.6% |
| Smaller Independent Gyms | 75.9% |
Some additional insights on gym member retention:
It’s important to note that retention rates can vary based on factors such as location, target demographic, and specific business practices. However, these gym retention statistics provide a general overview of the differences between large box gyms and smaller independent facilities in terms of member retention.
Read More: Gym Membership Statistics
Let’s take a closer look at what membership retention actually means and why it’s so important for gyms. Retention refers to the percentage of members who continue to use the gym and renew their memberships over a given period, such as a year. High retention rates mean that members are satisfied with the gym experience and are more likely to stick around for the long term. On the other hand, low retention rates can mean that members are dissatisfied with aspects of the gym, such as pricing, facility maintenance, or staff interactions.
Retention rates are a key indicator of a gym’s success. High retention rates can help gyms build a loyal customer base and create a consistent revenue stream. Additionally, satisfied members are more likely to refer friends and family to the gym, helping to attract new members and expand the gym’s reach. On the other hand, low retention rates can lead to negative reviews and a poor reputation, making it harder to attract new members and grow the business.
There are several factors that can impact membership retention rates, including:
By working to improve these areas, gym owners can create a more satisfying and engaging member experience, ultimately leading to higher retention rates.
Read More: How to Sell More Gym Memberships
One of the most important factors affecting gym membership retention is the cleanliness and maintenance of the facilities. Members want to work out in a clean and safe environment, free from equipment malfunctions and other hazards. Gym owners should prioritize regular cleaning and maintenance schedules to ensure that the gym is always in top condition. This includes regularly wiping down equipment, mopping floors, and cleaning bathrooms and locker rooms.
Read More: Gym Cleaning Guide
Another key factor in gym membership retention is the quality of equipment and amenities. Members want access to state-of-the-art equipment that is well-maintained and easy to use. Gyms should invest in high-quality equipment and regularly upgrade their offerings to stay competitive. Additionally, amenities like saunas, pools, and massage services can add value to a membership and increase retention rates.
Read More: Best Gym Features and Amenities
Group classes and community building activities can also play a significant role in gym membership retention. Members who feel a sense of community and connection with others are more likely to stick around for the long term. Gyms should offer a variety of group classes, such as yoga, spin, and dance, to appeal to a wide range of interests. Additionally, hosting social events like potlucks or fitness challenges can help build a sense of community among members.
Read More: Gift Ideas for Personal Training Clients
Members want to feel like their fitness goals are being addressed and that they are making progress. Offering individualized fitness programs, such as personal training or customized workout plans, can help members feel more engaged and motivated. By tailoring fitness programs to individual needs and goals, gyms can create a more personalized experience for members, ultimately leading to higher retention rates.
Read More: Best Gym Software with Personal Training Management
Finally, the friendliness and helpfulness of staff members can have a significant impact on gym membership retention. Members want to feel welcomed and supported by staff, whether they are asking for help with equipment or seeking advice on their fitness goals. Gyms should prioritize staff training and development to ensure that all employees are knowledgeable, approachable, and supportive of members.
By focusing on these key factors, gym owners can create a more satisfying and engaging member experience, ultimately leading to higher retention rates and a more successful business.
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One of the key factors in improving gym retention rates is creating a welcoming and positive gym environment. This includes factors such as:
A clean and well-maintained gym is essential to creating a positive environment. Members want to feel that they are working out in a safe and hygienic space. Regular cleaning and maintenance of equipment, facilities, and restrooms can go a long way in promoting member satisfaction.
It’s important for gym owners and staff to understand that cleanliness extends beyond just wiping down equipment after use. Regular deep cleaning of floors, mats, and other surfaces can help prevent the spread of germs and bacteria. Additionally, keeping the gym well-stocked with cleaning supplies and hand sanitizer can encourage members to do their part in maintaining a clean environment.
Read More: Gym Cleaning Guide
Having friendly and helpful staff can make a huge difference in member satisfaction. Staff who greet members by name, offer assistance with equipment, and provide encouragement and support can create a more welcoming and engaging environment. Additionally, staff who are knowledgeable about fitness and exercise can help members reach their goals, which can lead to higher retention rates.
One way to ensure that staff are providing top-notch customer service is to provide ongoing training and development opportunities. This can include workshops on communication skills, customer service, and fitness trends. By investing in their staff, gym owners can create a team of employees who are passionate about helping members achieve their fitness goals.
Members want access to a variety of equipment and amenities, so they can customize their workouts and try new things. Gyms that offer a range of machines, free weights, and functional equipment, as well as amenities such as saunas, pools, and yoga studios, are more likely to keep members engaged and satisfied.
It’s important for gym owners to regularly assess their equipment and amenities to ensure that they are meeting the needs of their members. This can include conducting surveys or focus groups to gather feedback, as well as staying up-to-date on fitness trends and industry developments. By offering the latest and greatest in fitness equipment and amenities, gym owners can attract new members and keep existing ones coming back for more.
Creating a positive gym environment requires a multifaceted approach that includes cleanliness and maintenance, friendly and supportive staff, and a variety of equipment and amenities. By prioritizing these factors, gym owners can improve member satisfaction, increase retention rates, and ultimately grow their business.
Read More: Best Gym Features and Amenities
At our gym, we are committed to providing our members with the best possible experience. We understand that going to the gym can be a daunting experience, especially for those who are new to fitness. That’s why we go the extra mile to ensure that our members feel comfortable and supported every step of the way.
Our personalized fitness programs are designed to help our members achieve their fitness goals in a safe and effective way. We start by conducting a thorough fitness assessment, which includes a body composition analysis, cardiovascular fitness test, and muscular strength and endurance test. Based on the results of this assessment, we create a customized workout plan that takes into account our members’ fitness goals, fitness level, and any medical conditions or injuries they may have.
In addition to the customized workout plan, we also offer goal-setting sessions where our members can discuss their fitness goals with one of our certified personal trainers. Our trainers work closely with our members to ensure that they stay motivated and on track to achieving their goals. We also monitor our members’ progress regularly and make adjustments to their workout plan as needed.
We believe that fitness should be fun and engaging, which is why we offer a wide range of group classes that cater to different fitness levels and interests. Our classes include yoga, Pilates, high-intensity interval training, dance workouts, and more. Our certified instructors are passionate about fitness and work hard to create a welcoming and supportive environment for our members.
In addition to our group classes, we also host social events throughout the year, such as potlucks, charity runs, and member-only Facebook groups. These events provide our members with an opportunity to connect with each other and build a sense of community.
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We value our members’ feedback and are always looking for ways to improve our gym. That’s why we conduct regular check-ins with our members to understand their needs and concerns. We also offer surveys and suggestion boxes to gather feedback from our members. This feedback helps us make informed decisions about our programming and policies.
We also love hearing from our satisfied members and encourage them to share their success stories with us. These testimonials not only make us proud of our work but also help us attract new members who are looking for a gym that truly cares about their fitness journey.
At our gym, we are committed to providing our members with a personalized, engaging, and supportive fitness experience. We believe that fitness is a journey, and we are here to help our members every step of the way.
Retaining members is a critical component of running a successful gym or fitness center. While attracting new members is always important, it is equally important to keep existing members happy and engaged. Implementing effective retention strategies can help ensure that members stay with your gym for the long term.
One of the most effective ways to improve retention rates is by offering flexible membership options. Members want to feel that they are getting the most value for their money, and offering different levels of membership can appeal to different types of members. For example, some members may prefer a month-to-month membership, while others may prefer an annual membership. By offering a variety of options, you can cater to the needs of all your members.
Another way to incentivize members to stick around is by offering discounts for referrals or group memberships. When members feel that they are part of a community, they are more likely to stay committed to their fitness goals.
Offering rewards for loyalty is another effective retention strategy. When members feel that their gym is invested in their success and well-being, they are more likely to continue their membership. Rewards can include discounts on merchandise or classes, free gym swag, or even free personal training sessions.
Creating a loyalty program can also help build a sense of investment and commitment among members. For example, you could offer a free month of membership to members who have been with your gym for a year or more. This not only rewards loyal members but also encourages other members to stay committed for the long term.
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Finally, effective communication and regular engagement with members are critical to improving retention rates. Members want to feel that they are part of a community and that their gym is invested in their success. This can include sending out regular email newsletters with updates, holding member appreciation days, or creating social media content that highlights member success stories.
By creating a dynamic and engaging gym environment, gym owners can keep members connected and committed for the long term. Members who feel that they are part of a community are more likely to stay committed to their fitness goals and to recommend your gym to their friends and family.
Remember, retaining members is just as important as attracting new ones. By implementing effective retention strategies, you can create a loyal and committed member base that will help your gym thrive for years to come.
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Read these concrete ways to increase gym retention, get some powerful gym membership retention strategies, and then put them into action in your gym.
You know a well-managed gym when you see one, and it goes beyond a clean, modern facility and equipment. The receptionist is welcoming and helpful. Positive energy and good vibes exude from smiling, sweaty customers. Trainers engage in productive conversations with their clients. The enthusiasm and fun of a group class make you want to jump right in.
We can all picture this idealistic gym in our heads, but how do you achieve one in reality?
Look no further than our complete guide of tips that can help to increase gym member retention rates by cultivating a relational, engaging gym culture!
And be sure to request a demo of Exercise.com’s custom business software platform: the real secret to business success and profit!
Member retention is one of the most critical aspects of a successful gym business. Whether you’re looking for gym membership retention best practices, boutique fitness retention strategies, or health club member retention software, implementing effective retention tactics ensures higher engagement, improved renewals, and long-term gym success.
Below is a comprehensive guide to gym membership retention programs and strategies that help retain members in a gym.
| Retention Strategy | How It Improves Retention | Implementation Tips |
|---|---|---|
| Personalized Member Engagement | Builds stronger connections with members, increasing loyalty. | Use Exercise.com to automate engagement messages and track member progress. |
| Automated Communication & Follow-Ups | Ensures members feel valued through consistent touchpoints. | Send email/SMS reminders for class bookings, special events, and renewals. |
| Fitness Challenges & Community Events | Keeps members engaged with ongoing challenges and special events. | Run seasonal fitness challenges with prizes to keep members motivated. |
| Gym Membership Renewal Campaigns | Encourages long-term commitment through renewal discounts and offers. | Offer early renewal discounts and special deals for loyal members. |
| Loyalty & Rewards Programs | Rewards consistent attendance and referrals, increasing loyalty. | Implement a point-based system for attendance, referrals, and achievements. |
| Member Feedback & Continuous Improvement | Addresses concerns and implements improvements based on member input. | Send surveys and use feedback to improve facilities and member experience. |
| Enhanced Onboarding Experience | Provides a structured start for new members, increasing retention rates. | Develop an onboarding roadmap that includes goal-setting and follow-ups. |
| Exclusive Member-Only Perks | Offers VIP classes, priority bookings, and added-value experiences. | Create exclusive VIP workout sessions or priority class access. |
| Data-Driven Member Retention Software | Uses analytics to track member behavior and prevent cancellations. | Leverage Exercise.com’s retention tracking tools for data-driven decisions. |
| Improved Group Training & Social Workouts | Creates a sense of community, making workouts more enjoyable. | Encourage group workouts and social engagement through team-based activities. |
✔ Gym membership retention programs should include automated engagement, rewards, and progress tracking.
✔ Gym renewal campaigns with discounted memberships or exclusive perks encourage early renewals.
✔ Health club member retention software like Exercise.com helps gyms track attendance, cancellations, and engagement.
✔ Customer retention tactics for martial arts gyms can include belt progression rewards and competition prep programs.
📢 Exercise.com is the best gym management software to help increase retention, improve engagement, and streamline gym operations.
✅ Automate gym membership renewal campaigns to increase renewals.
✅ Track member progress and send personalized follow-ups to improve retention.
✅ Implement loyalty programs, fitness challenges, and referral incentives.
✅ Use analytics tools to identify and retain at-risk members.
📢 Want to boost gym retention? Request a demo of Exercise.com today! 🚀
Gym membership retention statistics don’t lie.
So, how long does the average person keep a gym membership? While some attrition is inevitable, the average fitness center has an annual attrition rate of 28.6%. Almost a third of customers leaving a fitness establishment every year should give pause to any manager and question why this occurs.
In order to explore creative ways to improve gym member retention, we must first know why they remain loyal.
A growing trend across all businesses is services given without any personal interaction. This might be most prominently seen in the popularity of mobile ordering food and beverages: get your order without even making eye contact. These customers aren’t the ones managers worry about retaining; as long as the service is correct, these customers usually return.
The customers who sever their membership contract are the ones who aren’t engaged or have found a better arrangement somewhere else. This can happen for a variety of reasons, leaving managers scratching their heads, hoping attrition doesn’t become a trend.
To once again return to the foodservice analogy, not many of us would return to a restaurant where the waiter was snappy, our order was wrong, and the manager didn’t refund the error. If the manager was apologetic and the wrong righted, we might give them a second or third chance, however, we remain skeptical and unattached to the establishment, ready to find an alternative.
But we all have a restaurant, coffee shop, or grocery store we frequent because we are known, valued, and appreciated. The employees know our name and our order, they ask about our families, jobs, and lives, and thank us for our loyalty.
Fitness centers are not that different from food service. Especially in cities where gyms are almost as prevalent as fast-food restaurants, loyal gym members are the ones who feel known, valued, and appreciated, instead of hopping to the next gym down the street. They also experience the results predicted by their personal trainers.
For many members, their dedication is based upon how they feel after being at your gym–about themselves, the staff, or the other members. If members don’t feel included in the gym’s community or connected to staff and those around them, they’re less likely to renew their membership.
However, companies that prioritize customer service experience 60% higher profits than their competitors. It should be the top priority of every fitness center, then, to provide the best customer experience and service. Check out the video above for more reasons why customer service matters.
Before you start listing out all of your gym member retention ideas, you need to address your customer service.
How is irresistible customer service achieved? With a strong vision and total buy-in from your staff.
Go beyond simply providing a space where people can exercise; how will your fitness center change peoples’ lives? Choose three or four words that sum up and describe what you’re hoping to achieve, then write compelling mission, value, and vision statements that are customer-oriented.
If these statements aren’t empowering, exciting, and engaging, chances are your employees won’t feel this way either. This means customer service will be lacking, with attrition soon to follow.
When filling a vacant position, you want to hire the best gym staff who are motivated by your mission, value, and vision statements. The new hire should be someone who upholds these statements. If employees aren’t committed to seeing your vision fulfilled, then customer service will suffer. Watch this video to learn what to look for in an employee:
As IHRSA so aptly states: “Every hiring decision is a retention decision.” This means every employee is responsible for retention by keeping a positive atmosphere and customer service experience.
However, it is crucial to understand that not every applicant is capable of doing this! Some applicants may have a more prestigious certification, more experience, or know all the right answers, but managers must discern the applicant who truly upholds the vision for the fitness center. It might not be the applicant who looks most appealing on paper.
When you’ve hired the right people, your employees share and live the company’s values. This means there’s less need to micromanage because everyone is working towards the same goal. When conflict arises, you can easily get back on the same page by returning to the company’s values. This creates a more peaceful and productive gym culture, aiding in retention.
Hiring and training of new gym staff is expensive and time-consuming. Managers may struggle to cut grumbling, divisive, abrasive, or lazy employees to avoid the hassle and cost of finding a replacement. It’s especially tempting when such employees convert enough sales to make their grim personality worth bearing. However, this is detrimental in the long run. Work hard to motivate gym staff.
Spending time and energy trying to keep the difficult employees happy will drive your excellent employees away. Worse still, those great employees will be hired by another gym and build up your competitors with superior customer service.
It’s important to understand why an employee isn’t cooperating with company standards:
Once determining where an employee stands, it’s your responsibility to take the appropriate action. If termination is necessary, then that is the best decision for your business! Your customers and other employees might even thank you!
Once you have assembled a team that is pumped about the company’s values and vision, take time to carefully analyze every aspect of your business to maximize the customer service opportunities and to highlight the importance of member retention.
#1 – Promote the Right Managers
First off, make sure the managers are worth emulating. Why? Because what leaders do in moderation, followers will do in excess. If your managers aren’t leading well or holding employees accountable, the business will suffer. Make sure to hire the best gym manager.
#2 – Enjoy Your Work
Everyone appreciates a manager (or employee!) who enjoys their work. Their passion is infectious, encouraging their whole team to have a positive attitude and work ethic. Lead by example and find enjoyment in every part of your job, even if it’s cleaning the bathrooms again. Everyone is watching you, all of the time! Make the most of your influence and inspire your team to be their best.
#3 – Make Introductions
Be quick to introduce yourself to anyone who is unfamiliar. Although this could be a new employee, usually this will be with new members. Take a few minutes to get to know them, thank them for choosing your gym, and encourage them to ask you any questions they might have.
But don’t stop there! Introduce new members to longstanding members, as well. This eases the new member into the gym culture by breaking the ice of awkwardness, encouraging an inclusive gym community culture.
#4 – Interact with Everyone
It’s easy to only talk to the members with outgoing personalities, where conversation flows freely and easily. But lead by example and interact with all gym members, even the ones who are less talkative or regular attenders. Plus, talking to members who come irregularly is a great way to encourage more commitment and participation in your gym!
#5 – Care For Your Team
Your gym culture is essentially the personality of your gym. Where does this personality come from? Your staff! A staff that feels valued and appreciated, as seen in the video above, will be inspired to be their best, work cooperatively, and contribute their personality to the culture of the gym.
Have regular conversations with your employees that go beyond small-talk and what they did on the weekend. Get to know them as people, what they like and dislike. Involve your team in appropriate decisions, provide clear communication, celebrate birthdays, plan team-bonding activities, and more! Such efforts will be rewarded with a stronger gym culture that retains members.
When learning how to increase gym attendance, creating an inviting atmosphere is key. Since gyms are a service-based company, every single impression counts. One of the first things people notice about your fitness center is the atmosphere.
#6 – Create a Community
Humans have an innate desire to belong to a group. If there’s one easy way to retain members, it’s through creating a deep-knit gym community where members feel a sense of belonging. This takes careful planning and strategy, keeping your pulse on needs and trends, and creating space and opportunities for social connections.
We will discuss community-building ideas in more detail throughout this article, but keep the following areas in mind when you’re focused on health club member retention:
#7 – Create Social Spaces
IHRSA reports that 60% of gym members attribute social motivation as their primary reason for attending a gym. Additionally, 70% of gym members who have relationships or social connections with other gym members self-identified as club promoters in the community! (Word-of-mouth advertising is 92% more effective than other forms of advertisements!)
This means gyms should utilize non-exercise areas to encourage socialization! An easy way to do this is to observe where pockets of people tend to gather and talk. Then add some furniture or decor that makes the space more available and inviting for socialization.
For example, add tables and chairs around the juice bar, make the lounge more interactive, update the locker room so members can mingle, and make the waiting areas outside groups classes more inviting. The more areas you provide for people to connect and build relationships, the greater your retention.
#8 – Get Feedback
Do members enjoy coming to your gym? Why or why not? Encourage regular feedback from your members, whether it’s verbally or through an email survey. Feedback provides insight into the mind of your customers. It staves off attrition because it allows customers to feel heard and you to make changes that might drive customers away.
Include your front desk staff and trainers in acquiring feedback. Members may not have the courage or time to share their opinions or preferences with you, but the staff might have beneficial suggestions. For example, trainers might notice frustration when a machine routinely has a line, or maybe the floor plan isn’t conducive to traffic flow. Including your staff encourages greater loyalty and ownership, which ultimately results in greater customer retention.
For more tips on how to utilize feedback to grow your business, watch the TEDx video above!
#9 – Improve Group Exercise Classes
Whether it’s the desire to connect or not knowing how to exercise, many members across all age groups participate in group exercise classes. In fact, 36% of members participate in fitness classes. Engage more members by considering the following improvements:
#10 – Improve Gym Floor Experience
As mentioned above, overcrowding–especially during peak hours–can frustrate members and discourage completing a full workout – leading to decreased member retention for gyms. To combat this, track each machine’s use and consider replacing machines that aren’t used as often for machines that are.
For example, leg press machines may not be as popular (or have as long of a wait) as treadmills. Trading out a few leg machines for treadmills will result in greater customer satisfaction and retention.
Additionally, make sure all equipment is cleaned properly and regularly examined for safety. Keep the bathrooms, showers, locker rooms, and other amenity areas clean and functional. Replace or repair broken items or equipment quickly so as to not disturb a member’s experience.
#11 – Have the Best Software
You can have the most knowledgable staff, cleanest facility, and bonded gym community, but without the right software, something will be missing.
The Exercise.com Gym Management Platform is the secret ingredient to retaining members. Check out what is offered through our comprehensive program:
Our software increases retention by keeping things simple, easy, and fun for your members. They can track their workouts, stay in communication with trainers, join groups for community and accountability, and more on our user-friendly website and app.
Managers can easily moderate paperwork, billing, and scheduling. Trainers can design workouts, introduce new exercises with videos, track client progress, and so much more! It’s a software that you can personalize for your business to maximize member retention.
Want to learn more about the best gym management software?
You’ve done your part to hire people who embody your gym’s culture, create a positive atmosphere, and improve the overall quality. Now that everything is set up to welcome and impress your customers, it’s time to win them over with a personalized exercise experience.
In regard to member retention, fitness industry pros know that the first six weeks are crucial to building the relationship that retains new members. This is the “first impression” period where a member makes up their mind about whether to renew their membership or not. Here are some ways to boost their retention probability:
#12 – Be Welcoming
This should go without saying, but as mentioned earlier, it’s easy to just smile and give an acknowledging nod at a new member. Instead, train all your staff to introduce themselves, offer help, get to know new members, incorporate them into the gym community, invite them to group classes, and countless other inclusive ideas. Watch this video to learn more:
This is not just for the first few times they show up, but for the critical six week period! It’s easy to forget that members are still new, even though they’ve come several times. A member who feels forgotten will have no regret canceling their membership. But a member who feels included, known, and missed when they are absent has an emotional connection that often results in a renewed membership
#13 – Include All Members
Most people have a reason for signing a membership contract: they have a goal they want to achieve. Many members don’t want or can’t afford a personal trainer, but that doesn’t mean they should be ignored by trainers. Receiving affirmation from personal trainers is an excellent way to encourage a supportive gym community. Trainers who know a member’s goal and are encouraging and instructing them along the way are key assets to retaining members.
Don’t forget about your faithful members or assume they will be loyal forever. This is the group most likely to become dissatisfied and detract from your business. Consider these ways to engage longtime members and keep them happy:
#14 – Utilize Their Experience
Make longtime members feel special through acknowledgment of their loyalty and experience. Ask if they can share their favorite things about your gym in a testimony to be used for promotional purposes. Encourage leadership by having them be an assistant instructor for their favorite group class or being a “workout buddy” for new members.
#15 – Reward Their Loyalty
Everyone appreciates saving money! Reward their loyalty with discounts, offers, tips, or other member benefits. Consider running a referral program where current members get further discounts for referring new members.
#16 – Encourage Them to Try New Things
It’s extremely common for members to get in a routine that’s comfortable and fits their time capabilities. But this routine can often turn into a rut of boredom and customers let their membership drop.
Fight comfort and boredom by encouraging members to try new things! If they like high-intensity workouts, offer a kickboxing class. If they like a dance-based exercise class, offer a class with a different dance style. Or go out of their comfort zone and challenge them to do something completely different. They might find a renewed love of exercise, and with it, a further commitment to your gym.
For more reasons why trying new things is important, check out the above video.
#17 – Reach Out to Infrequent Members
IHRSA lists the group with the highest risk for membership drop out as those who haven’t attended for more than a week—but have attended within the last two weeks. Don’t hesitate to contact members who haven’t come to the gym in a while! This gesture boosts retention by letting the member know they’re missed and helps them get back on track with their fitness goals before motivation completely fades.
#18 – Reach Out to Previous Customers
If a membership is canceled, this doesn’t mean the customer left on bad terms. After a period of time has passed, consider reaching out to previous customers who left because of increased financial or life stressors. You can inform them of a special promotion or discount that might result in a renewed membership.
Regardless of if a member is new, infrequent, or has been around since the gym opened, there are basic standards of membership care that boosts retention rates. Watch this video for tips on caring for your members:
#19 – Get to Know Them
Members can tell the difference between a fake and genuine connection. Are you having a conversation out of obligation or true interest? Get to know their life beyond the walls of the gym! Letting members know they are known, accepted, and appreciated through conversation and thoughtful gestures aids in retention.
#20 – Treat Members as You Would a Friend
It’s the little things that are big things. Show them that you care about their lives beyond the gym by asking intentional questions. Say thank you to your members and always be ready to point out improvement, growth, or commitment. Sincerely apologize when you make a mistake
#21 – Offer a “What’s Next” Goal
What happens once that initial goal is completed–once the weight is off, the competition is over, or the race is finished? Members might stick around for a while if they have strong social connections, but members will quickly feel idle and aimless.
The best way to prevent this and keep commitment and engagement high is by planning ahead with a future goal. Help members set fresh goals by looking forward to the future and by reminding them that success is a process.
#22 – Provide a Personalized Experience
This is where all of that membership data comes in! A personalized exercise experience keeps the member engaged and on track with meeting their fitness goals. A great way to personalize their experience is through Exercise.com’s All-in-One Business Platform! (And for additional ways, watch the video above!)
Exercise.com’s Business Platform allows you to easily collect and keep track of first-party data, such as initial and re-assessment numbers, class and club attendance, frequently-purchased items, personal goals and milestones, and equipment usage.
Collecting this data enables you to personalize a member’s exercise experience by sending email or text reminders, targeted promos, direct communication, congratulatory messages on goal achievement, and more. When members feel like a priority, they’re inclined to keep their membership!
Perhaps your members are fine with your gym offerings but don’t care about promoting it. How do you achieve bumper-sticker raving fans? Here are some tips to grow your members’ loyalty and excitement about your gym!
#23 – Utilize Social Media Opportunities
This is perhaps one of the easiest and most effective ways to create loyal members because there are nearly limitless opportunities and ways to connect members. These websites make it easy to keep up with fitness industry trends.
Social media is where people can connect, have fun, and be held accountable. Most people enjoy being able to share videos and photos where they are featured and praised for their hard work and achievement, so it’s an excellent way to create loyal members who promote your business at no cost to you!
Read More:
#24 – Utilize Other Technology Opportunities
Although many people are proficient with social media now, some members may prefer receiving text or email reminders, newsletters, or phone calls as opposed to connecting on social media. Even though there may be fewer people who want these services, this produces a personalized experience for your members that promotes retention.
Keep your gym’s company website and Facebook page updated and user-friendly, moderate Google or Yelp reviews, and other connection opportunities.
Read More:
#24 – Offer Seminars
Want an event that promotes both employees’ and members’ loyalty? Try offering seminars on various topics like marathon training and nutrition, meditation and stress reduction, or a Q&A forum with the staff.
Seminars are a great way to promote the superiority of your gym because they’re something gyms rarely offer and are great for member retention in the fitness industry. Every gym has treadmills, but your gym has training on how to improve members’ running techniques to meet their goals. This not only encourages members to then work on their running technique (which means more check-ins at the gym) but also challenges your trainers, gets them excited, and promotes loyalty.
Seminars can be a member-only event–but advertise your seminar schedule so potential customers can see the benefits of your gym over competitors. Or encourage members to bring a friend, who might turn into a member, too! Either way, your business is sure to benefit!
#25 – Get Creative with Pricing
Don’t get stuck in the standard pricing models if they’re the cause for attrition. Change to different packages, tiers, or strategies to attract or retain customers who can’t afford your current pricing. Offer a discount if they recruit a friend or Gold Card benefits for a 5+ year membership. Watch this video to learn more about how to price your personal training services then learn more in our gym pricing guide:
#26 – Advertise New Features
Have you spruced up the locker rooms or purchased new equipment? Time to let everyone know! Post photos and promos on every social media platform, email, and newsletter. Point out the specific benefits of your new investment. Doing so will help members see the value of sticking with your gym and appreciate the benefits and changes.
#27 – Avoid Selling Too Much
We can all relate to that squirmy feeling when someone is offering a service we really don’t want, like a store rewards card or a door-to-door salesman.
Similarly, be careful not to push services (especially if it involves a financial commitment) and thereby make members uncomfortable or turned off. They may avoid gym visits if they feel they’re always being sold to. Advertisements should be strategic and timely to avoid coming off like a sales pitch.
And there you have it! A complete guide to creating a positive gym culture that retains members.
Using the Exercise.com Business Platform is the thread that holds all these tips together! There are countless ways to personalize the software to fit your business and members’ needs. Book a demo today to learn more!
Membership retention refers to the ability of a gym to keep its members subscribed and active over a long period. A fitness manager can increase retention by offering personalized fitness plans, organizing engaging group activities, and providing exceptional customer service.
To attract more members to your gym, focus on targeted marketing, referral programs, special promotions, and partnerships with local businesses. Offering a range of fitness classes and services can also be appealing to potential members.
To fix low gym member retention, identify the reasons why members are leaving, improve the quality of services, and consider implementing loyalty programs and member engagement activities. Regular communication and feedback collection can also help.
The length of time people keep their gym membership can vary, but on average, people stick around for 6-12 months. This period can fluctuate based on the value and quality of services provided.
A good retention rate for a gym is generally considered to be above 70%. Rates lower than this often signal that there are issues needing immediate attention. Anything above 80% is usually considered excellent.
A reasonable gym retention rate to set as a goal would be around 75-80%. This provides a good balance between maintaining a solid member base and accounting for normal attrition.
Customers are attracted to a gym based on factors such as location, equipment, cleanliness, variety of classes, and quality of trainers. Pricing and brand reputation also play a role.
Improving gym employee retention can be achieved through competitive salaries, professional development opportunities, a positive work environment, and employee benefits.
Exercise.com can significantly help in improving your gym’s retention rate by offering an all-in-one management solution that enhances customer experience. Features like online booking, payment processing, personalized workout plans, and automated member engagement can help keep your members satisfied and engaged, thus increasing retention. Exercise.com provides a professional way to manage every aspect of your gym business effectively. Book a demo to find out more.
A fitness instructor can positively influence gym member retention through several strategies:
By executing these strategies, fitness instructors not only add value to the gym’s offerings but also play a crucial role in retaining members.
Customer retention in the fitness industry should be a top priority. Members who enjoy their gym are the ones who renew their membership year after year. Attrition occurs when members aren’t satisfied with the culture of their gym and join another gym instead.
Gyms are a business, and like any business, customer service is the priority in order to retain customers. Make sure your staff’s main goal is superior customer service. Engage members through relationships, community, and social media.
Here’s how to increase gym membership: your current members are your biggest assets. Word-of-mouth recommendations are 92% more effective than company advertisements! Provide opportunities for your members to promote your gym: paraphernalia, invite-a-friend rewards program, community seminars, and more! Make sure to market strategically!
Improving retention at the gym involves creating a strong community, offering quality services, and maintaining excellent customer service. Consider offering a variety of classes and programs that cater to different fitness levels and interests. Personalizing workout plans, recognizing member achievements, and fostering a supportive and inclusive environment can also improve retention.
To increase gym membership retention inexpensively, foster strong relationships with your members. Regularly communicate with them through email or social media, asking for feedback and showing appreciation for their loyalty. Organize free community events or challenges, provide educational content, and offer incentives for referrals.
Customer retention in a gym is best achieved by offering an exceptional experience that meets or exceeds expectations. This includes providing excellent customer service, maintaining clean and up-to-date facilities, offering diverse and engaging fitness programs, and providing personalized attention to each member. Regular feedback collection and prompt action on the issues raised also contribute to customer retention.
A good membership retention rate for a gym is around 70-80%. However, this rate can vary widely depending on various factors, such as location, competition, and demographics. It’s also important to note that improving retention rate even by a small percentage can significantly affect a gym’s profitability.
Member retention is important in a gym because it’s more cost-effective to retain existing members than to acquire new ones. Retained members are more likely to refer others, provide valuable feedback, and contribute to the gym’s community. Moreover, improving member retention can lead to increased profitability and longevity for the gym.
The formula for gym membership retention is:
Retention Rate = ((CE-CN)/CS) x 100
Where: CE = Number of customers at the end of the period CN = Number of new customers acquired during the period CS = Number of customers at the start of the period
This formula gives you the retention rate as a percentage. Higher percentages indicate better retention.
Enhancing your gym’s customer experience to improve retention can be achieved by prioritizing customer service, regularly updating equipment, and maintaining a clean, inviting space. Offering diverse, engaging classes and programs, and providing personalized fitness plans can also enhance the gym experience. Additionally, utilizing a comprehensive gym management software like Exercise.com can help streamline operations and provide a seamless experience for your members.
Community plays a significant role in gym membership retention. Members are more likely to stay engaged and committed if they feel part of a supportive and inclusive community. Hosting regular social events, creating online communities on social media, and fostering a culture of mutual support and encouragement can help build a strong community.
Staff interaction has a direct impact on gym member retention. Members who feel acknowledged, supported, and motivated by staff are more likely to remain loyal to the gym. Regularly training your staff in customer service skills, creating opportunities for staff and members to interact, and recognizing member achievements can improve staff interaction and increase retention.
Feedback and communication greatly affect member retention in a gym. Regularly asking for and acting on feedback shows members that their opinions matter and improvements are being made. Keeping open lines of communication, updating members on changes, and engaging with them on social media can also boost retention.
A fitness instructor can positively influence member retention by building strong relationships with members, personalizing workout plans, and providing consistent motivation. Instructors should also encourage member feedback and create a welcoming environment. Implementing fitness retention programs, like small group training sessions or fitness challenges, can further engage members and enhance their experience.
The easiest gym retention strategies to implement include personalized follow-ups with members, hosting social events, and creating a referral program. Regularly checking in with members to gather feedback helps them feel valued. Additionally, using gym membership retention ideas such as loyalty discounts or milestone rewards can boost retention rates effectively.
Learning how to retain gym members is crucial before rapidly expanding because high retention rates indicate a strong community and positive member experience. Without a solid retention foundation, new members may not stay, leading to a cycle of gym membership decline. Focusing on retention ensures long-term stability and provides a solid base for growth.
Some low-cost fitness member retention ideas include:
For health clubs with many members, effective gym member retention strategies include segmenting members for targeted communication, using data to identify at-risk members, and offering personalized training sessions. Creating online communities through apps or social media can also enhance engagement and connection, leading to improved retention.
Client retention strategies for personal trainers include:
Gym member retention software is designed to help gym owners track member engagement, automate follow-ups, and analyze data to identify trends in retention. Platforms like Exercise.com provide tools to monitor member activity, send personalized communications, and implement retention programs effectively, helping to reduce churn rates.
To calculate gym attrition rate, divide the number of members lost during a specific period by the total number of members at the start of that period, then multiply by 100 to get a percentage. The churn rate is calculated similarly but focuses on the total memberships, including new sign-ups. Monitoring these rates helps identify retention issues and implement effective health club retention strategies.
A good fitness app retention rate typically ranges from 20% to 40% after 30 days, with higher rates indicating successful engagement strategies. Retention is critical for fitness clubs and apps, as it directly impacts member satisfaction and long-term loyalty.
Good fitness loyalty marketing ideas include:
To map out the gym member journey, identify key touchpoints, including initial sign-up, onboarding, regular workouts, and engagement events. Gather member feedback at each stage to understand their experiences and address potential issues. Using software like Exercise.com can help visualize this journey and optimize interactions for improved retention.
Good gym swag ideas include branded water bottles, workout towels, apparel like T-shirts or hoodies, and gym bags. Offering these items during member milestones or special events can foster a sense of belonging and loyalty, enhancing overall fitness member retention.
To increase membership retention for small gyms, focus on building personal relationships with members, offering personalized training programs, and maintaining open lines of communication. Hosting regular events and creating a sense of community can significantly enhance the member experience. Implementing member retention ideas for gyms, like loyalty programs or regular check-ins, can also boost retention.
To calculate membership retention rate, subtract the number of members lost during a period from the total number of members at the start of that period, then divide by the starting number and multiply by 100 to get a percentage. This calculation helps gauge the effectiveness of your retention strategies and identify areas for improvement.
To encourage gym members to renew their membership without being pushy, communicate the benefits of renewal clearly and highlight any additional services or perks they will receive. Personalize renewal reminders and offer incentives like discounts or freebies for early renewal. Building strong relationships with members fosters trust and increases the likelihood of renewals.
Grow gym memberships with automations by using software to set up email marketing campaigns, automate follow-up communications, and track member engagement. Automated reminders for renewals, personalized greetings, and targeted promotions can all help drive membership growth. Exercise.com allows gyms to implement these automations easily, enhancing member communication and increasing acquisition.
Read More: Gym Automations
To increase health club retention for higher price point memberships, focus on delivering exceptional service, providing personalized experiences, and ensuring consistent communication. Highlight the value of premium services and amenities, and engage members through exclusive events. Using retention-focused software helps track member satisfaction and adapt offerings based on feedback.
To increase gym member attendance, offer engaging group classes, provide incentives for attending regularly, and host fitness challenges. Regularly check in with members to remind them of available classes and services. Exercise.com can help track attendance patterns and send automated reminders, encouraging members to use the gym more frequently.
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Increase gym membership sales by implementing targeted marketing campaigns, offering limited-time promotions, and using referral programs. Providing free trials or guest passes can entice potential members to experience the gym. Effective communication of your gym’s unique value proposition is crucial. Exercise.com helps manage marketing efforts and track leads to improve sales.
Read More: Gym Membership Sales Strategies
To increase gym renewals with gym retention software, use automated reminders for members nearing renewal dates, personalize communications, and offer incentives for early renewals. Tracking member engagement can help identify at-risk members, allowing for targeted retention strategies. Exercise.com provides tools to streamline these processes and enhance member satisfaction.
To win back gym members with a win-back campaign, identify members who have not visited recently and send personalized re-engagement emails or messages. Offer incentives, such as discounts or complimentary sessions, to entice them to return. Highlight any new services or changes in the gym since they left. Using Exercise.com can help track member history and automate outreach efforts.
Read More: Gym Win-Back Campaign Ideas
Fun and creative ideas to increase gym membership include hosting themed fitness challenges, organizing community events or health fairs, and running social media contests. Offering unique classes or workshops can also attract new members. Engaging current members in promotional efforts, such as referral bonuses, can further enhance membership growth.
Average gym membership retention rates can vary significantly based on factors such as:
Easy health club member engagement campaigns include:
A gym management software like Exercise.com can significantly improve membership retention. Such software can streamline various operations like class scheduling, member management, payment processing, and more, leading to a smoother experience for members. It can also provide valuable insights into member behavior, helping you to personalize services and improve member engagement.
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Improving gym membership retention rates is essential to the success of any fitness business. By creating a positive gym environment, enhancing member experience, and implementing effective retention strategies, gym owners can create an engaging and satisfying gym experience that keeps members coming back for more. By putting these strategies into action, gyms can build a loyal customer base, generate positive buzz, and ultimately thrive in the competitive world of fitness.
References:
Tyler Spraul