As the New Year approaches, gyms experience a significant surge in memberships, presenting a golden opportunity for growth. However, with the influx of new members comes a critical challenge—how can gym operators maintain gym member retention and prevent early dropout? The key lies in implementing effective retention strategies that encourage new members to stay beyond their initial enthusiasm. In this blog, we’ll explore the top four gym member retention tactics that can help you keep your January joiners motivated and engaged all year round.
January: The Peak Season for Gym-Goers
Data from 4GLOBAL’s Datahub over the past two years shows a significant surge in gym usage in January, with a 28% increase compared to December. This trend is even more pronounced when compared to the combined figures for October, November and December with a 10% increase.
Pure Gym echoes this trend, reporting a nearly 40% increase in gym usage in January 2023 compared to the previous two months.
Globally, the International Health, Racquet & Sports club Association (IHRSA) confirms this pattern, with over 12% of new gym members joining in January to kickstart their New Year’s fitness goals.
While it’s no secret that January sees a surge in gym memberships, it’s also no secret that many individuals struggle to maintain their fitness routines beyond the initial enthusiasm. Various factors contribute to this trend, including a decline in motivation, busy schedules, and a lack of long-term commitment. As a result, a significant portion of new gym members tend to discontinue their memberships within the first three months, highlighting the challenge of sustaining fitness goals beyond the initial fervour of the New Year.
What is the key to gym member retention?
Renowned Retention Expert Dr Paul Bedford sums it up:
“The key to member retention is visits.”
Frequent gym visits create a stronger connection between members and your facility. Regular attendees are more likely to feel invested in their fitness journey and in turn, stick with your gym for the long haul.
How do we encourage members to visit more often?
1. Personalise the member experience:
‘We need to sign post new members to the things that are most relevant to them in the gym environment’ – Dr Paul Bedford
Dr. Bedford’s advice highlights the importance of tailoring the gym experience for new members. By understanding their unique needs and goals, you can guide them towards the most relevant resources and activities. This could involve personalised recommendations for classes, equipment, or trainers, as well as offering tailored fitness assessments and goal-setting sessions. By providing this targeted support, you can help new members feel more confident, engaged and motivated to achieve their fitness objectives, ultimately increasing retention and satisfaction.
2. Create a Sense of Community to Enhance Member Retention
A gym is more than just a place to work out—it’s about creating a space where members feel a sense of belonging. When people connect with others and feel part of a supportive environment, they are far more likely to remain loyal to their gym. Social bonds are key; members who interact online or in person are less likely to leave.
Creating this community can take many forms, from hosting group fitness challenges to creating social events or even online groups where members share their goals and progress. These kinds of interactions help build a sense of camaraderie, where members feel accountable not just to themselves, but to their peers. Research shows that gyms that successfully cultivate community experience higher member retention rates.
In addition, a welcoming and inclusive atmosphere ensures that every member, regardless of their fitness level, feels valued and supported. This is especially important for newcomers, who may be intimidated when starting their fitness journey. Whether it’s through a personal greeting when they walk in or by offering special classes that promote inclusivity, making members feel comfortable from day one can make all the difference.
3. Leverage Technology to Improve Gym Member Retention
In today’s fast-paced world, flexibility is key to maintaining member satisfaction and engagement. Offering digital options, such as on-demand workouts and digital coaching screens, addresses the growing demand for fitness solutions that fit seamlessly into members’ busy lives. This approach allows members to train at their convenience, providing a no-stress way to stay active without being constrained by class schedules.
The ability to access workouts on demand within the gym environment can significantly reduce the feeling of overwhelm that many new members experience when they first join a gym. For some, the uncertainty of not knowing where to start or what to do next can be a barrier to entry. Digital coaching screens provide real-time guidance and step-by-step instructions, making it easier for beginners to follow along confidently without feeling lost or intimidated.
By leveraging technology, you not only meet the demand for flexibility but also create an inclusive, approachable environment where all members—regardless of experience level—can feel confident and empowered.
Introducing on-demand equipment like BOX12’s ‘always on’ technology empowers your members with the flexibility to work out whenever suits them best. No more worrying about booking classes or adhering to rigid timetables. Members can simply walk in and start their 36-minute circuit at their own pace, taking control of their fitness journey on their own terms. Learn More.
4. Train Your Team to Support Gym Member Retention
Staff play a crucial role in gym member retention. Creating personal connections with members is key—when staff take the time to learn names, understand goals, and offer personalised support, members feel valued and are more likely to stay long-term. This personal engagement creates trust, making members feel part of a community and invested in their fitness journey
In addition, training staff in empathy, active listening, and conflict resolution is vital. When staff address concerns and resolve issues quickly, it prevents frustration and builds loyalty. Members who feel heard and supported are more likely to renew their membership, while those who feel ignored may seek alternatives
Lastly, a welcoming atmosphere is essential. Staff are the first point of contact and set the tone for the gym environment. When staff engage with members, introduce them to others, and cultivate a sense of community, it creates a space where members feel motivated to return.
In Summary:
Effective gym member retention strategies are essential for turning the January rush into long-term success. Personalising the member experience, building a strong sense of community, leveraging flexible technology, and investing in staff training can significantly boost retention rates. By implementing these tactics and using solutions like BOX12’s ‘always-on’ technology, you can ensure that your gym members stay engaged and motivated beyond the first few months of the year.
Contact us today to learn more about how BOX12 can help you keep your members engaged and motivated all year round!
