Retention — Focus Puzzle
As fitness club operators, we have an excellent opportunity to take advantage of the growing popularity of a healthy lifestyle. However, every year a significant proportion of members leave our clubs and retention rates do not improve significantly. Why is this happening?
What affects retention?
The key element is to maintain the high quality of our clubs: modern equipment, comprehensive training programs and friendly and qualified staff. Although our clubs help many people, stagnant retention rates suggest that we are not engaging enough members — 35-60% quit every year.
One of the reasons is the flood of information about immediate effects - “success in 30 days”, “10 kg in 10 days”. When reality requires long-term work, customers feel frustrated.
The second problem is mass, unpersonalized communication. We need to tailor the message to the customers who have the most impact — those who regularly use, value and recommend the club.
How to improve retention?
✅ Comprehensive orientation of new members
It is not just about presenting the equipment, but about realizing that the first two months will be the most difficult, but crucial for long-term success.
✅ Focus on regularity, not results
Building a workout routine is key — the effects will appear as a natural consequence.
How to engage customers with low attendance?
🔹 Informing about the offer of the club
New members and inactive people often don't ask about opportunities — it's worth reminding them of them.
🔹 Keeping Engaged Through Events
Less active members need extra attention to feel a connection to the club.
🔹 Sending valuable content
Health and nutrition advice allows you to derive value from your membership even at a distance.
A positive first impression is of great importance. A warm welcome and a simple “Good Morning” can influence the decision to stay in the club.
In addition, it is worth analyzing attendance data and identifying customers who visit the club less often. Offering them support can make them feel noticed and appreciated.
Adaptation or failure — why do members leave?
One of the key questions in the fitness industry is: why do customers quit?
Customer expectations are key
Many clubs do not analyze the sales process for retention, and this is where the whole process begins.
Membership is an exchange of values: Cost vs Benefits. Customers are constantly evaluating whether it is worth continuing. Every aspect of the club's operation influences their decision.
How to increase retention?
🔹 High quality service
The client must feel that the club delivers the value they expected when purchasing a membership.
🔹 Personalization of onboarding
An individual approach to new members increases the chances of long-term activity.
🔹 Constant communication and monitoring
Every club has a “moment of boredom” between the 4th and 6th month. Ignoring it increases the risk of quitting.
🔹 Attendance analysis
A drop in visits is an early sign of danger. Intervention at the right time can prevent resignation.
summary
Retention is a complex problem that requires attention, analysis and continuous work. By understanding the decision-making process of members, we can take effective action to increase customer loyalty and ensure the long-term success of the club. 🚀
