Improve gym member retention rates

by focusing on a full complement of workouts for their clients’ goals, both at their home and in gym.

With the ever-increasing number of gyms popping up in every town and city across the UK, the need to stand out from other gyms to attract and keep members is essential, with member retention being the easiest to achieve.

Keeping your gym members, that you have worked hard to get to stay in your gym shouldn’t be difficult, but so many gyms we have seen focus only on the revenue members generate and very little on the easiest thing - to keep them happy, the reason why they joined in the first place.

Members initially join a gym because of a health problem or body aesthetic goal, with the primary function of a gym to service those needs and desires, while making it as easy as possible for the member to understand what to do and how to do it.

Keeping members on track towards their goal with a detailed and structured set of workouts keeps them paying their membership fees and gives you a thriving gym.

The main problems we see are:

One of the biggest issues we see is new members sign up to a gym, receive their initial gym induction and receive a generic workout based on their goals which has usually been given to every other member with the same goal, they are then left to survive amongst other members who are in the same boat as them.

You see these members stick it out for the first 4 to 6 weeks the best they can with little further guidance. Then what? They do what most people do when they feel lost or uncomfortable, they avoid the situation and leave.

Now, while this isn’t the only reason members leave a gym, as there are several others such as cost, location, reduced free time amongst others, but this is the biggest one and really is the easiest to fix.

We have seen how member retention can be greatly improved by giving them what they wanted in the first place, that is essentially a structure, a set of workouts for them to follow, grow and develop with in the gym and at home.

Members need to be consistent with their training to get results, so if they only have time to train at the gym once a week for example, then building or offering them workouts to train at home is a great way to help them get results. There also need guidance on when to change up their routines and increase things likes weights and sets to the next level.

Being able to adapt customer workouts quickly and easily based on a client’s specific goals, makes a more personalised experience for each customer.  Gyms can go above and beyond to offer the member more value for money with little to zero extra time to do this.

PT Buddy work with gyms to offer this functionality through our app and courses to give the member the best experience and results, and the gym long term increased revenue.

To see how PT Buddy can help you contact us here or call 07788 101281.