Member retention is a significant part of long-term success in the fitness industry. Seasoned gym owners know that keeping loyal clients requires less effort - and investment - than marketing to new ones. That’s why retention is the fourth stage of the customer journey.
This journey consists of five stages, and is the path your prospective members take as they go from being a lead to being a long-term member of your gym. The five stages are awareness, consideration, purchase, retention and advocacy.
The journey is important to understand, not only for analyzing how customers interact with your brand, but for determining the stages where you can improve. In case you missed the first three stages, check out awareness, consideration, and purchase here.
Today, we’re diving into the retention stage.
Five Ways Gym Owners Can Improve Member Retention.
According to the 2023 State of the Fitness Industry Report, the average client LEG (length of engagement) at a gym is just 7.8 months. In other words, most gym owners aren’t able to get members to stick around for full year. If that’s you, too, imagine how much more successful your business would be if your LEG was three years or more.
Here are five steps to consider implementing in your gym to increase member retention.
1. Implement an Onboarding Program.
The way gym owners onboard a new member can make a huge difference in how long they end up sticking around. Two-Brain Business founder Chris Cooper recommends one-on-one coaching for new clients, versus free group classes or trials.
After having worked with hundreds of gyms, Cooper’s data shows that one-on-one is an effective way to keep members coming longer. PushPress data from a survey of 1,262 CrossFit gym owners earlier this year shows most are currently not starting with one-on-one sessions. The survey found that 56 percent of gyms send clients straight to group classes. And another 36 percent use free or discounted trials.
“Free trials lead to really crap retention,” he said, adding that it’s why many gyms are failing. “They need to keep people longer.”
Therefore, it’s never a bad time to evaluate your member onboarding process. Then track your retention numbers over time to determine areas of improvement.
“Five (one-on-one) session is definitely enough to noticeably improve retention,” Cooper said.
2. Prioritize the First 90 Days.
They say it takes 21 days to build a habit. But it takes 90 days to make something a lifestyle. That’s why the first 90 days that someone is a member at your gym are so critical. Most people need plenty of guidance and accountability to make sure they stay on track from the start.
To accomplish this, the key is frequent communication with relevant information, plus milestone celebrations. Your new members should know what to expect, and what to do to achieve success. Then when they start reaching goals, celebrating milestones recognizes their accomplishments and keeps them motivated to keep going.
For gym owners using PushPress Grow, good news! The work is already done for you. The first 90-day workflow in the Grow Content Library is specifically designed to properly nurture your new members through this time period.
Kenzie Presnell, owner of Fixed on Fitness in Milton, FL, said that this workflow has been particularly helpful at “pulling people into the community.”
3. Encourage Gym Member Check-Ins.
PushPress CEO Dan Uyemura calls gym member check-ins the “North Star metric” for increasing retention. On the client side, this metric creates built-in accountability. And for gym owners, the data helps you make important business decisions.
PushPress data shows that a member who shows up only once over a 30-day period has a 20 percent chance of quitting the following month. On the other hand, members who come three times per week or more have only a two percent chance of quitting.
Further, having clients check in also allows you to identify at-risk members early. That way, you can be proactive about reaching out. PushPress Grow also offers an automated, at-risk workflow to save you time and reduce churn.
Pro Tip: Want to learn more about how Grow can save you time, and help with lead generation and nurture? Book a demo with our team today!
4. Offer High-Ticket, Results-Based Services.
When people come to your gym for the first time, they’re looking for help. They often cite goals like losing weight or getting stronger, but they’re not sure how to get there. As gym owners, we get the privilege of donning our expert hats and prescribing them a plan.
And while a majority of gyms simply offer group classes as a core service, hybrid memberships and high-ticket gym services are often a much better solution. On the member side, they’ll achieve results quicker. And for the gym owner, retention numbers are more likely to soar.
If you’re currently not offering services like nutrition coaching or individual design programming, consider exploring some new, revenue-generating options.
Also, don’t forget about the power of tracking when it comes to results. It’s no secret that when your members see results, they’re more likely to stick around. This is even more true for measurable results, versus those that are simply perceived. So get new members started early with setting and measuring their goals.
5. Build a Strong Gym Community.
One of the most powerful tools in a gym owners’ retention strategy is connecting people. After all, most of your members came for the fitness but will stay for the community. Studies show that those who make friends and build connections are significantly more likely to stick around.
After owning a gym for more than 18 years, CrossFit pioneer Chris Spealler knows how crucial it is to focus on increasing retention through community.
“We can only do so many workouts, couplets, triplets, thrusters, and lifts, etc.,” he said. “Until eventually training can feel pretty similar, despite the variety. While results are imperative to people coming in your doors, the community is what keeps them there.”
He added, “The important part is that we are creating a welcoming and valuable community, and training environment where people can explore different avenues of fitness. It's like we are their home base.”
Pro Tip: The Social Feed in the PushPress Members App is a great place to let everyone know what’s going on in your community!
In Summary: Retention is Crucial for a Gym Owner’s Success.
The fourth stage of the customer journey - retention - is all about how gym owners can create the ultimate experience to keep happy members for years.
Start by implementing an onboarding program to guide members properly as they get started. Prioritize the first 90 days as a way to educate, motivate and encourage them on their journey. Show them how to check-in and explain why it’s important. Consider offering hybrid memberships or high-ticket services to get them results faster. And finally, connect members with others by building a strong gym community.
These steps can work to set you up for success in the final phase of the customer journey: advocacy.
