The fitness industry took a massive hit during the pandemic, with the US gym and health club industry losing an estimated $13.9 billion from mid-March to August 31, 2020, due to sudden closures and social distancing measures. Many people turned to at-home workouts, investing in Pelotons, resistance bands, and online fitness programs.
But now, the tide is turning.
People are eager to reconnect with others, enjoy the motivation of group fitness, and take advantage of the equipment and community that gyms provide. The demand for gym memberships is climbing, and industry reports show that health clubs and studios are beginning to recover.
But attracting new members is only half the battle — keeping them is where the real challenge lies.
Studies show that 50% of new members quit within the first six months. However, gyms that invest in customer retention strategies can buck this trend.
In fact, increasing retention rates by just 5% can increase company revenue by 25% to 95%. And the key to better retention is building a better onboarding and customer experience from day one.
So how do you attract more gym members — and keep them coming back? Here’s how.
Potential members are exposed to countless fitness options, from boutique studios to online platforms, so you need to reach them where they are.
A multichannel strategy ensures you hit all the touch points that matter:
You’d be surprised how many potential members give up because of complicated or lengthy sign-up processes. Streamline your onboarding process by:
The goal is to make it as easy as possible for people to join — and stay.
Retention starts the moment someone signs up. According to Dr. Paul Bedford, a leading expert in fitness industry retention, 87% of members who are correctly onboarded remain active after six months.
A strong onboarding strategy includes:
✅ A personal welcome from staff or a personal trainer.
✅ A facility tour to help new members feel comfortable.
✅ A free personal training session or class trial to get them started.
✅ A follow-up call or email within the first week to check in and answer questions.
Creating a sense of belonging right away can significantly increase long-term commitment.
Limited-time offers create urgency and drive sign-ups.
Some proven seasonal promotions include:
Exclusive, time-sensitive offers will give prospects a reason to commit now rather than waiting.
A referral program is one of the fastest ways to grow your membership base while keeping current members engaged.
Tip: Make referrals easy by including a QR code on direct mail pieces and social media posts for easy sharing and tracking.
Most members who cancel do so within the first three to six months. To prevent early drop-offs:
Retention starts with engagement — members who feel supported are more likely to stick around.
People are more likely to join and stay if they see others having success. Encourage members to share their progress on social media and tag your gym.
User-generated content builds trust and motivates others to take action.
People don’t just join gyms for the equipment — they join for the community and experience. Create a social, welcoming atmosphere by:
When members feel like they belong, they’ll want to keep coming back.
What works for one gym may not work for another — so track your results and adjust your strategy accordingly.
Consistent monitoring and adjustment will keep your strategy fresh and effective.
Build It Strong and They’ll Stay For Long
Attracting new gym members is only half the battle — retaining them is where long-term success happens. A simplified sign-up process, a strong onboarding experience, and consistent member engagement are the keys to increasing retention and revenue.
By using multichannel marketing, running effective referral programs, and building a welcoming community, your gym will become more than just a place to work out — it will become a place where people want to belong.