There’s a common misconception that attracting new members should be the primary focus for fitness facility marketing. While gaining new members is important, neglecting your existing ones can be a costly mistake. Without a retention strategy, even the most effective efforts to attract new members can fall short, leading to churn and undermining long-term growth.
The numbers speak for themselves: Allied Market Research predicts the gym membership market will exceed $70 billion globally by 2032. In 2024, memberships at U.S. fitness facilities hit an all-time high, with 72.9 million Americans—23.7 percent of the population aged six and older—reporting active memberships, according to the Health and Fitness Association. These figures underscore the growing demand for fitness facilities, but also reveal a competitive landscape where member loyalty can make or break success.
If you’re not actively engaging and retaining your current members whether through personalized experiences, community-building efforts, or simply showing appreciation, you risk losing valuable revenue and damaging your reputation. Here are some of member retention strategies that the fitness executives from Arch Amenities Group have found successful in fostering long-term loyalty and satisfaction.
Offer Flexible Membership Options
Today’s consumers expect flexibility, fitness enthusiasts included. Gym goers want flexibility not just in their workout options, but also in how they commit to your facility. Providing customizable membership plans, like month-to-month options, class packs, or seasonal memberships, ensures that your offerings cater to a wide range of lifestyles. For members who travel frequently or prefer shorter commitments, these options can make the difference between signing up or walking away. Flexibility also builds trust by showing that your facility understands and accommodates their unique needs, whether they’re taking time off or scaling back their workouts. When members feel empowered to adapt their memberships instead of canceling outright, they’re far more likely to stick around for the long haul.
Deliver a Personalized Experience
Members want to feel seen, valued, and supported in their fitness journey. Personalization is key to creating that connection. Start by leveraging technology like mobile apps, wearables, or CRM tools to track member preferences, recommend classes, and set individualized goals. Several Arch-managed fitness facilities utilize Exceed by Arch Digital, an app offered in partnership with Les Mills and Trainerize to provide members with access to one-on-one coaching from a network of personal trainers and registered dietitians, curated world-class wellness and recovery programs, and on demand group fitness classes. On-site staff involvement is equally critical. Train your team to greet members by name, celebrate milestones, and provide personalized tips or encouragement during workouts. Small gestures like following up after a class or suggesting a new program that aligns with their goals go a long way. When members feel their experience is uniquely crafted, they’re more likely to stay loyal and engaged.
Build a Sense of Belonging
A strong sense of community transforms a fitness center from just a place to work out into a hub of connection and support. Group classes, workshops, and social events provide members with opportunities to engage with others who share similar goals, so much so that a study by the Fitness Business Association found that 85 percent of fitness club members visit their facility at least twice a week to engage in group classes. Activities like charity fitness challenges or themed workout nights not only foster camaraderie but also give members something to look forward to. Don’t overlook the power of digital communities, either. Create private social media groups or use your fitness center’s app to highlight member success stories and celebrate milestones. Spotlighting achievements like a member’s first 5K or 100th yoga class makes members feel recognized and appreciated. When people feel connected to their gym and its community, it becomes more than a membership, it becomes a lifestyle they’re proud to be part of.
Communicate Effectively and Reward Loyalty
Effective communication is key at every stage of a member’s journey, from onboarding to long-term loyalty rewards. When a member first joins, they should clearly understand what their membership entails, the services available, and how your facility can support their goals. But communication shouldn’t end there; it should be ongoing, fostering engagement and reinforcing their sense of value throughout their membership duration and beyond. According to Club Solutions, 87 percent of gym members who experience a positive onboarding process remain active after six months, highlighting the importance of early and continuous engagement. Consider implementing a loyalty program that allows members to earn points for each visit, which they can redeem for perks such as discounts, free services, or exclusive offers. Wellness Living reports that 86 percent of businesses see an increase in revenue by adopting a fitness rewards program, and 74 percent experience improved customer retention. Offering exclusive incentives, such as VIP-only classes or early access to new programs, can further strengthen loyalty and ensure members feel part of an exclusive community. These rewards not only enhance retention but also boost member satisfaction, increasing the likelihood that they will continue their membership and recommend your fitness center to others.
Keep Facilities (and Services) Fresh
Maintaining up-to-date equipment and a clean, well-maintained environment is essential for retaining members. A fitness facility that feels fresh, inviting, and modern encourages members to continue their memberships. Members expect not only the latest fitness equipment but also a variety of amenities that enhance their overall experience. Offering new trends such as recovery zones, virtual fitness classes, or specialized services like massage therapy, keeps your facility competitive and engaging. Additionally, adapting your offerings with seasonal classes, new program launches, and rotating services prevents members from growing bored and helps them stay invested in their fitness journey. By continuously evolving and improving, you show members that you’re committed to their success.
Measuring Success of Member Retention Strategies
To ensure your member retention strategies are working, it’s vital to track progress and be open to making adjustments. Start by gathering feedback through surveys, informal conversations, and digital platforms to understand what your members value most. Metrics like retention rates, attendance, and Net Promoter Scores (NPS) can provide valuable insights into the effectiveness of your efforts. Pay attention to trends in member behavior—are they attending more frequently, staying longer, or engaging with new services? This data helps identify areas for improvement and ensure your strategies align with member expectations. By acting on feedback and being willing to adapt, you show your members that their opinions matter, which can further strengthen loyalty.
Utilizing Management Services
Ultimately, your fitness center’s long-term success depends on member retention, and the good news is that it’s entirely within your control. While managing membership options, communication, program offerings, and staying on top of trends can feel daunting, you don’t have to do it alone. Partnering with a professional amenities management firm like Arch Amenities Group can provide the expertise and resources you need to enhance retention and create a loyal, engaged community. Arch supports more than 140 fitness centers and health clubs in the U.S., focusing on strategic planning, recruitment and training, operations management, marketing and promotion, customer experience enhancement and more.
Remember, happy members are your best marketing. Their loyalty and referrals not only help sustain your business but also attract new clients who trust word-of-mouth over any ad campaign. Retention isn’t just about numbers—it’s about creating a thriving, satisfied community that naturally builds your brand, and with the right support, your fitness center can thrive for years to come.
