Member Retention For Long Term Growth

Pexels Anthony Shkraba 4348404- Fit Degree
Pexels Andrew Neel 2312369- Fit Degree
Blog Details Img- Fit Degree
Thinking- Fit Degree
Pexels Cottonbro 5076531- Fit Degree

Member Retention For Long Term Growth

Read Time :

Would you agree that first impressions matter? When you call or walk into a business for the first time, it’s often that first experience that will set the tone for future interactions. The fitness industry is no exception. The first time a lead reaches out to you is your opportunity to WOW them.

There is a high correlation between member retention and your support staff.  New clients often interact with your support staff by phone before making a purchase or on day one of their first class, so be sure your team is properly trained. One of the biggest mistakes I see businesses make when it comes to member retention is a lack of follow through.  Clients are often sold an idea that they will reach fitness goals and be held accountable, but when they become a member, what they were sold doesn’t translate to anything tangible. When are goals achieved and revisited, how are clients actually supported and held accountable? Your business should be able to answer these questions.


I’m a firm believer that retention starts on day one AND that there is a method to keeping happy and consistent members. There are certainly aspects of retention that may be out of your hands, but there are many checkpoints you can put in place to support your members and business.  This article will highlight key factors in member retention and give you tips to takeaway and implement.


fitDEGREE can support your Studio Fitness

Consult with us now!

Create Systems & Automations For Member Retention

Member retention starts on day and the first few weeks and months are what often set the tone for how long your members will stay with your business. When someone joins your community, your job has just begun.  Setting up email, text, phone call, and in person check ins and automations should be part of your member retention plan. Ask your members how they are feeling, make sure they are taking the right classes, encourage them to step outside of their routine, keep them up to date on special events happening…keep them engaged.  Below is an ideal timeline for member check-ins.


  • Day 7
  • Day 14
  • Day 30
  • Day 60
  • Day 90
  • Day 180
  • Day 365


Track & Revisit Goals

Running a successful gym or studio requires you start all new clients out with some sort of new client form or consultation. This is an opportunity to get clients thinking about what they want to accomplish and then you can tell them how you will support them in achieving their goals. IF, you never take the time to learn about your clients, how do you measure and track success? There are a variety of ways to track your members progress so it’s all about finding a method that works for your business. You can use special softwares like Trainerize, studio tablets, or the good old paper method.  If you have a new client intake form or consultation of some sort, when is the last time you circled back to it with your members? Ultimately, if you want to retain your members, you have to show them results.


Hold Your Members Accountable

Many businesses tell new clients that they will hold them accountable but what does this really look like?  Holding members accountable means tracking their attendance and challenging them.  Reaching out to members who are MIA should be a top priority for every gym. Businesses who have high member retention are doing consistent outreach to clients who have not been within two weeks.  Another way to hold members accountable is with a Late Cancel/No Show policy. Having a policy in place not only supports your business but it can also be an accountability tool because most people don’t want to consistently pay for classes they aren’t attending. Lastly, if you have a member who truly is not utilizing their membership, reach out.  Identify if they would benefit from a different membership or maybe they just need a pep talk.


Show You Care

It’s the little things that matter. You can show your members that you genuinely care about them by doing little acts that will set you apart from other businesses. Sending birthday wishes, handwritten cards, highlighting progress/milestones, gifts on special occasions like weddings and births, or even get well soon wishes and condolences.  Find a unique way to connect with your members and I guarantee these small gestures will go a long way with retention.  When I opened my first gym, we made a point of sending flowers and edible arrangements to our members.  Our members loved that we took the time to celebrate them and often shouted us out on social media… hello free marketing.


Cultivate An Engaging Community

Member engagement is a key factor in retention. Your business should offer a variety of opportunities for your community to interact, build relationships, and experience new things.  You should also think about what events are best suited for your demographic.  Below is just a short list of ideas to keep your members engaged. 

  • Challenges
  • Open Houses
  • Friends & Family Events
  • In Studio Business Pop Ups
  • Volunteer Events
  • Run/Walks
  • Happy Hours


Member retention is a key factor in the success of your business. If you are losing more than 10% of your members each month due to factors that are outside of your control (relocation, illness/injury, Covid restrictions) it might be time to evaluate your approach to member retention.  Remember, retention starts on day one but there is much to be done to keep your members happy and engaged with your business.

Looks like you are finding this valuable, would you also like our latest copy of Navigating the New Normal?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Seven Steps to Run an Effective Fitness Studio Challenge to Increase Engagement and Revenue

Get More Gym Leads with Nurses and Teacher Appreciation Week

Boost Member Engagement and Retention in Your Studio with Intentional Programming

Membership Renewal Strategies: Keep Your Gym Clients Committed Year after Year

Seven Ways to Provide Exceptional Service in Your Studio to Stand Out and Keep Members

Membership Models Demystified: Finding the Right Fit for Your Fitness Studio

Building a Strong Community: How to Foster Authentic Connections in Your Boutique Fitness Studio

Customer Spotlights: Showcasing Success Stories to Boost Gym Engagement

2024 Fitness Trends: Embracing The New Boutique Fitness Trends to Stay Ahead

Elevate Your Studio: The Power of Customer Spotlights to Boost Gym Engagement

Elevate Your Boutique Fitness Studio: Year-End Reflections for Ongoing Success

Unwrap Your Gym's Irresistible Holiday Campaign in 4 Steps.

Unleashing the Power of Newsletters: A Guide for Fitness Studio Owners to Boost Holiday Engagement

How to Boost Your Boutique Fitness Studio's Social Media Presence

Social Media Marketing For Fitness Studios: Building Genuine Connections Over Vanity Metrics

Mastering Employee Management: Best Practices for Boutique Fitness Studio Owners

Crafting a Comprehensive Handbook for Your Boutique Fitness Studio

Crafting a Successful First Year: Must-Have Events for Your Boutique Fitness Studio

Are Your Boutique Fitness Studio's Monthly Costs Weighing You Down? Here's How to Find Out

Revamp Your Fitness Studio: A Guide for Successfully Deciding When to Pivot

How to Create Effective Business Goals for Your New Boutique Fitness Studio: A Comprehensive Guide

Ready, Set, Launch: Your Fitness Studio's Complete Opening Day Checklist

How to Find, Interview, and Hire Staff for Your Fitness Studio

Boosting Your Fitness Studio's SEO Effortlessly: Simple Tips for Studio Owners

The Power of Video Marketing: How Fitness Studio Owners Can Attract More Clients

Six Strategies To Create And Market Your Boutique Studio’s Value Proposition

7 strategies for your boutique gym to compete against large brands

What Type of Financing is Right For My New Fitness Business? A Complete Guide

Six Steps to Create Your Fitness Studio’s Successful Business Plan

Your Complete Checklist to Market Your Fitness Business

How to Create a Captivating Founder’s Story For Your Fitness Studio

How to Identify Your Boutique Gym’s Ideal Client

Four Steps to Create the Perfect Mission Statement for Your Fitness Studio

3 Steps to Build a Strong Brand Strategy for Your Fitness Business

How to choose the perfect space for your fitness studio

Finding a niche for your new business

How to Leverage Business Partnerships to Improve Your Fitness Business

Improve Your Gym's Sales Success With Three Simple Questions

Black Friday Marketing: Your Complete Checklist for Fitness Studios

Three Steps to Improve Your Gym's Sub Policies

Do your staff feel appreciated? How to Improve retention with Employee Appreciation Week.

Seven Questions to Keep Your Gym Staff Happy and Engaged

The free marketing tool you need in your fitness business

Your Gym Needs a Budget: How to Increase Your Fitness Business’s Profitability in Six Steps.

Stop Doing it All: 4 Partners to Help Your Fitness Business Grow

How to Overcome Common Sales Objections to Sell More Gym Memberships

Six Ways to Improve Staff Effectiveness and Retention in your Gym

Eight Steps to Sell More Fitness Memberships

The Three Essential Objectives to Improve Gym Sales and Profitability

How to increase attendance and retention in your gym this summer

How to Increase Your Boutique Studio Sales by Optimizing Your Intro Process

Are your clients staying? Improve your gym's retention rate with these strategies

8 reasons why your intro offer isn’t converting into long-term memberships

Are large class packages harming your gym's business? How to price for competitive growth.

7 Ways to Boost Your Event Marketing and Capture Your Perfect Customer

Are You Using Pop Up Classes to Capture Your Perfect Customer? Here's How.

7 Steps to Create a 12-Month Marketing Calendar to Boost Engagement All Year

How to Maximize Guerilla Marketing to Drive New Clients to Your Gym

Is your gym set up for success? How to create and set achievable new goals in 2022

Is your staff growing your business? How to give constructive feedback to improve buy-in

How to increase your gym's profits without actually making any more money

Client Communication Excellence: Stand Out With These 4 Tools

Member Retention For Long Term Growth

Why Getting More Reviews For Your Gym Should Be A Top Priority

Referrals Should Be A Top Priority For Your Business

Navigating The New Normal

Testing And Tracking Intro Offers

How To Build Your Intro Offer: The 3 Variables to Consider

Membership Contracts and Why You Need Them

Creating A Successful Sales Process

Importance of an Initial Consultation

10 Rules For A Standard Group Class Model Pricing Structure

5 Key Factors For Creating A Revenue-Generating Pricing Structure

7 Things Your Website Needs To Turn Clicks Into Clients

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now

Why your Fitness Business Can't Survive Without Community and How to Build a Powerful One

7 Things Your Website Needs To Turn Clicks Into Clients

Why your Fitness Business Can't Survive Without Community (and How to Build a Powerful One)

Membership Contracts and Why You Need Them

Switching Studio Management Software: Reality vs. Expectation

How To Build Your Intro Offer: The 3 Variables to Consider

10 Rules For A Standard Group Class Model Pricing Structure

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now in Your Fitness Studio

5 Key Factors For Creating A Revenue-Generating Pricing Structure

How To Build Your Intro Offer: The 3 Variables to Consider

What Does It Cost to Run a Barre Studio?

How the Best Fitness Studios Niche Down to Build Their Business

How to Practice Self-Care When Your Job is to Care for Others

12 Facebook Live Tips for Fitness Studio Owners

Friends Don’t Let Friends Yoga Alone: 11 Tips for Successful Referral Marketing

How Your Yoga Practice Can Spark Gratitude

The 3 Main Ways Your Studio Website Is Failing You and How You Can Fix Them

Should You Crowdfund Your New Yoga Studio Business?

4 Reasons Your Members are Bouncing After Their Class Pass is Finished

Why Yoga Studios Are a Booming Business Right Now

Using Your Yoga Studio Business Software for Marketing 

The Importance of Having Yoga Studio Scheduling Software

Are Your Instructors Making or Breaking Your Studio Brand?

Posts You Might Like

Seven Steps to Run an Effective Fitness Studio Challenge to Increase Engagement and Revenue

It's warming up, which means summer is coming. This can also be a source of anxiety for fitness studio owners, who typically experience a slowdown during the summer months.

Get More Gym Leads with Nurses and Teacher Appreciation Week

Nurse and teacher appreciation events are two of my favorite guerilla marketing events of the year. Teachers are recognized during the first week of May, and nurses enjoy an entire month of celebration.

Boost Member Engagement and Retention in Your Studio with Intentional Programming

As a fitness studio owner, you understand the importance of member engagement and retention. It's not just about attracting new members; it's about keeping them coming back for years to come.

Software Updates

Software Update Img- Fit Degree
Want to know about the latest improvements to fitDEGREE?
Black Friday
Calender Icon Img- Fit Degree
Ready to switch to a more affordable, customer-friendly management tool? We've got you covered.

Get all the resources
in your inbox

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

About the author:

Cherise Beardsley
Industry Expert

Cherise is a phenomenal business consultant with a lifetime of knowledge and experience in the fitness industry. Cherise not only helps fitness business owners thrive, but also assists the fitDEGREE team in keeping the software headed in the right direction for the needs of business owners using the platform.