Member acquisition and retention for gym facilities: strategies for success

One of the biggest challenges faced by new gym facilities is acquiring a solid client base and, more importantly, retaining it long-term. To thrive rather than merely survive, a new fitness facility needs to implement strategies that engage members, offer a well-rounded experience, meet diverse clientele needs, and establish its role within the community. As someone who has started a fitness business from scratch, this article outlines tried-and-tested methods for acquisition and retention that I used when I first opened my business and continue to use three years later.

Member acquisition: the first step in building a community

1. Utilising social media for promotion

In today’s ever-evolving digital landscape, social media is an essential tool for promoting gym and fitness facilities. Before opening, creating a narrative about your business philosophy on platforms like Instagram, Facebook, and TikTok can engage potential future clients. Showcase the facility’s development, equipment investments, and session offerings.

Clients like to know what they’re paying for. Sharing reels and stories highlighting the equipment, installation process, and team introductions creates familiarity and a sense of community. Research shows that post-pandemic, reliance on social media for communication has significantly increased (Bos & Burger, 2022). After opening, maintain visibility by blending fitness tips, client testimonials, workout videos, and educational content, such as live Q&A sessions.

2. Client testimonials: the power of word-of-mouth marketing

Testimonials are among the most effective tools for member acquisition. Potential clients trust others’ experiences when choosing a gym. Sharing success stories, transformation photos, and authentic feedback showcases your gym’s dedication to health and personal growth.

Ensure your social media presence reflects diverse journeys to appeal to a broader audience. Encourage existing clients to share their experiences and create both video and text testimonials for platforms like your website, social media, and promotional emails.

3. Hosting or attending events: engaging the community

Community events are excellent opportunities to acquire new members. Attend local fairs, charity events, fundraisers, and school activities to interact with potential clients and understand what they want from a gym. Bringing fitness equipment, like  rowers or tornado bikes, for challenges can attract attention and spark conversations.

Remember, participation should be personal and enthusiastic. Avoid sending an inexperienced team member with just a banner and leaflets. Create interactive experiences that allow people to explore your facility without pressure.

4. Special offers: incentivising memberships

When offering incentives, highlight value over cost. Avoid excessive free passes, which can devalue your services. Instead, offer taster sessions, orientation slots, or pay-as-you-go options. Occasional promotions, such as “bring a friend for free” days, can attract hesitant clients while preserving your facility’s perceived value.

Retention: turning new members into lifelong clients

The importance of quality equipment

High-quality and diverse equipment is essential for member satisfaction. Research highlights equipment as a key factor in perceived service quality (Polyakova & Ramchandani, 2023). Whether your gym focuses on traditional workouts or functional training, ensure equipment aligns with members’ goals.

Examples of essential equipment:

• Strength training: Dumbbells, kettlebells, and barbells.
• Cardiovascular fitness: Treadmills, rowers, and ski Max.
• Functional training: TRX, battle ropes, and medicine balls.

The role of technology in enhancing member experience

Technology improves the member experience, from onboarding to ongoing engagement.

• Member management software: Apps for booking classes, tracking progress, and making payments create a seamless experience.
• Wearable technology integration: Encourage members to use fitness trackers and create challenges based on their data to foster engagement.
• Body composition analysis: Devices like the Mediana i30 Body Analyser elevate your offering by providing detailed insights into health and wellness. Incorporate this technology into memberships or offer it as a premium service.

Personal training and group classes

Personal training and group classes enhance engagement. Group training builds friendships, while personal training fosters commitment to individual goals. Both strengthen a sense of community, increasing retention.

Collaboration with local health professionals

Partnering with nutritionists, physical therapists, and chiropractors adds value to memberships by addressing overall wellness. Workshops and referrals can support clients’ broader health goals, strengthening their connection to your gym.

Conclusion: a balanced approach to gym success

In the competitive fitness industry, success hinges on both attracting and retaining members. Promotions, testimonials, and social media can help bring in new clients, but long-term success relies on retention strategies. Offering quality equipment, leveraging technology, and fostering community connections create a space where members feel valued and motivated.

By adopting these strategies, your gym can become a thriving hub for fitness and wellness, ensuring lasting success in the industry.

References

• Athanasia Z, Vasiliki K, Maria T (2020). An Importance-Performance Analysis of personal training studios and gyms service quality. Int. J. Progress. Sci. Technol, 22(1). 403–411.
• Bos D, Burger A (2022). Customer retention in owner-operated gyms in times of corona. Int. J. Business & Management Studies, 3(6). 25–35.
• Polyakova O, Ramchandani G (2023). Perceived service quality among regular users of gyms in public sports centres in the UK. Managing Sport and Leisure, 28(1). 35–54.
• Rand M, Goyder E, Norman P, Womack R (2020). Why do new members stop attending health and fitness venues? Psychology of Sport and Exercise, 51, 101771.
• Thompson W.R (2023). Worldwide survey of fitness trends for 2023. ACSM Health and Fitness Journal, 27(1). Accessed oline: https://www.researchgate.net/profile/Walter-Thompson-3/publication/366774509_Worldwide_Survey_of_Fitness_Trends_for_2023/links/64258a39315dfb4ccebc0e53/Worldwide-Survey-of-Fitness-Trends-for-2023.pdf. Retrieved 20/09/2024.