Who is ready for some tough gym owner love? A commonly cited industry benchmark, based on data from the Health & Fitness Association (HFA), states that about half of all new members will quit within the first six months, leaving you, as a gym owner, feeling ghosted. These soon-to-be former members will often do a soft letdown, a form of “It’s not you, it’s me”. However, the truth is most of the time, “It’s not me, it’s you” instead.
This is where the tough love starts happening. Here are the real reasons why your members are quitting and, hopefully, how to stop it before they leave you. After all, watching hard-won members end their relationship with your gym after all you invested in time, marketing, and equipment upgrades will sting. Identify which of these circumstances is causing people to abandon your gym and then act accordingly to stop the bleeding.
Intimidation, Overcrowding, and a Bad Atmosphere
I was just talking to a few middle-aged couples this week who were ending their memberships with their current gym. They were tired of the place being overrun by teenage boys who were not acting appropriately and were always on their phones. And I didn’t blame the couples for leaving that gym. I blame the gym owner for letting it get this bad.
The overcrowding issue is always a fine line to straddle. On one hand, you want your gym to be busy. It makes you money. But on the other hand, if it is preventing people from completing their workout because there are just too many people, members are going to leave.
Is there an easy fix? To a point. But it means having to develop a proactive staff. Many times, the gym is not “too busy” to get a workout in if people are focused. Instead, people often mess with their phones or carry on long conversations while occupying prime real estate. Every one of us gets frustrated when someone is using the equipment we want and not in any hurry to move along. Post signs and talk to the staff about speaking with these people who love to drag their feet. It is going to be an uncomfortable conversation, but when other members hear you are trying to take care of the problem, they may be more apt to stay a member.
Poor Onboarding
A well-known study by the “Retention Guru” Dr. Paul Bedford states that 87 percent of fully onboarded members were still active at their gym after six months. Being able to keep 87 percent of your new members instead of 50 percent should be something all gym owners strive for.
This means the days of signing up a new member and giving them that nickel tour of “the strength training equipment is over there, the cardio is over that way, and the locker rooms are down that hallway” should be over and done with.
New members can feel overwhelmed as they navigate an unfamiliar atmosphere with different equipment, changing class schedules, and essentially how to maneuver around the gym to accomplish their goals. Remedy these issues before they become a problem.
- Personalize the gym tour while having a goal discussion.
- Sign them up immediately for a free workout with a trainer during their first week.
- Guide them through the gym app or website to figure out when the classes meet that they may be interested in.
- Provide them with a free booklet about nutrition basics. It’s amazing how many people just do not know how to eat clean.
- Supply that human touch! The staff employee who has developed the strongest bond with that new member should send a quick text every week for the first four weeks, asking how they are doing and what ways they may need assistance.
Let Them Know They Are Being Seen!
No member wants to be the faceless person in the crowd. Recognize them and praise their work. I once had a smile on my face for a week after a trainer told me I had the best triceps of anyone in the gym. Provide the compliments. They won’t cost you a thing, and they will brighten someone’s day.
Correct the Value Mismatch
One of the main reasons for someone ending their gym membership is the value mismatch. And this can happen in a few ways.
First, if the gym is marketing a $30 monthly membership, then adding extra fees on top of it so it is actually closer to $34 a month, then that has to be fixed. If it is $250 for a yearly membership, keep it exactly at the $250 and not a cent more.
Second, emphasize how working out can save members thousands in medical bills down the road. The Medical Expenditure Panel Survey asserts that inactive adults incur almost $1,500 more annually in healthcare expenditures when compared to physically active adults. Suddenly, that yearly membership sounds like a good deal! Post the information on your social media. Place it up in the gym. Make the members aware.
A value mismatch can also occur when a member realizes they are paying a set amount and only working out there two times a month because of a busy schedule. When this happens, and they come to cancel, try to guide them into a different direction. And be understanding. Discuss a daily fee or perhaps a punch card system so they can feel they are getting the most bang for their buck. After all, if they fully leave your gym, you will be receiving zero dollars from them forever. By offering other options, you can still gain a bit of revenue.
Poor Service
If I walk into a gym where I have to hunt down weight plates, play matching games with misplaced dumbbells, notice the equipment is not being oiled or have frayed cables, and feel like I need to shower not because of a hard workout, but because the equipment is filthy, I won’t ever come back. It just takes a little effort to fix these problems.
Most Churn Is Preventable
Lowering the churn rate and stopping members from leaving can be accomplished. And it won’t cost much. It comes down to effort. Review every reason on this list on why members are quitting, address the problems, and then let us know how the changes helped!
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