First, I’ll highlight that many of the good practices to get members in the first place are also good for fitness member retention. We already wrote an article with actionable ways for marketing gym memberships, so we won’t repeat those ideas here. Similarly, check out a different article focused on social ways to increase gym membership and retention. Below are six important factors and ideas specific to member retention. Note that most of the principles linked to and detailed here apply to fitness club retention, and can be tweaked for class-based businesses.

Hold events where members can meet other members.

Schedule a party or group activity, such as a team hike, where members can get to meet other members, and the club’s staff. This will get the endorphins flowing on several levels, and members should come away feeling better about being a member of your club. Post signs in your club to help promote the event. Use social media to help spread the word.

Offer a free session with a personal trainer.

A big deterrent for some people is that they just aren’t comfortable in a gym or fitness setting. Think of ways you can help those people feel welcome, and feel ownership and pride over their workout facility. Offering a free session with a personal trainer is one idea. If they don’t take you up on it initially, try again in a month or two. Give them the option to use this session to learn new machines, work on form or other issues, or for a traditional personal training session if they prefer. It will help to create the opportunity for your members to share their fitness goals with a trainer. The trainer can map out a plan to help them achieve those goals and sell a training package. But have the trainer also report back to you. Use that information to find other ways to help the members that aren’t quite “sold” on personal training, but need some motivation and guidance. In addition, make sure your trainer is really good at helping them get to the next level based on where they are at, and that you are good at making them feel a member of the club’s community another way if they don’t sign up for training. That way, they will feel better about coming to the gym, and will spread the word.

Help members set and meet their health and fitness goals.

In addition to the free personal trainer session that will help members set their health and fitness goals, place motivational posters in strategic places, and provide spreadsheets for recording workout activities and nutritional information pamphlets to help them meet their goals. Also, provide group programs and activities that are enjoyable and that create goal-achieving camaraderie among your members. Provide a wide variety of equipment (treadmills, ellipticals, bikes, free weights, machine weights, balance balls, kettle bells, floor and yoga mats, elastic bands, etc.) to give your members every opportunity to vary their routines and meet their goals.

Make bill paying simple for members.

Try to establish monthly auto-pays and send email reminders of upcoming withdrawals. After payment is made, send an email confirming that payment was received. Do not surprise your club members with unexpected charges or dues increases. If you do find that you need to raise the monthly fee, send an email to clients well ahead of the first month when the new fee takes effect. Happy and satisfied club members will appreciate the heads-up about any changes to their club membership, whether it be fees, hours of operation, new equipment, or upcoming special events. They will not appreciate any surprises with regards to their monthly fees—unless, of course, you are lowering those fees!

Keep your facility clean and comfortable.

Fitness club members consistently indicate that their fitness club’s cleanliness is very important to them. Keep your club’s equipment clean, and be sure to provide equipment wipes and dispensers in key locations throughout your facility. Members will appreciate your making it easy for them to wipe down equipment after each use, which will in turn contribute to their impression of the club as a healthy place to work out. Clean restrooms and showers regularly, and replenish supplies (soap, paper towels, toilet paper, etc.) as often as necessary. Mop and sanitize shower and restroom floors on a regular basis. Empty all trash cans and vacuum carpets as often as necessary.

Keeping your club clean is essential, but it must also be kept comfortable. This means maintaining the correct temperature and humidity levels, which might need to vary from room to room, depending on the activity and number of people exercising. Install temperature and humidity monitoring devices and monitor them frequently. Members will appreciate a club with good air circulation and proper temperature and humidity levels. Ceiling fans that members can adjust are also recommended. If you have water fountains, be sure to keep them clean, too.

Hire friendly and professional staff.

This tip might seem like a no-brainer, but finding and hiring the right staff can be difficult and time-consuming. Don’t make the mistake of hiring just to get someone to fill the position. Warm and professional staff can make a big difference in keeping your club members satisfied. Choose staff that will reinforce your members’ perception of your club as one that cares about its members’ needs and makes their experience there a top priority. Vet personal trainers for the proper certification and necessary insurance. Train facilities personnel in how to maintain a clean and safe environment. Address simple requests, such as “Can you play some different music?”, “Can you help me figure out how to use this machine?”, or “Can you put the ballgame on the TV?” promptly and with enthusiasm. Help enhance your club members’ experience every chance you get. Don’t give your members any reasons to think about leaving your club. Members who are satisfied with their personal trainers and the service they get from the rest of the staff will look forward to coming to the club for their workouts.

Photo by UNE Photos under the Generic Creative Commons License