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We’ve been fiercely committed to real results and meaningful innovations based on scientific insight and the tireless pursuit of fitness perfection.

Member Retention Mistake #4: Motive Mix-Ups

Do you know the four main motives people have for joining a gym? According to a study that surveyed 10,000 health and fitness members, potential members are motived to join by:

  1. Fitness
  2. Appearance
  3. Social
  4. Enjoyment

Now you might naturally assume that most people belong to health clubs so they can get fitter or look better. But if your facility is geared towards just these two goals, chances are you're having a problem with member retention.

Though many people are motivated to join by a desire to improve their fitness and appearance, they remain long-term members for social and enjoyment opportunities. That's right - turns out that the motives that influence member retention most are friendship and fun.

3 Retention Game-Changers

  • Social goals trump fitness and appearance
    Social motives, such as making friends, are far more likely to improve retention than physical and appearance-related goals.
  • Perceived progress reduces risk
    When members perceive that they’re making progress, it reduces the risk of them cancelling.
  • Missed goals lead to max cancellations
    Members who don’t reach their main goals are more likely to cancel.

With this new knowledge, do you need advice on what to do next? Download our e-book, “The 10 Worst Mistakes Made by Gyms & Fitness Centers,” for 7 key action steps you can take right now.

NOTE: For list of research references, please download the full version of the e-book.

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Want to learn about fitness facility management? Find out why member retention is important and how to avoid fiscal miscues.