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Rediscover What Matters


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 #5: Mis-Fitting

There’s no such thing as a one-size-fits-all solution for today’s fitness audience. In fact, you’re dealing with multiple audiences. In figuring out how to appeal to all these audiences, you have to take into account the preferences of different age groups, genders and fitness levels. It’s a real puzzle. But like most puzzles, it gets simpler when you break it down into a set of smaller challenges.

A Fitness Center For the Ages

So let’s do that. Let’s start by looking at how different age groups prefer to exercise, so you can get ideas on designing your fitness center for the ages.

The differences are just as pronounced when it comes to gender.

Men would rather be:

  • Playing Racquetball, 70%
  • Playing Squash, 68%
  • Doing Freewights, 67%

Women would rather be:

  • Group Cycling, 49%
  • Doing Calisthenics, 48%
  • Playing Tennis, 48%

And of course, one size definitely doesn’t fit all when it comes to how fit your members are. You potentially have to cater to everyone, from beginners to elite athletes. And unfortunately, sometimes the newbies want to work out like champions, which can really raise the risk of injury.

Knowing all this, how do you make sure your fitness center is the right fit for your membership and market? For three lessons learned from owners and operators like you, download our free e-book, “The 10 Worst Mistakes Made by Gyms & Fitness Centers.” Turn right to page 25 for this great insight into how you can optimize your membership retention efforts.

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

Download "The 10 Worst Mistakes Fitness Centers Make"
Do you know why your members are leaving? Learn how to avoid these common and costly mistakes. Get the strategies you need for success now. 

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Want to learn about fitness facility management? Find out why member retention is important and how to avoid motive mix-ups.