Some gym owners focus heavily on new lead acquisition and prioritise short-term growth, relying on promotions, discounts and free trials to drive immediate gym traffic. They aim to fill the pipeline with fresh faces, but this approach can come at a cost. High attrition. All gyms need new members, bu...

The leaky bucket concept nicely explains why  attrition is painful and costly for gym owners. Imagine a bucket filled with water, representing your total member base. The water that pours into the bucket are your new members. The holes in the bucket are members who leave. If there are lots of holes ...

Retention and attrition are 2 sides of the same coin. Member retention rate shows the percentage of members who stick around versus those who cancel their memberships. High retention means you’re doing things right. Low means you have an opportunity to consider some changes at the gym.

Average ann...

Some emails are frustrating to receive, like the one above from Dave. He joined only 9 weeks ago and wants to cancel his membership. He doesn’t leave a reason why, just asks how he can cancel. Many gym owners realise their attrition rate is higher than they’d like it to be and know something need...

It was a balmy afternoon on March 7th, 2013. I was coaching a bright, talented Argentinian expat in Sydney, Flor Jacovella. Our conversation drifted through work and life aspirations before landing on purpose. For some, uncovering purpose takes weeks. We use tools, inquiry, and deep listening unt...

As a gym owner, you already get the importance of member retention. It’s one key to the success and profitability of your business. Keeping current members is more cost-effective than constantly acquiring new ones. When they stay longer, you benefit from a stable revenue stream.

Customer Lifetime ...

Powerful education can have a profound impact on people's lives in many ways. I know, because this is all I’ve done since 2003. I’m a learning designer, facilitator and coach. I’ve created and taught over 100 programs for small businesses through to multinationals like Coca-Cola, Volvo and Westpac. ...

Your gym is a community hub. It's a place where members come to work out, and get healthy. You are paying rent and have premises where more events can take place. Using a member education strategy in your gym, that incorporates programs not directly about fitness, gives you a rich opportunity to tap...

What do you do when you hire a new trainer (like Mel above) on their first day. Trainers choose to be a trainer for a reason unique to them. Some of them bring something a little different, like Mel who sent this email last night: 

Hey Boss… I’m excited about tomorrow. I wanted to check in and unde...

Brand ambassadors can help you attract and retain members in a powerful, organic way. These enthusiastic members or trainers already love your gym and naturally spread the word. A calendar of educational events is a great way to activate your word-of-mouth champions. They share their experiences on ...

Mental health is a big issue right now, and as a gym owner, it’s something to be aware of. The World Health Organization says nearly a billion people worldwide are living with mental health challenges like anxiety and depression and those numbers jumped even more after COVID. Your gym can be a power...