Mindset: Endless Reasons to Stay

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, but when the primary focus is on obtaining, rather than keeping them, it negatively impacts your profitability and performance. To calculate how much attrition costs your gym click here. 

Other owners focus on member retention by taking a long-term, relationship-based approach. They invest in personalised services, community-building, and exceptional experiences to keep members engaged and loyal. They measure success by engagement, satisfaction, and loyalty and get that sustained growth comes from retaining members, not just constantly acquiring new leads.

The wisest gym owners balance these two approaches spend time educating themselves in ways to optimise the end to end member experience. If you want to increase your retention we can help, but it won’t happen by accident or wishful thinking. It takes a focussed effort. We partner with gym owners who have a mindset which matches our services and vision. We exist to evolve gyms to go beyond pure fitness places, to also include mindset, life and mindfulness programs for their members. We realise this is not for everyone, so it’s good to share these ideas upfront. 

We suggest the mindset to increase your retention is simple. One of your ideals, is to develop a gym that gives your members ‘endless reasons to stay’. That way when members are comparing your gym with others, their decision is bigger than ‘weekly fees and who’s cheapest’. Their decision shifts to comparing value and service. If your gym goes above and beyond the others gyms in your suburb, you will find it much easier to attract and retain the best members in your local area. And over time, you’ll become famous for this and retain members for longer periods of time than those who offer a 7 day free trial, then quickly forget about servicing their members well, once they start paying their weekly membership fees.