Keeping gym members satisfied and returning is critical to success. But achieving high retention rates isn’t always easy.

A quick look at recent gym membership retention statistics reveals new trends in the industry. They can help you make informed decisions about your gym’s growth.  

In this article, we’ll take a closer look at why gym membership retention is a key metric to measure the success of your fitness business and share some must-know statistics for gym owners and operators.

We’ll also look at what factors make members want to stay (or go!) and share strategies for improving retention rates. To wrap it up, we’ll give you three quick actions you can take right now to help keep your gym members around longer.

We’ve got lots of practical and insightful information coming your way.

Let’s get started ! 

Why Is Gym Member Retention Important?

Loyal members who return year after year give your gym a solid foundation to build on. You need that base before you can even think about growth.

A poor retention rate can spell disaster. A good retention rate, on the other hand, can secure cash flow and pave the way for exciting growth opportunities.

Let’s discuss what gym membership retention rate is, how to calculate it, and why it matters.

What Is Gym Membership Retention Rate?

Your gym membership retention rate shows the percentage of members who stay with your gym over time. It’s about having people renew their memberships instead of leaving.

How Do You Calculate It?

To find this rate, determine how many members stay at the gym over a certain period, like a year. Don’t count new members who joined during this time.

Let’s say you have 100 members in January. In January of the following year, only 50 of them still come to your gym. Your retention
rate is 50%.   

What Does It Mean?

A high retention rate means many members are staying at the gym. It’s a key indicator that they enjoy using your gym, have a good customer experience, and believe that you offer good value for their money.

A low rate means more people are leaving, in which case, you’ll want to take positive action to make improvements to your business. There are many factors that might influence this, but typically, it comes down to things like price, problems with customer service, environment (e.g. cleanliness of your gym), classes, or equipment.

Why Is It Crucial?

Retention rate is very important because it’s a good measure of member satisfaction.

Happy members keep coming back. In turn, the gym keeps earning money from its memberships.

It also costs much less to keep current members than to find new ones. So, keeping members happy and returning is a smart strategy.

5 Current Gym Membership Retention Statistics

Let’s explore the latest stats on retaining gym members and what those statistics mean for gym owners. 1. Wellness Is a Top Priority for 79% of people. An impressive 79% of people now think their health is more important than it was prior to the pandemic. As of 2023, 14% of the total U.K. population belonged to a gym, which totals near 10 million people. What it means to you: If members see their gym visits as vital to their wellness, they’re more likely to stick around. Make sure your gym shows concern with overall health, not just fitness.

2. Members Renew Annually at a Rate of 67%.

Every year, about 67% of gym members renew their memberships.

What it means to you: There’s a chance to do even better. Make your gym a place where everyone feels welcome. A friendly and supportive atmosphere can help keep more members.

3. By Month Six, Only One-Third of Members Show Up Regularly.

At the start of their membership, 63% of members go to the gym frequently. Six months in, only 33% are still coming regularly.

What it means to you: Keeping members engaged helps them make visiting the gym a regular habit. Keep things exciting by adding or changing workout classes or hosting fun challenges.

RELATED ARTICLE : Top Reasons Members Quit the Gym and How to Overcome Them  

4. New Members Cost 5x as Much as Retained Ones.

Attracting new members costs five times more than keeping the ones you have.

What it means to you: Retention saves you money. Focus on improving the gym experience for your current members. Listen to their ideas for making the gym better and put those ideas into action.

5. Gym Members Stay for 3.3 Years on Average.

On average, members stick with a gym for about 3.3 years. They could be moving on to new locations, experiencing life changes, or just getting bored with their current gym and fitness options.

What it means to you: You need to think long-term. Offer rewards to members who’ve been with you for a while. Celebrate anniversaries and poll long-time members on what they’d like to see in the gym in the future. This could make them want to stay even longer.

Tie It All Together.

These statistics show that people want to stay healthy and are willing to invest time and money in it. However, gyms must stay current, engaged, and focused on overall health to keep them committed.

By doing so, you can improve how many members stay, cut down on costs, and build a community of loyal gym-goers.

Factors Influencing Gym Membership Retention

Whether members stay or leave depends on some common factors. Let’s look at some areas that impact membership longevity.

Personal Training Availability

When a gym offers personal training, it helps members feel more valued. They get advice and plans created specifically for them and their goals, which can make a big difference in continuing their fitness journey.

Clean and Well-Kept Facilities

A clean gym is a must. No one wants to spend time in a cluttered, shabby environment. Equipment should be in good shape, and all spaces should be tidy. Offer multiple stations with sanitiser and paper towels so that members can ensure their equipment is clean before and after use.

This makes the gym a comfortable place to be. It’s respectful to members and shows them their dues are being allocated wisely.  

Group Classes and Making Friends

Classes where people work out together can offer a fun alternative to solo training, especially for particularly social members or those who feel intimidated by the idea of training by themselves.

They also help members make friends at the gym, which adds value to their gym membership and helps keep your members accountable and motivated. Hosting launch parties for new iterations of a class or new instructors can create buzz and make the class feel like a social event. This can make the gym feel like a community.

Fair Prices and Good Value

Members want to feel they’re getting their money’s worth. Fair prices for the gym and its services can keep members feeling content with their choices.

It’s not just about price, though. Make sure that your members are connecting with the value that your memberships offer; this could be that it offers them flexibility, social value or an interesting selection of unique or high-quality classes that aren’t available through your competitors.

Quality Equipment and Extras

High-quality, modern equipment is important. So are extra things like saunas or pools. These can make a gym stand out and keep members coming back. Consider appealing to specific niches or supplying a key demand for your local community if you want to become the go-to facility in your area.

Strategies for Improving Gym Membership Retention

Consider what your members want most out of their gym experience, and then look at how you can help them get it. Here are some smart tactics to keep your members happy and coming back.

RELATED ARTICLE : Increase Gym Membership Retention: Top Tips to Boost Member Engagement and Create a Thriving Fitness Community  

Use Social Media.

Sharing on social media can keep members engaged even when they’re not at the gym. Take photos of events, post new class info, or offer workout tips. It’s a fun way to meet them where they are and remind them about their gym community.

Add More Group Classes.

Adding more class variety can give members new things to try. It also helps them meet other members and enjoy their time at the gym.

Reward Loyalty.

Saying thank you to members who’ve been around a while is an impactful gesture. Small rewards or perks can make members feel valued.

Offer Flexible Memberships.

Having different membership options can suit more people’s needs. This flexibility can help keep members who might otherwise leave.

Build a Community Feel.

Making the gym feel like a friendly place where everyone knows each other can set your gym apart. It gives members another reason to keep coming back.

Take Action Now with These 3 Tips

Ready to keep more members? Here are three things you can do right away:

1. Chat with Staff.

A quick chat to get staff input can mean a lot. Setting up regular check-ins is even better if you want to stay on top of what’s happening at your facility and address problems before they become an issue.

Your staff are the ones who interact with your members on a daily basis and may have great ideas on how to make the gym even better. It’s also a great way to give your staff ownership and accountability to keep them with you for longer, too.

2. Do Quick Clean-Up Checks.

Make sure that you’re regularly checking the cleanliness and layout of your gym floor. It helps to know which machines and equipment are the most popular among your members. That way, you can prevent blockages at peak hours and invest in equipment your gym members actually want to use.

Keeping your gym floor pristine is also key to member satisfaction, so make sure that your gym environment is cared for by staff and members alike. A clean gym is a happy gym, and members will notice the effort.

3. Ask for Feedback.

Find out what members think. A quick survey or suggestion box can give you great ideas on how to improve and tell you what members love about your gym.

It’s also important that your members feel seen and heard, so allowing them to participate in constructive feedback exercises can also help boost your retention rates and home in on areas of your business that members love.

RELATED ARTICLE : How Can Your Top 20 Members Help Improve Your Retention?