How To Reduce Gym Membership Attrition
What is the cost of gym membership attrition?
Every gym puts considerable focus on recruiting new members. However, less focus is put on controlling gym membership attrition, the number of people not renewing their membership. According to IHRSA, the global network of 8,000 fitness clubs, gym membership attrition rates are regularly as high as 45%. The financial penalty that accompanies this is also significant. IHRSA looked both at the cost of acquiring new members, and average annual revenue per member.
This figure stands at $674, which is the amount that stands to be lost with each departing member. Moreover, it costs over $66 to recruit each new member in staff, marketing and sales costs. The obvious conclusion is that reducing gym membership attrition is clearly extremely valuable.
What causes gym membership attrition?
There are a range of reasons for people leaving gyms. Most commonly these involve the time constraints, no penalties to quitting, a failure to enjoy workouts and unrealistic expectations. New gym members expect results quickly and when these do not appear quickly become dejected. In this case, finding the time to go to the gym becomes less of a priority. Especially given that the average gym membership is $58 per month.
Tying these together are the failure to resume a regular exercise routine after it is broken. Gym-goers find it extremely hard to get back to the gym after factors like injury or other commitments reduce attendance. This also the case after holiday periods. Two or three week breaks in gym routines can seriously reduce the likelihood of returning to the gym after.
How can I encourage members to return to the gym after being away?
IHRSA have explored a range of ways to reduce gym membership attrition in the gym itself. These look into the general atmosphere and environment in the gym, particularly staff behaviour. However, the easiest way to ensure members don’t find it hard to get back to the gym after a break is to help them exercise while they’re away. There is a wealth of evidence to show that vacation periods aren’t great for your health, and this is perhaps worse for business travellers. It’s important to keep working out on vacation. In order to encourage continued active, healthy lifestyles, gyms should be encouraging members to continue to work out when away from home.
This is not a new concept, with gym collaborations schemes ensuring people can work out in different locations. However, until recently the system has not been streamlined. Now the technological era has ushered in new ways to tackle this, with apps like TrainAway leading the charge. TrainAway helps fitness enthusiasts find gyms in 150 different countries, so there is always somewhere to work out. TrainAway aims to help to reduce gym membership attrition, so users can access gyms using the app’s infrastructure. This puts no administrative burden on the gym and removes obstacles from the gym goer’s perspective.
TrainAway users can find a gym and buy a day pass in just three taps
Thereby, there is no need to engage in complicated bilateral arrangements with other fitness centers. Instead they can enjoy the additional revenue stream from visiting gym goers, whilst being confident that their own members have an easy way to maintain their regime while away from home.