TL;DR: Gym member engagement thrives through community, personalized communication, and scalable systems and technology.
Gym member engagement determines whether your fitness business thrives or struggles. With 77 million Americans holding gym memberships in 2024, the opportunity for growth is enormous.
Yet HFA data shows that 50% of new members quit within six months, revealing our industry’s core challenge: converting new converts into committed regulars.
Research shows that members at risk of canceling are 45% less likely to do so if they receive a “successful commitment interaction.” In plain English, this means a touchpoint that makes them feel connected, supported, or seen.
In this guide, we’ll explore 10 proven strategies to improve gym member engagement—from building community through group classes to using technology to smooth out the bumps.
Table of Contents
- Build Group Exercise Programs
- Regularly Communicate With Your Members
- Have a Strong Analytics System in Place
- Maintain a User-Friendly Website
- Don’t Take Longtime Members for Granted
- Make Onboarding a Priority
- Invest in Your Staff
- Track Member Performance and Results
- Design Engagement for When Life Gets in the Way
- Remove Friction From How Members Engage
- FAQs: Gym Member Engagement
- Build Lasting Gym Member Engagement With ABC Glofox
10 Ways to Increase Gym Member Engagement and Drive Retention
Engagement should be a strategic priority for any membership organization. Start off by defining what gym member engagement looks like to you and your business and then outline your member engagement aims and objectives.
Here are some creative and simple ways to increase gym member engagement:
#1: Build group exercise programs
Why has CrossFit been so successful in revolutionizing the fitness industry? Because they practice the adage that no person is an island.
Gym member engagement stems from community. In fact, people who attend group classes are 56% less likely to cancel than members who only use gym equipment. Here are two quick ways to create a successful group fitness experience:
- Design your group programs around member’s specific goals and fitness levels
- Schedule classes at the same times each week so members can develop relationships
(When someone has attended Tuesday evening yoga for months, they’re probably coming for the community, not just the stretch!)
📝 Read More: How Community Engagement Fuels Studio Growth (and How to Measure It)
#2: Regularly communicate with your members
Gym member engagement goes beyond your gym’s walls. Push notifications are great for class waitlist openings, SMS for time-sensitive updates, and email newsletters for fitness tips.
Across all of these channels, personalization transforms generic communication into thoughtful engagement (AKA reading the room). So when a member hasn’t attended class in a week, you ask if everything’s okay, not try to upsell them a package.
(Did you know? Our CRM tool ABC XLerate uses behavior-triggered workflows to help you send the right message at just the right moment.)
#3: Put a strong analytics system in place
You can’t fix something if you don’t know it’s broken.
To improve gym member engagement, you must measure it first. Track attendance and class booking patterns. Track payment history and whether members are actually opening your emails. You want to be on top of member health long before a cancellation request lands in your lap.
At ABC Glofox, our analytics identify at-risk members automatically. We put it all in one spot—a boon to multi-location gyms often chasing a source of truth for their data. Our tools can help owners and managers replicate successful practices across all studios.
📝 Read More: Dr. Paul Bedford’s 5 Key Tips to Supercharging Your Business
#4: Maintain a user-friendly website
Your URL might seem like yesterday’s priority, but your members probably still use your website a lot. They might view a class schedule, double-check your holiday hours, or check out a new instructor’s profile.
Think of your website as a touchpoint for gym member engagement. Things like intuitive navigation, mobile responsiveness, clear class schedules are design musts. The gold standard: Members should accomplish what they’re looking to do in three clicks or less.
Keep your website sticky (and SEO/AEO friendly) with fresh content that keeps members coming back. Link to new blog posts from your social media and email marketing. Use fitness tips and member success stories to demonstrate your expertise and provide ongoing value.
#5: Don’t take longtime members for granted
Jerry’s been a loyal member for the better part of a decade; somehow, he’s become part of the furniture. However, Jerry deserves more than just a cursory greeting and preferred yoga mat placement. He deserves recognition for his loyalty.
The Customer
Engagement Playbook
for Your Fitness
Business
Discover more A referral program that rewards both the referring member and new member is an easy win that spreads the love both ways. Celebrating a membership anniversary shows members you not only appreciate their business, but that you honor their commitment to health, fitness, and longevity.
Go the extra mile: Give loyal members access to advanced workshops or new classes, or hold a special, invitation-only event. These perks sow the seeds for further gym member engagement among your true MVP’s (most valuable members).
#6: Make onboarding a priority
The first 90 days determine whether new members become engaged community members or cancelation casualties. Moving members from the delicate onboarding phase to regular, robust participation takes discernment. Many gyms excel at the initial welcome fanfare, but fail to maintain meaningful contact after week three or four.
Avoid this by structuring your onboarding as follows:
- Day 1: facility tour
- Day 3: custom class recommendations
- Day 7: check-in
- Day 14: comprehensive fitness assessment.
Assign new members a staff “buddy” who checks in regularly during these first, critical weeks.
📝 Learn More: The Ultimate Gym Member Engagement Guide
#7: Invest in your staff
Your front desk staff, instructors, and managers are the superheroes of gym member engagement. In fact, members who have two or more staff interactions per month make one extra visit the following month. (AKA: Engagement drives retention.)
Every staff member should greet members by name and try to remember even just one personal detail. Frequent staff turnover damages engagement, so invest in competitive compensation and professional development. (Our Glofox Pro app provides staff with real-time member insights and engagement alerts at their fingertips.)
#8: Track member performance and results
Remember, most members join gyms to achieve specific goals. Help make abstract effort tangible (and boost gym member engagement) by offering progress tracking. Set realistic, measurable goals during onboarding. Early wins build momentum and motivation.
Think about how much more successful Jane will be in reaching her strength goals when an instructor checks in monthly (and adjusts her program if needed). Then, with their consent, celebrate those milestones publicly: feature success stories on social media as a digital pat on the back for them and a quick hit of inspiration for others.
📝 Read More: How Gamification in Fitness Boosts Motivation and Engagement
#9: Design engagement for when life gets in the way
When members disengage from your gym, it’s usually for a good reason. Work, family, travel, and illness all punch above their weight when it comes to churn. Gym member engagement patterns can suffer, unless gyms can learn how to support members through these disruptions.
Offer membership pause options for up to three months, and flexible class bookings to accommodate wonky schedules. Provide encouragement after missed sessions without guilt (Think: “We noticed you’ve been juggling a lot…”). Experiment with class times and formats, virtual workouts, or whatever you notice your members need!
#10: Remove friction from how members engage
Think about the last time you did something that required excessive effort. (No, Bulgarian Split Squats don’t count!) Did it make you want to engage, or leave you feeling flat?
Seemingly petty annoyances like complicated booking and difficult account management eat away at engagement like a parasite. Today’s gym-goers want to book classes while watching their kid’s soccer game and pause their membership without having to schedule an intervention.
Having a branded mobile app helps make all these tasks effortless, and keeps members engaging outside of and between visits.
FAQs: Gym Member Engagement
How do you keep gym members engaged?
Keep gym members engaged throughout their full lifecycle with consistent communication, community-building activities, and technology that makes things easier. Foster bonds through group classes, stay top of mind with automated messages, and make achievements visible.
Why is gym member engagement important?
Gym member engagement directly drives retention, which is significantly cheaper than acquisition. Engaged members attend more frequently, stay longer, refer friends, and create a better gym culture.
What tools help improve gym member engagement?
At ABC Glofox we provide the platform that makes sustainable gym member engagement possible at scale. Our branded mobile app keeps members engaged between visits. Plus, our CRM ABC XLerate automates meaningful touch points throughout the member lifecycle. We also have analytics that identify at-risk members and staff tools that provide real-time member insights.
Build Lasting Gym Member Engagement With ABC Glofox
Improving gym member engagement transforms your gym from a place people visit occasionally into a community they commit to long-term. The strategies outlined here create exceptional member experiences that drive loyalty.
At ABC Glofox, we help gyms and studios across 100+ countries build thriving communities. From boutique studios to international franchises with 34+ locations, our solutions scale while maintaining the personal touch that drives gym member engagement.
Ready to transform your gym member engagement? Book a demo today and discover how ABC Glofox helps you build lasting member relationships.
