How to Increase Gym Membership Sales: 5-step Process

The old playbook of relying on lapsed memberships to subsidise active gym members? It's out the window. Today's fitness businesses face a perfect storm: soaring energy costs, belt-tightening members, and fierce competition.

But crisis breeds innovation. In this article, I'll share battle-tested strategies to increase gym membership sales and cultivate unwavering loyalty. We'll dive into how cutting-edge gym management software, hyper-relevant referral programmes, and personalised fitness journeys transform casual gym-goers into devoted brand advocates.

Whether you're a seasoned CMO or a hungry startup founder, you'll find actionable insights to propel your fitness club ahead of the pack. Let's get started on transforming your approach to member acquisition and retention.

Contents:

• Key Takeaways

• Issues with Retention and Loyalty for Gyms

• How to Increase Gym Membership Sales: 5-step Process.
  

1. 1. Get sign-ups and socials on form

   2. Always go heavy with personalisation 

   3. Incentivise upsells alongside core services

   4. Never forget: retention is a marathon not a sprint

   5. Set up a referral & rewards programme to do the heavy lifting
      
      

• JD Gyms - Example of Increased Gym Membership Sales

• FAQS
  

Key Takeaways:

• Personalisation is crucial: Tailor your gym's experience to each member's fitness journey. Use data to understand preferences and deliver targeted content and services.
  
  

• Embrace technology: Implement robust gym management software to streamline operations, enhance member experience, and gather valuable insights for informed decision-making.
  
  

• Focus on retention: Remember that keeping existing members is as important as acquiring new ones. Implement strategies like loyalty programmes and regular engagement to foster long term commitment.
  
  

• Diversify your offerings: Go beyond basic equipment. Offer a range of classes, flexible scheduling, and tiered membership options to cater to diverse member needs and preferences.
  
  

• Build a community: Transform your gym from a mere facility into a fitness hub. Encourage user-generated content, run challenges, and create opportunities for members to connect and support each other's fitness journeys.
  
  

Issues with Retention and Loyalty for Gyms 

Retention challenges plague fitness businesses. From lacklustre personalisation to outdated gym management software, these issues aren't just minor setbacks - they decimate memberships. But luckily there is a silver lining.

Each challenge presents an opportunity for you to innovate in your approach to retaining members. Let's dive into the core problems and, more importantly, how to turn them into powerful retention drivers.

1) Rewards & referral programmes are rarely used

Loyalty programmes in the gym industry are like an untapped gold mine. Despite members choosing to better themselves through fitness, their commitment often goes unrecognised and unrewarded.

According to an article on PushPress, the annual attrition rate gyms experience is 40%. As someone dealing with customer loyalty every day, that’s more than double the standard across most sectors. This is a clear sign that the current approach isn't working.

Traditionally, gyms have relied on member churn as part of their business model. But in today's climate, where customer expectations are evolving and technology is advancing, this outdated strategy is becoming increasingly unsustainable.

While the gym industry currently dwarfs online training by six times, there's a growing trend towards home workouts. Those New Year's resolution sign-ups are increasingly opting for home equipment over gym memberships.

However, this challenge presents an opportunity. By implementing effective rewards and referral programmes, gyms could buck the trend of high attrition rates. These programmes not only incentivize loyalty but also turn satisfied members into brand ambassadors.

In the face of changing consumer preferences, gyms need to evolve. Embracing loyalty initiatives isn't just about retention - it's about creating a community that members want to be part of long-term.

2) Lack of sales experience & digital presence

A lack of sales experience and a robust digital presence remain a major stumbling block for many fitness businesses. I know it's a tough pill to swallow, but many gym staff aren't equipped with the skills to effectively sell memberships or engage potential members online. And look, this isn't a knock on their dedication or fitness knowledge - it's simply a gap in training that's costing gyms big time.

Think about it. Your gym members interact daily with personal trainers who are experts in fitness, not sales. But in today's competitive landscape, everyone in your fitness club needs to be part of the sales process. It's not about turning your team into pushy salespeople - it's about empowering them to share the genuine value of your gym with potential customers.

Now, let's address the elephant in the room: social media. In an era where Instagram and Facebook are virtual marketplaces, a weak digital presence is like having your gym hidden in a basement. Your target audience is scrolling through their feeds, looking for fitness inspiration and their next gym home. If you're not there, you're invisible. Just take a look at some of these stats:

• 81% of consumers use Instagram to research products and services 

• 77% of B2C businesses acquire customers through Facebook

Trust me when I say, these challenges are fixable. 

• Start by investing in sales training for your entire team. 

• Create a simple, effective sales playbook that aligns with your gym's values. 

• Implement gym management software that streamlines the sign-up process, making it easy for potential members to join your fitness community.
  
  

As for digital presence: 

• Develop a content strategy that showcases your gym's unique atmosphere, highlights member success stories, and offers valuable fitness tips. 

• Use fitness challenges and free trial periods to engage potential customers and give them a taste of what makes your gym special.

Remember, every post, every interaction is an opportunity to boost your gym membership sales.  Addressing these fundamental issues fixes these issues and lays down the groundwork for long term growth and member loyalty.

3) Outdated means of communication & digital tech 

In an era where your members track every step and calorie, it makes sense for gyms to upgrade their digital tech and communication channels. It's about having a website - for sure – but one that doesn't make potential members click away faster than they can say "deadlift."

• 88% of people visit a business they've looked up online within 24 hours.

• It takes just 50 milliseconds for someone to decide if they like your website.

As a minimum aim to:

• Build up your website domain authority

• Boost your brand awareness

• Give your customers a voice on feedback pages 

• Champion your people and members to show prospects you value them 

But the tech gap isn’t all doom and gloom. In fact, I argue it’s your golden ticket to stand out. Imagine a gym management software that lets members book classes, track their fitness journey, and engage with your fitness community - all from their smartphone. It's not just convenient; it's expected.

And let's not forget communication. FAQs, feedback pages, newsletters - these are a direct line to your members and potential customers. They're how you build trust, boost your brand, and increase gym membership sales.

Embracing tech to keep up is certainly in keeping with the modern consumer’s expectations. To exceed expectations though, you need to lead by giving your members an experience that’s steep in value and convenience.

4) Stringent pricing and & services

Rigid schedules and one-size-fits-all pricing are as outdated as neon leg warmers. To increase membership sales, consider what brings value to your potential customers. Start with looking at things from their angle. 

Your gym members are juggling work, family, and their fitness goals. They're not looking for another commitment to squeeze into their packed schedules. They want flexibility that fits their lifestyle, not the other way around.

A free fitness class sounds great on paper. But is it really serving your members - or your bottom line? Smart offerings require you to know your target audience for each class. Understand when they're available, what they're willing to pay for, and if they’re even interested in classes. 

Freelance instructors are another factor in your business that need careful consideration. They're great, but if their schedules don't align with your members' needs, does that serve your business? It's like having a gym full of top-notch equipment that no one can use.

Again the solution comes down to flexibility. 

• Think about offering virtual classes that members can join anytime.

• Consider a tiered membership pricing structure that allows people to pay for what they actually use. 

• Use your gym management software to track class attendance and member preferences.

Remember, it's not about cramming more into your schedule. It's about creating a fitness journey that fits seamlessly into your members' lives. Do that, and you'll see your retention rates soar. 

5) Equipment condition & quality of service 

Gym equipment forms the backbone of your fitness club. Statistics show that 40% of membership sign-ups hinge on the quality of your machines. Not just their condition - but their functionality, safety, and the degree of member satisfaction they cultivate.

What’s more, poor equipment deters customers from sticking around due to:

• Fear of injury because equipment is unsafe to use

• Gym looks dated and cheap; no clear sense of value 

• Gym is not equipped to help members achieve their goals 

Outdated or poorly maintained equipment poses real risks. Beyond potential injuries, it hampers your members' ability to progress in their fitness journeys. When people can't use the tools they're paying for, frustration builds quickly.

High-quality, well-maintained equipment on the other hand, signals your commitment to member success, and positions your gym as a serious player in the fitness industry.

Every interaction with your equipment shapes member experience. These experiences don't stay confined within your walls - they spread through word-of-mouth, influencing potential customers and your gym's reputation.

Ultimately, investing in top-notch equipment and its upkeep is investing in your gym's future. It's a tangible way to boost member retention and attract new sign-ups, directly impacting your bottom line.

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How to Increase Gym Membership Sales: 5-step Process.

Time to lift customer loyalty and retention to new heights with our GAINS strategy! 

1) Get sign-ups and socials on form

Make sure your website has a form for leads to give you their contact details. They should be able to arrange a meeting with a member of staff in a seamless, frictionless process. The easier you make this stage for them, the better your chances of capturing them as a prospect.

If you don’t have a website, it’s time to make use of your social channels. Social media accounts on Instagram and X are quick and easy to set up. Facebook pages take a bit more time but you can cast a wide net fairly quickly using your personal network in the meantime.

When communicating on social media, make sure you:

• Promote special deals

• Highlight your customers’ personal achievements

• Share good causes that you support

• Give health and fitness tips 

• Celebrate your employees (to show their experience) 

• Showcase new equipment
  
  

Face-to-face sales process

When a prospect comes to your fitness club you want a representative with sales acumen. Extra training or a sales playbook may be necessary. It all comes down to a formula:

• Show the prospect around the gym
  
  
• Make sure the representative greets regulars as this points out to the prospect that these people are coming back for a reason; it also shows there’s a strong community
  
  
• Ask the usual questions; what’s the prospect’s aim? Body reconfig? Losing fat? Bulking?
  
  
• Let the prospect do the talking and encourage with positive affirmations so they ask questions
  
  
• Allowing them to ask questions gives you indication as to where they’re at; what they desire most, what interests them, their focal points
  
  
• This allows you to leverage talking points to sell the service e.g., if the prospect asks about personal trainers and they’ve told you they want to bulk up, you can personalise their recommendation to the most qualified staff member
  
  
• Show them facilities e.g., squash courts, swimming pools, saunas, workout halls that are included in the basic service and once the tour is over take them to an area clearly showing positive testimonials
  
  
• Offer flexible memberships and pricing (even a monthly one) as this is contrary to most gyms but shows you’re not trying to keep them on regardless of whether they stick to workouts
  
  
• If you have personalised engagement strategies like user-generated content, incentivise them to take part in return for free goodies and benefits
  
  
• Offer free subscription to a loyalty programme in return for monthly rewards

The sign-up process should always be closed face to face. Having the initial sign-up actions digitised have their place but it’s more important for your sales reps to successfully demonstrate great value. 

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2) Always go heavy with personalisation

Personalisation is the word on every marketer’s lips today. I see it in stat after stat popping up in industry reports, and with prospects I speak with on a daily basis.  

• 92% of marketers say consumers expect personalised experiences. In the gym world, this means tailoring your approach to each member's fitness journey.

Start by leveraging the data you've gathered. It’s important that you understand the person behind that name in your email list. What’s their preferences, habits, and goals? Use this intel to segment your members and deliver targeted content that resonates.

But don't stop at email. Personalisation should permeate every aspect of your gym experience. From recommending classes based on a member's history to celebrating their milestones, make every interaction feel tailored.

Personalised offers and member benefits can be served based on individual preferences using a loyalty and reward programme. Conditional rewards can be set up to encourage cross selling or or an upsell such as a membership upgrade

User-generated content (UGC) is the top tier solution for gyms. The reason being it immediately allows you to access the best marketers in the world for free; your members. They're setting goals, crushing PRs, and transforming their lives. Spotlight these stories. It's content for you, validation for them, and inspiration for others.

Remember, personalisation extends to your services too. Flexible class schedules, diverse offerings, and personalised training plans show members you're adapting to their needs, not the other way around.

Follow this and I guarantee you will stand out in a world of generic fitness experiences. Personalisation is your competitive edge. It turns casual gym-goers into loyal members who feel seen, understood, and valued.

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3) Incentivise upsells alongside core services

Diversifying your gym's offerings is crucial in today's competitive fitness landscape. Beyond basic equipment, members now expect a comprehensive fitness experience, including specialised classes like HIIT and yoga. As always, the key is flexibility - your services must adapt to your members' busy schedules.

Using data through gym management software allows you to track class popularity across locations, efficiently allocate resources and boost member satisfaction.

Tiered loyalty programmes present a fantastic opportunity for upselling members. Offering free classes or personal training sessions with higher-tier memberships adds value and encourages long term engagement.

Even what’s in your vending machines has an effect

Vending machine offerings reflect an understanding of our members' health-conscious choices. A survey revealed that 85% of respondents prefer healthy snacks and drinks, underscoring the importance of aligning even these small touchpoints with our members' fitness goals.

Your engagement strategy informs conversion efforts 

Every member interaction provides valuable insights. From initial sign-up to regular visits, we gather data that enables us to tailor our upsell strategies effectively, ensuring relevance and personalisation.

Be flexible and offer free samples 

Providing complimentary trials of premium services can be a powerful conversion tool. It allows members to experience the value firsthand, increasing the likelihood of upgrades and improving loyalty.

By strategically aligning your upsells with member preferences and goals, you’ll certainly enhance revenue, for sure. But bear in mind, you’ll also be  cultivating a committed fitness community, driving long term success for our gyms.

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4) Never forget: retention is a marathon not a sprint

When it comes to fitness most people want quick wins. But true success is about playing the long game. It’s exactly the same for customer retention; creating an environment where your gym members don't just show up - they thrive.

The strategies I've discussed so far aren't quick fixes. They're the building blocks of a robust retention framework that transforms your gym into a community hub. When executed well, these approaches not only keep your existing members engaged but also turn them into your most effective brand ambassadors.

Retention strategies 

Let's dive into some targeted retention tactics that build on my previous points:

1. Monthly fitness challenges: Use your gym management software to launch and track engaging competitions. Share progress on your website and social media to boost engagement.

2. Reward success: Offer high-value prizes like exclusive personal training sessions or tickets to major fitness events. These incentives reinforce the value of your fitness club membership.

3. Influencer partnerships: Collaborate with fitness influencers to showcase your facilities. Their authentic reviews significantly boost your gym's credibility and attract potential members.

4. Content creation: Launch a podcast featuring your personal trainers and standout members. This not only provides value but also strengthens your gym community.

5. Embrace user-generated content: Acknowledge and reward members who share their fitness journey. This fosters a sense of belonging and motivates others.

6. Value-added services: Offer premium features like nutrition planning or form feedback through your gym's app. These extras enhance the personalised fitness journey for each member.

Remember, building a strong retention strategy is like strength training - it requires consistency, patience, and the right approach. Just as your members trust you with their fitness goals, you can trust experts like us at Propello to optimise your retention efforts.

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5) Set up a loyalty and referral programme to do the heavy lifting

A robust rewards programme is essential for driving gym membership sales and retention. The real challenge lies in crafting incentives that genuinely resonate with your members' fitness aspirations.

Collaborations with local businesses could elevate your offering significantly. Exclusive deals at health food stores or free nutrition consultations add depth to the fitness experience you provide, giving members compelling reasons to stay active in your community.

Effective conversion hinges on thoughtful incentives. Consider offering a complimentary PT session for renewals or access to premium classes when members extend their subscriptions. These perks should directly contribute to their fitness progress.

Referral programmes do the heavy lifting 

The industry often grapples with the predictable surge of January sign-ups followed by a sharp decline. This pattern strains revenue and fails to serve members effectively.

But implementing a strong referral system helps stabilise these fluctuations. Encouraging ongoing referrals from satisfied members ensures a consistent influx of committed individuals, more likely to become long term participants in your gym's community.

At Propello, we've observed how a well-executed loyalty platform enhances the entire member journey in many businesses across sectors. Streamlined sign-ups and referral processes keep customers engaged while providing valuable insights for targeted upselling.

The core of this approach is building trust and delivering tangible benefits. A well-crafted loyalty programme transforms members into advocates, organically fueling your gym's growth over time.

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Example of Increased Gym Membership Sales 

Let's look at a real-world example of how our platform at Propello drives results

JD Gyms 

During our consultation with JD Gyms we devised a method to reactivate customers. Although JD Gyms had great equipment and a whole roster of extra classes for everyone, customers still churned for various reasons.

We know how difficult it can be for gyms to reinstate direct debit mandates post-cancellation. Our solution? A conversion programme built on our platform, showcasing added value to customers through cross-sells and extra benefits, justifying incremental price increases.

Why justify price increases? 

The cost of living crisis is also hitting businesses hard. Gyms in particular are reeling from soaring energy bills. Sometimes prices have to go up to meet expenses. 

But like we said; customers still churned for various reasons – for many that’s the cost of living crisis. Up to 36% of Brits cancelled their gym membership due to the soaring costs in household expenses.  

It’s no secret that getting fit hits the wallet. With the Propello platform, JD Gyms managed to offset the cost of their memberships outgoings in comparison to their higher value propositions.

What we did

We implemented a comprehensive loyalty and retention programme. This strategy went beyond just keeping members - it generated referrals to other areas of JD's enterprise, including their sportswear and fashion brands. The rewards weren't solely gym-centric; they promoted a holistic approach to health and lifestyle decisions, demonstrating JD Gyms' commitment to adding value for their customers.

The results? JD Gyms saw exceptional uptake of their higher-tiered Membership Plus, which offers an array of benefits. This success story isn't unique to JD Gyms - it's a strategy that can work for your fitness business too.

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Grab Your Copy of our Gym Membership Engagement and Acquisition Guide.

As we've seen, increasing gym membership sales and loyalty in today's fitness landscape requires a fresh approach. The key lies in innovation, personalisation, and community-building.

From leveraging advanced gym management software to implementing targeted loyalty programmes, each strategy we've discussed plays a vital role in transforming casual gym-goers into committed members. The JD Gyms case study exemplifies how these approaches can drive tangible results, even in challenging times.

Remember, retention is a marathon, not a sprint. It demands consistent effort, smart use of data, and adaptability. By focusing on adding value, embracing personalisation, and nurturing a sense of community, you’ll cultivate a fitness ecosystem that fosters growth and loyalty.

So, how to increase gym membership sales? The future of fitness is personalised, tech-savvy, and community-driven. With these strategies in your arsenal, you're well-equipped to lead the pack and build a thriving fitness business

FAQs

How can I improve sales experience in my gym?

Enhance your gym's sales process by investing in staff training, creating a clear sales playbook and implementing user-friendly gym management software. Focus on showcasing your gym's unique value proposition and offer personalised tours.
 

What role does technology play in increasing gym membership sales?

Technology is crucial for boosting gym membership sales. Implement modern gym management software to streamline sign-ups, class bookings, and member communication. Develop a user-friendly website and mobile app for easy access to schedules and services. 

How can I create effective loyalty programs for my gym?

Design loyalty programmes that resonate with your members' fitness goals. Offer tiered memberships with increasing benefits, such as free personal training sessions or exclusive classes. Collaborate with local businesses for added perks. Implement a points system for class attendance and referrals. 

What strategies can I use to retain gym members long term?

Focus on creating a community atmosphere in your gym. Offer regular fitness challenges and events to keep members engaged. Personalise communication and class recommendations based on individual preferences. Provide value-added services like nutrition planning or progress tracking. 

How important is personalisation in gym membership sales and retention? 

Personalisation is critical for both sales and retention. Use data from your gym management software to understand member preferences and tailor your offerings. Customise workout plans, class recommendations, and communication to each member's fitness journey. 

What role do referral programmes play in increasing gym membership?

Referral programmes are powerful tools for steady membership growth. Encourage satisfied members to bring friends and family by offering incentives like discounted fees or free classes. Implement an easy-to-use referral system within your gym's app or website. 

How can I improve my gym's digital presence to attract more members?

Enhance your digital presence by maintaining an up-to-date, mobile-friendly website. Actively manage social media accounts, sharing member success stories, fitness tips, and behind-the-scenes content. Utilise email marketing for personalised communication.

What are effective upselling strategies for gym memberships?

Implement tiered membership structures with clear value propositions for each level. Offer free trials of premium services to demonstrate their worth. Use data to identify members who might benefit from upgrades and tailor your pitch accordingly. Train staff to recognise and act on upselling opportunities.

How can I measure the success of my gym's retention efforts?

Track key metrics like member churn rate, average membership duration, and lifetime value. Utilise your gym management software to monitor class attendance and engagement levels. Regularly conduct member satisfaction surveys. Analyse the performance of your loyalty and referral programmes. 

Author Bio, Written By: 

Mark Camp | CEO & Founder at PropelloCloud.com | LinkedIn

Mark is the Founder and CEO of Propello Cloud, an innovative SaaS platform for loyalty and customer engagement. With over 20 years of marketing experience, he is passionate about helping brands boost retention and acquisition with scalable loyalty solutions.

Mark is an expert in loyalty and engagement strategy, having worked with major enterprise clients across industries to drive growth through rewards programmes. He leads Propello Cloud's mission to deliver versatile platforms that help organisations attract, engage and retain customers.