The fitness industry needs a retention reality check now more than ever. For each club or chain that claims sales are up, and recovery strong, there are several more who are very aware that their membership attrition is rising.
This seems to be more prominent in the public sector, but private, independent, and budget gyms are all feeling the effect, where they are measuring it. Whether from analysis or conversations, clubs that know their numbers recognise the issue.
A big part of the problem is the industry’s blind optimism and eternal focus on sales and new members, rather than engagement, length of stay and customer value.
Optimism is good, and the fact that many members have returned to your club after the enforced closure is great news (although these are not new member sales). Genuine new members are signing up, but you must take a close look at how these new and returning members are getting on before you start signing up more. The more you fill a leaky bucket, the more it leaks!
There are countless explanations as to why more members are leaving at the moment, and it will vary from club to club. But here are the top three reasons we’re seeing from member and client experience and feedback.
