As we near the end of ‘the golden quarter’ (the period from January to March when gyms typically see a surge in new memberships), with many clubs reporting good sales at the start of 2025, focus must turn to member retention, if it hasn’t already. The real challenge now is ensuring your new members (and those who returned with new health and fitness goals) establish a consistent routine and remain engaged.
One of the most significant predictors of long-term
retention is a member’s first month activity. Do they engage in a range of
activities in your club, or more simply how many first month visits do they
make?
It’s incredible to think that over 10% of joiners never make a visit at some low-cost fitness clubs. And almost another 10% make only one visit, ever. Budget gyms have done some great things in bringing fitness to millions of new members, but while online joining and optional inductions help sales, these practices hurt retention.
Most clubs nowadays do offer online joining, and do not have mandatory inductions, which means you will have a small percentage of members who join and never visit. And there’s more likely to be a few members who visit once or twice and are never seen again. There’s always debate about the validity of welcome sessions, but at the very least, they ensure the member makes one visit and are an opportunity to encourage one more!
You Are All Individuals!
[As Brian told us] There is no ‘one size fits all’, but at
the same time, you can’t have 100 journeys for 100 new members. So,
understanding what will help the majority and tailoring it where appropriate is
a good solution. The chart below shows the actions and activities that help most
members achieve 4 visits.
Instead of 100 members, you can see just three for illustration.
There’s a Fast Track, Self-motivated member who achieves 4
visits within 10 days, and needs little help.
But you can also see a member on the red path who needs more
assistance than most and looks like they’ll struggle to get to 4 visits.
Spend more time thinking about how you can help the low visitors, as the fast track members look after themselves, and much of the standard journey members actions will happen by default, if your processes are well defined.
The Importance of First-Month Visits
1. Higher
Retention Rates
Research shows that members who visit the gym at least four times in their first month are significantly more likely to maintain their membership for the long term. A positive start increases motivation, builds habits, and reinforces the value of their investment.
2. Building
Exercise Habits
Establishing a fitness habit requires consistency. The first month is a crucial period in which new members either integrate exercise into their lifestyle or lose momentum. Encouraging regular (not necessarily frequent) visits early on helps members incorporate the club into their daily routines and overcome initial inertia.
3. Improving
Member Experience and Satisfaction
New members may feel intimidated by the gym environment, unfamiliar equipment, or lack of guidance. Encouraging and tracking their first-month visits allows staff to provide support, answer questions, and ensure a smooth transition into regular attendance.
4. Reducing
Cancellations
New members who don’t engage with the facility are far more likely to cancel their memberships. Regular attendance in the first month helps them see tangible benefits, reducing the likelihood of them quitting prematurely. Feeling bold about your monitoring and encouragement – offer a leave bonus.
5. Generating Positive Word-of-Mouth Referrals
Satisfied members are more likely to recommend the club to friends and family. When new members have a positive and engaging start, they become natural advocates for the facility, helping drive organic growth.
How To Ensure New Members Make At Least Four Visits in Their First Month
Now you understand why monitoring first-month visits is important, here are five practical strategies to help ensure your new members make at least four visits in their first month:
1. Personalized Welcome and Follow-Up
A personalized welcome sets the tone for a member’s journey.
You should:
- Send a welcome email and/or text message within 24 hours of joining; thank them for becoming a member and remind them that most members have a welcome session and those who do get results and stay longer.
- Offer/recommend/mandate an introductory session with a coach or instructor to help make them feel comfortable and confident, meet other members and staff, and chat about their needs and goals in more depth.
- Schedule a follow-up call after their first visit (or within 7 days if they’ve not visited) to check in and offer assistance.
By making new members feel valued and supported, they are more likely to return for subsequent visits.
2. Offer a Structured Onboarding Program
A structured onboarding program can significantly improve
attendance in the first month. Consider:
- Providing a new member orientation/activation/induction that includes familiarisation, goal setting, measurement, workout tips, and class recommendations.
- Offering a “First Month Challenge” that rewards members for completing four or more visits and certain (simple) activities within their first 30 days.
- Assigning an accountability coach or buddy system to help keep new members engaged and motivated.
Guided onboarding removes uncertainty and gives members clear direction, making it easier for them to build and stick to their new habits.
3. Track and Reward Attendance
Implementing a tracking system allows clubs to monitor
attendance and reward members for their commitment. Strategies include:
- Using gym software to send automated reminders if a new member has not visited in the last week.
- Offering incentives such as paid-for personal training sessions, discount vouchers, or club merchandise for completing four visits in the first month.
- Hosting social events where new members can interact with staff and other members, making the gym a welcoming and engaging place.
Small rewards and recognition can serve as powerful motivators for consistent attendance.
4. Encourage Group Class Participation
Group fitness classes provide a sense of community and
motivation that many new members need. To encourage participation:
- Recommend specific classes based on their fitness goals and interests.
- Have staff personally invite new members to attend classes with them and follow up afterwards to encourage continued participation.
- Start those who don’t want to join a group exercise class with gym floor classes or small group circuits.
When new members form connections with trainers and fellow participants, they are more likely to develop a sense of belonging and commitment to their fitness journey.
5. Leverage Technology for Engagement
Tech plays a key role in keeping new members both engaged
and accountable. Effective tactics include:
- Sending nudges about appropriate upcoming classes or personalized workout tips.
- Offering virtual fitness challenges where members can log their workouts and track progress.
- Providing access to digital workout plans or online coaching for those who need additional guidance or engagement between less frequent visits.
With the right digital tools, clubs can keep members engaged beyond the gym and support them in building consistent fitness habits.
You might do a lot of these already, but check the detail…
- Does your welcome message promote the benefits of the welcome session?
- What feedback do you have from the buddy system to help sell more?
- Does your app help new members build the habit of checking the app, or bombard them with notifications?
Conclusion
Monitoring and encouraging your new members’ first-month visits is a critical factor in ensuring long-term retention and success.
By fostering engagement through personalised follow-ups, structured onboarding, rewards, group exercise participation, and technology, you can create a supportive environment that encourages consistent attendance.
Prioritise your new member engagement, and you will not only increase your retention rates but also cultivate a thriving, motivated community that benefits everyone. This reputation not only enhances member experience but also strengthens your club’s sales and long-term success.
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