Embedding a Culture of Retention Through Strategic Training at InspireAll

A Case Study in partnership with Future Fit for Business

InspireAll is a charitable leisure trust managing leisure services and facilities in partnership with Hertsmere Borough Council, Bedfordshire Schools Trust, Hertfordshire County Council and Silsoe Community Trust. With a strong focus on community impact and service quality, InspireAll is committed to delivering positive health and wellbeing outcomes through its gyms, pools, and wellness programmes.

The Context

InspireAll had already begun to shift its focus towards improving member retention, recognising that keeping existing members engaged was just as critical as acquiring new ones. With cost pressures rising and a team in expansion, the timing was right to strengthen internal alignment around member engagement.

Despite having laid much of the internal groundwork, the team wanted an external partner to reinforce their efforts and provide structured training that could help embed a retention-focused mindset across all functions - not just fitness or sales.

That’s where GGFit and Future Fit for Business came in. Guy Griffiths of GGFit had already been engaged with InspireAll in an advisory capacity, supporting Jo and the leadership team in shaping retention strategy over the previous 18 months. This case study reflects how those strategic conversations evolved into an impactful training-led initiative.

The Challenge

While retention was on the radar, InspireAll faced several challenges:

• Ensuring cross-functional buy-in so that all departments, from front-of-house to operations, saw retention as a shared responsibility.
• Creating a cultural shift where staff understood the value of their roles in the wider business outcome.
• Navigating a scheduled price increase in January, a time typically associated with higher cancellations.

They needed training that could both galvanise their team and offer practical tools to sustain momentum long term.

The Solution

InspireAll formalised their strategic approach with the first of three courses in the Retention Education Suite - Membership Retention Essentials – supported by delivery partner Future Fit for Business and led by Guy Griffiths.

To reinforce the learning and support practical implementation, the programme combined Future Fit’s e-learning with a bespoke in-person workshop facilitated by Guy Griffiths.

Jo Webber, Sales Director at InspireAll, described the impact of having both formats:

“The e-learning was great, but the in-person workshop really brought it to life. Having everyone in the same room made a real difference - it allowed for accountability and recognised that everyone learns differently.”

The training content was adapted to InspireAll’s specific needs, drawing on their processes and internal systems. According to Guy: “I always tailor the workshops to reflect the organisation I’m working with, to meet them where they are, which gets the all-important buy-in. Staff feel seen and understood, and that raises engagement levels from the outset.”

The training reinforced 18 months of internal messaging and gave staff a renewed sense of ownership over member retention.

 

The Impact

The results were clear:

• A significant improvement in member retention at the start of 2025 - InspireAll saw a decrease of 0.8% (down to 3.5%) in year on year membership attrition in February 2025, despite an annual price rise. Attrition typically spikes following the price rise; in February 2024, attrition increased by 0.4% (up to 4.3%).
• A culture shift - staff across all departments now understand that retention is everyone’s responsibility.
• Increased accountability - staff began taking ownership of their roles, rather than defaulting to the sales team.
• Higher engagement and creativity - team members are now more proactive in solving problems and sharing ideas across sites.

Jo highlighted how the training served as the “final piece of the puzzle”:

“After the workshop, staff felt more valued. There’s a stronger sense of purpose and collaboration across sites. We’re seeing a genuine focus on retention from top to bottom.”

Retention metrics are now shared weekly across departments, helping to sustain a shared sense of ownership. This transparency has also led to increased communication between sites and departments.

 

Looking Ahead

InspireAll plans to continue their retention journey by enrolling teams in the next course in the suite, Core Retention Knowledge, with additional GGFit-led workshops and Core Retention Knowledge courses already planned as next steps.

Jo is clear on what’s needed to sustain success:

“Consistency is key. It’s so easy to let things fall by the wayside, but retention needs attention. Keeping our team engaged in that process is what keeps it alive.”

Invest in Smarter Retention Training

The Retention Education Training Suite includes three CPD-accredited courses tailored to different staff levels. These can be taken individually or bundled for maximum impact.

Special thanks to Guy Griffiths of GGFit for his long-term strategic support and expert workshop delivery, which played a critical role in embedding this retention culture.

Find out more about the courses here