How to Attract More Gym Members & Keep Your Current Ones

Why Gym Memberships Are On the Rise (Again)

The fitness industry took a massive hit during the pandemic, with the US gym and health club industry losing an estimated $13.9 billion from mid-March to August 31, 2020, due to sudden closures and social distancing measures. Many people turned to at-home workouts, investing in Pelotons, resistance bands, and online fitness programs. 

But now, the tide is turning.

People are eager to reconnect with others, enjoy the motivation of group fitness, and take advantage of the equipment and community that gyms provide. The demand for gym memberships is climbing, and industry reports show that health clubs and studios are beginning to recover. 

But attracting new members is only half the battle — keeping them is where the real challenge lies.

Studies show that 50% of new members quit within the first six months. However, gyms that invest in customer retention strategies can buck this trend. 

In fact, increasing retention rates by just 5% can increase company revenue by 25% to 95%. And the key to better retention is building a better onboarding and customer experience from day one.

So how do you attract more gym members — and keep them coming back? Here’s how.

1. Focus on a Multichannel Marketing Strategy

Potential members are exposed to countless fitness options, from boutique studios to online platforms, so you need to reach them where they are. 

A multichannel strategy ensures you hit all the touch points that matter:

• Direct mail – Postcards or flyers showcasing a special promotion or new class can help you stand out, especially locally. Research shows that direct mail has one of the highest engagement rates across marketing channels.
• Social media – Promote your gym on Instagram, Facebook, and TikTok with engaging content like workout demos, transformation stories, and client testimonials.
• Email campaigns – Keep your audience informed about new classes, membership offers, and community events through well-timed email blasts.
• Google Display and Local Search Ads – Target local search terms like "gyms near me" to drive foot traffic.
• Influencer and community partnerships – Partner with local fitness influencers or health professionals to broaden your reach and build credibility.

2. Make the Sign-Up Process Simple

You’d be surprised how many potential members give up because of complicated or lengthy sign-up processes. Streamline your onboarding process by:

• Offering online sign-ups and waivers.
• Allowing members to register and book classes directly through an app.
• Reducing paperwork and automating payment setups.
• Providing an immediate confirmation and welcome email upon sign-up.

The goal is to make it as easy as possible for people to join — and stay.

3. Create a Strong Onboarding Experience

Retention starts the moment someone signs up. According to Dr. Paul Bedford, a leading expert in fitness industry retention, 87% of members who are correctly onboarded remain active after six months.

A strong onboarding strategy includes:
✅ A personal welcome from staff or a personal trainer.
✅ A facility tour to help new members feel comfortable.
✅ A free personal training session or class trial to get them started.
✅ A follow-up call or email within the first week to check in and answer questions.

Creating a sense of belonging right away can significantly increase long-term commitment.

4. Run Seasonal Promotions and Special Offers

Limited-time offers create urgency and drive sign-ups. 

Some proven seasonal promotions include:

• "New Year, New You" Campaign – Offer a free month or discounted membership in January.
• Back-to-School Specials – Target parents with flexible schedules or childcare options.
• Summer Membership Deals – Highlight your air-conditioned environment and group fitness options during the summer heat.
• Holiday Flash Sales – Encourage gift memberships or multi-month bundles during the holiday season.

Exclusive, time-sensitive offers will give prospects a reason to commit now rather than waiting.

5. Implement a Referral Program

A referral program is one of the fastest ways to grow your membership base while keeping current members engaged.

• Offer a free month, discounted membership, or branded merchandise when current members bring in new sign-ups.
• Consider a buddy program where new members get a free class if they bring a friend.
• Referral programs work because they engage existing members while reducing the friction of getting new ones.

Tip: Make referrals easy by including a QR code on direct mail pieces and social media posts for easy sharing and tracking.

6. Engage With New Members Early and Often

Most members who cancel do so within the first three to six months. To prevent early drop-offs:

• Send automated emails or texts with workout tips and motivational messages.
• Offer fitness challenges or community events to keep them engaged.
• Schedule a one-month and three-month check-in to ensure they’re on track with their goals.

Retention starts with engagement — members who feel supported are more likely to stick around.

7. Leverage Organic User-Generated Content

People are more likely to join and stay if they see others having success. Encourage members to share their progress on social media and tag your gym.

• Create a branded hashtag and feature member posts on your social media pages.
• Offer incentives for tagging your gym, such as free smoothies or class credits.
• Highlight real member stories through videos, before-and-after pictures, and testimonials.

User-generated content builds trust and motivates others to take action.

8. Offer More Than Just a Workout

People don’t just join gyms for the equipment — they join for the community and experience. Create a social, welcoming atmosphere by:

• Hosting fitness challenges and group workouts.
• Setting up social events like happy hours or post-workout smoothie gatherings.
• Creating member clubs (e.g., running clubs or yoga groups).
• Providing value-added services like nutrition coaching or body composition scans.

When members feel like they belong, they’ll want to keep coming back.

9. Track and Adapt

What works for one gym may not work for another — so track your results and adjust your strategy accordingly.

• Use QR codes on direct mail and digital ads to measure response rates.
• Survey members regularly to understand their satisfaction and needs.
• Use membership data to target specific demographics or customer profiles with tailored offers.

Consistent monitoring and adjustment will keep your strategy fresh and effective.

Build It Strong and They’ll Stay For Long

Attracting new gym members is only half the battle — retaining them is where long-term success happens. A simplified sign-up process, a strong onboarding experience, and consistent member engagement are the keys to increasing retention and revenue.

By using multichannel marketing, running effective referral programs, and building a welcoming community, your gym will become more than just a place to work out — it will become a place where people want to belong.