For gyms across Australia and New Zealand, price has always played a huge role in both attracting new members and keeping existing ones happy. But in today’s competitive fitness market, it’s not just about being the cheapest option on the block – it’s about delivering real value.
Recent research shows that price competitiveness remains one of the top two priorities for fitness consumers when it comes to their gym experience. In fact, 72%* of members told us they believe gyms need to be more competitive with pricing.
But competitive pricing doesn’t always mean cutting costs. Most people understand the benefits of investing in their health and fitness, and they value their membership. What they’re really looking for is more bang for their buck – better experiences and smarter, simpler ways to manage their membership.
And that includes the way they pay.
A seamless membership payment experience can be just as important as the workout itself. Done well, it adds perceived value to your membership offer, helps members feel in control, and reduces the chance of drop-offs or cancellations.
So, what do members really want when it comes to payments?
Want to see what a seamless payment process looks like in practice?
Check out our infographic: The Perfect Payment Experience
Why payment experience matters for gyms in Australia & New Zealand
Across both Australia and New Zealand, the fitness industry is big business. There are more than 7,300 gyms and fitness centres in Australia and over 1,100 in New Zealand, according to AusActive and ExerciseNZ. With so much choice, members can easily switch providers if the experience doesn’t meet expectations.
Payments are a big part of that. A smooth payment process removes friction and builds loyalty, while clunky systems create frustration that can push members to look elsewhere.
What members want from their gym payments
When it comes to payments, your members aren’t just thinking about how much they pay, but how they pay. They want flexibility, control, and simplicity that fits into their everyday lives. The easier and more tailored you make the process, the more valued and in control they’ll feel.
1. More choice
The days of offering just “peak” and “off-peak” memberships are long gone. With hybrid working, changing lifestyles, and more flexible schedules, members now expect options that suit the way they live.
Some examples of what this could look like in your gym:
- Weekend-only memberships for people who travel or work weekdays.
- Early bird or morning-only access for members who prefer to train before work.
- Evening-only passes for those who want post-5pm workouts.
When members see options that truly fit their lifestyle, they’re more likely to view your gym as valuable and stick around longer.
2. More customisation and personalisation
Flexibility isn’t just about the times they train. Members also want the ability to build a membership that feels tailored to them.
Think beyond the “all-inclusive” package. Instead, give your members the power to personalise. For example:
- A gym-only membership for solo trainers.
- A classes-only pass for group training fans.
- Bolt-ons like weekly PT sessions or access to specific class categories (e.g. spin, yoga, dance).
- Family-friendly add-ons, with kids, teens, or student memberships that can be added or removed when needed.
By offering personalisation, you stop members from questioning their membership value and create a sense of control that keeps them engaged.
3. More flexibility with payments
Just as they want flexible membership types, members also expect flexible ways to pay.
Offering choice around payment schedules – weekly, fortnightly, or monthly – makes a real difference. Many Australians and New Zealanders are paid fortnightly, so aligning Direct Debit dates with their wage cycle reduces failed payments and makes budgeting easier.
Allowing members to pick their own payment date is a small change that delivers big value.
4. More ease
Above all, members want payments to be quick, digital, and hassle-free.
They don’t want to queue at reception or fill out stacks of paperwork. They want to join online, set up payments instantly, and know everything is sorted without a second thought.
Direct Debit is one of the most effective ways to achieve this. It automates payments, reduces admin for your team, and gives members peace of mind. When paired with the right gym management software, payments update instantly across your system so there’s no awkward moment at the entry gate.
The smoother the payment process, the better the overall member experience.
Creating the perfect payment experience
When you bring it all together – choice, personalisation, flexibility, and ease – you create a payment process that members genuinely value. For gym owners, this isn’t just about admin efficiency. It’s about building stronger relationships in a competitive fitness industry and future-proofing your fitness business. It makes their experience with your gym more seamless and strengthens their connection to your brand.
Here’s a quick Payment Experience Checklist for your gym:
- Flexible membership types (weekend, morning, evening options)
- Customisable add-ons (PT, classes, family)
- Payment dates aligned with pay cycles
- Simple digital sign-up and Direct Debit
- Real-time payment updates in your system
Want more practical ideas to keep your members coming back?
TipDownload our free guide: 8 Ways to Supercharge Gym Member Retention.
Get your free copy nowHow Xplor Gym can help
The right gym management software makes it easy for gym owners to deliver the payment experience your members want. Xplor Gym helps your fitness business grow while reducing churn and creating more value for members. With Xplor Gym, you can:
- Easily create and update membership types to match what your members want.
- Allow members to manage and customise their payment preferences.
- Seamlessly process Direct Debits, handle missed payments, and keep your database updated in real time.
Prioritising payments isn’t just about reducing friction. It’s a proven way to keep members happy, boost retention, and drive long-term revenue growth.
Book a demo of Xplor Gym to see how simple payments can boost retention.
*Research conducted on behalf of Xplor Gym’s parent company, Xplor Technologies, Untangld conducted an online survey of 1,065 respondents during December 2021. The sample for the study was nationally representative and defined as people who were members or regularly attended gyms, health clubs, studios, leisure centres or sports clubs pre-COVID.
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by Xplor
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First published: 20 October 2025
Written by: Xplor