If you want to grow your gym business, attracting new members is important—but it’s only one piece of the puzzle. Retaining your existing members is just as critical.
Because if you don’t focus on your existing members too, they may just leave. And if you gain a new member but lose an existing one, your gym’s growth remains static. To truly net more members and grow your gym, you need to focus on member retention as well as member acquisition.
How to retain more gym members?
Retaining members requires a combination of in-person engagement, smart use of technology, and personalised experiences. Implementing effective retention strategies helps reduce churn and create a loyal member base.
There are lots of ways to get your members to stick with you.
In our Eight ways to supercharge gym member retention guide, we explore eight proven strategies to boost retention. From improving the on-site member experience to leveraging on-demand workouts and personalisation, these tips are designed to meet your members where they are, both physically and digitally.
Want to dive deeper? Download our guide for actionable insights.
Can targeting marketing increase member retention?
Absolutely. One of the most effective ways to boost retention is through targeted, personalised marketing.
Here’s why personalised communication works:
- It makes members feel valued. When your members see content that speaks directly to them, they feel appreciated and understood.
- It’s cost-effective. Instead of using a broad, one-size-fits-all approach, you’re focusing resources on the members who are most likely to respond.
- It boosts relevance. Targeted marketing is more aligned with your members’ needs and expectations, increasing the likelihood of engagement.
When members feel seen, heard, and valued, they’re more likely to stick with you.
How to target your marketing to specific demographics
Here’s a step-by-step process for creating targeted marketing campaigns that retain members and attract new ones:
1. Collect accurate data
Your data is your foundation. Use your gym management software to gather real-time information, such as:
- Demographics (e.g., age, gender)
- Preferences (e.g., favourite classes, usage patterns)
- Feedback and engagement metrics
2. Segment your members
Divide your members into segments based on shared traits. Examples include:
- Age groups (e.g., Gen Z, millennials, boomers)
- Fitness levels or goals (e.g., weight loss, strength training)
- Usage patterns (e.g., frequent users vs. occasional visitors)
3. Identify needs and demands
Now that you have a base level of information, it’s time to dive deeper into each segment:
- What are their fitness goals?
- Which services or features do they value most?
- Are there unmet needs you can address?
4. Create your personalised messaging
Now that you know what each specific demographic expects and demands from your gym, you can create the messaging and marketing that addresses each segmented group specifically. For example:
- Highlight state-of-the-art equipment for tech-savvy members.
- Promote beginner-friendly classes for new members.
- Offer recovery-focused tips or low-impact programmes for older demographics.
5. Target and send
With your marketing created, you’re ready to send. You should have highlighted each relevant demographic already, so now you can use your marketing and gym management software to precisely target all your communications.
Your software should ensure it’s quick and simple to send emails and direct marketing straight to your targeted members.
Keep existing members engaged… and attract new ones
When you know what works for existing members, use the same findings, demographic groups and targeted messaging to market your gym business to new members too.
It will be more specific, more relevant and help you attract more members.
And if you want to streamline the process even further, explore ways you can automate your targeted marketing to stay engaged with your members. Use preference data to automatically target onboarding emails, for example, or class booking data to automatically recommend other relevant classes.
It’s a great way to showcase the true value of your gym business.
Tips to Boost Member Engagement Through Marketing
Optimising your marketing channels is crucial for both retention and acquisition. Here are some tips inspired by our Optimising Your Gym’s Marketing Channels guide:
- Make your website a lead generation powerhouse. Ensure it’s mobile-friendly, fast, and includes clear calls to action like “Book a Trial” or “Join Now.”
- Leverage social media. Platforms like Instagram and TikTok are perfect for showcasing member success stories and gym highlights.
- Utilise email marketing. Send regular newsletters with workout tips, promotions, and personalised class suggestions.
- Encourage word-of-mouth. Implement referral programmes that reward members for bringing in friends.
Wrap Up
By focusing on specific demographics, you can not only retain more members but also attract new ones who align with your gym’s values and offerings. Targeted marketing ensures your efforts are:
- Specific: Addressing individual needs with precision.
- Relevant: Delivering content that members care about.
- Scalable: Automating communications to save time while maintaining personalisation.
When you combine retention strategies with targeted marketing, you showcase the full value of your gym, building trust and loyalty among both new and existing members.
by Xplor Gym
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First published: 13 January 2025
Written by: Xplor Gym