Summer can be a critical time for gyms due to the number of members who cancel or reduce their attendance. But all is not lost. With the right strategies, you can keep your members engaged, active… and happy!
In this article, we’ll explain what user retention really means, how to calculate it properly in your gym, and three updated strategies to improve it during the summer months. Let’s dive in!
What Is Member Retention?
Member retention is a key metric that measures your gym’s ability to keep users engaged and committed over time.
A high retention rate is a strong sign of customer satisfaction and loyalty. It not only ensures stable income but also boosts your brand’s reputation through word-of-mouth recommendations and stronger community ties.
How to Calculate Your Gym’s Retention Rate
Use this simple formula to calculate your retention:
Users at the start of the period – cancellations = Result A
Result A + new sign-ups during the same period = Result B (current active users)
You can calculate this monthly, quarterly, or during specific periods like summer (e.g., July–August). To get deeper insights:
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Segment by membership type, age group, schedule, or join date.
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Look for patterns: Who tends to cancel? When? Why?
This will help you take targeted actions and tailor your strategies.
3 Strategies to Retain Gym Members Over the Summer
1. Smart Discounts and Promotions
A classic strategy that still works—when done right. Here are 3 updated ideas:
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Refer a friend and get rewards: Offer free classes, a free month, or premium content when a member brings someone new. You could even offer both a bonus if they complete a challenge together.
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Summer-specific deals: Think beyond a basic 20% discount. Offer flexible packs like “2 months + 1 free”, family bundles, or loyalty pricing for members who check in regularly through the summer.
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Targeted flash offers: Use your gym software to identify inactive members and send time-limited offers like “Come back this week and train for free until Sunday”.
🔧 Resawod Tip: Want to launch a successful promo? Check out our guide: 5 pasos para crear una promoción en tu box o gym
2. Personal Training & Seasonal Programs
Many users struggle to stay motivated in summer. But with the right support, you can help them stay consistent.
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Trial sessions or discounted PT packs: Ideal for first-timers or hesitant members. You can also offer 2-for-1 deals to promote training with a friend.
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Custom summer training plans: Create short, goal-specific programs—whether for vacation fitness, outdoor sports prep, or quick routines for hot days. Mix indoor and outdoor activities for extra variety.
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Fitness challenges: Set up fun, gamified challenges like “Train 15 days = Earn a prize”. Use your app, social media or a whiteboard in your gym to track progress.
🕐 Resawod Tip: Make sure your personal trainers offer flexible time slots to adapt to your members’ changing summer routines.
3. Family Programs and All-Ages Activities
In summer, many families are looking for ways to stay active together. Your gym can be part of the plan:
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Family-friendly classes: Create sessions like yoga, zumba, or functional workouts for all ages. These classes are fun, inclusive and strengthen both fitness and family bonds.
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Special events: Host outdoor workouts, family fun days, health workshops, or obstacle races. These activities are great for current members and also bring in new leads.
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Family memberships: Offer discounted packages for multiple family members. These options make it more affordable and encourage people to come together.
📢 Resawod Tip: Don’t forget to promote these family programs online and in your gym. Need help? Try our 9 Tips for Mastering Social Media Ads.
Implementing these strategies will not only help you retain members over the summer—it will strengthen your community and create new growth opportunities. With the right planning, effective communication, and seasonal offerings, summer can become your gym’s best season.
Let’s create a customer retention strategy for your box!
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