How to retain your gym members over the summer

Summer can be a critical season for gyms due to the number of members that drop out during these months. But all is not lost, with the right strategies, it is possible to keep your members engaged and active during these months.

In this article, we’re going to look at what member retention is, how to measure it in your gym and three effective strategies to retain your gym members over the summer. Let’s get to it!

What is user retention?

Member retention is a key indicator that measures a gym’s ability to keep its members active and engaged over time.

A high retention rate is a sign of user satisfaction and loyalty, which is essential for profitability and long-term success. But retention does not only translate into stable revenue, but also into an active community that attracts new customers through word of mouth.

How to measure your gym’s retention rate?

Here is the formula to measure the retention rate in your gym:

Users in a given period – Unsubscribes in the same period = Result 1

Result 1 + Registrations = Result 2

Analysing your retention rate on a regular basis will allow you to identify patterns and areas for improvement. To get a clearer view, it is important to segment your data by demographic groups, types of registrations or specific periods of the year. This way you can customise your strategies for different user segments.

3 strategies to boost gym member retention over the summer

1. Discounts and promotions

This is the most basic and widely used strategy in the world. However, offering discounts and special promotions during the summer can be a good way to keep your users interested. Here are 3 ideas for promotions:

• Discounts for bringing a guest: Everyone likes to train with a friend, so offer discounts to members who bring a friend or family member. For example, you could offer a free month for each friend who joins over the summer. This strategy not only encourages current members to stay, but also attracts new members.
• Summer promotions: Discounts on monthly fees or class packages during the summer months. For example, a 20% discount on a three-month registration can incentivise members to stay active throughout the season. You could also offer special packages such as “pay for two months and get the third month free”.
• Flash offers: Time-limited promotions create a sense of urgency. For example, an offer of “Join in July and get August free” may attract members who are considering pausing their enrolment or capture the attention of those who are thinking about joining.

Resawod tip: In this article we tell you how to create a promotion that works for your gym: 5 steps to create a promotion in your box or gym.

2. Personal training programmes

Many users find it difficult to have the discipline to go to the gym during the summer. But if they have a personal trainer to guide and motivate them, they probably won’t think about quitting the gym. How?

• Free personal training sessions: Offer a free session or a pack of sessions at a reduced price for members to try this service. This is for those users who are not sure if it really works, or if they will like it, to try it without a big commitment. You can also offer 2×1 offers on personal training to encourage the community.
• Customised training plans: Design specific summer training plans that are tailored to your users’ goals and schedules. For example, programmes that focus on preparation for summer sports, improving endurance or maintenance classes for retired people. Make these plans more entertaining by combining training in the gym and outdoors.
• Challenges and competitions: Organise fitness challenges or internal competitions to keep users motivated and active. For example, a “15 days, 15 workouts” challenge with prizes for the winners can encourage participation and healthy competition among users.

Resawod tip: It is very important that personal trainers are available at flexible times to accommodate the changes in routine typical of summer.

3. Family programmes to retain your gym users

Summer is a time when many families are looking for activities to do together. And here’s your chance to get new users. We have come up with these three ideas:

• Classes for the whole family: Offering classes that all family members can participate in, such as yoga, zumba or functional training can be fun and engaging. These classes not only encourage physical activity but also strengthen family bonds and make them want to come back.
• Family events: Organise special events such as picnics, competitions or health and wellness workshops that involve the whole family. These events not only attract current members but also their friends and family, boosting retention and recruitment of new members. For example, you could organise a family obstacle course or a water games day.
• Family memberships: Create membership packages that include several family members at a reduced price. This not only makes the membership fee more affordable, but also encourages families to spend time together at the gym. Offering discounts for enrolling more than one family member can be very attractive.

Resawod tip: When organising these family programmes it is very important to give them visibility both in the box and on social media, discover 9 tips to master Social Media Advertising.

Implementing these strategies will not only help retain your members over the summer, but will also strengthen your community. Which of the 3 will you implement this summer?