How to Retain Gym Members After the New Year Rush

4 min read


Now that we’ve survived the hectic holiday schedules, the New Year resolution rush and all the new members eager to get in shape and get their routines back on track, it’s time to show some love. We all know about the dip that happens in February after the January spike. February should be all about your current members and showing your appreciation for them. Keep them engaged and focused on the goals they set at the beginning of the year. Here are four simple tips sure to keep the endorphins flowing, guaranteed to make your members feel more special than ever — all while continuing to grow your business.

1). Events, events, events

Hosting members-only events at your studio is a perk everyone can get behind. Make it unique to you and relevant to the calendar. A special community fundraiser? A “bring the one you love” workout or date night experience? A speed-dating circuit class? Partnering with other small businesses in your community is a perfect way to add value to your events at a low cost. Members who spend time at your studio beyond the usual time slot are more likely to stay loyal and engaged.

Get your copy of our Member Retention Guide!

2). Reward attendance

Incentivize February attendance beyond the norm. Ensure a full class every day by offering special rewards for your members in attendance. Don’t forget about one of the most powerful marketing (and relationship) tools: the element of surprise! If you offer class card style memberships, this is a great way to gain even more business while strengthening your relationship with your members by keeping them coming back for more.

3). Encourage referrals

Reward your members for their marketing efforts. Create a special hashtag and host a social media contest for your members. Not only will this spark interest in your business, it will keep your members engaged and accountable to their fitness goals. #legdaylove

4). Stay in touch

Communication is key to any relationship — so don’t stop checking in! Keep your members’ goals in the forefront of their mind. Create a visible goal wall for people to write on, set intentions at the beginning of class and regularly touch base with your members about their progress. Make a big deal when these goals are met and strides are made. Be transparent — achieving goals isn’t always easy. But, it’s a whole lot easier when you’re surrounded and supported by a community of others.

However you choose to show the love this year, be sure to do so with an open heart, an open mind and plenty of puns.

Looking for additional ways to keep your members loyal? Get your free copy of our Member Retention Guide.

Gym Member Retention Warning Signs

About the Author: Kelli Sweeting

I'm Coach Kelli, a devoted CrossFit gym owner with 15 years of experience managing my facility, along with owning yoga studios and wellness centers. Beyond the fitness world, I have a passion for cooking, cherish moments with my children and family, and find joy in spending time outside. Having experienced the highs and lows, I'm dedicated to leveraging my expertise to help you grow and succeed on your fitness journey.