5 Key Elements of a Successful Gym Referral Program

92% of people trust recommendations from friends and family over any type of advertising. (Nielsen) 

You have engaging programming, outstanding coaches, and a great community. Now it’s time to find new members and grow your gym. 

This blog post will show you how to transform your members into powerful advocates through an effective gym referral program.

Why Start a Gym Referral Program?

Gym referral programs are a proven low-cost way to bring in valuable new members.  

Consumers are four times more likely to purchase or engage with a business when referred by a friend. Those referrals tend to be happier and more loyal because they’ve self-selected your services using reliable information – the recommendation of a friend.  

Referrals typically buy more products and services, giving them a 16% higher lifetime value compared to non-referred customers. They also decrease the duration of the buying cycle, helping you close sales quicker than those coming from another source.

How Gym Referral Programs Work? 

Gym referral programs leverage the trust and networks of your existing members to attract new clients, effectively turning your satisfied customers into a powerful marketing force. The process typically involves a few key steps: 

1. Member Enrollment: Gym members are invited to join the referral program, often through an announcement or direct communication like emails or in-person conversations. They receive a unique referral code or a set of referral cards that they can share with friends and family. 

1. Sharing and Promotion: Members share their referral codes with potential new members. This can be done digitally via social media, email, or personal interactions. Some gyms also provide physical referral cards that members can give out, which include information on promotional offers. 

1. Redemption and Tracking: When a new prospect joins the gym using a referral code or card, the referral is tracked back to the referring member. This is usually facilitated by the gym’s management system, which should be capable of tracking referrals and attributing them to the correct member. 

1. Reward Fulfillment: Once the referral is confirmed, and the new member meets any necessary criteria (such as remaining a member for a set period), both the referrer and the new member receive their promised rewards. These rewards can vary widely but typically include discounts, free merchandise, or other incentives. 

1. Feedback and Adjustment: To maintain the effectiveness of the referral program, gyms should regularly collect feedback from participants and analyze the performance of the program. This feedback can lead to adjustments in the rewards, promotional strategies, or overall operation of the program to enhance its appeal and effectiveness. 

Gym referral programs are a great way of expanding your reach and engaging new members. So, what makes a gym referral program that appeals to the audience?

Components of a Successful Gym Referral Program

1. Includes a Compelling Offer

To start, you need a compelling offer that provides an incentive for both parties. Some referral programs reward the referrer and skip rewarding the new prospect, but we wouldn’t recommend it. Combined rewards result in a higher rate of referrals because they create an opportunity for a shared experience. 

Here are a few rewards we’d suggest giving both parties:  

• Discount on their memberships 
• Free membership period 
• Logo gear 
• Recovery drinks 
• Other in-gym merchandise  

2. Aligns With Your Gym Personas

There are many types of rewards you can offer, but not all of them will be effective for your target market.  

Your program rewards should reflect your target market’s motivation. Use your gym personas to get a better understanding of what motivates your members. What rewards would encourage them to bring their friends?  

Consider their goals, the programs they typically engage with, and how they interact with your gym’s community to craft a reward that’ll fire them up.

3. Is Easy to Remember

You need to do a good job promoting your referral program if you want it to flourish. 

Your message should be easy to find and remember. When you begin crafting your message, keep it simple so your members can recall the details. Eliminate any inconvenient or redundant steps. Confusing programs with multiple steps are sure to discourage your members from participating.  

Your members are bombarded with advertisements every day, so your “refer a friend” message may get lost in the noise. To combat that, you’ll want to advertise your program several different ways. 

Advertise your gym referral program by:  

• Sending your members automated emails 
• Setting up counter-sized signs in your gym 
• Creating compelling calls-to-action on your website 
• Posting program details and referral success stories on social media 

4. Offers Supportive Programming

Your members want to work out with the friends they bring in. Offer programming that makes it easy for them to bring their friends for the first time. Community WODs, park classes, and boot camps are all great opportunities for members to invite friends. 

On-ramp classes give your new members the opportunity to seamlessly transition into your community. Plus, beginner instruction will ensure they don’t get hurt or too intimidated to stick around. 

5. Is Simple to Execute

A perfect referral plan won’t matter if the program isn’t simple to put in place. Complicated programs that take multiple steps to fulfill won’t work. Something simple is all you really need.  

For example, you can print a card granting the bearer a free week at your gym. Have your members sign their name on the cards and hand them out to friends. The prospects can bring the cards into your gym to redeem the offer.  

How to Create and Manage a Gym Referral Program 

Creating and managing a gym referral program involves several key steps: 

Planning and Design 

• Identify Goals: Determine what you want to achieve with the referral program. Are you aiming to increase memberships, boost revenue, or enhance community engagement? 

• Choose Rewards: Select incentives that will motivate your members. Ensure the rewards are appealing to both the referrer and the new member. 

• Set Clear Terms: Define the rules and conditions of the referral program. This includes how referrals will be tracked, what qualifies as successful referrals, and how rewards will be distributed. 

Implementation 

• Promote the Program: Use various channels to announce and promote your referral program. Email campaigns, social media posts, in-gym signage, and word-of-mouth are all effective ways to spread the word. 

• Provide Referral Tools: Give your members the tools they need to refer friends. This can include referral cards, unique referral codes, and easy-to-share digital content. 

Management and Optimization 

• Track Referrals: Use your gym management system to monitor and track referrals. Ensure that every referral is accurately recorded and attributed to the correct member. 

• Reward Promptly: Fulfill rewards promptly once the referral conditions are met. This helps maintain enthusiasm for the program and encourages more referrals. 

• Gather Feedback: Regularly collect feedback from participants to understand their experience with the referral program. Use this feedback to make necessary adjustments and improvements. 

• Analyze Performance: Continuously evaluate the performance of your referral program. Track metrics such as the number of referrals, conversion rates, and the overall impact on membership growth. Use this data to refine your strategy and enhance the program’s effectiveness. 

You may also want to read | How to Create a Successful Gym Referral Program 

Ready to Build Your Gym Referral Program?

Referral programs are a must for any gym, school, or studio. Download a free copy of the 7-Step Guide to Creating a Successful Referral Program to build your program. 

In this guide, you’ll learn how to:  

• Create a reward structure 
• Promote your program 
• Measure success 

Original blog published January 19, 2018. Updated March 30, 2023.