The fitness market is more competitive than ever, and knowing how to get more gym members in the door can sometimes feel like an impossible task. Growing your membership base has never been easy, but attracting the modern consumer requires a blend of tactics that can be challenging to manage alone.
Gym member acquisition rates can absolutely make or break your business, and much of it relies on staying ahead of the curve by implementing digital solutions. Below, we explore the intersection of member experience and innovative solutions — and how we can help your business attract and retain new members.
Attracting New Members: Smarter Strategies That Work
The recent upward trend in the fitness business is undeniable. More and more people are interested in exercising, and gyms are growing increasingly crowded each year.
However, traditional marketing can only take you so far. You need to meet future members where they are, including online and via their mobile devices. And, above all else, you must remain flexible.
1. Offer Hybrid Fitness Models To Expand Your Reach
Ever since the COVID pandemic, the market for gyms and health clubs virtual fitness has boomed in the U.S. But today’s members want options that don't lock them into a stiff model that doesn’t adapt to their needs.
Offering a hybrid fitness model opens the door to hundreds of potential members who may have erratic schedules and a range of preferences. Busy professionals and parents are two clear examples of this, as their daily routines can vary widely.
The idea is straightforward: In-person workouts can be supplemented with on-demand fitness classes that members can join anytime, anywhere. At Fitness On Demand, we have created an easy-to-use platform that lets you deliver virtual workouts at any time of the day. We want to help you widen your market by adapting your preferences to your customers’ interests and needs.
2. Create High-Impact First Impressions With Free Trials + Tech
First impressions matter.
A potential member’s first experience with your business can significantly impact whether they convert. As such, a short free trial gives them a low-risk way to transform that first impression into a fully fleshed-out understanding of how gym membership will look as part of their daily routine.
A trial, however, shouldn’t feel like a demo; you want customers to feel like they’re at the start of their fitness journey. The more access they have to equipment and classes, the more welcome they will feel.
Pair all of this with a test drive of your on-demand classes and fitness app, and you’ll be way ahead of the competition. Other tech, such as touchscreen kiosks, also plays a big role in forming an unforgettable first experience.
3. Referrals, Rewards & Community Advocates
No one beats an excited gym member when it comes to sales.
A referral program that excites current and future customers to bring in friends and family can lead to quick, nearly effortless conversions. But it’s not just about discounts; loyalty points and membership upgrades can also be fantastic incentives.
However, if you’re ready to take it to the next level, consider turning your most loyal members into community advocates. By sharing success stories on your social media, you can show future members what real results look like.
You should also consider partnering with influencers. They can help you showcase your gym’s culture and equipment organically. Plus, it gives you a chance to promote special discounts and sales.
4. Leverage Smart Digital Marketing With Targeted Messaging
Smart marketing isn’t just about reaching a lot of people — it’s about reaching the right people.
For example, location-based ads and demographic targeting can help you zero in on ideal member profiles. Luckily, platforms like Facebook and Instagram already integrate these tools, so use them to your advantage.
Promote your virtual fitness solutions as much as your in-house perks. This helps attract the best of both worlds. And optimize the keywords you use in your business profiles to boost organic visibility.
Turning New Signups Into Loyal Members: Retention Tactics That Scale
Anyone who has been in this business long enough can tell you that attracting new members is just the beginning. The real work is actually keeping them engaged.
Retention rates reflect your ability to adapt. What good is a gym member who only stays for a few months? Focusing on your culture and offerings is always a good thing, but here are some extra member engagement ideas to consider.
Personalized Member Journeys Powered by Data
Modern gyms have the potential to become true data powerhouses, but most owners don’t pay enough attention to this.
Picture this: Through fitness studio software and customer relationship management (CRM) tools, you become familiar with the workout styles and preferences of a particular set of members. You then track engagement and class attendance, compiling all that useful information into a few personalized fitness plans or a customizable monthly or annual gym membership.
The result? Members who meet their goals become even more loyal in the process.
It’s all about identifying weak areas and pain points in your customers’ routines to find opportunities for further engagement. More advanced options, such as re-engagement campaigns or tailored workouts, can take this to new heights.
Gamify Fitness: Challenges, Achievements & Leaderboards
Gamification is, in essence, the implementation of game-like elements and principles into fitness and other activities. This, in turn, leads to better engagement and motivation for individual customers and the community as a whole.
And the good news is that implementing gamification in gyms is easier than you probably think.
Digital fitness challenges, weekly achievements, leaderboards, and progress trackers can all spark competition among members. With the right platforms and apps, it will be virtually impossible for customers not to engage.
Plus, you’ll be helping people feel even better about meeting their goals. Something as simple as a digital badge can help spotlight an achievement as a deserved reward after months of hard work.
Build a Stronger Gym Community
Valued members of your gym initially joined for the amenities, but stayed for the community.
A tight-knit fitness family creates opportunities for authentic connection, further motivating members to stay engaged and consistent. This customer interaction is natural and organic, but you can promote it to keep things moving.
Social events, gym challenge ideas, group activities — anything that involves multiple members at once will help foster a sense of belonging.
Tech That Transforms: Digital Tools That Attract More Gym Members
These changes are inextricably linked to technology and are here to stay. Your business shouldn’t just be smart — it should be a versatile solution to modern problems.
But how exactly do you start when it comes to lead generation?
At Fitness On Demand, we firmly believe that virtual classes, mobile apps, and digital signage are three pillars every gym should implement. And that’s exactly where we shine, as our solutions are specifically designed to enhance the gym experience through:
- On-demand fitness classes: Members will get 24/7 access to an exhaustive digital library of anything from HIIT to meditation. No matter where they are, your gym will be there with them.
- No idle screens: Our comprehensive digital signage solutions ensure people are always engaged. Custom events, sales, and promotions will be effortlessly displayed throughout your gym.
- Flexible mobile platform: Our Flex App will become the backbone of your CRM, allowing you to stay in touch with every member. It’s fully customizable and allows for push notification, scheduled content, and dozens of other features.
- Group classes: Forget about ever having classes canceled by your instructor. Our Group Studio offerings let your community take over. Flexibility means freedom, and community means engagement.
- Purposeful broadcast TV: Our wide array of channels will keep members engaged. From sports to wellness content, our tailor-made entertainment options are available on one platform.
We’re here to help. Our solutions were designed to keep you — and your team — focused on what truly matters: your members.
Revolutionize Your Fitness Offering With Fitness On Demand
The question isn’t just how to increase gym membership sales but also how to consistently keep people coming back and inviting their friends and family to join them. And what better way to do that than by showing that your business is ahead of the curve?
At Fitness On Demand, we strive to help gyms and wellness spaces conquer the digital challenges of modern fitness. Members will feel more engaged through our specialized apps and platforms, earning your gym the loyalty it deserves.
Ready to future-proof your business and improve retention rates? Explore our solutions today!
Author
Luke Miska
Luke Miska is a results-driven business management visionary with a stellar record developing operationalizing strategies, experiences and measurable results that engage teams and customers to lead healthier lives. He leverages his passion for customer-centric strategies and aligns goals between customer needs and organizational priorities, catalyzing business success.
