No one likes a quitter, especially not the gym or PT who is losing a paying customer! I get it, I’ve been at both ends.
I have worked in various roles within the fitness industry, from personal trainer to gym employee, and I’ve seen first hand the challenges of retaining clients and members.
It’s a topic that’s close to my heart, as I’ve experienced the frustration of cancellations in my own outdoor fitness classes. I have also been to (and quit) plenty of classes as a client. The reasons I and other people leave are varied, but I can confidently say I have heard them all.
In this article, I’ll share my insights on why people cancel their fitness commitments and what we, as fitness professionals, can do about it.
The Importance of Member Retention
Let’s start by acknowledging the elephant in the room – member retention is absolutely crucial for any fitness business. In my experience, it’s far easier (and more cost-effective) to keep existing members than to constantly chase new ones.
When I worked at a gym, I learned that a significant portion of revenue – anywhere up to 80% – comes from monthly membership fees. It’s the lifeblood of the business. But here’s the kicker: recruiting new members is expensive. The marketing costs, the time spent on tours and introductions, the paperwork – it all adds up quickly.
I remember chatting with our marketing manager who told me that, according to industry data, it costs about five times more to bring in a new member than to keep an existing one. That’s a staggering difference!
But it’s not just about the money. A stable membership base creates a better atmosphere in the gym. It fosters a sense of community, which I found to be incredibly important when I was running my outdoor classes. Regular attendees would encourage each other, share tips, and even socialise outside of class. This kind of environment not only keeps people coming back but also increases the likelihood of referrals.
The Financial Impact
During my time at the gym, I attended a staff training where we discussed the financial impact of retention. The numbers were eye-opening. Even a small increase in retention rates can have a massive effect on profits. For instance, boosting retention by just 5% could potentially increase profits anywhere from 25% to 95% when money saved on recruitment was factored in. It’s a multiplier effect that can’t be ignored.
The Reality of Membership Longevity
Now, let’s talk about the reality of gym memberships. On average, a gym membership lasts about 3.3 years. However, and this is crucial, most new members quit within the first six months. I saw this play out time and time again during my stint at the gym. We’d have a surge of new members in January, full of New Year’s resolutions and enthusiasm. But by June, many of them had disappeared.
This high turnover rate is why it’s so important to understand why people cancel. If we can identify the reasons and address them early on, we stand a much better chance of keeping members engaged beyond that critical six-month mark.
Common Reasons for Cancellations
Through my years in the fitness industry, I’ve heard a wide range of reasons why people cancel their memberships or stop attending classes. Some are personal circumstances that we can’t control, but many are issues that we, as fitness professionals, can address.
Let’s break them down:
Lack of Time
This is probably the most common excuse I’ve heard. People sign up with the best intentions, but then life gets in the way. Work commitments, family responsibilities, and other obligations start to take precedence.
When I was running my outdoor classes, I tried to combat this by offering sessions at various times of day – early morning for the before-work crowd, lunchtime for those who could sneak away from the office, and evening sessions for the after-work group. This flexibility helped, but it wasn’t a perfect solution.
Lack of Motivation
Motivation is a tricky beast. I’ve seen countless people start strong, full of enthusiasm, only to gradually lose steam over time. This is especially common if they’re not seeing the results they expected or if they find their workouts boring.
Unsatisfactory Results
Speaking of results, this is another big one. People often have unrealistic expectations about how quickly they’ll see changes in their body or fitness levels. When these expectations aren’t met, disappointment sets in, and cancellation often follows. Manage expectations and highlights gains!
Boring or Inconvenient Classes
During my time as a personal trainer and class instructor, I learned the importance of keeping things fresh and exciting. If classes become repetitive or stale, people lose interest. Similarly, if class times are inconvenient or frequently change, it can lead to frustration and eventual cancellation.
Financial Constraints
Cost is always a factor, especially in today’s economic climate. I’ve had many conversations with members who were struggling to justify the expense of a gym membership or fitness classes, particularly if they weren’t using them as much as they’d planned.
Relocation
This one’s pretty straightforward. People move for work, family, or other reasons. While it’s not something we can control, it’s worth noting as it’s a common cause of cancellations.
Poor Equipment or Facilities
When I worked at one particular gym, I saw first hand how important it is to maintain equipment and keep facilities clean. Nothing frustrates members more than finding their favourite machine out of order or has bits missing, or dealing with unhygienic conditions.
Intimidating Atmosphere
This was a big issue for some of my outdoor class participants who had previously tried gym memberships. They found the gym environment intimidating, especially if they were new to fitness. Creating a welcoming, non-judgmental atmosphere is crucial.
Lack of Support or Guidance
Many people, especially fitness newcomers, need ongoing support and guidance. Without it, they may feel lost or unsure of how to use equipment or achieve their goals.
Preference for Home Workouts
This has become increasingly common, especially since the pandemic. Some people discover they prefer the convenience and privacy of working out at home.
Health Issues or Injuries
Long-term illness or injuries can force people to put their fitness routines on hold. While this isn’t always preventable, having options for modified workouts can help in some cases.
The Silent Quitters
One phenomenon I’ve noticed, particularly among younger members, is what I call “silent quitting”. These are the members who don’t formally cancel their membership but simply stop showing up. Often, the first sign is a failed payment.
This behaviour presents a unique challenge because by the time we realise someone has disengaged, it’s often too late to re-engage them. It also robs us of the opportunity to understand why they’ve decided to quit.
Strategies for Improving Retention
Now that we’ve identified some of the common reasons for cancellations, let’s talk about what we can do to improve retention. These are strategies I’ve either implemented myself or seen work effectively in various fitness settings.
Ask for Feedback
This might seem obvious, but it’s surprising how many fitness businesses don’t do this regularly. When I was running my outdoor classes, I made it a point to check in with participants frequently. I’d ask what they enjoyed, what they found challenging, and what they’d like to see more of.
In a gym setting, exit questionnaires can be incredibly valuable. They give departing members a chance to be honest about their reasons for leaving. While it might be too late to retain that particular member, the insights can help prevent future cancellations.
Top Tip: Create an anonymous survey monkey or something similar. People don’t want to be mean so will either water down what they want to say or not reply. Making it anonymous and slightly removed from you helps.
Leverage Data
In today’s digital age, we have access to a wealth of data. When I worked at the gym, we used management software that tracked attendance patterns, popular class times, and equipment usage. This information was invaluable for making informed decisions about class schedules, equipment purchases, and staffing.
Focus on Onboarding
First impressions matter. A thorough onboarding process can set new members up for success and make them feel supported from day one. This is something I always prioritised with my new outdoor class participants. I’d spend time understanding their goals, assessing their fitness levels, and creating a personalised plan for them.
Create a Supportive Community
One of the things I loved most about my outdoor classes was the sense of community we developed. People would chat before and after class, encourage each other during workouts, and even meet up outside of class time. This social aspect can be a powerful retention tool.
Offer Variety
Boredom is the enemy of retention. In my classes, I constantly introduced new exercises and challenges to keep things interesting. In a gym setting, this might mean regularly updating class offerings, bringing in guest instructors, or introducing new equipment.
Provide Ongoing Support
Regular check-ins, progress assessments, and goal-setting sessions can help members stay motivated and on track. When I was a personal trainer, I made sure to schedule these with my clients regularly.
Keep Your Facility Clean and Well-Maintained
This might seem basic, but it’s crucial. Nobody wants to work out in a dirty gym or use broken equipment. Regular maintenance and cleanliness checks should be a priority.
Be Flexible
Life happens. Offering options like membership freezes for temporary setbacks or flexible class booking can help retain members who might otherwise cancel due to short-term issues.
The Role of Personal Connection
I can’t stress enough how important staff are in the retention equation. Friendly, knowledgeable, and supportive staff can make all the difference in a member’s experience.
When I worked at the gym, we had regular training sessions on customer service, exercise technique, and even conflict resolution. This helped ensure that every staff member could provide a high level of service and support to our members.
Personal connection is key. Whether it’s remembering a member’s name, asking about their progress, or simply offering a friendly smile, these small gestures can make a big difference in how connected and valued a person feels.
When I was running my outdoor classes, I made it a point to arrive early and stay late, just to chat with participants. This not only helped me understand their needs and concerns better but also created a sense of community that kept people coming back.
Addressing Common Pain Points
Based on the reasons for cancellation we discussed earlier, here are some specific strategies I’ve found effective:
For Time Constraints:
- Offer shorter, high-intensity classes
- Provide 24/7 access if possible
- Create workout plans that can be done in limited time
For Lack of Motivation:
- Implement a buddy system or accountability groups
- Offer rewards for consistent attendance
- Share success stories to inspire members
For Unsatisfactory Results:
- Set realistic expectations from the start
- Provide nutrition guidance alongside fitness training
- Celebrate non-scale victories (improved energy, better sleep, etc.)
For Financial Concerns:
- Offer flexible payment options
- Provide value-added services (nutrition counselling, speciality classes)
- Consider tiered membership options
For Intimidation:
- Host beginner-friendly classes or gym hours
- Provide thorough equipment orientations
- Foster a welcoming, judgement-free environment
Conclusion
Understanding why clients cancel their fitness commitments is crucial for any fitness professional or business owner. By addressing these reasons proactively and implementing strategies to improve retention, we can create more sustainable businesses and, more importantly, help more people achieve their fitness goals.
Remember, every cancellation is an opportunity to learn and improve. By staying attentive to our clients’ needs, creating supportive environments, and continuously evolving our offerings, we can build fitness communities that people want to be a part of for the long haul.
In my years in the fitness industry, I’ve learned that success isn’t just about getting people through the door – it’s about giving them reasons to keep coming back. And that, ultimately, is what makes our work as fitness professionals so rewarding.