Avoid the New Year slump and improve member retention

It’s that time of year again amidst the holiday season, spirits are up, ambitions are high, and the inspiration to vow to become a better version of yourself is apparent. The sign of a new year for many means a fresh start to achieve all the goals that weren’t quite hit during the previous 12 months. The rate of interest in health and wellness continues to rise on the list of New Year’s Resolutions. With a renewed attitude, it is easy for many to begin January hitting the ground running, literally.

Most statistics are working against the gym, suggesting that their new members will not make it past the January rush. However, it is up to each club to decide whether they will simply accept the trend or try to make a difference.

So, how can every gym owner tackle member retention and avoid the new year slump?

Here are 3 tactics that will help improve both:

1. Establish workout goals that are specific and realistic

All club staff should start by getting to know their members. Why have they agreed to take a step towards regular activity? What are they hoping to accomplish through exercise? Many who choose fitness as a New Year Resolution aren’t really committed to achieving their goals. Many don’t even know what their goals are. Some have vague outcome goals, but almost none have set a tangible commitment to these actions. By mapping out a plan of specific, measurable targets to aim for with correlating time frames, you can help establish realistic expectations. Providing clients with an achievable, short-term goal will only help to fuel their passion for fitness and encourage consistency towards hitting long-term goals.

2. Create a social support system to hold members accountable

It is easier for many people to stick to a habit or behavior when their network is supportive. Therefore, it is important for your club staff to create an atmosphere in which your members feel comfortable and confident throughout their fitness journey. Studies show that members who make friends at their club are 40% less likely to cancel. In addition, Myzone users have proven to perform 41% more exercise when they have four or more connections on their app in comparison to those who have zero social connections. Bringing a community aspect inside of a gym provides clients with the opportunities to bond with others and share in their wellness experience together, removing the fear of inadequacy often associated with exercise.

3. Track progress and measure results

It is human nature for people to lack motivation if they don’t see results quickly. Many members put in an hour at the gym day in and day out for 2 weeks without falling off the diet wagon, and when they don’t see the results they were hoping for, they immediately think to just give up. This is where progress tracking comes into play. With Myzone, users can track their workouts and monitor their stats within the Body Metrics section of the Myzone app, helping to assess progress over time, even if the mirror doesn’t reflect the same. Studies show that Myzone users are more satisfied with their fitness results than non-Myzone users, which also correlates with the likelihood to still be a member in 6 months. With accurate, real-time feedback on information such as heart rate, calories burned, and effort exerted, members can visually monitor how much they are improving without relying on themselves or their waistbands as the trackable metrics.

Don’t just approach this year’s New Year’s Resolution - tackle it! Set your members up with healthy habits that will sustain their motivation, make them feel good about exercise, and allow them to truly embrace the ‘New Year New You’ mantra.

If you're ready to get more members moving with your for longer, get in touch with us today.