Gym members are often most motivated in January, fuelled by new year resolutions. But, as the year rolls on, good intentions can slip. So, how can you keep your members engaged and motivated for the long run?
By creating engaging experiences that build lasting motivation, you can drive retention, boost referrals, and grow your business.
What Drives Gym Member Motivation?
Motivation stems from a desire for change – whether it’s behaviour, thoughts, or lifestyle. People work out for various reasons: to achieve goals, manage stress, or simply feel good. There are two key types of motivation to consider:
- Intrinsic: Comes from within, like the runner’s high or the stress relief from a workout.
- Extrinsic: External goals like losing weight or looking good for an event.
Tapping into both helps create lasting engagement. But how do you combat barriers like boredom, fear, or frustration?
“People often say motivation doesn’t last. Neither does bathing – that’s why we recommend it daily.” – Zig Ziglar
7 Ways to Keep Gym Members Motivated Year-Round
- Get Onboarding Right
First impressions count. Effective onboarding can make the difference between a member who sticks around and one who drops off. Create a welcoming experience that includes clear goals and an introduction to the gym community. Digitally supporting this journey with personalised messages or guides is key. Get your free Onboarding Playbook here
- Help Members Set Realistic Goals
Setting unrealistic goals can lead to frustration and demotivation. Guide members through the process of creating achievable, measurable goals using the SMART framework. Regular check-ins with personal trainers to assess progress can boost motivation.
- Offer Personalised Programs
Personalisation is a game-changer. Regular program updates based on member progress not only keeps things interesting but also shows them they’re supported. Consider offering periodic sessions with a personal trainer to revisit goals, track progress, and keep their workouts fresh.
- Make Exercise Easy to Access
Convenience is key. Ensure your app or website is simple to navigate, making it easy for members to book classes, manage their accounts, and check schedules. Features like class waitlists and automated payments can also reduce friction. Having the right gym management software should make this part a breeze.
- Build a Welcoming Community
A strong sense of community helps members feel like they’re part of something bigger. Introduce new members to group fitness classes, run challenges, and celebrate member milestones to build a sense of belonging that encourages regular attendance.
- Encourage Workout Buddies
Members who work out with a friend are more likely to stick with their routine. Promote guest passes and referral programmes to incentivise bringing a workout buddy. Members who train together often push each other and are less likely to drop out.
- Reward & Recognise Achievements
Small incentives go a long way. Recognising member progress – whether it’s through milestones, events, or rewards like branded items – can boost morale and strengthen the connection to your gym.
What if gym member motivation does dip?
Make sure you have the right tools and strategies in place to re-engage high-risk gym members before they quit the gym.
Track visits and build a picture of the habits of each individual member. Your gym software should automatically flag when visit habits change. So, you can quickly see when a member becomes at risk of cancelling.
Use the marketing and retention features in your software to create re-engagement programmes that are tailored to each individual member. Focus on getting the member back in and using their membership again wherever possible.
By understanding and addressing the barriers to motivation, while keeping the experience engaging, you’ll help your members stay on track long after January. With the right tools, support, and community in place, you can build long-lasting relationships that fuel your gym’s growth.
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