The Q1 Fitness Dilemma: Solving Gyms' Biggest Retention Challenge

January in the fitness world is nothing short of a rollercoaster – a chaotic blend of opportunity and distraction that tests even the most seasoned gym operators. 

‍

Let's break down the critical challenges facing gyms in Q1.

‍

First, there's the spike in new member interest. New Year's resolutions drive a massive influx of potential members, sparking a logistical nightmare. Personal trainers and gym staff are working overtime – conducting tours, answering questions, and meeting more potential clients than at any other time of the year.

‍

Then comes the inevitable: the offer dilemma.

‍

Do you roll out January promotions or hold back? It's not just about attracting members – it's about attracting the right members. Will these promotional offers bring in long-term committed clients or just provide a short-term revenue boost? More importantly, how do these offers impact your brand perception, and what do your existing members think about sudden discounts?

‍

The harsh truth is brutal. According to a study of over 5,000 people, 63% of new gym members will quit within the first three months.

‍

The old budget gym model – which used to rely on people not showing up, but continuing to pay – is dead. Instead, the industry is becoming increasingly centered on member experience, as operators like Third Space share their obsession with Net Promoter Score.

‍

Retention is everything, and, today, retention requires attendance.

‍

From resolution to habit

‍

James Clear, author of Atomic Habits, provides a target to aim for. It takes an average of 66 days to build a new habit that sticks. This is the golden opportunity for gyms – transforming temporary motivation into a lasting lifestyle change.

‍

Most people today aren't looking for a quick fix. Yes, there will always be those who panic buy memberships but won’t keep it up. But most genuinely want to maintain or improve their long-term health. The challenge is helping them build the right habits and see results within a timeframe that makes their initial time and financial investment feel worthwhile.

‍

The solution for gyms is effective onboarding.

‍

Creating a structured first month, ideally three months, with a program that goes above basic orientation. Giving members a way of tracking and experiencing positive changes in their physical health and moving closer to achieving their goals.

‍

This is where VOR steps in – a revolutionary solution for fitness retention that helps more members get fitter and achieve their goals. 

‍

Stronger onboarding = greater retention

‍

Traditionally, gyms have had two options to improve onboarding:

1. Offer discounted personal training with perhaps a free first session
2. Provide a generic library of workout content

‍

The first option is decentralised and relies on the individual capability of the gym’s personal training staff. For the senior personal trainer, with oodles of experience, conversion and success can be relied upon. But suppose you have a significant percentage of new trainers. In that case, it’s harder to place your revenue targets in their hands, knowing that PT churn is pervasive.

‍

Relying on the upsell of personal training to drive retention also ignores key economic factors. Not every member can afford one-to-one training; in many cases, a monthly membership fee uses up their entire fitness budget.  

‍

The second option–generic libraries of workout content–is helpful but limited. They lack personalisation, progression and variety. The boredom factor can kick in after short-term use, contributing to a drop-off in member engagement. Meaningful fitness improvement can be short-lived and then plateau, causing demotivation. 

‍

Getting more members fitter

‍

VOR introduces a game-changing third option: personalised workouts individually tailored to member goals and capabilities, crafted in a way that's unique to each gym's style and floor plan.

‍

The VOR solution can be delivered in two innovative formats:

1. Delivered by trainers through in-person or hybrid personal training
2. Direct-to-member programmes that integrate seamlessly with existing gym systems

‍

What makes VOR truly groundbreaking is its comprehensive personalisation delivered at scale. These aren't just generic workout plans. They're crafted programmes that consider the following:

‍

• Individual member goals
• Available time and commitment levels
• Personal health metrics
• Existing injuries
• Specific gym equipment and floor layout
• Gym training styles and brand considerations

‍

The result? Intelligent workout progression that dramatically improves retention rates.

‍

Members quit because of a lack of meaningful progress and support

‍

Acquiring a new customer costs significantly less than retaining an existing one. The only way to keep people returning to the gym is by ensuring they're getting fitter and achieving their goals.

‍

As we move into 2025, retention isn't just a buzzword – it's the lifeline of the fitness industry. 

‍

Want to see how VOR can transform your retention rates? Book a demo.