Retaining new members requires more than just an initial sign-up—it demands a strategic approach to ensure they develop lasting habits. Research conducted by Iowa State University and the Les Mills Lab this year highlighted key moments in a member’s journey that need to be addressed even before they set foot in the gym. Once these behaviors are established, the impact can be remarkable.
The findings revealed that integrating preparation and instigation habits can boost exercise adherence by 200%. Preparation involves all the steps needed to establish a habit and is often triggered by consistent environmental or behavioral cues. For instance, if a member routinely packs their gym bag right after dinner, then finishing dinner serves as a cue to prepare for exercise the following day.
Pairing preparation with instigation strengthens adherence even further. This principle suggests that linking a new habit to an existing routine increases the likelihood of success. Members are encouraged to identify regular windows in their daily schedule—at least 3-5 times per week—where exercise naturally follows another routine. For example, if someone is always in the same location before lunch, that setting can act as the cue to initiate their workout.
Ensuring new members start strong by engaging in meaningful conversations about their goals is crucial to keeping them motivated and committed for the long term.
Throughout 2024, low-impact fitness routines surged in popularity, from social media buzz to packed studio classes. Many exercisers turned to these workouts to complement intense strength training, benefiting from their gentler approach and added mindfulness. Yoga and Barre remained popular, but the standout trend of the year was Pilates. A wave of celebrities and influencers embracing Pilates helped fuel a surge in demand for the discipline.
Joseph Pilates originally designed his method to counteract the negative effects of modern life, focusing on improving posture and incorporating mindful breathing—goals that remain just as relevant today. Fitness centers looking to attract more male participants to group classes may find Pilates to be a compelling option. Data from the US National Center for Health Statistics showed that men are more inclined than women to opt for low-impact workouts to manage pain (31.8% vs. 27.5%). Its restorative benefits also make it an ideal choice for those recovering from injuries or dealing with chronic pain.
With Gen Z leading the charge, fitness is becoming more social than ever. This generation values community-driven experiences that foster connection, driving demand for events that combine exercise with social interaction. From competitions that push participants to new personal bests to fitness retreats blending vacation vibes with active pursuits, gym-goers are increasingly seeking ways to complement their workouts with engaging, experiential activities. A survey from UK-based operator The Gym Group found that 37% of Gen Z gym-goers view the gym as a social space, while 42% have formed friendships while working out.
Les Mills embraced this trend by hosting a large-scale fitness rave in Berlin in October, in collaboration with adidas. LES MILLS LIVE BERLIN attracted thousands of fitness enthusiasts, showcasing cutting-edge workouts enhanced by VR technology, immersive lighting, live performances, and exclusive adidas merchandise. For fitness businesses, engaging consumers through innovative experiences helps build trust—71% of Gen Z report increased confidence in a brand after attending a live event.
With strength training’s continued dominance, many fitness facilities faced overcrowding in weightlifting areas in 2024. Retention expert Dr. Paul Bedford suggests that a strategic marketing and growth plan—aligned with areas of greatest capacity—will be key for member satisfaction and overall business success in 2025.
“The biggest thing for operators of all sizes in managing footfall is to ensure they’re signposting members to other areas of the club where they’re able to service more people simultaneously – such as the group exercise studios and functional areas. If you know you’ll struggle to service more members using your strength equipment (and you’ve done everything you can to maximize capacity) then you’re better off targeting prospects who will predominantly use the areas of the club where you still have capacity to fill. You’re in a better position to meet the needs of these prospects, so they’ll likely stay longer and yield a longer lifetime value, representing a better ROI for your marketing dollars.”
For new members, an overcrowded gym floor filled with heavy lifters can feel intimidating. Introducing them to group training or functional fitness zones can provide a more welcoming and engaging experience. A well-planned onboarding process that addresses these concerns can significantly enhance member retention.
While younger generations are actively embracing fitness, many adults remain disengaged from exercise. Addressing this segment is crucial for both business growth and community health. In the U.S., 80% of adults fail to meet recommended physical activity levels.
Sarah Roberts, Head of Fitness at Places Leisure, emphasizes the need for inclusive programming to attract a broader demographic:
“Our model centers around the family market, and building healthy communities is a key strategic focus. […] Your community is your shop window, because as much as it’s fabulous having the portion of the population who are actively working out, we’re looking to engage with the larger mid-section of the population. The ones who haven’t stepped over the threshold of a fitness facility, perhaps because of perceptions or stereotypical views of what they think happens in there. So having a ready-made community to welcome them is essential so new joiners find it easy to make that step.”
By focusing on community-driven initiatives and welcoming environments, fitness centers can play a pivotal role in reintroducing inactive adults to exercise, ultimately supporting both their health and business longevity.
https://iaap-journals.onlinelibrary.wiley.com/doi/10.1111/aphw.12597
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