Understanding Why Members Disengage
It’s something that all gym and fitness center owners experience—the at-risk member. These are people who you sense are disengaging from their fitness journey, from the gym community, and the gym itself. Why does it happen?
When evaluating the reasons, it’s important to understand the difference between genuine disengagement and excuses. The best way to crack that mystery is by gaining a better understanding of why a particular person joined your gym in the first place. The most common reasons are:
- Lose weight
- Get in shape
- Maintain weight
- The social aspects – they hope to make new friends
Whatever the reason, members will have expectations that your gym will help them realize their goals. When they were deciding which gym to join, they were also considering factors such as:
- Equipment
- Fees
- Location
- The classes offered
- Cleanliness
- Customer service
As time passes, they’ll be re-evaluating their choice. They’ll ask themselves if your gym is helping them to meet their goals and if they’re getting the most bang for their buck. If they’re not getting the ROI they hoped for, they’ll start to disengage. Let’s look at some of the most common reasons why.
Member Disengagement – Do Any of These Sound Familiar?
If you’re concerned about member engagement for any particular person, remember why they joined your gym in the first place. If you sense them disengaging, see how many of these boxes you can tick:
- Lack of motivation—this is undoubtedly the most common cause. When people start a new exercise routine, they are usually motivated and excited. However, this motivation can quickly fade away, especially if they’re not getting the results they were hoping for. If you sense demotivation in any of your members, you need to find ways to reinvigorate their fitness journey.
- Boredom—doing the same exercises over and over again can get tedious. When members feel like they are doing the same thing every time they go to the gym, they might lose interest.
- Time constraints—people have busy lives and struggle to find time to fit in their workouts. It’s up to you to follow up with these time-stretched members and help them with their schedule.
- Injuries or illness—when people get sick or injured, they may need to take time off from exercising to recover. If the injury or illness is severe, they may stop attending the gym altogether.
- Cost—gym memberships can be expensive, and some members may not be able to afford it long-term. When members feel like they are paying too much for their membership, they may decide to cancel it.
- Lack of support—starting a new exercise routine can be challenging, and having support can make all the difference. If members feel like they are not getting the support they need from their gym, they may drift away.
- Unease in the gym—some members may feel intimidated or self-conscious bythe environment, especially if they are new to exercising. If members aren’t comfortable in the space, that can be very demotivational. That’s why it’s so important to develop a sense of community within your gym.
As a gym owner, it’s essential to provide a welcoming and supportive environment, helping your members to remain engaged and motivated to achieve their fitness goals. Let’s look at how.
Improving Member Engagement for Your Gym or Studio
To help you improve member Length of Engagement (LEG), we’ve put together a guide with practical tips and actionable advice to help you keep your members motivated, active, and loyal to your fitness center. It’s The Ultimate LEG Workout, and it covers:
- Why member engagement is important
- From communication to community—building stronger relationships with your members
- How engagement is measured
- The 5 key elements of an effective engagement strategy
- Overcoming barriers to member engagement—how automation can help drive growth
- BONUS: Email and text templates to help you reconnect with at-risk members
Even the best gyms can always improve their member engagement strategies. If you’re looking for new ways to build relationships, help members achieve fitness goals, and reduce member churn, then this is the guide for you.
DOWNLOAD THE ULTIMATE LEG WORKOUT
