The fitness industry is thriving, but keeping members engaged remains a major challenge. While the global market surpassed $96 billion in 2019, up to 50% of new members quit within six months. High membership costs, convenience concerns, and the rise of home workouts continue to impact gym retention.
To understand what drives gym loyalty and attrition, Sogolytics carried out a nationwide survey of 1,004 participants in December 2024. The findings highlight the key reasons members stay, why they leave, and what gyms can do to keep them coming back.
Why members stay — and why they leave
To get the full picture, check out the complete report: Winning the Fitness Game: How Gym Members Can Boost Retention and Attract Members. Just looking for a few highlights to kickstart your member retention brainstorm? We’ve got you covered!
Retention: What keeps members coming back?
Three main factors drive gym member loyalty:
- Affordability – Competitive membership fees are the biggest reason members stay.
- Convenience – A good location ensures consistent attendance.
- Cleanliness – A well-maintained gym reassures members and improves their experience.
Other factors, such as variety of equipment, friendly staff, and available classes, also contribute to long-term engagement.
Churn: Why do members leave?
Despite strong retention rates, nearly 1 in 5 respondents left or switched gyms in the past year. The biggest reasons?
- High membership fees – The #1 reason members cancel.
- Inconvenient location – If access isn’t easy, members won’t stay.
- Rise of home workouts – Digital fitness and at-home options are reshaping gym habits.
Additional issues, such as poor customer service, outdated equipment, and hygiene concerns, also played a role in member turnover.
What this means for gyms: Members expect affordability, accessibility, and a great experience. Those that fail to deliver risk losing members to competitors or digital alternatives.
What gyms must do to win the retention battle
Sure, results vary by location, organizational goals, and target demographics, but the items listed below are critical for gyms everywhere who want to build their brand reputation and keep members engaged.
1. Offer Flexible & Affordable Pricing
Since cost is the top barrier, gyms should introduce tiered memberships, short-term plans, and discounts for families or students. Affordable plans can reduce churn and attract new members.
2. Expand Hybrid Fitness Options
With home workouts on the rise, gyms should embrace digital fitness. Offering on-demand classes, virtual coaching, and fitness tracking apps creates a hybrid experience that blends in-person access with digital convenience.
3. Prioritize Cleanliness & Maintenance
A clean, well-maintained facility isn’t just a nice-to-have—it’s a must. Regular sanitation, modernized equipment, and transparent cleaning policies can reassure members and encourage retention.
4. Personalize Offerings by Age & Gender
The survey revealed clear demographic trends:
- Younger members value 24/7 access and digital flexibility.
- Older members prioritize cleanliness and structured group classes.
- Men prefer strength-training, while women favor boutique studios and community workouts.
Customizing services to align with these preferences will improve engagement and satisfaction.
5. Leverage Technology for Engagement
Retention isn’t just about what happens at the gym—it’s about ongoing engagement. Using CRM systems, push notifications, and email campaigns keeps members motivated and connected. Tools like Sogolytics help gyms collect real-time feedback to adapt to member needs.
6. Invest in Customer Experience & Community
A gym isn’t just about workouts—it’s about experience. Well-trained staff, group events, and personal connections increase member loyalty. Creating a welcoming, community-driven environment makes members feel valued and more likely to stay.
The bottom line: Retention drives growth
The fitness industry is evolving. Gyms that focus on affordability, accessibility, and personalization will thrive. By addressing cost concerns, integrating digital fitness, and enhancing member experiences, gyms can reduce churn, strengthen loyalty, and drive long-term success.
Want to learn more? Explore our full report today!
Want to know what keeps your members engaged? Get started with a free Sogolytics trial today or connect with our team for a demo of our more advanced solutions to gather real-time insights and improve retention strategies.
