It costs seven times more to acquire a new member than it does to keep an existing one, and yet most clubs primarily focus on new member acquisition. The fact is most members don’t come often enough to see value in their membership – and that’s when you risk losing them.
Growing membership is about growing attendance. It's proven that people work out harder and longer in a group environment than they do when training alone – and that means they’re more likely to come more often. So, the fewer members you have training alone, the better your business’s health. A group fitness studio typically brings in more profit per square foot than any other space in a fitness facility.