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GROWING MEMBERSHIP ISN’T EASY

And every year you’re faced with new challenges. Let's talk

WHAT ARE YOU UP AGAINST?

Budget facilities, bootcamps, boutique gyms, fitness apps, exergaming, nutritional science… and new innovations hitting the market each week. Modern customers are changing too. Today’s members are after fast, effective fitness that breaks new ground.

Eighty one per cent of Millennials exercise or would like to (compared to only 61% of Baby Boomers) – but truth is they are drawn away from traditional clubs.

In fact, a massive 76% of regular exercisers are Millennials, and 50% of exercisers doing gym-type activities are Millennials. This all sounds like great news except they are flocking to boutique fitness facilities. The latest research is showing 42% of gym goers are training in boutique studios, and this number is increasing every year.

To make matters worse, traditional clubs are struggling to keep the members that do join, over a year they can lose on average 50%. Seventy nine per cent of those over 18 years old either exercise regularly or would like to – but they are disappearing from clubs just as fast as they sign up. One third of new gym members stop attending by month three, and half of all new members won’t make it to the six-month mark.

Member attendance

CHANGING THE GAME

When we ask people what they want when they join a fitness facility, they say things like weight loss, toning up, getting fitter, improving their health; they're interested in getting results. But people aren’t stupid. They know they can get results by running around the block or exercising in their living room. But they also know that they lack the motivation.

SUCCESSFUL CLUBS GIVE MEMBERS THE MOTIVATION THEY NEED

It's more than just a place to pump iron and run on a treadmill – motivation is key.

When you get motivation right, you get more people through the door more often. As your member attendance increases, the benefits begin to increase.

Regular attendees renew their memberships, refer their friends and promote your facility at a staggering rate compared to members who seldom use the gym.

LEARN MORE

THE VALUE OF GROWING MEMBERSHIP
BODYJAM instructors on stage

How to make members stay

Discover the power of social exercise See the facts here

GET MORE INFO

Learn how Les Mills can help you build a healthier business.

TAKE THE FIRST STEP

Get in touch with us today to learn more about growing membership. Fill out this simple form so we can get to know you better.

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