Keep your gym members motivated beyond January

Gym member motivation is highest in January. Many people are working towards new year resolutions and goals. Good intentions can quickly slip. How do you help your members stick with it (and you) for the long run?

Getting to the gym is often the biggest hurdle for members. If you can successfully keep them motivated it will have a big impact on your business. Higher retention rates. Growth through referrals. The list goes on.

In this article, we’ll explore:

Let’s get stuck in!

Understanding gym member motivation

What is motivation?

Motivation is wanting. Wanting a change in – behaviour, thoughts, environment, relationships, yourself, or something else. It’s a drive or need to bring about that change.

It’s what inspires your members to join you in the first place. And it’s what guides them in setting goals. It’s what keeps them coming back to achieve those goals.

There are many reasons why your members choose to work out. These are just some examples:

Intrinsic vs. extrinsic motivation

Motivation can be intrinsic and extrinsic. Tapping into both types is key to maintaining gym member motivation for the long-term.

Extrinsic motivation is helpful when a member considers skipping their workout. Their goal can push them to resist their urge to skip it. But intrinsic motivation is important in helping the member stick with it. Even when results are slower than they’d like.

Expert on the science of motivation, Michelle Segar from the University of Michigan, found that goals like becoming healthier or losing weight can actually demotivate some people.

Human instinct favours immediate gratification over long-term benefits. So, if they find enjoyment in each workout and the process, your members will be more likely to achieve their goals.

Barriers to gym member motivation

There are many reasons why your members may lack motivation to workout. Some mental barriers are:

There are also circumstantial barriers like:

7 ways to keep your members motivated all year-round

We’ve run through what motivation is. Explained why your members need a mix of intrinsic and extrinsic motivation. And explored what might cause motivation levels to slip. Now let’s look at how you can keep your members motivated long beyond January.

1. Get onboarding right

On average, 52.4% of new gym members stay for 12 months. Almost half of your members will lose motivation before this. Your new member onboarding process needs to address this.

Your onboarding journey should welcome members. And help them work towards realistic goals to achieve sustainable results.

In-person interactions are an important element of onboarding. Yet, with staff shortages and skill gaps, it’s more important than ever to get the digital journey right too.

Targeted, timely use of email and text messages is essential. Nail new member onboarding with the Successful New Gym Member Onboarding Playbook. Your gym management software should make segmentation, personalisation, and automation of the onboarding journey simple.

2. Help members set goals & track progress

Frustration can be a barrier to gym member motivation. Unrealistic goals and perceived lack of results are key reasons for attrition. During the onboarding process you need to help members identify the right goals. Ones that are achievable and that matter personally to them.

At a member’s induction, one of your personal trainers should get to know them and work to create goals using the SMART framework. Using this framework each goal should be:

Get members thinking about lifestyle as well as results. Run through strategies to fit exercise into everyday life. Making health and fitness part of the member’s lifestyle will help them stay motivated for the long-term.

3. Offer regular reviews & personalised programmes

Ask your new members when they want to check-in again. A good starting point is 6-8 weeks after their gym induction. Enough time to see a little change, but not overwhelmingly long. Remind members to revisit and reset their goals at this point to keep motivation high.

Think beyond onboarding too. Help your members review and refresh their goals on a regular basis to keep them accountable. Encourage them to track progress overtime and reflect on how far they’ve come. This can drive long-term motivation, encouraging behaviours that create intrinsic satisfaction from workouts.

Consider regularly offering members a session with a personal trainer for a review and updated programme. Attach value to this session – make it part of a membership (e.g., 1 PT session every 6 months) or paid for by the club.

Highlight its retail value if the member was paying for it, rather than positioning it as free. It’s a great showcase for your PTs – a chance for upselling extra sessions or bundles – as well as maintaining member motivation.

4. Make it easy to access exercise

Circumstantial barriers (like being busy) impact gym member motivation. So, you need to make sure that the experience and service you give help overcome these barriers.

Your website and app should be easy to find and navigate. It should be simple to book any classes and activities you offer.

Choosing a gym management software solution with a waitlist feature, can make it easier for those who’d like to attend a class which is fully booked to get a spot if someone else cancels.

It should also be easy for members to keep up-to-date with membership payments, with this data feeding into your access control system. So, members are always able to turn up and access your club without hassle.

5. Create a positive, welcoming community

From making new members feel at home during the onboarding process to creating a lasting community. Helping members feel part of something bigger will keep them motivated to show up.

If you offer group fitness classes, suggest new members try one out. They’ll meet other members and start to feel part of your community. This group approach can keep members loyal and motivated for longer.

Research suggests members who go to 1 class a week are 20% more likely to be loyal members than those who work out in the gym 3 times a week.

Use social media groups to keep members connected and interacting while they’re away from your club. Gym challenges that are easy for all to access can spark healthy competition and encourage members to interact more. Promote these on social media and in your email newsletter.

Recognise member achievements too (where a member is comfortable with a public call out). This is inspiring for others and encourages the celebrated member onwards.

6. Encourage workout buddies

An accountability partner can help motivate, encourage, and keep a member working towards their fitness goals. Building a strong community in your club can help your members find the right accountability partner for them.

This accountability partner could also be a friend or family member who isn’t a member right now. Offer guest passes to new and existing members.

When a guest pass is used, give the member a pass for another friend as a thank you. This will help keep them motivated and can help you attract new members in the process.

Run a gym member referral programme to give incentives to bring a training buddy who becomes a member. Your gym management software should make running refer-a-friend programmes easy.

The new member onboarding playbook shows you should be asking for referrals from the get-go. New members are buzzing about having joined you and telling their friends about it.

Nielsen found 88% of consumers trust recommendations from people they know more than any other type of advertising. Promoting your referral programme to members is a great way to grow your business.

7. Reward & incentivise your members

Finally, many members will be motivated if you recognise and reward them appropriately. Make members feel appreciated with exciting rewards that also build connection to your gym and fitness club.

This could mean members-only events. For example, an after-hours DJ session with refreshments, a charity quiz night, or educational seminar. All will also help you build a lasting community for your club.

Branded items, like towels, water bottles or t-shirts, given away when a key milestone is achieved, or around specific calendar events, are often highly valued by members. And help you get your brand out there. You could also offer personal training sessions, classes, or a month’s membership, paid for by your club.

Increase retention by motivating members from the start

Keeping members motivated beyond January is easier once you understand what motivation is. And how to create the drive in each member to keep them exercising all year-round.

Get it right from the start of every member’s journey. Put in place the best practices outlined in the Successful New Gym Member Onboarding Playbook.

Developed in partnership with retention experts like Guy Griffiths, it includes 20+ ready-to-use message templates. And a guide showing what to send and when. Making it simpler for you to create the right onboarding journey to motivate each new member you sign up.

Motivate and re-engage at-risk members

What if gym member motivation does dip? Make sure you have the right tools and strategies in place to re-engage high-risk gym members before they quit the gym.

Track visits and build a picture of the habits of each individual member. Your gym software should automatically flag when visit habits change. So, you can quickly see when a member becomes at risk of cancelling.

Use the marketing and retention features in your software to create re-engagement programmes that are tailored to each individual member. Focus on getting the member back in and using their membership again wherever possible.

Check out this article for strategies to help you motivate and re-engage high-risk members.

The wrap up…

Motivation is driven by the desire to bring about a change of some sort. It’s what brings members to your club in the first place. And guides their fitness goals.

By understanding the different types of gym member motivation, and barriers to motivation, you can help keep your members motivated all year-round.

From effective onboarding, to creating a connected community, there are many ways to motivate your members. And having an approach in place to quickly see when motivation drops and re-motivating members will keep more members coming back for longer.

Ready to motivate more new members to stick with you for longer? Download your free playbook.