Increasing gym membership sales is a common goal for many owners and operators. In this how-to guide, you’ll get exclusive UK gym sales insights, 11 strategies for success, and expert tips too.

The number of privately-owned gyms in the UK has increased by 32% in the last decade. Growing from 3,269 in 2013 to 4,513 in 2024.

And 10.9% of the UK population is now a member of one of these clubs. Bringing in an estimated £4.48 billion in annual membership income.

In short, the UK fitness market is competitive. But the opportunity to grow is still healthy. To thrive, attracting a steady flow of new members is vital.

How do you increase gym membership sales? You’re in the best place to start selling more memberships! In this how-to guide, you’ll get:

  • Insights into gym membership sales trends from gyms and fitness clubs across the UK
  • 11 things you can do to boost gym sales for the long-term
  • And loads of expert tips to help you optimise your sales approach🚀

Let’s get stuck in!

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To increase gym sales, you need to know what works for your business. And understanding sales trends from gyms and fitness clubs across the UK is a great starting point.

We’ve reviewed over a decade of data to bring you these exclusive gym membership sales trends*.

Biggest months for gym membership sales

‘New year, new me’ rings true for many UK gymgoers. Between 2013 and 2023*, 11.5% of first time membership agreements started in January. Likewise, as the new school year began in September, so did 10% of brand new members.

No big surprises there! It’s always positive to confirm what you know. And ideally you’ll look at this for your business too.

Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by month from 2013 to 2019 and 2022 to 2023.
Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by month from 2013 to 2019 and 2022 to 2023.
Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by month from 2013 to 2019 and 2022 to 2023.

When working out how to improve gym membership sales it can also be helpful to look at sales on a quarterly basis. Looking this way can also help you choose when to make enhancements to your club avoiding busy periods.

Q1 is busiest for first time membership agreements followed by Q3. And Q4 is slightly busier than Q2*:

  • Q1 (January-March) – 28.0% start
  • Q2 (April-May) – 22.8% start
  • Q3 (July-September) – 25.8% start
  • Q4 (October-December) – 23.4% start

Biggest days for gym membership sales

‘Never miss a Monday’ also rings true for many gymgoers in the UK. So, no surprises when looking at the day of the week that most new members start their membership agreements.

21.7% of membership agreements start on a Monday. And, as the week goes on fewer first time members start their membership journeys.

Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by day of the week from January 2013 to March 2024.
Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by day of the week from January 2013 to March 2024.
Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by day of the week from January 2013 to March 2024.

Interestingly, this trend changes a bit when looking at the most popular days to start by month.

First time membership agreements that start in May, August, and December are most likely to start on a Tuesday. Likely affected by the bank holidays that fall on Mondays during many of these months.

Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by day of the week and month.
Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by day of the week and month.
Graphic showing average gym membership sales for first time Direct Debit agreements across the UK by day of the week and month.

Biggest motivations for joining gyms & fitness clubs

So, we know that Mondays in January are the most popular time for first time members to start memberships. Next, let’s look at why they choose to take the plunge and join a gym.

The ukactive Consumer Engagement report holds the answers. It features extensive research into why people use gyms and what stops them.

The May 2024 report found that gymgoers are motivated by more than just looking good when buying memberships and accessing clubs. There are loads of benefits that gymgoers recognise come with keeping active in gyms.

Top motivators highlighted in the ukactive research include:

  • 82% improve/maintain physical strength & fitness
  • 79% improve mental health & wellbeing
  • 75% improve overall confidence
  • 75% improve/maintain physical appearance
  • 67% improve sleep

“Looking at the top two motivations is really reassuring – it shows there is a level of acknowledgement around our challenges as a nation – we have an ageing population and are experiencing a mental health crisis. ​

​The fact these two reasons are motivations, shows that some of that historic perception of our sector and facilities, has and is very much shifting. So, now we need to harness this and think about how we get the ‘Non-Members/Users’ to recognise this and experience it themselves.”

Hattie Jones, ukactive

And ukactive’s Consumer Engagement research also found the two top motivators when choosing a specific club are**:

  • Location (27%)
  • Cost (23%)

So, a convenient location and the right pricing for the value delivered can help you win new members.

11 things you can do to increase gym membership sales

Good news! There’s plenty you can do to make sure your business appeals to more prospective gymgoers. And increase gym membership sales throughout the year.

1. Be really clear on who you’re trying to attract

Want to achieve lasting success and continuously sell more gym memberships? You need to know the specific target audience for your business really well. And that also means knowing who you’re not trying to win as well.

Being clear on your target audience has loads of benefits that will help you boost your appeal and sales too. Knowing your target audience helps you:

  • Focus on offering the right things
  • Make sure you appeal to the right people
  • Effectively promote your membership options

So, take time to make sure you have a defined target audience of gymgoers for your club. And create personas with an overview of common demographics and behavioural traits for the people you’re trying to attract.

Use the data available in your gym management software as a starting point for refining your target audience. And creating personas.

2. Know your competition and where you fit in

As well as understanding your target audience, it’s vital to understand the other fitness options available to them. This’ll help effectively sell gym memberships.

Look at competition near to your gym location (or locations). Ask yourself these questions:

  • What are they doing well to win members?
  • What are they doing well to keep members?
  • What challenges do they face?
  • What are people saying about them?

And think about your own business too. What makes your business different from your competitors? Are there any improvements you can make? Doing a gym SWOT analysis can be a helpful exercise here.

“It can be tough to objectively assess your own business. So, this is where channels such as Feedback Focus and NPS are vital. You’ll be able to view your business through the eyes of your members.

Plus, you’ll be able to gather member testimonials. Share these on socials, and as part of your prospecting, to reinforce why people should choose you over your competitors.”

Julie Allen, Active Insight

Knowing what you do best will help you effectively differentiate your gym. And attract more of your target members.

Look at all fitness options

Tip

There are so many fitness options available today. So, extend your competitive analysis beyond bricks and mortar clubs. And include solutions that your target audience may choose too. For example, digital fitness subscriptions.

3. Take a look at your member experience

So, you now know your competition and it’s time to think about your member experience and offering. Get this right and you’ll have an easier time attracting, winning, and keeping more new members.

Are you meeting (or hopefully exceeding) member expectations?

Is there something else, or other things, you could offer to attract more of your target audience to your club?

These types of improvements can help you boost your member experience and increase gym membership sales:

  • Investing in equipment and facility upgrades
  • Introducing gym membership software and tech that’ll help you provide a more personalised experience and service
  • Reviewing your membership pricing and packages
  • Meeting changing tastes with new classes and training programmes

“Through our Consumer Insight Panel we know that, following cost and location, a club’s atmosphere is most important for both acquisition and retention.

Your social media strategy is key in helping you communicate how it feels to be a member of your club.”

Julie Allen, Active Insight

4. Tailor your marketing approach

Next up, think about how you go about promoting your business. If you want to sell more gym memberships, then marketing your gym effectively is vital.

With the right approach, marketing will help you make more of your target audience aware of your offering. And ultimately, help you increase gym membership sales with less effort.

Take time to create a gym marketing strategy that’s tailored to your target audience:

  • Understand where your target audience can be found – companies like Active Insight can help you with insights that are specific for your audience. Knowing where your audience hangs out makes it easier to choose the best marketing channels to reach them
  • Carefully select the best time for campaigns – understand when your target audience are most likely to be thinking about joining a gym. Use the gym marketing software functionality in your gym management system to automatically send email campaigns at the right time. You can also review the data in your system to spot any trends in when your target audience are most responsive to marketing messages
  • Hit the right notes – make sure your messaging really speaks to your target audience. Appeal to their needs and wants. Show them how your business will help them achieve their goals. Remember – images matter too

“Consumers, especially those we are trying to engage who aren’t active or haven’t been active for quite some time, want to see people that ‘look like them’.

Using relatable and real images, helps support this – think about utilising your own member stories to support your marketing and engagement strategy. We know from our consumer research, this is particularly true for women and girls.”

Hattie Jones, ukactive

5. Focus on lead generation

Open days. Day passes. Trial sessions. All of these are fantastic ways to get more potential members through your doors. And in doing so, you’ll generate leads to nurture.

When you let people ‘try before they buy’, you get the opportunity to show them what you have to offer. It’s a chance to let your facilities, equipment, and your gym staff shine.

To increase gym membership sales, make sure you have an effective follow up sales process in place. One that’s proactive without being pushy.

Use the lead management functionality within your software to create a sales nurture journey for prospects. That way you’ll be able to track key touchpoints like calls, emails, and tours. And manage sales tasks assigned to your team.

During the sales process, focus on building a relationship with each prospect. And listening to understand how you can help them achieve their goals. So, you can offer the best solution for each person.

6. Run the right offer at the right time

Promotional offers can persuade prospects to sign up to a membership with your gym.

You could use promotional discount offers. For example, ‘no joining fees’ or ‘first month free’. The best choice of offer to increase gym membership sales will depend on your specific business and who you’re targeting.

Think carefully about if your promotion needs to be a discount at all. For example, you could offer new members access to a group for members with common goals. Or promote access to your loyalty programme for members.

Pick the right time for your promotional offers. You could save your best offers for peak months when competition hots up. For example, January and September.

“The data from your gym management software can provide unique insights into peak sign up periods for your club.

Our research found January and September are peak times for most UK clubs. That makes complete sense. These are times when people are motivated by New Year resolutions and post-summer fitness goals.

Decide if discounts during these peak times is something you wish to do to further boost membership sales. People are already in a mindset to commit to fitness goals.

The type of promotion matters. Traditional discounts like “no joining fees” or “first month free” are effective. Also consider alternative promotions that add value without necessarily reducing the price. For example, offering access to exclusive member events, personalised training sessions, or a loyalty programme.

Alternative promotions like these appeal to people looking for community and added perks. According to IHRSA, value-added offers increase perceived value and attract people who’ll pay for enhanced experiences. That ultimately makes it easier for you to grow profitably.”

Dave Alstead, Xplor Gym

Run win back campaigns and offers

Tip

If you want to increase gym sales, think beyond winning brand new members. Run campaigns targeting members who’ve left your club. Take a personalised approach. Be aware of why they cancelled first time round. Target those most likely to return.

7. Embrace the power of word of mouth

A steady stream of new members all year round with minimal effort. Sounds good right?! You can have this when you let your members do the selling for you.

Did you know?:

So, word of mouth marketing can be incredibly powerful. Create a refer-a-friend programme that rewards a member – and even the new member – when they get someone to join. This’ll encourage members to recommend you.

Promote your referral programme to members on a regular basis. And think about using limited time incentives to create a sense of urgency.

“Successful gym owners and operators proactively seek feedback from the Net Promoter Score.

Promoters (those who score 9 or 10) are more likely to refer you to their network. This is something they do naturally as they love being a member of your club. However you could also target your Promoters as part of your referral programme and recognise them for their loyalty to you – double win!”

Julie Allen, Active Insight

Another great way to get members talking and showing off your club to people they know is to offer guest passes. You could also make bringing a friend on a regular basis a perk that’s part of a membership package.

8. Get involved in your local community

Playing a bigger role in your local community can help you increase awareness of your gym. And boost gym membership sales in the process.

A good place to start, is by forming partnerships with businesses and professionals in your area. Focus on those who offer products and services that would benefit your members. Think physios, sports retailers, nutritionists, and health food shops.

Ask your partners to recommend your gym to their customers. And in turn recommend their businesses to your members.

Supporting local businesses with employee wellbeing is another opportunity to get more integrated into your community. 69% of senior business leaders have said that employee wellbeing is on their agenda. You could:

  • Offer fitness assessments
  • Run exclusive fitness classes for employees
  • Provide a group discount for employees who sign up to a membership

Other opportunities to get more involved in your local community and attract more gym sales include:

  • Sponsoring local events
  • Offering up your studio spaces for community events
  • Supporting local charities through fundraising fitness events

“Successful gym owners and operators proactively seek feedback from the Net Promoter Score.

Promoters (those who score 9 or 10) are more likely to refer you to their network. This is something they do naturally as they love being a member of your club. However you could also target your Promoters as part of your referral programme and recognise them for their loyalty to you – double win!”

Julie Allen, Active Insight

9. Make buying a membership as easy as possible

Marketing. Offers. Referrals. Partnerships. All of these will attract more prospective new members to your business. Next, it’s up to you to make sure you can convert them into paying members.

Consumers expect signing up for a membership to be simple and convenient. Meet them where they’re at with easy, convenient ways to join.

An Active Insight consumer poll found that 49% of gym members signed up in-person, 33% online, and 18% via an app. For younger gymgoers, online and in-app joining was more popular.

Online joining and in-app sign up options are essential for most clubs. And that’s particularly true if you’re targeting Gen Z and Millennial gymgoers. Your joining journey should show:

  • The packages you offer
  • What these include
  • And for what price

Make it easy for new joiners to customise the membership options they want. And make sure they understand any upfront costs they’ll need to pay.

Some members still prefer to join in-person. So, make sure you have the tools to complete this process digitally in-club. This avoids errors associated with paper forms.

10. Capture inbound leads

Not everyone will be ready to buy. Some prospective members may have questions or want to see your facilities first.

So, make sure if anyone visits your website, they can easily get in touch with you. That might mean adding forms that they can use to submit questions they have or request a tour.

And make sure you’re capturing details of prospects who start your online sign up process and fail to complete it.

Once you’re capturing details of leads, you can increase gym membership sales by fine-tuning your follow up approach. Quickly respond to tour requests and questions. Create email templates to encourage prospects who’ve considered signing up to join.

11. Give your sales team the right training & tools

Have dedicated gym membership sale people in your business? Or is it a task that falls into other roles? Either way, make sure you and your team are equipped to sell successfully.

Sales training will help you be more successful in selling memberships. It’ll help you build the right skills in your team to listen to, emphasise with, and persuade new members to join.

“Sales training isn’t just about the process of joining. It’s about understanding the prospect and being able to meet them where they are at.

Through Active Insight’s Consumer Insight Panel, we asked gym members, how did they feel at the moment they joined their club. As age increased, we saw an increase in words describing this moment as ‘nervous, intimidating, daunting’. The first impression is vital in reassuring your new member that your club is a place for them.”

Julie Allen, Active Insight

Arm your team with the tools needed to make selling easier. Your gym management system should include gym sales software functionality. So, your people can stay on top of sales tasks effectively. And you can quickly see what is and isn’t working to maximise gym membership sales.

A photo of Alex Plant, Sales Manager at BigBox Huddersfield

“The prospecting system is really effective. The team and myself get sales reminders to chase prospects. And that makes it simple to keep track of everything. We don’t tend to lose a lot of prospects because the team is so proactive thanks to Xplor Gym.

The prospecting system has helped us with mass communication too. We can filter prospects into target groups – for example those who’ve had a guest pass or people who’ve been referred. So, we can follow up with them appropriately in that way too.”

Alex Plant, Sales Manager, BigBox

BigBox logo Read customer story

Find even more ways to increase gym membership sales

The Gym Membership Sales Report is packed with even more exclusive insights from gyms and fitness clubs across the UK. This free resource includes:

  • A deep dive into over a decade’s worth of sales trends
  • Tactical takeaways and strategies to maximise sales and minimise attrition
  • Expert tips that you can apply to your business

You’ll learn just how many new members leave clubs in the first days, weeks, and months of joining. Plus, which generation presents a big opportunity for gyms and fitness clubs, but also presents big challenges. And much more!

A banner showing the Gym Membership Sales Report from Xplor Gym.

The wrap up…

The UK fitness industry is a competitive place for gyms. Yet, there is opportunity to grow there for the taking. Signing up (and retaining) a steady stream of new members is essential to surviving and thriving.

If you want to sell more gym memberships, you need to start by knowing when and why people join gyms. In the UK:

  • January and September are the biggest months for gym membership sales
  • Monday is the most popular day to start a new membership agreement in the UK
  • Gymgoers are motivated by the desire to improve physical strength & fitness, mental health & wellbeing, overall confidence, physical appearance, and sleep
  • And when it comes to choosing a specific club, location and cost play the biggest deciding role

There are lots of things you can do to increase gym membership sales all year round:

  1. Be really clear on who you’re trying to attract
  2. Know your competition and where you fit in
  3. Take a look at your member experience
  4. Tailor your marketing approach
  5. Focus on lead generation
  6. Run the right offer at the right time
  7. Embrace the power of word of mouth
  8. Get involved in your local community
  9. Make buying a membership as easy as possible
  10. Capture inbound leads
  11. Give your sales team the right training and tools

Get more insights and expert tips to help you increase membership sales. Claim your free copy of the Gym Membership Sales Report.

 *About the research:

The sales insights in this article are from the Gym Membership Sales Report. The research looked at Xplor data from 929,169 first time Direct Debit membership sales from across the UK & Ireland.

These new members had membership agreements starting between January 2013 and March 2024.

The data was collected in April 2024.

Data from 2020 and 2021 has been excluded when reviewing the month and quarter that membership agreements started in. This minimises the impact of COVID closures.

**This data is an average across ukactive’s quarterly polling from September 2022-April 2024. Respondents stated they had a gym

Article by Xplor Gym

First published: 02 September 2024

Last updated: 02 September 2024