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4 Things to Add to your Gym that Will Help Boost Membership Retention

Last Updated on Dec 15, 2017

We here at Boost Fitness Marketing have been helping fitness businesses increase their membership (by using FitnessTexter) since 2011. That said, we’ve worked with every type of fitness business imaginable. If you can think of a fitness business type, we’ve worked with them.

We’ve worked with some very beautiful facilities; stocked with every fitness gizmo and gadget possible. We’ve also worked with some places that were bare-bones, to say the least. These places have hard concrete floors (instead of rubber fitness flooring), a stack of weights in the corner, and that’s about it. When it comes to retaining your members, you’re going to have to make it hard for them to leave, in a psychological sense of the word. There are tens(if not hundreds) of gyms in your geographical area. What’s going to keep the members at your gym from jumping ship and moving to a different gym? The answer, besides good quality service, are perks. Members like their gym to have little perks that separate it from the rest.

We’re not against the bare bones stye of fitness facility, but we’ve seen a lot more of these “bare essentials” gyms close down for business, as compared to their well-equipped counterparts.

With that said, we put together this list of the 4 things we think every gym/fitness business needs to have, besides weights, duh! 🙂

1. Private Changing Rooms (Preferably with Showers)

We know this is asking a lot, but hear us out. No one, and we repeat, no one, wants to get into their gym clothes in front of strangers. Nor do many people want to walk across town in their workout gear on their way to their gym. There are quite a few nice fitness facilities in downtown Denver, and they all have great changing rooms. Clients are able to walk over from their job, get changed in the comfort of a clean locker room, and then go about their workout. No need to put on their spandex and tank-tops at their corporate job and then walk through their office in workout gear. Yes, it’s an investment, but you’ll pay for it with happy members.

2. Supplement & Nutrition Section

This one is a no-brainer, but we’re always surprised when we talk with clients that don’t have a supplements section. There are two main reasons for having a supplement and nutrition section. The first being that having healthy clients means that they’ll continually come back to your facility. If your clients aren’t getting quality post-work recovery formula, there’s a good chance they’ll be too sore to show up the next day. One day leads to another, and next thing you know, they’re canceling their membership because they just, “don’t use it enough.” Ugh!

The second main reason for having a nutrition and supplement section is to increase your revenue. If you’re already hawking supplement affiliate links on your website, why not get a distributor discount from the supplier and stock a fridge at your facility. Buying pre and post workout shakes for 55 cents a bottle and selling them for $1.50 or $2 adds up pretty quickly. If you start selling 100 shakes a month, that’s an extra $400 going towards our bottom line revenue. Contact your favorite supplement vendor and get set up as a distributor.

3. Storage Lockers for Client Valuables

If your clients are coming from their places of work, there’s a good chance they’re carrying their purses, wallets, cell phones, laptops, etc, with them. Not everyone has a chance to stop by their car and drop off their important valuables before heading to the gym. If you can’t afford a full locker room (and that’s okay, in the future you’ll be able to), the least you should do you for clients is install some simple steel valuable locks with removable keys. Clients can put their valuables in the locker, take out the key, and hold in on their person until they are done with the workout. They’ll get the peace of mind of knowing that their valuables are safe, and that’s worth it’s weight in gold.

4. Stretching Section Equipped with Stretching Gear

After a strenuous workout section, your clients are going to be searching for two things. 1, supplement and after-workout shakes. 2, a place to stretch their muscles out and properly cool down. Don’t rob your clients of this great post-workout treat. A proper cool down helps the muscles recover faster, as well as gives gym members time to unwind after their workout. We all know how amped-up you can get during a good lifting set. It’s always a nice mental break to do some long, slow stretches afterwards.

We’ll be updating this list with more things as they come to us. Hope you found 1 or 2 new areas you can add to your gym. If you have any suggestions, please feel free to leave them in the comments section.

Also, if you’re ever looking for a way to increase your fitness business’s membership, please take a look at FitnessTexter. It has helped gyms and studios generate thousands of new members.