Win New Members AND Keep Them Too!
New research explores over a decade of membership sales to uncover insights that can help operators attract and retain more members.
Xplor Gym, the gym management software platform of choice for ambitious operators, has collaborated with trade body ukactive and research company Active Insight to create a new educational resource for operators.
Featuring extensive research, the Gym Membership Sales report arms operators with a greater understanding of who joins gyms, what attracts them, and what turns them away.
The research is based on Xplor data from over 929,000+ gym members starting their first Direct Debit membership agreement with UK clubs between January 2013 and March 2024. This is enhanced with insights from the extensive consumer research carried out by ukactive and Active Insight.
“The combined insight with Xplor’s extensive data presents a picture with tangible learnings that operators can apply to meet members where they are and maximise the opportunity to provide memberships effectively.”
“Optimising the approach to sales and retention is vital if operators want to achieve growth. This report has been designed with that in mind. We want to help operators find practical ways to be even more successful in building a healthy sales pipeline and loyal membership base.”
“Operators can use these insights to support how they attract, engage, and retain long-term members. They’ll be doing so with the intelligence and understanding of specific demographics, making for a more personalised and valued experience for the consumer.”
Key findings include:
Cost and perceived value are the biggest barriers for new joiners
Predictably, the busiest month for new members is January, with September not far behind
Gen Z are quickly catching up to Millennials as the biggest age group joining gyms – however they’re leaving sooner than any other generation
Overall, almost 10% of first time memberships end within 90 days
The Gym Membership Sales report includes extensive takeaways and tips to help operators put the insights into action to sell the value of memberships and reach new demographics – increasing sales while reducing the risk of early attrition.