While some gyms struggle to keep members past the first few months, the most successful gyms have cracked the code on long-term loyalty.
So, what’s their secret? These gyms build world-class communities that keep members engaged and coming back year after year. But beyond that, they use specific strategies that you can apply to your own gym.
In this quick read, we’ll cover:
- Why the top gyms have good retention
- The biggest reasons members leave
- What 6 successful gyms are doing to retain members
Let’s dive in. 👇
Why Do Top Gyms Have Good Retention?
Retention is one of the strongest indicators of a gym’s success. High retention means consistent revenue, engaged members, and long-term growth—which is why it’s a key factor when evaluating a gym’s worth.
Here’s why top gyms prioritize retention:
- It’s cheaper than acquiring new members. Keeping current members costs less than finding new ones. Plus, loyal and happy members become your best marketers, bringing in new clients through word-of-mouth.
- Higher lifetime value (LTV). The longer a member stays, the more they spend on memberships, products, and other gym services. Studies show that loyal members spend 67% more than new ones.
- Stronger financial stability. With predictable revenue and a committed community, these gyms can reinvest in growth, better equipment, and top-tier coaching.
📖 Related article: Successful Gyms Have Happy Members
Why Members Quit a Gym
Gyms with the best retention rates stand out because they’ve solved the biggest problems that cause members to leave. 50% of gym members cancel within the first six months. To understand why, let’s break down the six main reasons.
1. Price Concerns
A recent survey by YouGov revealed that 41% of gym members cancel due to cost. While job loss and financial stress play a role, the bigger issue is perceived value—if members don’t feel like they’re getting their money’s worth, they leave.
2. Life Changes
Moving, changing work schedules, and family commitments account for 25% of cancellations. Combine that with the 23% who say they have no time, and personal circumstances become a major retention challenge.
3. Lack of Results
Members who see progress in their first 90 days are 60% more likely to stay. Those who don’t often lose motivation and quit.
4. No Sense of Belonging
Community matters. Members who take group fitness classes have a 56% higher retention. Without connection, many members feel disengaged and leave.
5. Lack of Motivation
67% of gym members rarely visit their gym. Many start with good intentions but struggle to stay consistent. The best gyms have systems to keep members engaged and accountable.
6. Negative Experiences
Poor management, broken equipment, and unengaging classes drive members away. On the flip side, 89% of members stay loyal when they have a positive gym experience.
6 Gyms with Effective Retention Strategies
Some gym brands have mastered keeping members long-term, regardless of their size or specialty. These six gym brands stand out for their retention strategies.
1. Life Time
Life Time is a prime example of strong retention driving massive growth. Despite charging nearly $200 per month and increasing rates by 13% annually, the health club chain boasts an impressive 70% retention rate. This strategy has fueled huge revenue gains and doubled its share price in the past year.
So, what’s their secret? Here’s how Life Time keeps members loyal:
- AI-powered pricing & personalization – Life Time uses machine learning to predict how much it can raise dues before losing members. Its AI-powered app helps members find classes and facilities.
- Dynamic pricing – Membership costs fluctuate based on demand. This creates a sense of exclusivity while maximizing revenue. For example, a membership in The Battery NY starts at $179/month, while Midtown Manhattan starts at $329/month—despite being just 6 miles apart.
💬 Experimenting with tiered memberships, off-peak discounts, or surge pricing for high-demand class times might be a way to boost retention and revenue.
2. Planet Fitness
Planet Fitness proves that a low-cost model can still drive strong retention. Known as the “Walmart of Gyms,” it continues to be one of the fastest-growing and largest fitness chains in the country.
Its strategy? Make quitting not worth the effort.
With memberships starting at $15/month, it’s likely that many members barely notice the charge. And while 67% of gym memberships go unused, Planet Fitness benefit from a pricing model that makes it easier for members to keep paying than to go through the hassle of canceling.
💬 While ultra-low pricing may not work for every gym, creating a membership model that minimizes friction can help improve retention without lowering prices.
3. Anytime Fitness
While Planet Fitness is the largest gym chain in the U.S., Anytime Fitness holds the global crown with 5,000+ locations worldwide. Despite its massive scale, it maintains high retention rates—a key reason its franchisees recoup their investment within 1.5 to 3 years.
With an average annual revenue of $441,116 per location and 15-25% profit margins, Anytime Fitness focuses on personalization to keep members engaged:
- Personalized fitness plans – Every new member gets a free consultation and a customized 30-day program tailored to their goals.
- In-gym support – During staffed hours, members can get personalized guidance from trainers.
- Tech-driven customization – The AnyTime Fitness App allows members to create and follow their own customized workout plans anytime, anywhere.
💬 Goal reviews and structured onboarding can significantly improve retention. With Kilo’s Gym Management Software, you can streamline onboarding, manage memberships, and track engagement—all in one place.
4. Recess Fitness Club
Recess Fitness Club isn’t your typical gym—it’s a 21,000 sq. ft. playground packed with group fitness, personal training, and premium amenities. From the sleek design and natural lighting to the giant copper slide leading into class, everything about this gym is built for an elevated experience.
With over 2,000 members, Recess had to cap memberships and create a waitlist to join. Like many boutique studios, limiting spots creates exclusivity, urgency, and a higher perceived value—making members more likely to stay long-term and reduce churn.
💬 Scarcity creates demand. When members know their spot isn’t guaranteed if they leave, they’re more likely to stay committed.
Want to hear more about Recess? Kilo executives John Franklin and Mateo Lopez sat down with Recess co-founder Evan Duncan on the Gym World Worldwide podcast to break down their business model, branding, and growth strategies.
5. Annex Sports Performance
Annex Sports Performance is a sports performance gym in New Jersey that’s been around since 2006. Today, it brings in over $1M a year, training 350+ athletes in semi-private sessions.
Like most sports performance gyms, Annex sees a dip in attendance when athletes head into their competitive season. But instead of losing revenue, they’ve built a strong in-season retention strategy.
About six weeks before the season starts, coaches begin talking to athletes about the importance of continuing to train—even if it’s just once a week—to maintain their progress. Thanks to these proactive conversations and strong relationships with athletes and their families, Annex keeps more clients year-round.
💬 If you run a seasonal program, it might be worth exploring ways to keep clients training during their in-season. Starting the conversation early and offering a simple maintenance option could help them stay consistent—and help you maintain revenue without needing to replace them.
Check out our Gym World Worldwide podcast episode with founder Mick Breuckner, where he breaks down how he built Annex Sports Performance:
6. Snap Fitness
Snap Fitness has over 2,000 locations worldwide, and its success comes from focusing on member needs and long-term results. At the core of its high retention is a strong commitment to ongoing member support.
One way they deliver that support is through digital integration.
Many locations use Myzone heart rate monitors to help members track effort and stay motivated. The brand also uses app-based features to deliver workouts, track goals, and support member progress inside and outside the gym.
💬 Giving members simple ways to track progress can boost motivation and keep them coming back. Whether it’s heart rate monitors, workout logs, or milestone check-ins, digital tools make it easier to show progress and build consistency. A gym management system like Kilo can help bring those touchpoints together.
Moving Forward
These gym brands show that a strong member retention strategy is essential for long-term success in the fitness industry. But keeping members engaged takes the right tools and systems.
That’s where Kilo comes in. Our gym management software helps streamline operations, enhance the member experience, and keep retention high. Book a call today to see how Kilo gym software can support your gym’s growth.
