Reasons for gym membership cancellations
The reasons people join a gym in the first place (such as improving fitness or improving appearance) have an effect on their likelihood of cancelling.
An interesting article in Health Club Management looked at the factors that contributed to gym membership cancellations.
There were some surprising findings, such as the fact that gym members who were highly motivated by appearance and who report looking better a higher rate of cancellation than those who weren’t motivated by appearance and didn’t believe they improved their appearance. What is clear though, is that enjoyment of exercise and seeing progress are vital to improving retention. Although it seems obvious, it serves to reinforce the importance of devising strategies to achieve these aims: as a trainer you must ensure your clients look forward to training, have fun and get results.
To read the article, click here>>