Reward members for good behavior (frequent facility usage). This can be a potent tool in making a club’s most valuable members feel valued and appreciated. There is a very strong correlation between facility usage and retention, use the power of external motivation to reinforce good behavior.

Communication is the key to member retention. Providing members with communication support channels such as help desks or email linked to their designated trainer to ensure every member can help themselves.

Approximately 40% of new health club members are first-time members. These members have no previous experience in health clubs, nor do many of them have previous experience with regular exercise. These inexperienced members must learn an entire new skill set to develop the habit of regular exercise and therefore need a significant amount additional support.