Intro

There are three steps potential gym members take to show commitment to your gym: the first step is signing up, the second step is showing up regularly, and the third step is renewing their membership for another period of time.

During the pandemic in 2020, most gyms and fitness clubs around the world were required to close without knowing when they would be able to open their doors again. 

Studies show the negative impact of the lockdown on physical and psychological variables for the sporting world. Stress, anxiety, and/or depression appear to be the most frequently mentioned negative consequences.
This psychological state-led, in many cases, to reduced physical activity and created another negative side effect of the pandemic known as the pandemic weight gain.

Considering all the above, your members’ motivation to get back to a constant workout schedule is not guaranteed, and you should address it to revive your fitness business.  Check out the list below on how to motivate your returning members.

#1 – Know Your Members Personally

Know your members by name, get familiar with how the pandemic affected them, and offer personalized workout and nutrition plans. It would be best to try to make them feel that they are part of the community to feel more at ease returning to their gym. In addition to the personal empathy, consider matching your classes’ intensity levels to the current needs of your members by adding beginners/recovery classes so that they feel comfortable getting back to their fitness level before the pandemic. 

#2 – Offer Personal Training Services

A personal trainer can motivate members to return to workouts step by step by providing them a tailored training program that prevents injuries, creates a long-term commitment to reach their goals, helps them to build their confidence, and gives them a good feeling that they are not being left behind. When executed carefully, your personal training services can provide a significant boost to your monthly revenue stream.

#3 – Offer Scheduled Small Group Classes

While you can open your fitness business again, you may be forced to operate under strict safety and cleaning regulations. Some of these restrictions may force you to open at a reduced capacity to ensure the safety of your members.
You can turn the capacity restriction to advantage by extending your small group training program. Small group classes provide an extra motivation boost due to their social aspect while they are also more affordable compared to 1 on 1 PT services.
Learn more on how to boost your group class attendance.

#4 – Use Group Workout Tracking Solution

Each of your members has a different goal in mind when joining your facility.
The common motivations include weight loss, muscle gain, and overall shape improvement. No matter what the goal is, a key for keeping your members engaged is to show them progress over time and make it based on workout data collected by dedicated heart rate tracking software that suits your cardio classes or by an immersive indoor cycling solution for your cycling classes. A member who sees real results is more likely to become a loyal member for a longer time.

Motivate your returning members

#5 – Maintain an Active Social Media Channel

A study published in 2018 by Rachael Mooney from the National College of Ireland found ‘both social media and social media influencers have a considerable impact on the motivation of millennials…to use the gym.

It has also been discovered that both social media and influencers also impacted those who are not currently gym members about their desire to rejoin the gym.’

Please take photos of your members working out during classes, hanging out afterward, sharing these photos with them, and uploading them to your social media channels. Don’t forget to tag everyone. Check out these 10 social media content ideas for your fitness business. 

#6 – Listen to your members

Run a survey about your members’ needs, such as preferred workout hours, type of classes, their favorite instructors, etc. Please give them a feeling that you are there for them, listening and adopting some of their ideas. Once you make them feel part of the team, they will stay longer with you. Check out these 10 best online survey tools, some are paid, and some are 100% free.

#7 – Offer Discounts on Membership Plans

Customers love discounts. Potential customers or existing customers will always show enthusiasm for discounts. In the short term, this can bring new customers and re-engage the current ones. In the long term, to keep them driven, you should establish offers such as rewards to those who reach their goals or milestones successfully, rewards for participating in fitness challenges, etc.

Offer Discounts

Final thoughts

Gyms and fitness clubs are now open after a long shutdown time. Some people are already back to a healthy routine and workouts, but some are still influenced by the lockdown and find it hard to get back to a steady workout regime. This upcoming period of getting out of the lockdown is crucial to your fitness business. Therefore, it is highly recommended to invest time planning a strategy to re-engage with existing members, attract new ones, and get them motivated to adopt a sustainable fitness lifestyle.