Sweat and Tonic July Challenge, Toronto (Image: Sweat and Tonic)
By Erin Phelan
Fitness Industry Council of Canada
What keeps members coming back to the gym?
It’s a question club owners and operators across Canada are asking as we navigate a landscape shaped by shifting habits, rising costs, and a renewed focus on mental health. While programs, pricing, and equipment all matter, research continues to show that the most powerful driver of member retention is community. When members feel like they belong, they stay.
As Dr. Paul Bedford, known globally as The Retention Guru, puts it: “Retention isn’t a marketing problem. It’s a programming and experience problem.” In other words, when we build environments that foster connection, we lay the groundwork for long-term loyalty.
The Science Behind Staying Power
In the recent webinar The Science of Belonging, hosted by Matrix Fitness, the findings were clear: members who feel socially connected are far more likely to stay. In fact, those who establish bonds with instructors, staff, or fellow participants are twice as likely to maintain their memberships after the first year. From the pre-class chit-chat to the post-sweat sesh coffee date, connection sticks.
Dr. Karlie Intlekofer, Matrix’s Global Researcher, emphasized this point: “Belonging is the invisible glue that keeps people coming back. We often focus on sets, reps, and machines — but it’s the human moments that matter most.” She pointed to data showing that facilities which foster social engagement — especially through group fitness and personalized member interaction — see significantly better retention outcomes.
Why Belonging Drives Loyalty
When members feel like they’re more than just a number, they form a deeper connection to their club — and that emotional investment translates into retention.
This transformation is simple but powerful:
- A member joins for fitness.
- They return for accountability.
- They stay because they feel part of something meaningful.
Studies show that members who develop friendships, engage in group activities, or receive personal recognition from staff are significantly more likely to maintain their membership beyond the first year. Creating both structured and informal opportunities for connection — from team training to post-class socializing — helps turn a gym into a genuine community.
Canadian Case Studies in Connection
At Canada Games Centre in Halifax, you might walk in and see a mother jogging the track while her toddler bounces on a BOSU ball, an aqua fit class in full swing, a seniors chair yoga and a group of teens lifting weights — all at the same time. “Seventy percent of our members are in programs,” says Carla Anderson, Manager, Service Operation Canada Games Centre. “This space is about belonging as much as it is about fitness.”
At Sweat and Tonic in downtown Toronto, that sense of community is cultivated through boutique experiences, instructor loyalty, and recovery lounges that encourage members to stay, talk, and connect. As one member puts it: “It’s not just about sweat — it’s about being part of something.”
These two examples — one a municipal rec centre, the other a premium boutique brand — demonstrate that belonging is not model-specific.
It’s a universal strategy that works.
Creating the Conditions for Belonging
Clubs that want to improve retention can start by looking beyond just programming and instead designing for connection.
Here are a few simple but powerful tactics:
- Greet every member by name — the power of recognition is immense.
- Invest in beginner-friendly group formats that prioritize interaction over intensity.
- Celebrate milestones — from “first class” shoutouts to 100-visit boards.
- Encourage staff to linger — informal chats at the front desk build trust.
- Create spaces for people to stay — lounges, coffee stations, or flexible areas where post-class conversation can happen organically.
These moments of interaction may seem small, but they build something big: trust, connection, and a reason to come back.
Looking Ahead: Building Belonging This Fall
As we head toward the September Surge — when many Canadians recommit to their health routines — now is the time to double down on community-building strategies. Ask yourself: What experiences can you create that foster deeper engagement? Think beyond the workout. Host a fall challenge that encourages accountability, organize a post-class coffee meet-up, launch a buddy program for new members, or create a milestone board where members can post wins. These simple touchpoints can spark connection — and connection is what turns a September trial into a long-term member. The clubs that prioritize belonging this fall will see stronger attendance, better retention, and a culture that members are proud to be part of.
From Fitness Spaces to Community Hubs
At the Fitness Industry Council of Canada, we believe gyms, studios, and community centres are not just places to get fit — they’re third spaces where Canadians connect, recover, and thrive. And in a time of growing isolation, mental health strain, and chronic disease, that sense of belonging is not a luxury. It’s a public health necessity.
We continue to advocate for:
- The inclusion of gym memberships as a medical expense under Line 33099
- Support for accessible, inclusive programs that serve all ages and abilities
- Recognition of fitness facilities as essential to Canada’s healthcare future
When we elevate the role of fitness in society — not just as a service, but as a solution — we help Canadians live healthier, more connected lives.
Bottom Line
Fitness brings people in the door. Belonging keeps them there. And when we create environments where people feel seen, supported, and part of something bigger, we don’t just build better gyms — we build better communities.
If you’re passionate about building stronger, healthier communities through fitness, we invite you to become a member of the Fitness Industry Council of Canada. Together, we can advocate for policies, programs, and partnerships that support the future of fitness in Canada.
Learn more and join us at ficdn.ca. Belonging keeps them there. And when we create environments where people feel seen, supported, and part of something bigger, we don’t just build better gyms — we build better communities.
Fitness Industry Council of Canada (FIC) is the not-for profit trade association that represents the voice of fitness facility operators across Canada. Representing more than 6,000 facilities with more than six-million members nationwide, FIC pursues a legislative agenda in the hope of bettering the fitness industry for both consumers and operators. FIC aims to work with both industry and government to improve the health and physical activity levels of Canadians.
