Every fitness club operator knows the challenge of finding new members. But there is a group hiding in plain sight that deserves far more attention: the people who used to be members.

Former members are adults who once paid for a membership and then left their clubs. In mature fitness markets like Canada, this group is a significant opportunity. Operators who understand why people leave are better positioned to spot warning signs in their current member base and protect current revenue.

The findings in this article draw from The Fitness Membership Divide, a Q1 2026 report prepared by Datagonist and presented by the Fitness Industry Technology Council. The findings come from a survey of U.S. adults aged 18-79, but the lessons apply to any developed fitness market.

The Majority of Former Members Are Women

The demographic profile of former members is important for operators to understand. Based on U.S. data, former members tend to be:

• Older, with 55% aged 45 and above
• More likely to be female than current members (54% of former members are women)
• Lower income, with average household earnings well below those of active members (US$63,520 for former vs US$88,070 for current members)
• Less likely to be employed full-time than current members (45% of former vs 75% of current members)

These are adults navigating mid- and late-life realities: caregiving, career transitions, financial pressure, and physical limitations. Standard fitness marketing often does not speak to them. 

Former Members Leave for Three Main Reasons

The top reasons former members selected for cancelling their memberships:

1. It was too expensive (34%)
2. I could exercise somewhere else for free (23%)
3. I wasn’t going/using it (20%)

A smaller share also left due to an injury, club closure, or feeling intimidated. For operators in mature markets, these are not new problems–but they remain unsolved barriers.

Former Members Are Still Active

Former members continued to exercise and engage with wellness after leaving their clubs. According to the report:

• 47% exercise at home and 38% exercise outdoors each week
• Nearly one-third meet physical activity guidelines for aerobic and muscle-strengthening exercise 
• About half use wellness services like massage and chiropractic care
• 44% use recovery amenities like saunas and cold plunges 
• 37% use digital fitness tools weekly

One-third of former members exercise at least three times per week. They are walking, hiking, swimming, stretching, and strength training. 

They are spending money on health and wellness, just not on a gym membership. The facility lost them. The broader industry did not.

Nearly Half of Former Members Plan to Return

Nearly half of former members (45%) say they plan to rejoin a fitness facility. That is a significant intent signal. In the U.S. alone, that translates to an estimated 26.5 million likely returners. In contrast, only 14% of those who have never been members plan to join a gym.

In a developed market like Canada, where the fitness industry has been growing for decades, a meaningful share of the adult population has already cycled through a membership at some point. 

That history is an asset. Converting intent into action starts with understanding what this group needs and what has held them back from rejoining.

Former Members: What It Takes to Bring Them Back

When a member cancels, keeping communication lines open is critical. With permission to call, email, or text, operators can continue interacting with lapsed members. Club apps may also track fitness and wellness activities that former members engage in. Periodic outreach and monitoring are important to any re-engagement effort. 

Practical reactivation strategies from the report include:

• Tiered pricing that acknowledges budget constraints and offers clear value at each level.
• Hybrid membership models that combine facility access with digital content to meet former members in their home and outdoor exercise environments.
• Wellness and recovery bundling, since former members show a strong interest in massage, steam rooms, and aquatic fitness.

The message to a former member should address the reasons why they left. Highlight flexible membership options and new offerings that may encourage frequent visits. 

Former members are not an afterthought in mature fitness markets. They are active, interested, and nearly half are considering returning. 

The data suggest that well-executed reactivation is a more efficient path to growth than recruiting first-time members.

For operators, the opportunity is straightforward: this group already knows what a membership is worth. The work is in reminding them–and making it easy to come back.​​​​​​​​​​​​​​​​

The Fitness Membership Divide is a special report from Datagonist, presented by the Fitness Industry Technology Council, that explores participation, spending, and digital behavior across current, former, and never members using data from 2,500 U.S. adults. The findings offer a leading indicator for fitness markets worldwide. Download the report here.