By Erin Phelan
Fitness Industry Council of Canada
The core of our businesses, the Holy Grail of success, growth and profitability, is indisputably our members.
We can have the best equipment, streamlined services, experienced personal trainers, talented group fitness instructors, but without our members we will fail.
While many operators focus heavily on acquiring new members the real challenge lies in keeping those members engaged and committed over time.
Dr. Paul Bedford, widely known as the “Retention Guru,” has spent decades researching and advising the global fitness industry on effective retention strategies and this Friday February 21st he will share insights online with Canadians at Fitness Industry Council of Canada’s annual retention webinar. “Member retention requires more than just great facilities; it demands a strategic, people-centric approach that encompasses self-knowledge, data analysis, onboarding, and memorable exercise experiences,” says Dr. Bedford.
Many of the new members you signed up in January are thinking of leaving.
Discover reasons to make them stay.
Know Yourself: The Foundation of Member Retention
Before implementing any retention strategy, Dr. Bedford emphasizes that fitness operators must start with self-reflection. “The fitness industry today is a place of blurred lines between a proliferation of business models,” he says. “It is vital that operators clearly define their identity before shaping customer experiences or designing member journeys.”
Defining a club’s purpose, values, and unique identity not only shapes its culture but also informs every aspect of member interaction. Operators who fail to establish this foundation risk confusing both staff and members, leading to disengagement. “A well-defined identity fosters consistency and builds trust,” Dr. Bedford adds. “Members know what to expect, and staff can deliver on that promise.”
Harness Data to Predict and Prevent Dropout
Once a club has defined its identity, data becomes the key to unlocking retention success. “Without data, operators are merely guessing,” Dr. Bedford states. Analyzing member behaviour can reveal critical patterns that signal disengagement. Metrics such as visit frequency, class attendance, and personal training usage can highlight members at risk of dropping out.
Dr. Bedford emphasizes that the goal is not just to collect data but to use it proactively. “Data enables operators to intervene before a member becomes disengaged. If a member’s visit frequency drops, a timely phone call or personalized email can re-engage them before they cancel.”
Onboarding: The First 30 Days Are Critical
First impressions are everything. Dr. Bedford’s research highlights that members are most vulnerable to dropout within the initial 30 days. “A poorly executed onboarding process is one of the biggest drivers of early membership cancellations,” he warns.
Despite this, many operators underinvest in onboarding, viewing it as a cost rather than an opportunity. “Research shows that 40% of members want onboarding support, yet it requires only about one and a half hours of staff time per day to provide it,” Dr. Bedford notes.
An effective onboarding process helps members build confidence, form habits, and feel part of the community. Successful clubs often assign a staff member to guide new members through their first few weeks, offering personalized workout plans and check-ins. This approach not only reduces dropout but also lays the foundation for long-term member satisfaction.
Crafting Memorable Exercise Experiences
While data and processes are crucial, the emotional experience of exercise ultimately determines whether a member stays or goes. Drawing from Nobel Prize-winning psychologist Daniel Kahneman’s research, Dr. Bedford emphasizes the importance of the “Peak-End Rule” in designing workouts. “People remember the peak of their experience and how it ends. If you can create a high point and finish on a positive note, the entire workout becomes more memorable,” he explains.
This insight can transform a standard workout into an unforgettable experience. For example, high-energy group classes often end with uplifting music and celebratory instructor feedback, leaving participants with a sense of accomplishment. Personal trainers can apply this principle by ensuring clients finish their sessions with a successful exercise or a motivating pep talk.
Dr. Bedford advises clubs to be intentional about these emotional touchpoints. “Every workout doesn’t need to be extreme, but it should have a moment of triumph and conclude positively. That emotional connection keeps members coming back.”
Establishing Service Standards
Consistency underpins every successful retention strategy. Members expect a baseline level of quality every time they enter a facility. Dr. Bedford recommends establishing minimum service standards to ensure that each member interaction aligns with the club’s values.
“Defining what great service looks like is not just about cleanliness or equipment maintenance,” he says. “It’s about setting expectations for how staff greet members, how quickly issues are resolved, and how members feel when they leave.”
Operators should involve staff in developing these standards to ensure buy-in and practicality. Regular training and feedback loops ensure that these standards are consistently upheld.
The Retention Formula
Dr. Bedford’s research and industry case studies point to a clear formula for retention success:
- Self-Knowledge: Know your identity and culture.
- Data-Driven Interventions: Use data to anticipate dropout risks and intervene early.
- Effective Onboarding: Invest in the first 30 days to build confidence and community.
- Memorable Exercise Experiences: Design workouts with emotional peaks and positive endings.
- Service Consistency: Implement and uphold minimum service standards.
Retention is not a single initiative but an ongoing commitment to creating meaningful member experiences. As Dr. Bedford puts it, “The goal is not just to get members through the door, but to make them feel valued every step of the way. That’s what drives loyalty and long-term success.”
Join us on Friday, February 21st at 1:30 PM EST for an engaging and insightful conversation with Dr. Paul Bedford where he will share success stories from around the world, and you will walk away with new ideas on how to see higher retention rates, and foster communities where members thrive—inside and outside the gym!
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.
