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Membership Growth and Retention in 2022

Membership Growth

Greg Rossi, the director of marketing for Spot Insurance, shares tips on membership growth and how to keep clients coming back.

To begin your journey towards higher membership retention, loyalty and ultimately growth, you must first focus your efforts on building a strategy. Not only will this help increase the lifetime value of your gym or fitness center, but the longevity of your business as well.

Check out these industry tips on how to grow your membership and keep clients coming back to your facility: 

Personalize Your Gym Experience

One key aspect of creating a successful customer experience is making every individual that walks through the door feel valued and that you and your employees are invested in their progress. 

Support and empower your team to interact with members so that you can provide the best possible customer service. Make your members feel special, listen to feedback and leave a lasting positive impression. 

Build a Community 

Creating a strong sense of community in your gym is one of the most important assets to your business. Your gym should be more than just a place people go to work out; it should foster a supportive, engaged and teamwork-oriented culture

As the business owner, you have the power to set the tone for the rest of the business and members and staff will follow your lead. It will help build relationships among not only the individuals at your facility, but among the gym population as a whole.

Improve Tech Solutions

Technology has the power to help your clients reach their goals, enhance results and improve member retention. Sign-up pages that take forever to load, apps that crash, equipment that provide inaccurate numbers and apps that freeze all lead to negative experiences for your members. 

Investing in technology and using a digital infrastructure that provides a streamlined user experience will help create a unique member experience and help your facility stand out from competitors.

Offer Peace of Mind

Nearly half of Americans have “gym-xiety” about injuring themselves when they workout, according to new research. This is where injury insurance comes into play. Accidents are unavoidable — no matter how hard you try to keep your members safe. Injuries big and small can leave your members with staggering medical expenses that could affect their ability to continue their membership at your gym.

Making accident coverage available to members can help ease their gym anxiety about getting injured. It’s important to show your members that their health and safety are top priorities while still providing them with an amazing experience — a win for your business and your members. It also helps attract and retain members, especially those who are concerned about getting hurt.


As a gym owner, there are numerous benefits that come with ensuring your clients are happy, engaged and protected. Your business will no doubt grow and develop when you put effort into your customers, so make sure you’re committed to them from the beginning. With the right tools, encouragement, and leadership your community will thrive inside and outside the gym.

Greg Rossi

Greg Rossi is the Director of Marketing for Spot Insurance and can be reached at greg@getspot.com. Spot is the tech startup offering subscription, on-demand injury insurance that protects everyone from athletes and adventurers to families at home.

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