With cancellations under new scrutiny, smart operators are using this moment to build trust, gather insights and boost retention. Sean Kirby, the VP of sales at Jonas Fitness, shares more.
When a member cancels, it’s easy to think of it as the end of a relationship. However, with the FTC’s “Click to Cancel” rule taking effect in July 2025, how fitness clubs handle that final interaction is becoming just as important as how they welcome new members in the door.
The rule requires that any membership started online must be cancelable online in an equally simple way — no more buried links, delayed responses or in-person-only requirements. While many operators are focusing on meeting the bare minimum for compliance, others are seizing the moment to rethink how offboarding can strengthen — not weaken — the member experience.
A well-designed member portal is one of the most effective tools to support this shift. When cancellation features are embedded directly into a portal members already use to manage their accounts, the process feels familiar, intuitive and trustworthy. It also opens the door to offering flexible alternatives — like account freezes for a specific period or plan downgrades to a more affordable option — without creating friction or delay.
Automation is a key player in this off boarding game. Whether it’s email confirmations or in-app notifications, prompt communication is the reassurance members need that their requests are being handled. For clubs with limited staff, partnering with third-party billing services can streamline these workflows, reduce human error and ensure no cancellation slips through the cracks, making the process efficient and reliable.
However, the most forward-looking clubs are treating cancellation not just as a task to check off but as a chance to gather insights. A simple exit question or feedback prompt can turn each departure into a mini focus group. Why are members leaving? What could have convinced them to stay? Viewed this way, every cancellation becomes a data point that informs smarter retention strategies, empowering clubs to make strategic decisions.
And that’s the bigger takeaway: Click to Cancel isn’t just a regulation, it’s a reset. It’s a chance to build systems that are more member-centric, more transparent and more aligned with today’s expectations. When members feel in control, they’re more likely to return, refer others or stay longer in the first place.
By embracing these changes now, operators can position their clubs for compliance and long-term growth — transforming a regulatory requirement into a moment of lasting brand improvement.
