Recently, the courts dismissed the federal mandate around “Click-to-Cancel” functionality, giving fitness operators a reprieve from what some viewed as a burdensome requirement. But as a brand president, franchise partner, and long-time operator in this industry, I’ve chosen to double down on it.
Why? Because it’s the right thing to do for our members, teams and the future of our business.
The Old-School Mindset
I come from the old school of fitness. Cancellations used to be a complex and often frustrating process by design. The thinking was: if we made it hard to cancel, we had one more chance to “save the sale,” reengage the member and help them rediscover their why. That system served its purpose in a different era.
But that era is over.
Member Expectations Have Changed
Today’s consumer joins our clubs with the tap of a button. They shop, subscribe and manage nearly every aspect of life digitally. If joining is that simple, canceling should be too. Anything less feels misleading and that’s not who we are.
We’ve heard the feedback loud and clear: Our members want ease, transparency and respect for their time. That’s why, at JEM Wellness Brands, and as Crunch franchisees, we’ve chosen to fully embrace “Click-to-Cancel.”
What “Click-to-Cancel” Has Taught Us
Here’s the truth: by simplifying the cancel process, we’re actually learning more about retention and how to improve it.
People don’t decide to cancel overnight. That decision usually begins weeks — or even months — before they hit the button. Which means if we’re serious about retention, we need to stop focusing on the moment they cancel and start looking at every moment that led up to it.
This shift has helped us refocus on:
• Onboarding: Are we setting up new members for success from Day One?
• Engagement: Are we keeping members inspired, involved and connected?
• Facility standards: Are our clubs clean, friendly and fully delivering on our value proposition?
• Programming: Are we offering what today’s member actually wants and needs?
Retention is no longer about saving a member at the end. It’s about serving them better throughout the journey.
Operational Benefits You Might Be Overlooking
“Click-to-Cancel” isn’t just a win for the member — it’s also a smart move for your business. At Crunch, the tech-forward system they’ve built has been simple to adopt and manage. Early results show a strong percentage of members choosing to stay after starting the cancellation process, especially when presented with offers to pause, downgrade or receive a bonus to stick around.
It also reduces manual labor — freeing up our front desk teams from tedious paperwork and allowing us to redirect those hours toward outreach, hospitality and higher-impact member experiences.
Want to Try “Click-to-Cancel?” Here’s Where to Start:
If you’re considering launching this in your own clubs, here are a few steps that worked for us:
1. Audit Your Current Cancellation Process: If it’s harder to cancel than to join, it’s time to rethink the flow.
2. Build a Transparent Member Journey: Make sure members know what to expect at each stage — from welcome email to final goodbye.
3. Use Tech Wisely: Leverage software that allows for clean cancellation workflows with automated “save” offers or exit surveys.
4. Track Trends, Not Just Numbers: Look at why members are canceling, not just how many. Then take action upstream.
5. Train Your Team: Ensure your staff understands the “why” behind the change so they can support it with confidence.
Final Thoughts
We’re in the business of helping people transform their lives. That starts with building trust. And trust is built through clarity, consistency and care — especially in the moments when a member decides to move on.
“Click-to-Cancel” isn’t about giving up on the member. It’s about earning their loyalty by making every experience — from sign-up to send-off — something they’ll speak positively about.
At JEM Wellness Brands, we believe doing right by people is always good business. This is one more way we’re choosing to lead with innovation, integrity and impact.
