6 feel-good gym member appreciation ideas that reduce churn

As we’ve observed before, churn is a major challenge in the fitness industry. In fact, more than half of members (57%) leave a gym within the first 12 months. Ouch.

No wonder the most successful gyms out there focus on member retention as much as - if not more than - member acquisition. A great way to retain members is by showing them how much you appreciate them. Why? Because when members feel the love, they’re more likely to stick around, not to mention tell their friends about how awesome your gym is.

Here’s our top pick of gym member appreciation ideas. Which ones will you use to make your current members feel special?

1. Celebrate membership anniversaries

A member’s sign-up date is more than just a number. It’s the start of their fitness journey with you, and it’s something to celebrate. To acknowledge this member milestone, you could: 

• Send them a personalised message, which could be as simple as a text or email that congratulates them on completing another year 
• Give them a reward for their loyalty, like a branded gym towel, a discount on personal training, or a free smoothie from your juice bar
• Make a shout-out to them in class or on your social media feed (with their permission, of course)
• Create a ‘wall of fame’ for long-term members, taking a Polaroid snap of members who’ve hit the 12-month mark

2. Gift a birthday treat

Everyone loves to feel special on their birthday. At the very least, you could send members a ‘happy birthday’ text or email on their big day. A gift can go a long way, too. For example, you could give them a guest pass so they can bring a friend to a class. Or a workout accessory like a shaker bottle or massage ball. These gestures don’t have to be expensive… rather, they simply show your members that you care.

3. Recognise member achievements

Beyond birthdays and anniversaries, celebrate the moments that matter most to your members. Did someone just deadlift a new personal best? Run their first 5K? Show up to their 100th spin class? To celebrate their hard work, you could set up a ‘Gym stars’ board somewhere in the gym, adding photos and shout-outs of member achievements. Not only does it make that member feel special, but it inspires others, too.

You could also hold fitness challenges to inspire and motivate members. Then, when members complete a challenge, you can celebrate their achievement.

4. Create tiered rewards

Loyalty deserves to be rewarded. You could set up a tiered rewards program that acknowledges when members hit certain targets. For example:

• ‘Bronze’ tier for members who’ve been with you for one year
• ‘Silver’ tier for members who’ve hit the three-year mark
• ‘Gold’ tier for those long-term, five-year veterans

What you offer at each tier is up to you. It could be something small, like discounts on branded apparel. Or you could go big for your Silver and Gold members, with a month of free membership or vouchers for free personal training sessions. It can be anything that encourages long-term commitment and making your most loyal members feel special.

Members can track their stats right in the app. Watching their progress add up is a fun and satisfying incentive to keep showing up.

5. Spotlight a ‘member of the month’

Each month, shine a spotlight on someone who’s shown exceptional dedication, overcome a challenge, or simply brought a positive attitude to the gym each week. To celebrate this member, you could write a short bio about their journey and feature it on your social media, your website or member newsletter, or on a noticeboard in the gym. It’s a great way to recognise the members who help build your gym’s community.

6. Host members-only events

Nothing shows your members you appreciate them more than a party. You could throw a seasonal celebration, exclusive to members, with some free healthy snacks and an inspirational speaker. Or perhaps run a wellness weekend that gives your members a little extra bang for their membership buck.

Tips for managing your gym member appreciation ideas

Showing your members that you appreciate them is more than just a nice gesture; it’s also a powerful strategy for building a strong, loyal community. When members feel seen and valued, they’re more likely to renew their membership, refer friends, and become your gym’s biggest advocates.

Yet keeping track of member milestones, birthdays, and achievements might feel a little daunting. Not to mention the administrative load of sending texts and emails to acknowledge these milestones.

Don’t worry, Hapana has you covered. You can use our gym membership software to monitor and automate a lot of this stuff. For example, you could create a workflow that automatically generates a birthday email with an offer, personalised so that the recipient feels special.

Or you can use the member app to track fitness or membership milestones, and set up workflows that celebrate them. It’s all quick and easy to do, so you can focus your time on building great relationships.

Want to know more about how Hapana can help you show your appreciation to members? Get in touch to arrange a demo today.