How to Build Stronger Member Engagement in 2025

Introduction

The membership landscape in the UK is undergoing rapid change. As clubs, gyms, and community organisations continue to digitise their operations, one challenge remains constant: keeping members engaged.

Member engagement is no longer just about friendly staff or good facilities — it’s about creating meaningful, digital-first experiences that keep members connected, motivated, and valued.

In 2025, technology plays a decisive role in this. From automated communication tools to engagement dashboards and member apps, digital engagement has become the bridge between convenience and connection.

This article examines how UK membership organisations can leverage data, automation, and digital tools to foster stronger engagement and retain members more effectively — all while maintaining a personal, responsive, and human approach.

What Is Digital Member Engagement?

Digital member engagement refers to how organisations use technology to build ongoing relationships with their members — beyond physical visits or renewals.
It involves tools like:

• Mobile apps for check-ins and updates
• Automated reminders and personal messages
• Analytics dashboards that track member activity
• Digital loyalty programmes or achievement badges
• Online surveys and feedback forms

These tools give members more control over their experience and help organisations stay connected 24/7, not just during on-site interactions.

When done right, digital engagement feels personal, effortless, and relevant — not automated or robotic.

Why Member Engagement Matters More Than Ever

According to UKActive’s 2024 Activity Insight Report, 71% of UK fitness and community members say regular communication makes them feel “more valued” by their club. Yet, only 38% of organisations maintain consistent contact outside of renewals or billing.

That gap represents a huge opportunity.

Stronger engagement leads to:

• Higher retention: Engaged members renew more often and stay longer.
• Better advocacy: Engaged members are more likely to refer friends and promote your organisation online.
• Increased participation: Members who feel connected attend more sessions and use more services.

In short, engagement drives both emotional loyalty and financial sustainability.

The Role of Technology in Modern Engagement

Digital engagement doesn’t replace human connection — it enhances it. Technology helps you scale personal experiences efficiently.

1. Personalised Automation

Automation allows clubs to send the right message at the right time — without losing the human touch.

Examples include:

• Welcome messages after sign-up
• “We’ve missed you” reminders when attendance drops
• Birthday or milestone messages
• Goal progress updates

With a modern membership management system, these communications are triggered automatically based on behaviour and data, making every message feel timely and personal.

2. Centralised Member Data

When all information — attendance, payments, preferences — sits in one place, your team can deliver more personalised service.

For instance, if analytics show that a member prefers early-morning classes, your system can automatically suggest similar options or send tailored offers.

3. Engagement Analytics Dashboards

Analytics dashboards visualise participation trends, communication performance, and member satisfaction. They help you understand what motivates your community and where engagement is falling short.

A 2024 survey by Sport England found that organisations using data-driven engagement tools saw a 22% higher retention rate compared to those without digital tracking.

Key Digital Engagement Strategies for 2025

1. Map the Digital Member Journey

Understand each stage of the member experience — from joining to renewal — and identify key engagement points along the way.

For example:

• Sign-up → Welcome email + onboarding guide
• First month → Check-in tracker + encouragement message
• Mid-term → Progress summary + goal-setting offer
• Renewal period → Thank-you video + easy renewal link

Automating these touchpoints ensures members never feel forgotten.

2. Use Behaviour-Based Communication

Generic newsletters rarely create engagement. Instead, use behavioural data to trigger personalised messages.

If a member hasn’t visited for two weeks, send a motivational message or highlight a new class they might enjoy.

If a member hits a milestone (like attending 20 sessions), congratulate them automatically.

Behaviour-based automation nurtures consistency and builds emotional connection.

3. Leverage Mobile Apps and Portals

Mobile apps are now a key engagement channel. They offer convenience while keeping members connected to your brand.

Features that boost engagement include:

• Push notifications for events or offers
• Attendance history and progress tracking
• Feedback submission and quick surveys
• Digital membership cards or QR check-ins

A study by CIMSPA in 2024 reported that 64% of UK members are “more likely to renew” when their club offers an interactive app or portal.

4. Build a Digital Community

Engagement isn’t just one-way communication — it’s about creating interaction between members too.

You can achieve this by:

• Hosting online challenges or leaderboards
• Creating discussion groups or digital clubs
• Sharing member success stories on social media

Digital communities make members feel part of something bigger than a subscription.

5. Use Feedback Loops Effectively

Encourage feedback at every stage — not just at cancellations. Use online surveys, app ratings, and polls to learn what members enjoy or want to change.

Then, act on that data. Share updates like:

“You asked for more weekend classes — we’ve added two new sessions!”

Members feel valued when they see their opinions shape your decisions.

How Data and Automation Work Together

Data analytics and automation are two sides of the same coin.
Analytics identifies trends — for example, members most active in summer may need re-engagement in winter.


Automation acts on those insights — automatically sending seasonal offers or motivational reminders.


When combined, they form a digital engagement engine that runs efficiently, scales easily, and delivers measurable results.

In MemberTrack, for example, you can track engagement scores, monitor communication response rates, and schedule targeted automations — all from one dashboard.

Common Mistakes in Digital Engagement

Even with the right tools, some clubs struggle to engage effectively. Avoid these common pitfalls:

1. Over-Automation

If messages feel generic or too frequent, they lose authenticity. Always review your automation tone to ensure it sounds human.

2. Ignoring Data Signals

Automation without analytics is guesswork. Always use engagement data to guide your strategy.

3. Neglecting Member Preferences

Let members choose how they want to receive updates (email, SMS, or app notifications). Respecting preferences improves response rates and trust.

4. Lack of Integration

Disjointed systems lead to confusion. Use a unified membership platform to centralise all digital engagement activities.

The Future of Member Engagement in 2025 and Beyond

As technology evolves, engagement will become even more predictive and personalised. Artificial intelligence will help clubs anticipate member needs before they arise — suggesting classes, sending reminders, or rewarding loyalty automatically.

However, the human element remains central. Digital engagement should always enhance real relationships, not replace them.

According to UKActive, 82% of members in 2025 expect both convenience and connection from their organisations. The winning formula lies in balancing automation with authenticity.

Why Choose MemberTrack

At MemberTrack, we help UK clubs, gyms, and organisations connect with their members digitally — while maintaining the warmth and trust that make communities thrive.
Our engagement tools include:

• Automated and personalised communication campaigns
• Analytics dashboards to track engagement metrics
• Mobile app integration for real-time interaction
• Retention insights powered by data

MemberTrack brings your communication, automation, and analytics into one connected platform — so every message feels personal, timely, and effective.

👉 Learn how MemberTrack can help your club strengthen member engagement.

Book a free demo today.

🧠 Frequently Asked Questions

1. What is digital member engagement?

It’s the use of technology — such as apps, automation, and analytics — to build stronger, more consistent relationships with members.

2. How does automation improve engagement?

Automation ensures members receive timely, personalised communication, keeping them informed, motivated, and connected.

3. What digital tools boost engagement most?

Mobile apps, email automation, analytics dashboards, and CRM-integrated communication systems are the most effective.

4. Can smaller clubs benefit from digital engagement?

Absolutely. Even small organisations can use automation and data insights to personalise communication and improve retention.

5. How do I know if my engagement strategy is working?

Track metrics such as open rates, attendance frequency, and renewal trends through analytics dashboards to measure success.