How to Improve Member Retention in 2025 for Clubs and Gyms

Introduction

Member retention has become one of the most pressing challenges for clubs and gyms across the UK. Research shows that replacing a lost member can cost up to five times more than retaining an existing one. Yet, many organisations still rely on outdated systems, inconsistent communication, or manual admin that drives members away.

The good news? In 2025, you can make some smart changes. These changes can boost loyalty, lower churn, and strengthen your relationships with members.

In this article, we will look at why keeping members is important. We will discuss why people leave and share simple steps to keep them engaged for a long time.

Why Member Retention Matters More Than Ever

High retention rates mean more than just steady income. They show that members are happy and engaged. Happy members are more likely to recommend your club or gym to friends and colleagues. A stronger retention strategy leads to:

• Lower marketing and acquisition costs
• Increased lifetime value per member
• Better community atmosphere and word-of-mouth growth
• More predictable cash flow

For clubs and gyms, focusing on keeping members is often more profitable than focusing purely on attracting new ones.

Common Reasons Members Leave

Before you can improve retention, it’s important to understand why members walk away. The most common causes include:

• Lack of engagement: Members don’t feel connected or valued.
• Payment frustrations: Manual renewals or failed payments put people off.
• Inconsistent communication: Missed reminders or updates cause drop-offs.
• Competing priorities: Life changes or alternative options lure members elsewhere.

Identifying which of these applies most to your organisation helps you address problems more effectively.

Proven Strategies to Boost Retention in 2025

1. Automate Communication and Reminders

Missed renewals and forgotten payments are two of the biggest retention killers. By automating reminders for payments, renewals, and events, you lower admin work. This also keeps members engaged and informed.

👉 Tip: Use membership management software that allows you to schedule email or SMS reminders automatically.

2. Make Payments Frictionless

Members today expect payments to be simple, secure, and automatic. Offering recurring billing guarantees that you collect fees on time without awkward conversations or delays.

👉 Example: Clubs that moved to automated payments with software have saved hours of admin time each month. They also reduced churn.

3. Track Engagement and Spot Trends Early

Data is your best friend for retention. Tracking attendance, class bookings, or logins can help you identify at-risk members before they leave. For example, if a gym member hasn’t visited in three weeks, an automated check-in email could make all the difference.

4. Create a Loyalty or Reward System

Minor rewards have a significant impact. Consider offering discounts, points, or exclusive perks to members who stay active or refer new people. A simple rewards program can transform retention into growth.

5. Personalise the Member Experience

Personal touches help build stronger connections. These can include remembering birthdays.

Customising offers to match interests is also effective. Sending a quick “well done” message after milestones can make a difference, too. With the right tools, you can automate these interactions without losing authenticity.

Tools That Make Retention Easier

While retention strategies can be managed manually, they’re far more effective with the right technology in place. Membership management software like MemberTrack helps you:

• Automate payments and reminders
• Monitor member activity and engagement
• Save hours of admin every week
• Build stronger relationships with members

Clubs and gyms can replace spreadsheets and manual tracking. This lets them focus more on creating great experiences and less on chasing renewals.

Conclusion

Improving member retention in 2025 is about combining human connection with smart technology. By understanding why members leave, you can create better strategies. Use automated reminders, easy payments, and personal engagement. This will help you build a more loyal community and a stronger financial base.

If you’d like to see how software can support your retention strategy, book a free demo of MemberTrack today.