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 Yet, many organisations still rely on outdated systems, inconsistent communication, or manual admin that drives members away.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.
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:
For clubs and gyms, focusing on keeping members is often more profitable than focusing purely on attracting new ones.
Before you can improve retention, it’s important to understand why members walk away. The most common causes include:
Identifying which of these applies most to your organisation helps you address problems more effectively.
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.
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.
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.
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.
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.
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:
Clubs and gyms can replace spreadsheets and manual tracking. This lets them focus more on creating great experiences and less on chasing renewals.
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.