Retention in the independent world

Robert Handy Founder Independent Gyms

The world of retention can be a simple, yet often overlooked area in the industry. Clubs that pay the subject attention quite simply have better results than those that don’t. Facilities with a keen eye on their member base and who implement a few simple strategies see longer membership durations than the industry average and as a result make more money and help more people. But how does an independent gym approach retention?

Facilities with a keen eye on their member base and who implement a few simple strategies see longer membership durations than the industry average

Traditionally, it’s probably fair to say it isn’t always the first thing on the mind of an independent gym owner, but by default they do the things that naturally yield better results:

1. They know their members by name – With an average of 440 members, owners of independent facilities tend to know a large proportion of their members, the nature of the gym owner role sees them active in the club and gives them more chances to chat with their members. Stats show that more frequent touch points extend the life of a membership, and this is second nature to independents.

2. They create a sense of community – A gym that knows its members generally results in a stronger sense of community. Being proactive gives operators the ability to engage with their members more often. For example, club events are fast becoming out-of-club experiences, as communities extend beyond the four walls of the gym.

3. They provide for their niche – The average size of an independent is somewhere between 2,000-4,000sq ft, with the exception of a few mega gyms. Given the restriction in space gym owners face, they often lean into their niche, providing the best experience they can in that space, be that SGPT, Hyrox, strength training or group ex, and as a result they often have an engaged member base that buy into the facility and all it offers.

As I’m no expert on the subject of retention, we’re teaming up with Dr Paul Bedford to co-host and facilitate the return of The Retention Convention alongside the Independent Gyms Winter Conference 2024. If improving retention is on your to do list, then join us at Cranmore Park in Solihull on Thursday 5th December where you can learn retention best practices from the experts!