Why Should They Join YOUR Gym?

By Aaron Eisberg

The number of health clubs in the U.S. grew by 4.8 percent in 2015, and 55.3 million Americans belong to at least one of the 36,180 health clubs in the country, according to recent information from the IHRSA. U.S. gyms generated $25.8 billion in 2015. Globally, industry revenues totaled $81 billion as more than 187,000 clubs served some 151 million members in 2015.


It's time to get serious about attracting gym members.

With all the gyms available, competition for memberships can be fierce. So, the question is, why should a prospective gym member join your gym instead of another one down the street? What are you offering that tops the offerings of your competitors?

Gym Marketing Strategy 101: Find Out What People Want

The most fundamental of marketing principles is that you must discover what your clients want in order to provide it for them. So, what do people want out of a gym membership?

Convenience: Let's be real. For the most part, if your gym is in an out-of-the-way location, it is much less likely to be a hot spot for gym members. The old adage "out of sight, out of mind" is still around for a reason.

In addition to just being in close physical proximity to your prospective members, your gym needs to be in a place that is safe and inviting. No one wants to walk out into an unlit parking lot on the wrong side of town after a late-night workout.

Cleanliness: A gym is chockful of sweaty people. But that does not mean it has to smell like a locker room. Gym members want to be sure that the equipment is cleaned between uses, that the showers and locker room areas are regularly disinfected, and the exercise floors and rooms are neat and clean. If there are dust bunnies in your corners or mold in your showers, prospective members will not join. Worse yet, when things get really out of hand cleanliness-wise, you will lose the members you do have.

Extras that Impress: In addition to a great location and a clean gym, you must provide some extras with a WOW factor. Fitness marketing is about differentiating your business from your competitors', so pay attention to the things your competitors aren't offering.

For instance, can you add a massage therapist to your staff? What about a juice bar or a child care center for the convenience of your members? Are you offering interesting group exercises, or are you stuck in the 1980's with your offerings? Are your personal trainers enthusiastic and knowledgeable, on the cutting edge of personal training today?


Extras like a massage therapist on staff can make people line up to join your gym.

Equipment Built for Engagement: Speaking of the cutting edge, is your equipment a standout? Everyone has a different preference regarding equipment. For instance, some may prefer machines over free weights. Some may want state-of-the-art cardio machines, while others want a simple exercise ball and a jump rope. Are you providing equipment to satisfy all of your current members?

On the subject of equipment, a modern gym that wants to concentrate on member engagement and retention must be aware of the trend toward fitness tracking both inside and outside the gym. Are you providing your members with tracking capability to keep them both healthy and engaged?

The AccuroFit system is an excellent way to do just that. AccuroFit equipment and devices in your gym keep members engaged while there. And the AccuroFit mobile app helps keep them engaged even when they are not in your gym. How's that for a way to differentiate your gym from competitor gyms?

Ready to see it all in action? Schedule a demo of the Accurofit System and see the kind of gym experience your members want to have today.

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