Now more than ever, we are living in a social age. While social media is a huge part of our increasing interconnectedness, it’s not everything. We are already inherently social: Our need for contact with each other dates all the way back to our cave-dwelling ancestors. 

While communities today are very different than they were in prehistoric times, they still serve a vital purpose -- one that can be capitalized upon by your fitness business. Here’s a closer look at how nurturing your fitness center community can play an integral role in fitness membership retention, along with a few tips for getting started.

Giving Reason to Reasons

People join gyms for many reasons. From the health benefits of working out and weight management to increased motivation and personal training opportunities, joining a gym can be a life-changing experience. 

Yet going to the gym on a regular basis can be extremely difficult to sustain. Many people with high hopes eventually end up losing steam, slowing down, and eventually giving up on their workout routines. This can lead to frustrating, declining membership numbers for gym owners.

But it doesn’t have to be that way. Many fitness businesses find one thing to be a differentiating factor in preventing this phenomenon: prioritizing the establishment of a true fitness center community. Why? Because, in facilitating an environment in which members become trusted friends, you directly court the desire to belong, thereby maximizing engagement while minimizing attrition.  

Building Your Community

The good news? Building a community at your fitness center is already aligned with your fitness center’s mission. If your goal -- like most gyms -- is to help your members achieve their fitness goals, keeping them engaged is an essential endeavor. Luckily, there are a number of different ways to accomplish this, starting with the obvious: group courses.

Enthusiasm is infectious. While working out alone can often result in boredom and burnout, group courses not only help members stay motivated and accountable but also benefit from the group camaraderie that forms from working together. 

Says The Globe and Mail, 

“New research suggests that group exercise unleashes a flood of chemicals in the brain, triggering the same responses that have made collective activities from dancing and laughter to religion itself such enduring aspects of human culture. For some (but not all) people, finding workout buddies could help turn fitness into a pleasant addiction.” 

In this sense, creating members who are the equivalent of “addicted” is the ultimate retention strategy. 

Sharing IS Caring

It may sound like a cliche, but the reality is that encouraging people to share with each other is one of the simplest ways to build relationships. When you factor in the growing body of evidence telling us that today’s consumers are quick to reject ads and sales pitchy-content due to their lack of authenticity. a profound opportunity arises in the form of social sharing. 

According to Club Industry, 

“Studies have shown that openly sharing stories on social media about a product can produce a bigger impact than direct messages about a product. The more clients are involved in the story, the bigger the impact. Spotlight spontaneous positive acts. Cater toward human interest with your social media posts, and you will develop trust between staff and clients.”

Which begs the question: What type of content should you share? Club Industry continues, 

“Share moments online that are simple but effective—ones which form a growing point for your business in client relationships. For example, a photo of a client and their trainer with a description on their first meeting and how far they have come can do a lot in showcasing how your staff, and ultimately your business, cares about clients.” 

Recognizing and rewarding the accomplishments of your members is another successful tactic which not only acknowledges their efforts but also encourages them to celebrate each other and, in doing so, deepen their connections. 

There will alway be members who prefer a solitary exercise experience. But many more relish meaningful interaction. The more opportunities you give them to fulfill this aspect of their nature, the more you’ll make your gym community a vital part of their daily lives.  Another way to promote more connections between your members and your gym? With Accurofit products. Request a demo today to learn more about our innovative solutions for today's fitness businesses.