Look, I’ve sat in enough gyms across Brisbane to know the drill.
You spend a fortune on ads to get people through the door. You’re stoked because you signed up twenty new members this month. But then you look at the books and realise twenty other people just cancelled their direct debits.
You’re running on a treadmill and going nowhere. It’s exhausting, it’s expensive, and honestly? It’s a rubbish way to run a business.
If you want to actually make money in the fitness game, you have to stop the bleeding. It’s much cheaper to keep the members you’ve already got than it is to go out and hunt for new ones.
Here is my honest take on why people are quitting your gym and exactly what you need to do to make them stay.
The Real Reason People Quit (It’s Not the Price)
Most owners think people quit because they’re ‘too busy’ or because the ‘membership is too expensive’.
That’s usually a lie.
People pay for what they value. They’ll drop $150 on a night out at Howard Smith Wharves without blinking, but they’ll complain about a $25 weekly gym fee? It’s because they don’t feel like they’re getting anything out of the $25.
They quit because they feel invisible. They feel like they aren’t making progress. Or they’re just plain bored.
If you want to stop the cancellations, you have to change how you treat the people who are already paying you. Stop obsessing over the ones who haven't joined yet and start looking at the people on your gym floor right now.
The First 30 Days Are Everything
You’ve got a very small window to turn a 'newbie' into a 'regular'.
If someone joins and they don't feel like they belong within the first month, they’re gone. They might keep paying for three months out of guilt or laziness, but mentally, they’ve already quit.
We see this all the time. A gym owner spends heaps on filling their roster but then ignores the new member once the contract is signed.
Your onboarding needs to be bulletproof. I’m not talking about a boring tour of the change rooms. I’m talking about: - A phone call on day 3 to see how their first session went. - A text on day 7 asking if they’ve tried a specific class yet. - A face-to-face check-in on day 21 to see if they’re actually seeing results.
If you aren't talking to them, they’ll find a gym that will.
Use Your Data to Predict the Future
You don’t need a fancy degree to figure out who is about to quit. You just need to look at your check-in software.
If someone who used to come three times a week hasn't been seen in ten days, they are a 'red flag'. They are halfway out the door.
Most gyms wait until the person sends an email saying "I want to cancel" before they try to save them. By then, it’s too late. Their mind is made up.
You need to catch them before they decide to quit.
Have your front desk staff or your head trainer pull a report every Monday morning. Who hasn't checked in for over a week? Give them a buzz. Not a sales call—a genuine "Hey mate, haven't seen you in a bit, everything alright?" call.
Half the time, they’ve just had a busy week and lost their rhythm. That one phone call is often enough to get them back in the door and keep that direct debit active for another year.
Community Isn’t Just a Buzzword
People don't quit their friends.
If your gym is just a room full of equipment where nobody talks to each other, you’re a commodity. People will leave you the second a cheaper gym opens up down the road.
But if they have mates there? If the trainers know their name and their kids' names? They’ll stay forever.
I’ve seen gyms with ancient equipment and no air con keep members for a decade because the culture was so strong. Meanwhile, the flashy 'big box' gyms with the latest gear lose 50% of their members every year.
Build a community. Run a social night. Put on a Saturday morning BBQ. Create a private Facebook group where members can cheer each other on. It sounds like extra work, and it is, but it’s the best way to stop wasting cash on constant replacement marketing.
The 'Results' Trap
People join a gym to change something. They want to lose weight, get stronger, or stop their back from hurting.
If they don't see that change within 90 days, they’ll start questioning the expense.
You need to be the one showing them they are making progress. Don't just rely on the scales—they lie. Track their strength. Track their body measurements. Take 'before and after' photos (with their permission, obviously).
When a member sees proof that what they’re doing is working, they won't cancel. Why would they? They’re finally getting what they paid for.
Fix Your Damaged Reputation
Here’s something most owners miss: your reputation online affects your current members too.
If a member is on the fence about staying, and then they see a bunch of 1-star reviews complaining about your dirty showers or broken machines, it confirms their negative feelings. It gives them the 'permission' they need to quit.
On the flip side, seeing a constant stream of praise for your gym makes them feel like they’re part of the 'winning team'.
If you aren't managing what people say about you, your reviews are costing you money by making your current members jump ship. Keep your standards high and keep the positive feedback coming in.
Make It Hard to Leave (Legally and Ethically)
I’m not talking about those dodgy 24-month contracts that are impossible to break. Those just make people hate you.
I’m talking about 'sticky' services.
If a member is just using the treadmill, they can do that anywhere. But if they’re in a 6-week challenge, or they have a regular PT session, or they’re part of a specific small-group training program, they are much less likely to leave.
They have skin in the game. They have a routine and people counting on them.
Stop Doing This One Thing
Stop offering 'new member only' deals that are better than what your loyal members pay.
Nothing pisses off a long-term member more than seeing a newbie get the first three months half price while they’ve been paying full whack for three years.
Reward loyalty instead. Give the guy who has been there for two years a free t-shirt or a discounted PT session. Show them you actually give a toss that they’re still there.
The Cost of Doing Nothing
Let’s talk numbers for a second.
If your average member stays for 6 months and pays $100 a month, they’re worth $600.
If you can get that same member to stay for 12 months, they’re worth $1,200.
You’ve doubled your revenue without spending a single cent more on Facebook ads or flyers.
Retention is the fastest way to grow your profit. It’s not flashy, and it doesn't feel as exciting as a big 'Grand Opening' sale, but it’s how you build a real business that lasts.
My Final Advice
Go through your member list today. Identify the five people who haven't been in for a week. Call them.
Then, look at your onboarding process. Is it welcoming? Does it actually help people get started? Or is it just a bunch of paperwork?
If you’re struggling to keep people or your marketing just isn't bringing in the right 'long-term' crowd, we should have a chat. We help local businesses in Brisbane and beyond sort their marketing out so they stop burning cash and start seeing real results.
Get in touch with us at Local Marketing Group and let’s see if we can help you stop the rot.