“Every member who stays longer is proof that what you’re building works.”
The UK fitness industry is growing fast — with over 11.5 million members and £6.5bn in revenue year to date. But churn is still quietly cutting into that growth. Nearly half of all new members leave within six months.
This isn’t just a sales issue. It’s operational. Every time someone leaves, you lose future revenue, brand trust, and frontline momentum.
Why retention is your next big growth lever
For every 100 new joiners, around 40 won’t make it past the first year. But a 5% lift in loyalty driven by better member journeys and smarter digital engagement can unlock double-digit profit growth. Especially now, with digital-first competitors scaling fast and member acquisition being more costly than member retention.
Put simply: the most valuable member is the one you already have. The best groups focus on:
- Onboarding that builds habits Members who visit three times in their first month are far more likely to stay.
- Personalised journeys at scale Light-touch automation and smart segmentation help your team act before members drift.
- Recognition that feels real Milestone badges. Visit streaks. Community challenges. These tools aren’t gimmicks, they create belonging.
What a 90-day retention sprint looks like
You don’t need a full overhaul to see real change. You just need proof. Here’s what a typical sprint includes:
🗓️ A “3-visit in 30 days” challenge
🤔 Smart nudges after 14 days of inactivity
🔍 Segmentation rules to spot who’s drifting
📊 Dashboards showing live member engagement, club by club
The goal? A measurable +5% improvement in loyalty — and the confidence to scale what works.
Retention isn’t just about reducing churn it’s about creating consistency across every site, freeing teams to focus on real connections, and proving the value of your digital investments without adding complexity.
When member journeys are unified and data does the heavy lifting, you’re not relying on guesswork. You’re building smoother openings, stronger brands, and smarter operations that scale.
This is leadership, not luck
Retention isn’t luck. It’s design. It’s the sum of systems, people, and purpose. Every member who stays is proof that your experience delivers. Every improvement helps your teams feel more in control. And every percentage point you save in churn is a win that builds over time.
At BRP, we help operators turn retention into a competitive advantage. Our tools plug into your current setup to nudge behaviour, spot risk early, and turn everyday touchpoints into reasons to stay.
👉 Ready to start your retention journey?
Will Fish, UK Territory Manager
