Keeping members long term is one of the best ways to grow a profitable gym. Getting new members through the door is exciting, but it’s the people who stay that truly fuel your long-term success.
It costs five to seven times more to attract a new member than to keep an existing one. Between marketing campaigns, onboarding, and giving new clients extra attention in their first few weeks, those costs add up fast.
Across Australia and New Zealand, most independent gyms are retaining members at a rate of 60–70% each year. The best-performing gyms reach over 80% retention rates by offering smart programming, great coaching, and strong member engagement. Still, up to half of new members quit within six months, often because they just lose motivation, don’t feel supported, or don’t see progress as quickly as they hoped.
That’s why gyms that go beyond workouts alone stand out above the rest. When you combine training with nutrition guidance, you help members achieve better results and build healthier habits. This creates a complete wellness experience that keeps your members consistent, satisfied, and loyal.
The Changing Gym Landscape
The fitness industry is evolving fast. Competition is higher than ever, with specialty fitness studies boutique studios, online programs, and low-cost chains offering convenience and variety. Members now not only have more choices, but they expect more value for their money.
Many New Zealanders are also re-evaluating how and where they spend because of higher living costs. They want gyms that deliver results, build community, and offer support in every area of health and wellness, not just fitness.
The biggest trend shaping retention is personalisation. Members don’t just want a place to work out; they want a plan built around their goals, schedule, and lifestyle. That includes nutrition, accountability, and coaching that feels personal.
Gyms that integrate nutrition support into their offerings meet these expectations head-on. They help members feel cared for, achieve visible results faster, and stay motivated longer. Even a small increase in retention can lead to a significant boost in profits through more consistent memberships, higher participation in paid programs, and stronger word-of-mouth referrals.
To keep up, gym owners need to focus on holistic, complete member experiences that combine fitness, nutrition, and community backed by easy-to-use technology that keeps members connected.
How Nutrition Guidance Helps Retention
Nutrition is a key piece of the fitness puzzle. You can’t out-train poor nutrition, and most members know that. They just don’t always know where to start or how to stay consistent.
When gyms offer structured nutrition guidance alongside workouts, members are more likely to see progress—both in how they look and how they feel. Seeing results faster keeps them engaged, motivated, and less likely to drop out.
Research shows that gyms offering nutrition services like one-on-one coaching or personalised meal plans—see higher attendance, fewer cancellations, and better overall satisfaction. Nutrition coaching gives members accountability, which is one of the most powerful tools for retention.
You don’t need a full-time dietitian on staff to start. Even offering general healthy eating workshops, basic education resources, or integration with digital nutrition tools can make a huge difference.
What Makes Good Nutrition Guidance
Nutrition support can look different depending on your gym’s size, resources, and member base. The key is to make it accessible, credible, and consistent. Here are some ideas to include in your approach:
- One-on-one consultations: Offer in-person or online sessions with qualified nutrition coaches or accredited dietitians. Members can discuss their goals, preferences on food groups, eating habits, and challenges in a personalized setting.
- Group workshops or webinars: Host regular sessions about meal prep, grocery shopping, portion control, or macro tracking. You can even make these part of a challenge or member education series.
- Digital meal plans: Use apps or gym software to provide goal-based meal plans that adjust to dietary preferences (vegan, gluten-free, high-protein, etc.).
- Resource libraries: Create an online hub with healthy recipes, nutrition articles, and video tips. Include content from credible sources and health professionals aligned with Australian and New Zealand dietary guidelines.
- Tracking tools: Let members log meals, track water intake, and monitor nutrition habits alongside their fitness progress. Seeing data helps them stay accountable.
The more seamless the experience, the better. Software like Xplor Gym helps support this by making it easy for members to follow their training program, book sessions, and stay connected to your team through one app. Trainers can deliver personalised workout plans that members can access anywhere, which helps them stay consistent. When the training side is organised and clear, it becomes much easier to layer nutrition support alongside it in a structured way.
This kind of digital-first approach not only helps with retention but also gives gyms a competitive edge.
Why Nutrition Keeps Members Longer
Adding nutrition to your gym’s offering doesn’t just improve physical results; it also strengthens the emotional and social side of fitness. When members feel supported in all aspects of their health, they’re more confident, connected, and less likely to quit.
Here’s why it works:
- Clear goals: Nutrition programs help members set measurable, realistic targets, which make their progress more visible.
- Accountability: Regular check-ins or tracking tools keep them engaged and responsible for their progress.
- Community: Sharing nutrition wins, recipes, or challenges brings members together and builds a sense of belonging.
- Behavioural change: With support and education, members learn to make sustainable choices that align with their long-term goals.
These factors—goal setting, accountability, and connection are proven to help members stick with both their training and nutrition plans. When they start seeing real changes, they’re much more likely to stay loyal to your gym.
Action Steps for Gym Owners
If you want to start offering nutrition support (or improve what you already have), here’s a practical roadmap:
- Partner with qualified experts: Bring on accredited nutritionists or partner with external providers to ensure your advice is safe and compliant.
- Offer a variety of options: Combine in-person coaching, group sessions, and digital tools so members can engage however it suits them best.
- Integrate technology: Use platforms like Xplor Gym to automate content delivery and send check-ins or reminders.
- Promote consistently: Highlight your nutrition program during classes, in newsletters, on social media, and through in-gym signage.
- Track results: Review participation rates, retention data, and member feedback to fine-tune your program over time.
- Build community: Celebrate member success stories, run nutrition challenges, and encourage peer support through group chats or leaderboards.
By taking these steps, you’ll create an ecosystem that supports members from every angle—training, eating, and mindset—helping them stay longer and get better results.
Staying Compliant
It’s important to make sure all nutrition guidance follows official standards, such as the New Zealand Ministry of Health recommendations. Personalised plans should only come from qualified professionals, and gyms should avoid promoting fad diets or unverified supplements.
Staff should receive ongoing training to keep their knowledge current, and your gym should clearly communicate who is qualified to offer nutrition advice. This transparency builds trust with members and protects your business from legal or reputational risks.
Wrap Up
Adding nutrition support to your gym isn’t just an extra service, it’s a proven way to improve results, strengthen member relationships, and grow your business sustainably.
When gym members feel supported with both exercise and nutrition, they stay longer, see better results, and become loyal advocates who bring in new members through referrals.
If you’re ready to turn your gym into a complete wellness hub, book a demo with Xplor Gym today. See how our platform helps you deliver personalised training programs, and keeps members engaged, motivated, and part of your community for the long term.
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by Taylor Maich ANZ Director of Strategic Accounts Gym
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First published: 17 November 2025
Written by: Taylor Maich