First impressions are everything—especially in the fitness industry. The moment a new member walks into your gym, they’re immediately forming an opinion on whether they’ve made the right choice.
Will they stay, or will they cancel after a month? The first few weeks are critical in determining a member’s long-term commitment to your gym. A great onboarding process not only ensures they feel welcomed but also nurtures their motivation to continue their fitness journey with you.
The fitness landscape is competitive, and retaining members has become just as important as acquiring new ones. A strong onboarding strategy can help you improve retention, boost engagement, and enhance your gym’s reputation. It’s not just about gaining new members—it’s about creating lasting relationships that keep them coming back.
The Power of First Impressions
New members decide quickly whether they’ll stick around. Research shows that 87% of members stay active for at least six months when they go through a structured gym onboarding process, while only 60% stick around with little or no onboarding. If members feel lost, unsupported, or disengaged, they’re more likely to cancel their membership. However, when gyms create a seamless and structured onboarding process, they foster motivation, increase engagement, and build lasting relationships.
An effective onboarding experience doesn’t just benefit members—it also contributes to your gym’s bottom line. Retaining members is far more cost-effective than constantly acquiring new ones. Happy members lead to positive word-of-mouth referrals, increased brand loyalty, and a thriving gym community.
But onboarding is more than just a quick tour of the facilities. It’s about creating an experience that makes members feel valued, engaged, and inspired to return. A well-structured onboarding strategy builds a strong foundation for a member’s long-term fitness success while reinforcing the value of their membership.
Steps to a Successful Onboarding Journey
To create an onboarding process that works, it’s important to have a structured and intentional plan that focuses on engagement, motivation, and long-term success. This starts with understanding the reasons why new members joined in the first place and focusing on the key moments that will keep them motivated. Celebrate their achievements, encourage regular visits, and help them build lasting fitness habits. This comprehensive approach ensures that they remain invested in their membership.
1. Warm Welcome & Personalisation
A new member’s first interaction with your gym sets the tone for their entire experience. A friendly, well-structured introduction can make all the difference.
- Greet Every Member by Name: Train front-desk staff to warmly welcome new members, offer a facility tour, and answer initial questions.
- Understand Their Goals: A simple intake form or one-on-one consultation can help identify what your members are looking to achieve—whether it’s weight loss, strength-building, or overall wellness.
- Offer a Personalised Starter Pack: This could include a free personal training session, a tailored workout plan, or class recommendations based on their fitness level and interests.
🔹 Pro Tip: Send a personalised welcome email upon sign-up, outlining key benefits, class schedules, and useful tips for getting started.
2. Clear Communication & Orientation
One of the biggest challenges new members face is not knowing where to start. Providing clear guidance helps eliminate confusion and builds confidence.
- Facility Tour & Equipment Guidance: Walk members through key areas like weight rooms, cardio zones, locker rooms, and recovery spaces. Provide simple, hands-on instructions for using gym equipment safely and effectively.
- Class & Membership Orientation: Break down the group fitness schedule and explain how members can book classes through your app or in person. Highlight special programs like beginner-friendly sessions.
- Dedicated Support Contacts: Assign a team member or trainer as a go-to resource during the first month, making it easy for new members to ask questions.
🔹 Pro Tip: A well-structured orientation session—whether in person or via an online video—can reduce anxiety and make members feel comfortable from day one.
3. Tech-Enabled Onboarding
Technology makes onboarding seamless and engaging while reducing staff workload. A digital-first approach enhances the member experience.
- Mobile App Integration: Provide members with a convenient way to book classes, track progress, receive personalised workout plans and access fitness tips anytime.
- Self-Service Kiosks: Simplify sign-ups, check-ins, and membership management while freeing up your staff with self-service kiosks.
- Gamification & Rewards: Offer achievement badges, points, or exclusive perks to encourage consistent attendance and engagement.
🔹 Pro Tip: Automated check-ins and progress tracking can motivate members by showing their progress and rewarding them for consistent effort.
4. Community & Support
A strong sense of community is a key driver of long-term member retention. When members feel connected, they’re more likely to stay.
- Group Fitness & Challenges: Encourage participation in classes and gym-wide fitness challenges to keep members motivated and connected.
- Social Media & Online Groups: Create an exclusive member community where they can connect, share progress, and get support from trainers and peers.
- Trainer Check-Ins: Personal follow-ups from trainers at key milestones can increase accountability and motivation.
🔹 Pro Tip: Create a referral program that rewards members for bringing in friends—word-of-mouth is a powerful way to grow! Let new members know they’ll stay motivated, see results faster, and have more fun with a workout buddy. When asking for referrals, focus on enhancing their experience, not just making the next sale.
5. Encouraging Early Wins
Helping members achieve quick, visible progress can boost their confidence and motivation to continue.
- Starter Workout Plans: Provide a simple, goal-based workout plan for their first few weeks.
- Small Wins Recognition: Celebrate achievements like attending their first five classes or completing an initial fitness assessment.
- Guided Goal-Setting: Help members set achievable short-term goals that build momentum.
🔹 Pro Tip: Use in-app notifications or emails to congratulate members on their progress and keep them motivated.
“On average, it takes more than 2 months before a new behaviour becomes automatic — 66 days to be exact.”
6. Ongoing Follow-Up
Onboarding shouldn’t end after the first week. Regular check-ins help keep members engaged.
- Scheduled Check-Ins: Follow up at key milestones—two weeks, one month, and three months—to ensure members are settling in well.
- Exclusive Retention Offers: Incentivise continued attendance with free classes, personal training discounts, or loyalty perks.
- Track & Celebrate Progress: Recognise member achievements through shout-outs, leaderboards, or small rewards.
🔹 Pro Tip: A well-timed follow-up can turn a hesitant member into a lifelong gym advocate. Use your gym management software to set up marketing automations to send reminders, exclusive offers, and check-in messages, ensuring no member slips through the cracks.
7. Educating for Long-Term Success
Empowering members with knowledge ensures they stay engaged and make the most of their membership.
- Fitness & Nutrition Workshops: Offer beginner-friendly sessions on strength training, recovery, or healthy eating.
- Regular Tips & Insights: Share weekly emails or app notifications with training advice, workout tips, or gym etiquette reminders.
- Progress Reviews: Schedule optional quarterly check-ins with trainers to adjust their workout plan and keep them on track.
🔹 Pro Tip: A well-informed member is a retained member—use automation to send bite-sized educational content tailored to different fitness levels.
Common Pitfalls to Avoid
Even the best gyms can fall into common onboarding traps. Here’s what to watch out for:
- Lack of Personalisation: Treating all members the same instead of tailoring their experience.
- Poor Communication: Failing to explain gym procedures, schedules, and expectations clearly.
- No Follow-Ups: Missing the opportunity to engage members beyond their first visit.
- Overcomplicated Processes: Making sign-ups, class bookings, or cancellations difficult.
🔹 Pro Tip: Keep processes simple, clear, and member-friendly to enhance the onboarding experience.
Wrap-Up
A strong onboarding process sets the foundation for long-term member retention, engagement, and satisfaction. By welcoming members warmly, communicating effectively, leveraging technology, fostering a sense of community, and maintaining ongoing support, you can ensure they stay committed to their fitness journey. Implementing a structured approach to onboarding doesn’t just benefit your members—it strengthens your gym’s brand, increases referrals, and drives long-term business success.
Free Onboarding Playbook
Our Successful New Gym Membership Onboarding Playbook gives you a step-by-step guide on what to send and when, ensuring new members feel welcomed, supported, and motivated from day one.
Plus, it includes 21 ready-to-use templates to save you time and make communication effortless. Learn how to make a great first impression, boost retention, and turn sign-ups into long-term, loyal members.
Download your free copy today and start building a stronger, more committed gym community!
by Xplor
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First published: 07 April 2025
Written by: Xplor