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How to Rethink Your Fitness Business Space and Maximise Efficiency and Profitability

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How to Rethink Your Fitness Business Space and Maximise Efficiency and Profitability

Is your fitness business making the most of its space? Many gym owners don’t realise just how much wasted potential exists within their four walls. Whether it’s inefficient layouts, underutilised rooms, or outdated facilities, rethinking your space can significantly enhance member experience, increase revenue, and future-proof your business.

The owners of The Fit Club, a 20,000-square-foot gym, found themselves only effectively using half their space. Instead of moving to a larger (and more expensive) facility, they decided to optimise what they already had. Here’s how they did it—and how you can rethink your own space to maximise efficiency and profitability.

1. Audit Your Current Layout

2. Unlock Hidden Value by Converting Back-End Spaces

3. Open Up Your Floor Plan

4. Reconfigure Changing Rooms for Efficiency

5. Future-Proof Your Gym by Adapting to Trends

1. Audit Your Current Layout

Before making any changes, evaluate how your space is currently being used. Walk through your facility and ask yourself:

  • Which areas are always busy, and which are empty most of the time?
  • Are certain activities taking up too much room for their actual demand?
  • Are there any bottlenecks that affect the flow of movement in your gym?
  • Are some pieces of equipment underutilised while others have constant wait times?
  • Do your members naturally navigate the space, or do they struggle to find their way around?
  • Are there dead zones—spaces that serve no real function or feel uninviting?

How to Conduct an Effective Audit

  • Observe Peak and Off-Peak Hours: Take note of member behaviour during busy and quiet times to identify areas of congestion or underuse.
  • Survey Your Members: Ask them which areas they love and which they avoid, giving you insight into potential improvements.
  • Track Usage Data: If you have digital check-ins for classes or equipment usage reports, analyse them to spot trends.
  • Walk Through with Fresh Eyes: Bring in a consultant, trainer, or even a trusted member to get a fresh perspective on layout issues.

Bigger doesn’t always mean better…

The Fit Club realised that their spin class was held in a massive room that lacked atmosphere. By knocking through a wall, they created a smaller, more engaging spin studio. This freed up space for a new functional training area and additional classroom, making better use of their facility.

Food for thought: What areas in your gym could be repurposed for a better experience?

2. Unlock Hidden Value by Converting Back-End Spaces

Some of the most overlooked areas in a gym aren’t the ones members see daily—they’re the spaces tucked away behind the scenes. Storage rooms, oversized admin offices, and bulky heating systems often take up more room than necessary, limiting your ability to make the most of your square footage.

By streamlining these back-end spaces, you can unlock valuable real estate within your gym. This could mean converting an oversized storage area into a stretching zone, downsizing an admin office to free up room for a PT consultation space, or upgrading an outdated heating system to reclaim space for additional equipment. Every square foot matters—optimising these hidden areas can lead to better functionality, improved member experience, and new revenue opportunities.

How to Identify Wasted Back-End Space

  • Check Storage Rooms: Are they cluttered with unused or outdated equipment? Could they be downsized to free up space?
  • Review Admin Areas: Are offices larger than necessary? Could remote work or a shared workspace reduce their footprint?
  • Assess Utility Spaces: Could a bulky heating system be replaced with a compact, modern alternative to reclaim valuable square footage?

Downsizing can be your best friend…

For example, The Fit Club’s boiler room was noisy, inefficient, and taking up prime real estate near the gym floor. By upgrading to a more compact heating system tucked away in an unused corner, they freed up enough space to create an overflow dumbbell room—instantly improving member experience and satisfaction.

Food for thought: Where are your hidden gym spaces that could be repurposed for functional use?

3. Open Up Your Floor Plan

Many gyms start with segmented spaces, creating separate rooms for different training styles, but as membership grows, this can become restrictive. An open-plan layout allows for greater flexibility, making it easier to adapt to trends, maximise floor space, and improve member flow.

By removing unnecessary partitions, gyms can create multi-use zones that accommodate a wider range of activities, from functional training to group classes. This not only enhances the member experience but also ensures the space evolves with demand, supporting long-term growth and scalability.

  • Do walls, treatment rooms, or unnecessary partitions limit the usability of your gym floor?
  • Would an open-plan design allow for better class integration and member flow?
  • Are there areas that feel cramped or uninviting due to excessive division?

How to Open Up Your Space

  • Evaluate structural walls—vs. non-load-bearing walls to see what can be removed.
  • Consider multi-use zones—open spaces can double as areas for classes, circuits, or PT sessions.
  • Ensure member flow is intuitive—a clear and open space should make it easy for members to navigate.

Time to knock down those walls…

To create more usable space, The Fit Club stripped away small walls and unused rooms, opening up their gym floor. This allowed them to install additional power racks, making them the go-to gym in town for strength training.

Food for thought: Could merging two smaller areas into one larger space create a multifunctional zone for group classes and individual training?

4. Reconfigure Changing Rooms for Efficiency

Changing rooms are a necessity in any gym, but they’re often seen as purely functional spaces rather than valuable real estate. Many gyms dedicate too much square footage to locker areas that remain underutilised, while other parts of the facility feel cramped or overcrowded. With a smart redesign, changing rooms can be optimised to improve efficiency, free up space for new revenue-generating opportunities, and enhance the overall member experience.

How to Optimise Changing Rooms

  • Assess locker usage—do you have more lockers than needed, or could you offer smaller, more compact options?
  • Look at shower and toilet areas—could a better layout improve space usage?
  • Consider premium options—such as dedicated PT client rooms or upgraded amenities.

Your changing rooms can be a goldmine…

The Fit Club’s male changing room was much larger than necessary, so they redesigned the space, creating a more compact ladies’ changing room. With the extra space left behind, they saw an opportunity to repurpose it for something high in demand—a reformer Pilates studio. The result? A waitlist of 200 eager members before the studio even opened.

Food for thought: Could resizing your changing rooms create space for a new revenue-generating service?

5. Future-Proof Your Gym by Adapting to Trends

The fitness industry is constantly evolving, with new trends, training methods, and member expectations shaping the way gyms operate. Future-proofing your gym isn’t just about keeping up—it’s about staying ahead, ensuring that your space, services, and offerings remain relevant and competitive.

Whether it’s incorporating functional fitness zones, recovery areas, or the latest tech-driven experiences, adapting your gym to emerging trends can keep members engaged, attract new audiences, and create new revenue streams. The key is to remain flexible, listen to your members, and be proactive rather than reactive when it comes to change.

  • Are your members asking for new training styles like reformer Pilates, functional fitness, or recovery zones?
  • Would a dedicated area for personal training, stretching, or small group coaching add value?
  • Are wellness trends, such as cold plunge pools or sauna therapy, something your members would pay for?

How to Stay Ahead

  • Talk to your members—find out what new services they’d like to see.
  • Study industry trends—look at what leading gyms are adding to their offerings.
  • Test new concepts with pop-up classes or trial memberships before committing to a full renovation.

Fitness trends keep your members keen…

The Fit Club recognised that reformer Pilates was more than just a passing trend—it was a service their members were craving. By converting an underused area into a dedicated reformer Pilates studio, they tapped into this demand, keeping their offering fresh and competitive.

Food for thought: What’s one fitness trend your gym could introduce with a little spatial creativity?

Final Thoughts

You don’t always need a bigger space to grow your gym—you just need to use it more efficiently. By auditing your layout, repurposing wasted space, opening up your floor plan, optimising changing rooms, and adapting to trends, you can transform your facility into a high-performance fitness business.

More to Read...

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Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
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Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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Supercharge Your Gym: The Power of AI for Independent Fitness Clubs

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Supercharge Your Gym: The Power of AI for Independent Fitness Clubs

Remember when AI was just a buzzword? Well, those days are long gone. AI is exploding, and it’s about to revolutionise the fitness industry.

At Ashbourne, we’ve been helping gyms like yours stay ahead of the curve for over 25 years. And trust us, AI is the next big thing.

This guide will show you:

  • How AI can boost member engagement: Personalised workouts, AI-powered chatbots, and more!
  • The secrets to increasing efficiency: Automate tasks, predict demand, and optimise energy use.
  • How to gain a competitive edge: Leverage AI to attract new members and keep them coming back.

We’ll cut through the jargon and show you how AI can actually help your gym thrive.

Let’s dive in!

What will we cover in this article?

(you can also click to skip ahead!)

AI in Gyms: What's in it for You?

How AI Can Help With Predicting Your Demand

Collecting and Analysing Feedback and Surveys

Creating Tailored Training Programmes

Introducing an AI-Powered Gym Website Chatbot

Implementing a Personalised Membership Recommendation System

AI Analysis and Optimisation of Energy Consumption

Implementation of ‘Virtual Personal Trainers’ and ‘Virtual Workout Monitoring’

AI-Powered Equipment and Facility Management

How AI Can Boost Member Engagement, Satisfaction and Retention

How AI Can Increase Data, Data Quality and Data Analytic Capacity

The Future of AI For Your Gym

AI in Gyms: What's in it for You?

Before diving into the details, we’ll start with a quick overview of how AI can be used in the fitness industry and the benefits it offers gym owners. This will cover the main ways AI is already being used or is expected to be used soon.

With all the hype and misinformation around AI lately, it’s important to clarify what AI can and can’t do right now. This section will help you get a sense of whether AI’s benefits are a good fit for your gym.

As with any new technology, there are a lot of exaggerated claims. Here’s a quick look at AI’s key benefits in the fitness world, especially for gym owners.

Key Benefits of AI for Gym Owners:

  1. More Actionable Data: AI helps generate valuable insights quickly, allowing gym owners to make informed decisions. Even small gyms can access the kind of data that would usually require a full-time role or outsourcing.

  2. Increased Staff Efficiency: Automating routine tasks frees up time for staff to focus on more important work. This boosts productivity and can improve staff morale, which in turn can enhance member retention.

  3. Lower Outsourcing Costs: AI can handle many tasks that would typically require outsourcing, helping reduce operational costs and boost profit margins.

  4. Scalable Growth: AI makes it easier to scale your gym without losing efficiency. It helps manage the challenges of expansion and cuts down on additional costs.

  5. Better Member Experience: AI can handle member inquiries instantly, 24/7, improving satisfaction. While it can’t fully replace human interaction, it’s a great way to enhance communication and feedback collection.

In short, AI can be a game-changer for gyms, driving efficiency, improving staff and member experiences, cutting costs, and providing valuable data insights. When used correctly, it can help grow your business and make day-to-day operations smoother.

How AI Can Help With Predicting Your Demand

Before AI and automation, predicting gym attendance was either a guessing game or a time-consuming process. Now, gym owners are using AI to analyze past data and better understand demand. By looking at things like seasonal trends and equipment usage, AI helps predict peak times—down to the day, hour, or even minute.

This data lets gym owners fine-tune class schedules, balance peak/off-peak times, and even make smarter decisions about equipment repair or purchases. It all adds up to a better member experience, boosting retention, satisfaction, and growth.

Collecting and Analysing Feedback & Surveys

AI is making it easier than ever for gym owners to collect, analyse, and use feedback. Whether it’s from the gym’s website, social media, or in-person, AI and automation are speeding up the process of turning feedback into valuable data.

Feedback and surveys have always been important in the fitness industry, but the process of sorting through and analysing them used to take a lot of time and effort. Now, with tools like sentiment analysis, AI helps gym owners quickly understand feedback from surveys, social media, and reviews, saving hours of work.

This shift allows gym owners to make data-driven decisions faster, improving member experience, boosting retention, and driving growth.

Creating Tailored Training Programmes

AI is changing member expectations when it comes to personalised training programmes. Gym owners are using AI tools to create custom workout plans based on each member’s goals, fitness level, and workout habits. These plans can be updated and improved over time, giving members a sense of continuous support.

While gym owners should still review the quality of these plans, AI-driven programs keep members engaged and help them feel valued, shifting the gym experience from just a place to work out to a place that actively supports their fitness journey.

Many AI systems also integrate nutrition plans, which can be key to keeping members motivated and on track with their goals.

The best part? AI systems can be used at any scale—whether you have 100 or 500 members—without straining resources. When paired with staff and trainers, AI can be a powerful tool to boost retention, satisfaction, and engagement, offering great value with minimal cost.

Introducing an AI-Powered Gym Website Chatbot

AI-powered chatbots are becoming a go-to tool for gyms, handling basic customer service tasks quickly and efficiently. They can answer common questions like membership prices, class schedules, facility crowd levels, and more—saving time and resources.

While chatbots aren’t meant to replace all customer service, they’re great for handling routine inquiries 24/7, freeing up staff to focus on more complex questions. This boosts communication with both potential and current members, helping increase sign-ups and improve overall member satisfaction.

Implementing a Personalised Membership Recommendation System

AI is also being used to recommend personalised workouts and classes based on each member’s goals and preferences. These recommendations help boost engagement with classes, which can lead to increased spending if they’re paid, or better attendance if they’re free.

Just like with tailored training plans, this personalised approach makes members feel more valued, improving retention and satisfaction. Plus, if the recommendations work, it boosts morale and overall engagement. The best part? AI systems can quickly learn to make accurate recommendations, especially since many classes have similar structures.

AI Analysis and Optimisation of Energy Consumption

AI is also making a big impact on energy management in the fitness industry. Running a gym can be energy-hungry, with equipment, lighting, and amenities like saunas or pools driving up costs. For 24/7 gyms, the bills can get even higher.

Thankfully, AI-powered tools are helping gyms track and optimize energy use. By analyzing energy consumption patterns—comparing peak and off-peak times—AI helps gym owners cut down on waste and adjust energy use accordingly. This can lead to significant savings and a more efficient gym overall.

Implementation of ‘Virtual Personal Trainers’ and ‘Virtual Workout Monitoring’

Virtual personal trainers and workout monitoring might sound futuristic, but they’re already being used in some gyms. While still in early stages, these AI-powered tools are rapidly evolving as the tech improves.

Virtual personal trainers aren’t new—they became super popular during the Covid-19 lockdowns. But soon, the mix of human and AI trainers will take over, offering round-the-clock support via gym apps or websites. These AI trainers use member data to provide personalized workout plans, track progress, and offer feedback.

Some gyms are also experimenting with AI video feedback, where the AI analyses members’ form in real-time or from recorded workouts. Though still developing, this could have a huge impact on members’ fitness journeys.

With AI handling some of the personal training duties, gyms can keep members motivated and engaged even when they’re not at the gym, reducing pressure on staff while increasing retention and satisfaction. It’s a powerful tool for both member experience and marketing.

AI-Powered Equipment and Facility Management

AI tools aren’t just great for managing energy usage in gyms—they’re also game-changers for equipment maintenance. By tracking factors like the time since last service, typical maintenance intervals, and the performance of similar machines, AI builds a clear picture of when repairs are needed.

This proactive approach helps gym owners reduce downtime, keeping more equipment available for members, which boosts satisfaction and retention—especially during peak seasons like New Year’s and summer. Plus, AI can even anticipate maintenance needs ahead of these busy periods, ensuring smooth operations when it matters most.

How AI Can Boost Member Engagement, Satisfaction and Retention

One of the biggest takeaways from this guide is how AI-powered tools can transform the member experience in gyms and fitness clubs. With the right implementation, these tools let owners deliver more value, personalised support, and attention than ever before, giving them an edge in attracting and keeping tech-savvy members.

Gyms are no longer just workout spaces—they’re service providers offering guidance and expertise. AI plays a vital role in this shift by complementing staff, filling in gaps when they’re unavailable, and providing insights into member preferences and routines. This boosts engagement and retention while freeing up staff to focus on deeper, more personal interactions.

The result? A smarter, more responsive gym experience that runs efficiently around the clock. By automating routine tasks and using data to fine-tune services, AI helps create a seamless member journey, ultimately improving satisfaction and loyalty without replacing the human touch. The potential impact on both member retention and overall operations is huge.

How AI Can Increase Data, Data Quality and Data Analytic Capacity

At Ashbourne Membership Management, we believe data is key to transforming any business. AI-powered and automated tools make it easier for gyms and fitness clubs to capture and analyse data more effectively, and fast.

The personalised, member-focused approach we’ve discussed relies on smart data management—handled by both AI tools and staff. AI doesn’t replace people but enhances how they work, streamlining processes and unlocking untapped potential for smarter operations.

As personalised service becomes the new standard, the gyms that stay competitive will be those investing in advanced data systems now. Whether big or small, using AI to power data-driven decisions is the next step toward better member experiences and lasting success.

The Future of AI For Your Gym

As we wrap up this guide, let’s look ahead at the future of AI and automation in the fitness industry—and how we’ll continue covering this exciting, fast-growing field.

AI tools are already making waves, even in their early stages, highlighting the massive potential for gym and fitness club owners who invest in these technologies now. From sentiment analysis to virtual personal training, the capabilities will only expand as adoption grows and systems evolve.

Gyms that embrace AI today position themselves to thrive as the technology becomes more sophisticated. Beyond short-term advantages like better efficiency and engagement, adopting AI now is a smart move to future-proof your business for long-term success. If you’re in the fitness industry, AI should be firmly on your radar—it’s the key to staying competitive in the years ahead.

The Main Benefits of AI...

  • Increased Member Satisfaction, Retention and Engagement: With the correct application of AI-powered systems, Gym and Fitness Club owners can deliver a more personalised service with significantly increased coverage and ability.

  • Improved Data Capture, Quality and Analysis: Given the ability of AI-powered tools to verify, validate, capture and analyse vast amounts of data at a rapid pace, it will help transform how gym and fitness club owners handle and process their data.

  • The Potential to become ‘Industry Standard’ and ‘Early Adoption’: As more Gyms and Fitness Clubs start to adopt this technology, the more expected it will become for facilities to embrace it. This is a well-known ‘tipping point’ within business. Any Gym or Fitness Club that adopts and masters AI-powered technologies early stands to not only stay competitive but may gain a vital edge over less tech savvy competitors.

  • Integrated and Partially Automated Facility Management: By using AI-powered tools to automate mundane, daily and predictable tasks, significant amounts of staff-hours can be freed up. By harnessing the predictive abilities of AI-systems, efficiency savings can be made in areas such as energy and maintenance.

Our Final Thoughts

The future of AI in the fitness industry looks brighter than ever, promising even more transformation in a field that’s already evolved dramatically over the past decade.

If this guide has sparked ideas for your gym or fitness club, you’re in the right place. At Ashbourne Membership Management, we’ve been helping gyms stay ahead of the tech curve for over 25 years. Whether you need advanced membership management, cutting-edge access controls, or powerful BI dashboards for smart data insights, we’re here to help take your facility to the next level.

Interested in learning even more about how AI can support you in supercharging your gym? Check out our eBook for a more in depth walkthrough of the power of artificial intelligence and see what you can implement in your gym today!

More to Read...

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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Part Four: Understanding the Next Generation and How to Appeal to Them – The Content Generation

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Part Four: Understanding the Next Generation and How to Appeal to Them – The Content Generation

How Can Independent Gyms Harness Gen Z’s Drive for Connection, Content, and Authenticity?

In part four, we delve deeper into how independent gyms can attract and retain Gen Z and younger Millennials. Building on our previous article, we’ll explore strategies to appeal to this tech-savvy generation, focusing on creating engaging experiences and building community.

To succeed, gyms must go beyond simply offering workout space. They need to create a lifestyle hub that aligns with these generations’ values: social connection, authentic interaction, and flexible affordability. This involves incorporating class-led activities, leveraging digital content, and understanding their evolving fitness preferences.

What will we cover in this article?

(you can also click to skip ahead!)

The Power of Group Classes

Content Demand

Authentic Instructors

Flexible Pricing

The Power of Group Classes

Gen Z prioritises fitness as a social experience, heavily favoring class-led workouts. Growing up hyper-connected yet often socially isolated, this generation craves in-person connection. The pandemic further intensified this need.

Unlike previous generations, Gen Z sees fitness classes as social events, akin to happy hours. Independent gyms must capitalise on this by:

Prioritising group classes: Offering a diverse selection that’s easy to book and fits busy schedules.
Ensuring app-accessibility: Seamless booking is crucial for this tech-savvy generation.
Building community: Fostering a strong sense of belonging within the gym.

In the digital age, word-of-mouth spreads rapidly. Gyms that successfully cater to these preferences will thrive in attracting and retaining Gen Z members.

Meeting Gen Z’s Content Demand

“Content is King” has never been truer, especially for Gen Z. This generation views content as a primary means of brand engagement, seamlessly blending entertainment, social interaction, and self-expression.

Fortuitously, fitness content resonates strongly with Gen Z. Independent gyms can leverage this by:

Creating targeted content: Producing engaging workout videos, fitness tips, and interactive social media challenges.
Building a digital presence: Establishing themselves as trusted sources through their own app-based content.
Collaborating with creators: Partnering with influencers or encouraging staff to produce content.

High-quality content enhances online visibility, driving organic reach and attracting new members.

The Importance of Authenticity and Authentic Instructors

Gen Z and millennials seek authenticity in a world of AI and manufactured expertise. Raised in a hyper-connected environment, they value genuine, personal experiences.

Independent gyms can leverage this by:

Hiring authentic instructors: Emphasise warmth, approachability, and genuine energy over rigid instruction.
Prioritising human connection: Offer an experience that fitness apps and online resources cannot replicate.
Empowering staff: Invest in and support staff to foster meaningful member connections.

By prioritising authenticity, independent gyms can cultivate loyalty and improve retention among younger members who value genuine human interaction.

Flexible Pricing Options

Gen Z and Millennials prioritise wellness but face significant financial constraints. They are discerning spenders.

To attract this demographic, independent gyms should:

Offer flexible pricing: Implement tiered memberships and explore options like pay-as-you-go or class packs.

Run targeted promotions: Utilise flash sales, discount codes, and other incentives.

By addressing financial concerns and offering a diverse range of pricing options, gyms can make fitness more accessible.Furthermore, by embracing community, content, authenticity, and financial flexibility, independent gyms can evolve into social hubs and lifestyle destinations for this generation.

Conclusion

And so we reach the end of our fourth article in our deep dive on appealing to Generation Z and Millenials. It is a topic as fascinating as it is relevant, and we have not finished yet. 

But if this article has left you eager to understand how your independent gym or fitness club can increase both appeal and retention across these core demographics, you might just be in the right place already.

Here at Ashbourne Membership Management, we have been helping independent gyms and fitness clubs for over twenty five years. That is a lot of generational experience. We have helped make sure countless gyms weren’t left behind, making sure we play a vital role in ensuring the successful day-to-day operations of independent gyms up and down the country.

Whether you are interested in membership management, cutting edge app technology, automated access control or sleek websites, we are here to help. Contact our demonstration team here and they can start to understand how your gym thrives, no matter which demographics you are targeting.

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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What To Do With Cancelling Members?

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What To Do With Cancelling Members?

Member retention has always been a top priority. While attracting new members is crucial, it should never compromise the experience of existing ones. Achieving record new member sign-ups is meaningless if a gym simultaneously experiences record cancellations, resulting in an unstable and unsustainable membership base. Long-term members offer significantly more value than an equivalent number of new members.

This blog focuses on the worst-case scenario: a lost member. Specifically, we’ll explore what can be done about membership cancellations. As anyone in the fitness industry knows, cancellations take many forms. We will examine these different types, the reasons behind them, and what independent gym and fitness club owners can do to address them.

What will we cover in this article?

(you can also click to skip ahead!)

Understanding Cancellation

Cancellation Reasons

Beware of The Silent Quitters

Feedback Questions

Understanding Why Your Members Cancel

To solve a problem, you must first understand it. To effectively address membership cancellations, we must first define what we mean by the term. “Cancellation” can encompass various reasons, from burnout and financial strain to illness and lifestyle changes.

Understanding the different types of cancellations is crucial for asking the right questions. As the Ashbourne system emphasizes, data and feedback are essential. The insights gained from departing members can be invaluable for improving retention. While high cancellation rates can signal systemic problems, it’s important not to overreact to normal turnover. There are enough challenges in the fitness industry without misinterpreting routine churn as a deeper issue.

While it’s obvious that new memberships should exceed cancellations, the reality is often more complex. Therefore, what questions should independent gym owners ask cancelling members? What feedback should we gather from this crucial stage of the membership lifecycle? And most importantly, how can we ensure this information is easily collected and utilised?

What Are The Reasons A Member Might Cancel?

1. Contract/Membership Plan Ending

Members may choose not to renew when their existing contract expires. This could be due to price changes, the expiration of introductory offers, or simply a change in their purchasing habits.

2. Change in Economic Circumstance

Increasingly, members cite financial constraints as the reason for cancelling. Gathering feedback can reveal whether this is due to broader economic conditions or if the gym’s pricing is misaligned with the local market.

3. Location/Routine Shifts

Changes in lifestyle, such as moving, returning to the office, or switching to remote work, can lead to cancellations. This is an important factor to track, as it’s often outside the gym’s control. Increased mobility and changing work environments contribute to this trend.

4. Medical/Lifestyle/Schedule Changes

Similar to relocation, these changes are important to document, as they typically don’t negatively affect the gym. However, injuries, illnesses, and other personal circumstances can necessitate cancellations.

5. Motivation/Enthusiasm

Cancellations due to lack of motivation are a key area of focus for gyms. Unlike medical or location-based reasons, this is something the gym can actively address.

6.Dissatisfied with the Gym/Poor Experience

This is perhaps the most critical category. Feedback from members citing issues with the gym itself requires careful attention. While hopefully infrequent, this data provides invaluable insights into potential gym operations problems. Asking the right questions can reveal specific areas for improvement.

Beware of The Silent Quitters!

Despite the many reasons for cancellations above, there is one type of cancellation that is puzzling for all independent gym owners… silent quitters!

Silent quitters, those members who simply stop attending without any formal cancellation or communication, present a unique challenge for gyms. Unlike members who provide feedback upon leaving, silent quitters offer no direct insight into their reasons for departure. This lack of information makes it difficult to identify potential problems within the gym’s services, facilities, or overall experience that may be contributing to attrition. While some level of silent quitting may be unavoidable due to personal circumstances unrelated to the gym, a high number of these “ghosting” members can indicate underlying issues that need to be addressed to improve retention.

What questions should independent gyms ask departing members to understand the reasons for cancellation?

While our typical focus is on member retention, we’ll now shift our attention to the most effective questions independent gyms and fitness clubs can ask departing members. As previously discussed, a member leaving doesn’t automatically signify a failure or mistake on the gym’s part. However, it’s crucial to determine if that’s the case. For example, if a gym’s monthly report shows 50 departures, it could be cause for concern. But if they know 40 of those departures were due to factors outside their control, they can then focus their attention on the remaining 10.

Based on feedback from independent gym and fitness club owners and managers nationwide, we’ve compiled some popular questions they use to gather valuable data.

  • Cancellation Reason: This crucial question allows for the categorisation of cancellations. As discussed, a cancellation due to health reasons requires less investigation than one stemming from a negative experience. Placing this question first maximises accurate responses and allows for efficient sorting of feedback, enabling gyms to quickly identify areas needing further attention versus those outside their control.

  • Summary of Membership Experience: Following categorisation, this question explores both positive and negative aspects of the member’s experience. While understanding reasons for leaving is essential, capturing positive feedback is equally valuable. This is a prime opportunity to learn what the gym did well, as member feedback can be difficult to obtain.

  • Staff Experience: Staff play a significant role in the member experience. This question determines whether staff interactions contributed to or mitigated the decision to leave.

  • Improvement Opportunities: This question invites feedback on potential improvements, such as new equipment, classes, or facilities. While it’s impossible to satisfy everyone, compiling frequently requested improvements can effectively gauge local demand and member sentiment.

  • Visits Per Week: This metric helps identify patterns among departing members. For example, if most cancelling members visited five times a week, it could indicate dissatisfaction among a specific segment, such as those affected by peak hours.

  • Possibility of Returning (and Criteria): While answers to previous questions often suggest the likelihood of return, directly asking this question can yield valuable insights. This feedback can be surprisingly useful for future strategies.

  • External Factors: Even well-managed gyms can lose members due to circumstances beyond their control. While often revealed in the initial categorisation, directly asking about external factors ensures these influences are captured. This can uncover additional economic or personal factors contributing to the cancellation.

  • Recommendation Test: Similar to the return question, this assesses whether a member would recommend the gym to others. This provides insight into overall satisfaction and the gym’s reputation, as word-of-mouth referrals are crucial in today’s digital landscape. A positive response, even from a departing member, signals the gym is on the right track.

  • Additional Comments: This open-ended question allows members to express any further thoughts. While these responses can be challenging to categorise, they often contain valuable insights and can inform future feedback surveys. Providing this opportunity ensures members feel heard and can uncover unforeseen issues.

Our Closing Thoughts...

By using this approach and asking these targeted questions, independent gym and fitness club owners gain a much clearer understanding of why members leave, distinguishing between normal attrition and potentially problematic trends. However, simply collecting feedback through surveys is insufficient if gyms and clubs don’t thoroughly analyse the data they receive.

Ensuring the gym management software you use within your facility collates the data that will help you to understand patterns in your members attendance and general gym habits is the first crucial step to being able to review your cancellations in depth and look to finding solutions to increase your membership retention.

Whether it is data, access control, payment collection or software, our demonstration team are on stand-by here, ready to understand how we can help any facility build on their success and reach new heights.

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Part Three: Understanding the Next Generation and How to Appeal to Them – Generation Digital

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Part Three: Understanding the Next Generation and How to Appeal to Them – Generation Digital

How Can Independent Gyms
Thrive in a New Era?

The fitness landscape is evolving, and independent gyms must keep pace with a generation that lives and breathes technology. Generation Z and Millennials, often called “Generation Digital,” are setting new standards for how they engage with fitness, and they bring with them unique expectations. 

To appeal and retain the loyalty of these tech-savvy, health-conscious individuals, independent gyms must understand their preferences and adapt accordingly. In the last two articles in this series we have covered the why, now we are going to move onto the how.

Here’s how independent gyms can shift focus in both subtle and significant ways to future proof their businesses and appeal to this new and distinct demographic. 

What will we cover in this article?

(you can also click to skip ahead!)

Understanding What Appeals to “Gen Z” and Millennials

On-Demand and On-the-Go: Meeting Expectations

Beyond the Gym: Integrated Fitness Solutions

Embracing the Hybrid Workout Culture

The Digital Fitness Advantage: Why It Matters

How to Appeal to a Generation that is Used to Choice

The Digital Divide: Understanding what appeals to
“Gen Z” and Millennials

There’s a stark contrast between Generation Z and older generations, driven by the rapid technological advances of the past few decades. Every generation is distinct from the ones that came before, but the leap from an analogue culture to a digital one has been profound and felt across nearly every business sector.

Younger people have grown up in a world where technology is not just a tool but an extension of their everyday lives. This shift has led to three primary expectations: technological sophistication, integration and efficiency. To put it another way, these digital natives expect services to be readily available, easy to access, and tech-friendly and they expect exactly the same of their gyms and fitness clubs. 

On-Demand and On-the-Go: Meeting Expectations

The preference for instant access and streamlined digital experiences is a defining characteristic of this generation. Independent gym owners should not be surprised to learn that if their website or app isn’t easily discoverable or user-friendly, potential members may just move on. Some will call it a poor attention span, but whatever the reason, these generations move on fast. 

Generation Z grew up with sleek, efficient digital platforms, and they expect nothing less from the businesses they engage with. An outdated website or the absence of a dedicated app can be a deal-breaker. If an independent gym can stand out with a highly integrated membership management system, intuitive and stylish apps and well-designed websites, they will already be standing out and making an impression in those vital seconds of the first impression. 

Fortunately, technology has never been more accessible for gym owners. Automated turnstiles, app-based class bookings, and integrated workout tracking are just a few examples of how gyms can streamline their services. These innovations not only make life easier for members but also allow staff to focus on providing the personalised, community-centred experience that these generations value and seek out. 

Beyond the Gym: Integrated Fitness Solutions

Class schedules, facility updates, events, and promotions should be at members’ fingertips—not buried in a hard-to-navigate website. To appeal to “Generation Digital,” gym owners need to extend their services beyond their physical premises. Virtual fitness solutions, mobile apps, and online engagement can help gyms stay relevant in the daily lives of their members, even when they’re not at the facility.

This is where independent gyms can significantly benefit from any service provider that allows them to fully integrate their operations. If there are barriers, or even worse, different accounts and procedures, laying between different parts of a gym’s service, this will be an off-putting experience that will affect retention.

This is a generation that is quick to notice the ‘digital cracks’ in an experience and will remember them when it comes to renewing and recommending an independent gym or fitness club.

A significant percentage of Gen Z and Millennials incorporate virtual fitness into their routines. This highlights an opportunity for independent gyms to expand their influence beyond the four walls of their facility. By providing virtual classes, instructional videos, and health resources, gyms can maintain a presence in their members’ lives no matter where they are.

Embracing the Hybrid Workout Culture

The rise of home workouts has shifted from a perceived threat to a genuine opportunity for independent gyms. In the past, it might have been seen as competition, but today, it is a chance for dynamic independent gyms to make it an extension of their fitness experience. Most gym-goers are not looking to replace the gym; they’re looking to enhance their fitness journey. Independent gyms can capitalise on this by offering virtual training sessions, at-home workout guides, and nutritional advice. By doing so, they position themselves as a comprehensive fitness resource.

Generation Digital has been raised on the subscription model, and they are comfortable paying for ongoing services that add value to their lives. By expanding their digital offerings, independent gyms can build a seamless blend of physical and virtual experiences that cater to these evolving expectations.

The Digital Fitness Advantage: Why It Matters

It’s clear that digital solutions are not just an add-on but a necessity. Digital guidance tools can enhance the effectiveness of home workouts, and virtual classes help reduce member attrition by providing flexibility. Independent gyms that fail to leverage these tools risk losing relevance with younger, tech-savvy members.

These are generations that are used to augmenting every aspect of their life through their smartphones, and an independent gym that can offer virtual classes, class-booking and home workout guidance via their app is going to be offering a retention boosting service to “Generation Digital”.

Active, Motivated, and Discerning: How to Appeal to a Generation that is Used to Choice

The stereotype of a “lazy generation” no longer holds true. A recent study shows that over 80% of regular exercisers now work out at least three times a week, with Gen Z leading the way. This generation is known for its commitment to health, as they engage in fitness activities not only to stay fit but also as part of a broader lifestyle choice. They are smoking less, drinking less, and choosing exercise as their “session” of choice, making them a prime audience for any fitness business.

These trends have deeper implications. Gen Z and Millennials have grown up amid warnings about obesity, smoking, and alcohol consumption. They are well-informed about the benefits of a healthy lifestyle, and they actively seek out environments that promote wellness. Independent gyms that can align their services with these values—while also providing a welcoming, social space—will attract a loyal following of young, engaged members.

Our Final Thoughts: Adapting to a New Era of Fitness

Independent gyms have a tremendous opportunity to cater to the fitness-savvy, health-conscious, and digitally connected Generation Digital. By embracing technology, enhancing digital offerings, and building a hybrid model that supports both in-gym and at-home fitness, gyms can create a truly modern fitness experience. Those who adapt to these new standards will not only survive but thrive, becoming essential hubs of health and community for the next generation of fitness enthusiasts.

If you are an independent gym owner or manager who is interested in providing a sleeker, more integrated and efficient service to your members in the hopes of attracting and retaining younger members, look no further.

Here at Ashbourne Membership Management, we pride ourselves on being at the cutting edge and keeping our partner gym’s tech honed and ready for any challenge. Whether it is a bespoke app for your independent gym, advanced membership management systems or sleek website integration, our expertise help any gym appeal to the tech savvy demographics in no time.


Interested to know more? Then click here and then ‘request a demo’. Our professional and highly knowledgeable demonstration team has helped countless gym owners understand how to take their gym to the next level and the next generation. 

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Part Two: Understanding the Next Generation and How to Appeal to Them – The Younger Demographic

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Part Two: Understanding the Next Generation and How to Appeal to Them – The Younger Demographic

Welcome, or welcome back to our series of articles looking into how independent gym and fitness club owners can better appeal to the younger generations, specifically those we’ve come to know as Generation Z and Millenials. 

In the last article we opened up the subject, talked about the fundamentals of appealing to these two younger generations and the relationship they have with both independent gyms and also larger corporate chains.

We also talked about why any gym or fitness club owner that doesn’t try to directly appeal to these generations and the specific market trends they respond well to, do so at their own peril. 

As we will cover, these generations now represent a significant chunk of the gym-going population and their prevalence and spending power will only increase in the years to come. The corporate, budget and national chains are well aware of this fact and know how to appeal. But as ever, independent gym and fitness club owners have some key advantages that they can leverage for success. 

And so today we will be looking at the how and why these generations have become the premier fitness focus in a way that hasn’t been seen before. 

What will we cover in this article?

(you can also click to skip ahead!)

Generation Gym: “Generation Active” and “Gym-Obsessed”

Why Aim for Generation Z and Millennials aka “Generation Gym”?

Generation Gym: “Generation Active” and “Gym-Obsessed”

These generations were always going to be known as fitness-focused generations. Growing up surrounded by warnings about smoking, obesity, drinking, and being sedentary set the tone.

Even before the Covid-19 Pandemic, there were identifiable signs and trends. These generations were drinking less, smoking less, and they were interested in living better for longer.

After the pandemic, Covid-19, and the lockdowns, this trend has been supercharged and shows no sign of abating. 

Now this fitness-focused generation has lived through a significant event that will impact how many of them live their lives. 

Not only that, but many are shifting away from the home workouts that they did in their student accommodation and flats and into gyms and fitness clubs. 

In May this year, it was reported that the surge of Gen Z and Millennial members back into gyms and clubs had catapulted the number well beyond pre-pandemic levels. These generations are not just the future of the fitness industry, they are the present. 

These are generations that have consistently broken records when it comes to not drinking alcohol. Record-low uptake for smoking. And all that time and purchasing power has to go somewhere. For many of them, that somewhere is a gym or a fitness club. There is a large focus on ‘the third space’ for these generations, an area that is neither their place of work nor their home. They are intensely social generations and that sociality is not solely (or even mostly) based on drinking establishments as they were in the past.

Independent gyms and fitness clubs find themselves at a pivotal junction where, with the right approach and facilities, they can build their services into a core part of the Gen Z and Millennial lifestyle pattern. For those gyms and fitness clubs that can pull it off, it will be a very lucrative and stable part of the market to occupy. 

Why Aim for Generation Z and Millennials aka “Generation Gym”?

These observations aren’t new. As early as 2016 and 2017, around the time that the ‘oldest’ members of ‘Gen-Z’ were around 20 to 21, there were studies about the significant impact they were going to have in the fitness industry.

Obviously, these studies couldn’t have known about the seismic, economy-altering impact that the Pandemic would have only a few short years later. There is a compelling argument that the disruption of the lockdowns is one of the reasons that some gyms and clubs are out of sync with generational trends.  

But if it was predictable in 2017, at this point it is simply inevitable. As with any turning point in an industry, for the fitness industry, the numbers are quickly becoming undeniable. Between the Millennial generation and the comparatively new Gen Z, it was estimated there is, on average, at least 80% of the gym-going population.

And we say it was because that was a statistic from just before the pandemic. Four years on from that moment, the trend has only deepened. These generations have asserted themselves in the marketplace more and more. And their generational requirements will become more and more important for any independent gym or fitness club that wants to guarantee longevity in the fitness industry. 

Many independent gyms and fitness clubs we see are still trying to ‘play the game the old way’. Using techniques, whether it is for marketing, facility management or technology, that were firmly based on trends from the 2000s. This happens in a lot of industries and is to be expected. This sort of rubber-banding effect governs the ebb and flow of trends in many sectors, including the fitness industry. But it will be the independent gyms and fitness clubs that can get ahead of this rubber-banding effect that will see the most success in appealing to the younger generations.

We aren’t advocating complete abandonment of the tried and tested techniques. Many of them can either be adapted or kept wholesale. But it is important to understand, especially when it comes to areas influenced by digital technology such as membership management, access controls, and app support, that change will be vital and necessary. The fitness industry is a competitive and dynamic place and in our experience, no-one knows that better than independent gyms and fitness clubs.

Our objective in these articles is to help independent gym owners understand what techniques work best. Whether it is regarding the level of customer service these generations expect, the level of technological and software sophistication or their preferred marketing preferences.

Independent gyms and fitness clubs will have several advantages in this process, advantages we are eager to make sure they capitalise on. Not only are they often more agile and adaptable than their chain counterparts, there is also a unique social advantage when appealing to Gen Z and millennials. On a cultural level, many members of these generations put great value on ‘local’ and ‘independent’ business. It was a movement that saw a great resurgence before Covid-19 and has only been compounded in the last few years.

So now we have covered the why, in our next article we will begin to look at the ‘how’ of how independent gyms and fitness clubs can best target and increase their appeal to the younger generations. 

If you are in the fitness industry, whether a gym owner or management and our article has got you looking for new ways to improve and future-proof your gym or fitness club, perhaps you are still in the right place.

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Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

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Part One: Understanding the Next Generation and How to Appeal to Them

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Part One: Understanding the Next Generation and How to Appeal to Them

Let’s take a look at a topic of perennial importance to independent gyms and the fitness industry. That topic is, of course, generational appeal. Specifically through this series of articles we will be deep-diving into different ‘target’ generations, looking at how to appeal to each in various ways, including marketing, social media, branding, and gym equipment.

While all of the generations the fitness industry currently wants to appeal to (and not just the ‘younger generations’) feel close to one another, their differences could not be more pronounced. 

This is an important topic to revisit, especially in our current cultural, media, and technology landscape. The 18-year-old gym members of today are much more distinct from the 18-year-old gym members of even five years ago, let alone ten or twenty. It is our job in the fitness industry to understand how demographic expectations shift. And with each generation more and more defined by the technology that was available to them in their childhood, these expectations are shifting in unusual ways.

The 18-year-old gym-member of twelve years ago most likely didn’t have a smartphone in school. The 18-year-old gym-member now has never known a world without one. 

So our articles are going to look at both sides of this divide, looking at what can be done to appeal to both the current ‘younger’ generation, 18-28, and the generation above. Together these two generations represent a sizable portion of the current gym-going population, some studies estimate they represent as much as 80%. As such, it is a market that few independent gym owners can’t afford to ignore. 

Generational Expectations from Independent Gyms

Across these articles, we will be addressing some of the fundamental questions independent gym owners should be asking themselves. 

  • How do their expectations contrast compared to the generations that came before them?

     

  • What marketing is most effective/most resonates with these generations? How does it differ between Millenials and ‘Gen Z’

     

  • What digital technology do they expect an independent gym to have? What aspects of membership management software are considered normal/taken for granted
  • What physical technology do they expect an independent gym to have? What will be considered a deal breaker?

     

  • How best to make the younger generations feel safe and welcomed. Including the use of access controls.

     

  • How to create branding, marketing and design that will appeal to specific generations without isolating others.

hese expectations will be some of the first topics we will cover, using them as a basis to build out and cover the different areas where we believe independent gyms can make changes, whether large or small, that will help them attract more members through their doors.

With over twenty-five years of experience in the fitness industry, we have helped countless independent gyms adapt to the ebb and flow of generational and market change. We intend this series of articles to condense our experience and apply it in a way that helps independent gym owners appeal to younger potential members in areas where budget chains might sometimes have the advantage.

Not only have we seen a completely new generation of Gym Members appear in the time we have been helping independent gyms level up their operations, but we have also witnessed the technology that they use to transform the fitness industry.

 

So, keep an eye out for our upcoming generational series where we aim to support and give advice to independent gyms like you, to help you target your gym effectively to all generations.

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Focus on the over 50s: The Pivot to Senior Fitness

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Focus on the over 50s: The Pivot to Senior Fitness

Here on the Ashbourne blog, it is no secret that we like to focus on demographic change.

And why wouldn’t we? After all, the fitness industry is an industry of contradiction when it comes to age, demographics and generation difference.

It is an industry at once highly susceptible to demographic change yet also oddly inured to it.

After all, the first buildings we would recognise as Gyms (known as Zurkhaneh for those interested) are older than even the first libraries. (The 7th century BC vs the 9th century BC for those still interested!)

So it is safe to say that this working out business has some longevity to it! (As does reading, so it would thankfully seem!)

So what do we mean when we talk about the relationship of the fitness industry to demographic change, especially from the perspective of independent gym and fitness club owners? 

Well, it is that the fitness industry (until very recently) was overwhelmingly populated and targeted towards younger people. This presents several challenges, not least of which is that each new generation represents a new and relatively unknown entity. Will they largely follow the same pattern as their predecessors, as Gen Z seems to be following and building upon the millennial trend in their fitness habits? Or will they represent a radical departure such as Generation X when contrasted with the ‘baby boomers’. 

It is a pertinent and important question to the fitness industry, but one that can only really be intuited as the generation is unfolding. This stands in stark contrast to an industry that, say, only targets the over-65s. 

While the over-65s, much like the under-40s, is a constantly shifting demographic with new people entering their ranks and others passing away, it is still always ebbing and flowing as a cultural entity. 


So we spend a lot of time focusing on what trends will matter to the millennials, Generation Z and beyond. But our focus today is the exact opposite. We will be once again exploring the known entities. The generations that have shaped the fitness industry and broader economy for the last thirty years plus.

And the generation that has stayed more interested in fitness into their midlife and elder years more than any generation before it.

A continued trend for 2024

As 2024 continues to assert itself, it is becoming clear that the trend of ‘older adult’ fitness is moving from strength to strength. As we were at pains to try and reinforce above, this is a big deal within the fitness industry, and specifically to independent gym and fitness club owners (the type of institution an ‘older adult’ is most likely to use!)

The reason for this continued focus and boom is fairly simple. We are more health-conscious than ever before and this is one of the first generations to grow old under the auspice of ‘living longer and living better’. The fatalism and inertia of the previous generations has started to dissipate slowly and the cycle of increased demand leading to increased supply has started to take effect.

This expands what had previously been a fairly niche market for independent gyms and fitness clubs. Normally it was accepted that after a certain age, gyms would lose their grasp on a generation as they retreated towards cruise holiday and television. 

But no longer, in 2023 it was reported that the term  “fitness programs for older adults” was one of the top twenty trending terms in the fitness industry according to a survey of more than four thousand health and fitness professionals by the American College of Sports Medicine.

In fact, it ranked 4th overall. This new high is perhaps partially due to the covid-19 pandemic which saw the rise and proliferation of many government and private campaigns to improve the public health, specifically of those most likely to be grievously affected by Covid-19.

It is entirely possible that this trend is also being stimulated by the increasing number of baby boomers leaving the workforce and retiring, prompting the search for new ways to stay fit and active. 

And with this rise comes many other trends for independent gym and fitness clubs to explore. We have already written about the rise of ‘functional fitness’ and how it has been powered by the shift in priority amongst both young and old. This is another trend that has continued to strengthen into 2024, no doubt receiving a push from the increasing number of ‘older adults’ that wish to live a better quality of life for longer. 

In addition to ‘functional fitness’ for older adults, another trend being pushed is the rise of wearable technologies, which also seem to be experiencing a renaissance. 

Independent gyms and fitness clubs would be remiss to ignore this development within the fitness industry, especially if they are within the multitude of towns that are experiencing a rise in the average age of the population.

Events And Classes Aimed at 'Older Adults'

With the rise of the ‘older adult’ market, there is also an increase in events aimed at this demographic. This is an example of the ‘positive momentum’ we often talk about on the blog. The more events held, the more normalised ‘Older adult’ oriented classes and memberships will become and the greater this part of the market expands for the fitness industry. 

A prominent example of this in 2023 was the launch of the Pure Gym fitness championships that were dedicated to the over-50s. 

It was an initiative that allowed anyone over 50 to enter free of charge into the Pure Gym Over 50s Fitness Championships, whether they were a member or not. 

While we are not a fan of praising the budget-chains, we do think that as market leaders, they are useful to monitor and study. Pure Gym evidently put stock in the evidence of an emerging trend for ‘older adult’ workouts and independent gyms and fitness clubs would do well to note that. 

The events were further broken up by the age-bandings used across different championships, with 50 to 59 years old being the first, 60 to 69 years old being the second , 70 to 79 years old as the third and the finally 80+ as the fourth and last.

 While we would not recommend that every independent gym or fitness club owner copies the event format, we believe there is merit in the format. Pure Gym evidently wanted to attract new members within the 50+ bracket to their gyms, offering lifetime and year-long memberships as rewards and prizes. 

This is not a bad idea for an independent gym or fitness club that has a significant 50+ population within the area. Often we find that potential 50+ members cite that one of the main reasons for not attending a gym is not knowing whether it is ‘aimed at them’. An event such as this, especially one that offers membership as a prize is a huge beacon saying ‘this is aimed at you’.

The other good news is that the events are easy to run merely by utilising the equipment available within an independent gym or fitness club. Treadmills, Exercise Bikes, Elliptical Trainers, Rowing Machines. These all represent great, over 50+ friendly workouts that often are banked up or in a row within a gym floor environment. 

Social Messaging

Just as importantly, this focus on over 50s has an important social message as well. Pure Gym led with the tags that focused on the fact that no-one is too old to give up staying healthy. This is important, not only on a societal level, with healthcare costs for our ageing population representing a major current and future challenge, but also on an individual level. 

This is what the fitness industry thrives on, making sure people live better and are better for longer. This is not a message that should be gated off behind any parameter, let alone age.

The fact it also represents a promising and expansive new revenue stream is, of course, also very useful in this challenging economy. 

Events such as these allow for an independent gym or fitness club’s social media channel to be full of positive. To enact a ‘celebration’ of vitality into midlife and older age.

It can also be an important exercise in community building and bonding. Older people will often be the most embedded within a community, and also the least likely to move away from an area compared to the highly mobile younger generations. 

And unlike the Pure Gym championship, which focused on a higher level of performance, there is nothing to say that the event can’t be gentle or even humorous. It is a good opportunity for independent gym and fitness club management to get creative, have some fun and meet sections of the community they do not normally have the pleasure of interacting with. 

Family Focused

One consideration for independent gyms and fitness clubs looking to host events that will bring in the over 50+ while not alienating or excluding the younger generations is to host more ‘family-centric’ events. This has been a popular type of event among our partners, as it is both very easy to market and organise. 

It can also help effortlessly blend fitness programs for older adults focused on the ageing population alongside more general functional fitness training that can be utilised by anyone, irrespective of age.

We have found that these events can be very popular if marketed correctly and in advance. Families are often looking for cost effective and health activities that they can engage with together, including the grandparents. If these events can be fed out on more elderly facing social medis such as Facebook and via the local council or community network, attendance could sky-rocket!

Why Is Senior Fitness Important To Independent Gyms and Fitness Clubs?

We have covered and will continue to cover the faltering life-expectancy rate within the UK, especially among the disadvantaged before on the blog.

But one thing we have not covered so much is an unexpected side-effect of the increase in life-expectancy. It is a point best surmised in a study by the Vitality Research Institute that has found that increasingly men and women are spending a larger proportion of their life in ‘poor health’. 

Unsurprisingly, this ‘poor health’ tends to occur most prevalently at the end of life. This trend has prompted a distinction between life expectancy and ‘healthspan’. One has increased apace and caused a significant decline in the other.

This presents problems both socially and economically for our society and it is something that fitness facilities such as independent gyms and fitness clubs are in a prime position to help with. 

As we mentioned earlier, there is a growing demand among consumers to live not only for a long time, but to live well for that time. It represents not only a wasted opportunity economically but also societally if independent gyms let the chance to contribute to this struggle pass them by. 

We firmly believe that independent gyms that place functional fitness and healthspan increasing exercise as one of their core focuses will reap major benefits as this trend continues to compound.

Because while this is an emerging trend, it shows no sign of abating and this desire will most likely only compound as the 2020s give way to the 2030s and beyond. 

When there is a rare instance of consumer aspirations merging with both the prevailing health advice and the societal good, it would be reckless for independent gym and fitness club owners NOT to heed the call. 

The fitness industry as a whole must present ambitious strategies to deal with this crisis and there is no reason that this can’t begin at the local and independent gym level. 

The fitness industry and sector must realise and act upon the fact that we are one of the only sectors well positioned to assist in combating this crisis. 

And as the ageing populations of the West continue to grow, this will be an issue that takes on greater and greater societal importance. 

It is about leveraging the existing expertise and experience found within the fitness industry to make a genuine difference to people’s lives. Shaping their life in both a qualitative and quantitative way.  

Fitness facilities, and especially independent gyms and fitness clubs represent a valuable, accessible and often local nexus for everyday people to access the equipment and expertise that could alter their life in the years to come. 

It is about creating a culture that is accessible and potentially empowering to an ageing population that is eager for solutions to the quality of life and healthspan issues.

Are you an independent gym or fitness club owner looking to host events and classes similar to the ones we have mentioned today?

If you are an independent gym or fitness club owner or manager who is looking to reach new demographics, hold large events or organise an effective fitness class structure then look no further. You may have just found the partnership that will help take your fitness facility to the next level!

Here at Ashbourne, we have worked for 25 years of experience in the fitness industry, working with thousands of gyms in order to ensure that they were operating at peak efficiency.

Whether it is with our lightweight and powerful direct debit handling gym membership management software, our incisive BI dashboards or our state of the art access control installation plans, we have helped countless gym owners secure the future of their business.

Interested to see how Ashbourne can help your independent gym thrive? Book a demonstration with our sales team today here to find out more! 

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How To Attract And Include Younger/Junior Members In Your Club

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How To Attract And Include Younger/Junior Members In Your Club

In this week’s article, we will be exploring a subject that is in need of frequent revisitation, a complete discussion about how and why to attract younger people to be members of gyms and fitness clubs.

Now this might seem like a well-worn road, but that logic can be a pitfall. The young people of today are not the young people of ten years ago and certainly not of twenty years ago. Just as the demographics constantly shift, so too do the demands of those demographics. The last generation that didn’t have smartphones in school is now firmly over a decade graduated, an entire generation is near voting-age that was born after the release of the first iPhone.

 When we say young people we no longer mean people who grew up with a GameBoy Colour, we mean children who grew up with iPads. 

With Millenials and Gen-Z now constituting up to as much as 80% of the gym and fitness club going population, what do owners need to know about how to attract younger members to their gyms? 

How do their expectations contrast compared to the generations that came before them? And while our focus is on youth, we are going to look at what owners can do to make their gyms safe and appealing to under-20s.

It is a trickier topic, relying on knowledge of how to treat young members at different age thresholds and what is expected of a gym, but one that can be broken down into its composite parts fairly easily. It is important to note (and we will reiterate this at the beginning of the section) that this article does not constitute legal advice. If a gym owner or gym management has any concerns around the physical safety of children (or anyone) within their gym environment, we recommend contacting a legal professional with the relevant expertise.

 But with that being said, we are happy to recount what we have seen work for our independent gym partners over our twenty years of experience in the fitness industry. A new generation of gym-goers might have risen in that time, but our dedication to staying on the cutting edge of the fitness industry means we are just as ready to assist this generation as we were for the last. 

What will we cover in this article?

(you can also click to skip ahead!)

A Younger Demographic

 

Should independent gyms and fitness clubs use AI and AI-powered language learning models to assist with their digital marketing?

Generation Digital

How can hiring or incentivising influencers to endorse a fitness business boost their digital marketing campaigns?

The Marketing Generation

 

Why should gyms utilise mixed media and marketing via a variety of digital platforms to increase their demographic reach?

How To Attract Junior Members

How can AI be unsuitable for producing high-quality content, despite its ability to produce content in vast quantities?

Why Aim For A Younger Demographic?

As with many inevitabilities in business, it is simply a numbers game at this point. Between the generations we know as the much-maligned Millenials and the relatively new Gen Z, we now have approximately 80% of the gym-going population. 

That is a current statistic, in fact, almost an old statistic. Not a projected number in five years’ time. It was one of the most striking discoveries of the Les Mills Global Consumer Fitness Survey in 2019. Gen Z was not imminent, they were already here. A significant shift in the generational makeup of the fitness market had occurred without appropriate recognition. At the time it was the largest survey of its kind, questioning over 12,000 participants across over 20 countries.

Four years on, and as surely as none of us have gotten any younger, it is safe to say that this trend has only been compounded. The health of the industry and its techniques were formed by, and to cater to, the generations prior. The Baby Boomers and Generation X. And while it might not feel like much has changed, this steady shift is now undeniable. Though these generations will play a key part in the management and direction of the fitness industry, they no longer represent the majority of the consumer base.

Of course that doesn’t mean diverting all efforts towards attracting these generations. Our goal here is to address what marketing techniques work, as well as the services that are expected and desired from independent gyms by this burgeoning generation. A generation that is well on its way to being firmly entrenched in our fitness scene.

So now that we’ve covered the ‘why’ it is important for independent gyms and fitness clubs to appeal to Millennials and Generation Z, let’s address the ‘how’.

Digital Generation

Perhaps more than any two sets of generations in history, the cultural and practical divide between Generation Z and the elder generations is pronounced.

And really this is not surprising. As a society, we have experienced the most rapid technological acceleration in human history. It is understandable that when the gulf in technology is so massive between the adolescent period of two generations, an equal and appropriate gulf in attitudes will follow.

 So where do the values and priorities of these new generations fall? The answer broadly falls into two categories, technological sophistication/competence and time efficiency. 

Readily Available. Easy Searchable. Implicitly Tech Savvy

Surveys have consistently shown, perhaps with little surprise, that the on-demand generation wants things…Well, on-demand.

 Despite being the generation to whom googling is second nature, they aren’t one for second chances. If a gym or fitness club’s website or app can’t be immediately found and accessed in a single search? They might not want to know. 

These are generations that have grown up with the omnipresent, omnicompetent mega-corporations. They have a high standard for online presentation and sophistication. If a website looks like it was made before they were born, they’ll know. If an independent gym or fitness club doesn’t have an app, they’ll notice. Keenly. 

Luckily many of the services they have come to expect are easy to provide. 

Tech-enabled automation of turnstiles and workout equipment has never been more readily available. These can help an independent gym’s staff provide a more efficient service, as well as enable them to focus on that personalised, social service that Gen Z have come to expect and value. 

When supported by an App that allows them to easily navigate and access the services of an independent gym, the key needs of the average ‘Generation Digital’ denizen are being met.

 Class schedules, temporary facilities closures, events, news and sales. It is no longer enough for all of this to be stored on a website, it must be readily available on mobile phones in order to meet our criteria of ‘readily available’.

 This preference extends further into the social sphere and even the home workout sphere (Which we will get to next). This feeds into the narrative that Gen Z and Millenials are looking for an independent gym to be an enhancement to their lifestyle, not just an area they visit. Integrated virtual solutions enable a gym to project its influence on its members’ lives beyond the walls of the facility and into many more aspects of their lives, from virtually guided workouts to diet and sleep.

The numbers don’t lie, it is estimated that over 60% of our target generation engages in some form of Virtual Fitness. And that is to say, nothing of the now pushed over 80% of polled gym members that aid their gym workouts with home workouts.

 More than ever, it is vital for a gym’s services to extend beyond the four walls of a building and the key methods for achieving this lie in the palm of their, and our, hands.

Home Workouts, Lifestyle And More

Speaking of home workouts, we thought given the aforementioned statistics that over four in five gym members complimenting their workout routine with home sessions was worthy of further attention.

Traditionally Home Workouts were seen as something of a threat to the gym, competing for the same schedule and same space. This attitude has shifted dramatically and it is safe to say that most gym members are not attempting to substitute what they can achieve in a gym with what they can achieve outside of a gym.

 This is fantastic news for the fitness industry. As we implied above, advances in everyday software and hardware, allow gyms and fitness clubs to influence, guide and act as a source of expertise in ways previously unimaginable.

Whether it is providing virtual classes at scheduled times, instructional videos or dietary information, gyms can now provide a repository of information for their members to access at any time, in any place.

 These are the sorts of services that independent gyms and fitness clubs want to be focusing on if they wish to make themselves truly indispensable to Generation Digital. Gen Z and Millenials have been raised on the subscription model. In many ways, it has primed them perfectly for the structure of most gym membership payment systems.

 What is required is for more independent gyms to recognise that the expectations have expanded, now encompassing more than just the workout equipment and dedicated spaces they’ve provided. Now the onus is on providing a digital space to match the physical.

 Digital guidance solutions have been proven to enhance the effectiveness of home workouts dramatically and virtual classes have been shown to lower attrition. Any independent gym or fitness club leaving these options on the table needs to seriously ask why!

Go Hard Or Go Home? The Generation That Does Both!

Famously decried as the ‘Lazy Generation’ in the 2000s, a decade later it would appear they are anything but! The aforementioned study determined that over 80% of regular exercisers polled are now working out at least three times a week, a dramatic rise spurred on by the two younger generations. 

Gen Z is leading this charge, with 87% of the polled members of the demographic exercising three or more times per week (including non-gym or fitness club workouts). Millennials rank only slightly behind them (Which can perhaps be attributed to employment and an increasing number becoming parents). 

All of this points to a pair of generations that are deeply fond of fitness. Gen Z is famously the generation now smoking the least and drinking the least. Their ‘sesh’ of choice isn’t a drinking session, but a workout session.

 The implications of this development are profound on many levels, socially, societally, and economically. What it can tell us in the fitness industry is that this generation will be active, motivated and above all else, discerning.

These are generations that have grown up with warnings about obesity, smoking-induced lung cancer and alcoholism. More than any generation before them, they are keenly informed on the benefits of exercise and the detriments of unhealthy living.

As such, they will be drawn to any independent gym or fitness club that can channel, promote and embody these healthy lifestyle virtues while providing a social environment. If this can be achieved by a gym, then it will near-inevitably become a place where the younger generation can gather multiple times a week to thrive. 

A Social Generation

Speaking of home workouts, we thought given the aforementioned statistics that over four in five gym members complimenting their workout routine with home sessions was worthy of further attention.

Traditionally Home Workouts were seen as something of a threat to the gym, competing for the same schedule and same space. This attitude has shifted dramatically and it is safe to say that most gym members are not attempting to substitute what they can achieve in a gym with what they can achieve outside of a gym.

This is fantastic news for the fitness industry. As we implied above, advances in everyday software and hardware, allow gyms and fitness clubs to influence, guide and act as a source of expertise in ways previously unimaginable.

Whether it is providing virtual classes at scheduled times, instructional videos or dietary information, gyms can now provide a repository of information for their members to access at any time, in any place.

These are the sorts of services that independent gyms and fitness clubs want to be focusing on if they wish to make themselves truly indispensable to Generation Digital. Gen Z and Millenials have been raised on the subscription model. In many ways, it has primed them perfectly for the structure of most gym membership payment systems.

What is required is for more independent gyms to recognise that the expectations have expanded, now encompassing more than just the workout equipment and dedicated spaces they’ve provided. Now the onus is on providing a digital space to match the physical.

Digital guidance solutions have been proven to enhance the effectiveness of home workouts dramatically and virtual classes have been shown to lower attrition. Any independent gym or fitness club leaving these options on the table needs to seriously ask why!

Content With Content

When Bill Gates famously wrote ‘Content Is King’ in 1996, people believed him. But few were able to grasp just how salient and prophetic his words would be. 27 years later, the phenomena he described has shaped our society, and economy and must necessarily shape how we approach the generations who have been raised in this system.

In fact, it has reached the point where even the word ‘Content’ feels like a bit of a strange term. Technology has prompted a rapid evolution of how we consume information and the word content has shifted with it. 

Suddenly it seems like everything is content and the concept of an independent gym or fitness club producing ‘content’ has seemed alien to some owners. 

But independent gyms and fitness clubs are in a good position to sate the ‘content’ demands of this new generation. This is a generation that overwhelmingly consumes non-traditional, non-analogue media. Sitting down to watch live television is something they only do with their parents. What they want is specific content made from sources that they trust on topics that interest them. 

And as we established their keen interest in fitness, independent gyms are in a prime position to be one of those trusted content sources.

It is speculated that nearly 90% of those engaging in app-based workout content belong to Gen-Z and Millenials. This trend shows no sign of abating either, with an ever-more dominant portion of the market seeking out these trends. The digital revolution is only going to be compounded as more generations move into the consumer market.

As we touched upon earlier, it will be the gyms that can bring value to these younger generations when they are outside the gym as well as inside that will ultimately have a higher retention rate and secondary spend engagement. 

Whether it is initiating a partnership with creators who specialise in this sort of content or engaging staff members to create it in-house, the benefits in membership retention and engagement will be evident! 

And not only that, this content doesn’t merely need to be used to preach to the converted. Content can also help independent gyms and fitness clubs in reaching non-members.

 As we covered earlier, having a sophisticated online presence can help project the influence of a gym significantly. If the resources created are good enough to be shared by members or even social media feeds, new members will be exposed to the gym and its brand in a way that previously would not have been possible.

Personalities Go A Long Way

To a generation that has everything at its fingertips, music, film, art. There is an authenticity and meaning issue that they are constantly trying to address. It is why, as we covered earlier, they crave experiences so much. It is why we have seen the explosion of retrograde technology such as vinyl. It is the inconvenience, the exclusivity, the hardship in obtaining something that makes it feel real.

 While such a distinction might have the analogue generations scratching their heads, this is something all too pertinent to the younger generations.

But away from the media, where does authenticity come from? What can’t be downloaded or replicated (at least yet)…Other people.

In this case, we are talking about staff, personal trainers and instructors.

 In the era of ‘following’, a personal trainer or instructor that the younger generation can latch onto can make all the difference.

 It is becoming ever-clearer that the quality and personality of the instructors are the key factors for Gen Z as to whether they keep or ditch a class. The business-like, stoic approach to classes has fallen by the way.

 By employing magnetic, energising people to lead classes, independent gyms and fitness clubs will be poised to drastically increase retention amongst younger members!

Specialised Price Brackets And Membership Tiers

While we have spent this length of this article so far going into the virtues (and intricacies) of this generation, there is one important thing to keep in mind that is not quite so pleasant.


Via several pertinent metrics, Millennials and Generation Z are the poorest generations in recorded history. Now we know it sounds strange, we’ve just talked about how they have a life centred around technology. But don’t be fooled, behind that technological facade are two generations that own a lower portion of societal wealth than ever before.

 While they don’t completely lack purchasing power, they are very prudent about how it is spent. More than the generations that precede them, they are willing to wait for a bargain and do without until then. 


While this could initially be seen as a frustration and a detriment, as with much of what we have covered, it merely requires a change of tact and approach.

This is a generation that responds infinitely better to things such as flash sales, discount codes and concessions.

The Marketing Generation?

Perhaps it is fitting that the first generations born after the fall of the Soviet Union have embraced technologies ideal for marketing businesses. As we are probably all too keenly aware, the era of quietly going to a place and quietly leaving it is over. The phrase ‘being seen’ no longer purely applies to the physical world.

But a place has to LOOK great before it can earn the honour of being woven into the digital tapestry of someone’s life. This is why now more than ever it is important that independent gyms and fitness clubs look the part. Fitness facilities have to look like somewhere that they would be proud to call a backdrop.

 Every post, every photo, every video. It is a statement and a story. If a gym or fitness club isn’t somewhere that Millennials or Gen Z are keen to be seen, it will mean comparatively little exposure.

And worse than that, it means that they might just start searching for another gym that can meet those ‘aesthetic’ needs.

 As such, it is clear that the look, feel and, to use the parlance of our time, ‘vibe’ of a gym or fitness club is an all important retention factor and a key part of the mental maths of whether they stay or go! 

When the dichotomy is reduced to either ‘increase your marketing footprint at no additional cost’ or ‘give your members another reason to go looking elsewhere’…Well, the choice really makes itself!

The Next Generation: How To Attract Junior Members

So, what is the logical continuation of this article exploring how to appeal to and include younger members? The answer is simple, we need to look beyond Generation Digital, to the younger potential members, those still forging their generational consciousness. 

For the purposes of this discussion, we will use the term ‘junior members’ to mean someone below the age of 18, and sometimes even below the age of 16. While some independent gyms and fitness clubs don’t focus on these areas at all, we don’t believe this potentially lucrative and rewarding demographic can be entirely overlooked.

 The reasons that appealing to the under-16s/17s/18s (we’ve found different gyms have different cut-offs on age for valid reasons) is often neglected is understandable. These age groups are often more prone to error and injury and may require parental or adult supervision. It is a simple and understandable reaction. ‘Why appeal/allow in junior members when they have to be treated in a separate categorisation compared to ‘adult’ members’.

 Well, the simple and understandable response is because it is money left on the table that needn’t be. In areas that have a large secondary school or a large teenage population, that amount of money can become significant enough to warrant further investigation.

 That is what we plan to do in the latter part of this article, a quick overview of the easy ways to appeal to potential junior members without compromising the core membership base of any independent gym or fitness club. 

Reaching Out to Schools And Colleges In The Area And Community

This first part might be the key consideration when independent gyms and fitness clubs are considering whether there is profit to be made in appealing to junior members.

 If there is a lack of local schools and colleges then it may not be worth the time and effort. Invariably certain areas will not contain enough of the correct demographic to make pursuing this avenue worthwhile.

With that being said, generally, where there are people, there are schools and colleges. And these will be where the potential junior members of the area will gather.

 Much like our articles on contacting the council as a nexus/focal point of community life in a local area, schools can act as a similar focal point to access otherwise hard-to-reach demographics. Not only is this a cost-effective way to reach a broader audience, but it is also a great way to establish an independent gym or fitness club as somewhere that is interested in engaging, improving and assisting the local area.

 In turn, in our experience, we’ve found that schools and colleges are often very willing to partner, cooperate and collaborate with gyms, especially local and independent. This is because schools are often under pressure to demonstrate how they are helping to combat both the obesity crisis and the increasingly sedentary nature of their students.

But once an independent gym or fitness club has reached out and established a relationship with an independent gym, the benefits can spread to both quickly! 

After-School Programmes

One of the benefits of a partnership with a local school that can be initiated at comparatively low costs is after-school programmes. These are simple to arrange and easy to govern. They always happen around the same time (unsurprisingly, after school).

 This is perfect because the majority of clock-out times (1500 to 1530) for schools come at an off-peak time for many independent gyms and fitness clubs. And ideally, by the time the junior members are done working out, it will be in time for the 1700, after work rush!

Of course, these after-school programmes are normally done at a reduced rate or at the very least, a bespoke rate. But the combination of good publicity and additional funding makes it an easy win for independent gyms and fitness clubs trying to bolster their numbers during the day.

 Furthermore, we’ve seen several phenomena occur off the back of programmes such as this that lead to an overall increase in adult members. Whether it is an increased take-up of parents attending the same gym or junior members eventually transitioning into adult members once they are of age, after-school programmes can be a great way to make sure more people are entering through the doors of a gym or fitness club.

Discounts for After-School Hours

While this focuses on the same time period, between 1530 and 1700, the system proposed here does not need to go through the schools. Instead, it is an appeal directly to the junior members and utilising the after-school/college time period.

We have seen independent gyms successfully drumming up additional footfall between 1530 and 1700 by offering discounted membership to teens and/or those in education who come to the gym before 5pm. Once again this is designed to address a frequent off-peak time in a gym’s schedule and once again can be used to generate positive word of mouth.

Hosting Teen and Junior Member-Focused Events

We all know the archetype of the bored teenager. Often in the places where people choose to raise teenagers, there are not enough activities to keep them interested or occupied.

 Running events aimed at this demographic (in an area where teenagers are a prevalent enough demographic), can help dramatically increase the uptake of new junior members, as well as potentially filling up a gym on an otherwise less-than-busy night.

 These events needn’t be anything flashy, but it is best to consult with personal trainers and class leaders to make sure that it is genuinely engaging and productive for the teenagers to get involved with. It may also be worth understanding who within a gym’s given staff has run events like this before if anyone. This is because running an event for teenagers can be quite a different experience compared to running one for adults! 

Hosting Youth, School Or College Sports Team and Clubs

The ability for an independent gym to be able to engage in this one will be based on the facilities to hand. Not every gym will be able to host activities relevant to every club.

 But with that being said, not every event that a sports team or club holds needs to be directly connected to their main sporting activity. So while it is easy to see how most gyms or fitness clubs could be of service to say, a school or college Running sports team, it may be less apparent how they can aid a Football team. The answer is fairly simple however, general fitness is important and no team purely uses their activity of choice to improve their strength, stamina or endurance.

 Even the most rudimentary independent gym or fitness club has something to offer these teams, using free weights, treadmills and class spaces to bolster fitness, focus on teamwork and team cohesion or focus on areas that the teams or individuals wish to improve.

 Gyms and Fitness clubs should not be reluctant to use their facilities to offer sport-focused or specific classes and lessons to competitive teams and leagues in the area. The positive publicity and energy that these young athletes can bring to a gym environment is priceless and contagious. 

Sport-specific Classes And Fitness Regimes

Some teens want more physical activity than their school or college can reasonably provide, especially if they want to go into sports after their academic studies are done. If an independent gym or fitness club finds itself within close proximity to one or multiple schools and/or colleges, it may be able to attract a significant number of students by advertising focused on this benefit.

 Independent gyms and fitness clubs might be able to offer programmes of physical conditioning that school facilities often cannot match or that might better fit the needs of the children in question. By focusing on programmes that increase stamina, strength and speed it is likely a gym can attract young people eager to raise their performance in their sport of choice.

Teen-specific App Support

Much as we focused on app-appeal for Generation Z, potential junior members are equally as likely to find this sort of service appealing, especially if there are sections aimed at them. Nutrition and routine can vary for children, so a specialist area of the app might be necessary to ensure the correct advice is given, but equally, it will be all the more appreciated by teens who are eager to learn more about the world of working out, diet and nutrition. 

Conclusion

So there we have it! Now we have covered how an independent gym or fitness club can appeal to everyone from 16 to those now pushing 30. Though these generations have largely gone silent in a business sense for the last decade, it is apparent (and indeed, inevitable) that they will continue to occupy a greater share of the economic share of the fitness industry until they themselves become the elder generation.

More than many industries and sectors, fitness requires a keen sense of the now. Fitness has always appealed to the young and while that in and of itself is changing (another article for another time!) It is vital that we do not treat this generation as the generations that came before it.

 These are the first of the digital generations, and perhaps as importantly, they will not be the last. Though no-one knows, most likely the reality we are adjusting to now…One of instant communication, scheduling and further technological integration. That is the environment that the fitness industry will be operating in for many generations to come. If the last twenty years are any indication, not only will this process not slow down, it shall accelerate.

While there may never be such a gap as that that has come between ‘the Analogue Generations’ and ‘The Digital Generations’, it is apparent that this gap must be bridged in order to make sure the fitness industry keeps apace with what has always been our main demographics, the young, the enthused and the energetic. 

More to Read...

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club,
the goals you want to achieve, and how our system can help you.
book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Get your club in shape.

Want to discover how? Let us show you.

Simply select your preferred timeslot and we’ll be in touch to have a chat about your health club, the goals you want to achieve, and how our system can help you.

book a demo

Independent Gyms Need To Improve Their Members’ Long Term Health (and here’s 5 ways to fix it!)

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It’s Time To Change Your Club’s Focus To Long Term Health Over Short Term Fitness

 

What if we told you there is a sector for growth that large portions of the Fitness Industry is completely under-utilising? 

One that is near essential for futureproofing the industry? 

One that has only become more pertinent in the wake of the Covid-19 Pandemic and lockdowns?

One that independent gym and fitness club owners are in a unique position to take advantage of?

 

Well look no further, because there is!

 

From simple implementations to far-sweeping changes, the contribution of private and independent gyms and fitness clubs to long term, public and medical health is as critical as it is undervalued. 


We will be taking a look at a few of the causes, how to address them and how they can increase the profitability, effectiveness and attractiveness of independent gyms and fitness clubs! 

 

The main 5 factors we’ll discuss in this article are: (click to jump ahead)

Factor 1: Complacency

Factor 2: Underutilised Technologies

Factor 3: Lack of Recognition/Funding/Integration

Factor 4: Lack of Recovery Classes

Factor 5: Further Low Intensity and 50+ Quality of Life Classes

 

 

 

Factor 1: Healthy Lifestyle Complacency 

It can be tempting to feel there is complacency among many governments when it comes to recognising the role that Gyms and Fitness Clubs have to play in societal health. 

 

Outside of scattered examples such as Queensland, where Australia granted Gyms and Fitness Clubs ‘essential’ status, there is a prevalent apathy to treat fitness facilities as no more a benefit to society than the cinema or the bowling alley.

This became especially clear during the Covid-19 pandemic and the subsequent lockdowns. 

 

While there are, of course, publicly funded fitness facilities, swimming pools and health campaigns that receive government funding, it can feel like these exist in a vacuum from the private and especially independent gyms and fitness clubs.

It seems that governments are very content to keep these on two distinct sides, denying the boons and benefits that a supported, guided, and encouraged private fitness sector could contribute to societal help.

In this article we will be looking at not just the means to achieve this practically, but what needs to change in terms of perception. 

 

 

Factor 2: Underutilised Technologies 

One of the most underutilised tools of value generation for independent gyms and fitness club owners are in our pockets right now!

The rise of the portable computer we now call a smartphone, the implementation of free and fast WiFi in most public spaces, as well as the emergence of new health and fitness technologies mean that a perfect storm of factors are forming to allow for a health and fitness integration revolution in the next decade. 

We are already seeing the smartphone application offering from gyms and fitness clubs increase in sophistication rapidly, as well as the ability of gym equipment to synchronise with external aspects of a gym member’s life.

As we said before, this process has been long in the making. Ever since the longevity movements of the 1970s combined with the technological revolution of the 80s and 90s, there have been trailblazers willing to push Gyms and the fitness industry at large forward. 

By researching the ways that portable technology can be synced up with a gym or fitness club, owners are ensuring their club remains futureproof and at the cutting edge! 

 

 

The Fit Club Redditch Members App Provided By Ashbourne

 

 

Factor 3: Lack of Recognition/Funding/Integration

The fitness industry of the 2020s might be remembered as being in a vicious cycle. One where a lack of recognition fed into stagnation and vice versa.

 

But it is up to us to break that cycle!

A large problem facing the fitness industry is a lack of recognition for the immense service it already provides and the massive role it will play in the years to come.

By reorienting our collective perspective, we can start to advocate for greater recognition and support when it comes to improving public and societal health.

 

By lending their voice to organisations like UKActive and reaching out to local councils, independent gym and fitness club owners can spearhead the charge towards greater recognition, support, funding and integration for the service and value they add to public health. 


A change of rhetoric is required to bridge the gap. One that will be explored at the coming Gym Owners Workshop! If you are interested to learn more, scroll to the bottom of this article for further information and links! 

 

 

Factor 4: Lack of Recovery Classes!

While it has risen in prominence, it is essential we do not take this rise for granted and continue to capitalise on it. Independent gyms and fitness clubs are eager to provide recovery programmes and as public perception increases, gym members are becoming interested. 

 

So what are we talking about when we say ‘recovery’? 

 

Recovery serves as a shorthand for both physical and psychological well-being. It takes the form of a workout of lower intensity than the member is used to partaking in. It is based on the philosophy that low to moderate-intensity routines on rest days can help the body to recover more effectively from working out, as well as reduce stress and improve mental well-being.

It has become so effective that people are even utilising the classes and routines outside of their usual training regime. Dedicated recovery-focused classes have become increasingly popular and are a good example of a class and routine that is designed for pure health and not aesthetics. 

For independent gym and fitness club owners, this rising format carries an opportunity to provide service and support to a variety of different members. The great thing about these recovery-focused classes is that they can target everyone from the supremely dedicated, 5+ session a week member, or someone who is simply looking to steadily improve their baseline health and way of life. 

Classes such as this are a great way to connect with members and reinforce why they go to fitness facilities. By shifting the focus to a less intense style of exercise, it will recentre the focus to a broader audience.

 

Comparatively few over 50s want to look like Arnold Schwarzenegger, but they do want to maintain their quality of life for longer! 

 

 

 

Factor 5: Further Low Intensity and 50+ Quality of Life Classes

And this desire for low-intensity and recovery workouts is not happening in a microcosm. It is part of a push towards more practical, longevity-focused workouts.

It is certainly not just for people under 40 to recover from their exercise regime!

Previously we have written about how an ageing population presents opportunities and the chance for a realignment. 

Part of this will be for independent gym and fitness club owners to allocate resources to low-intensity and health-based recovery classes and facilities.



By specifying the low intensity, health based nature of the workout you increase the potential for a broader demographic uptake dramatically! 

 

The great news is that this is something that can (and should!) be utilised by younger members as well, hence the drive for both routine recovery on rest days and broader healthy living.

The potential benefits associated with running these sorts of longevity, general health, and recovery classes are numerous. Some members will be more willing to come in for a session they know will benefit them but not push them to the limit. This can increase engagement with the existing members, as well as draw in new membership. In addition, it can help members who would otherwise spend their rest day resting to come in more often, thus creating a retention cycle. 

 

In addition, it will have the benefit of increasing the health of the member base and lowering injury time. It will be an additional service to advertise and it has often been seen as one of the most community-focused class genres. While it will require some initial training and space to do correctly, the benefits that this approach can have on independent gyms and fitness clubs and their membership cannot be overstated.

 

 

Want To Learn More About Growing Your Club?

Hopefully, we’ve piqued your interest now in the potential that a greater focus on health has to transform the industry!

If so, look no further! The Gym Owners Workshop at the Talbot Hotel Stillorgan, Dublin will be exploring this and many more issues pertinent to Irish and British gym and fitness club owners.

 

 

 

After the success of the Gym Owners Workshop 2022, the 2023 event is promising to be bigger and better! 

 

One of the title talks will be particularly relevant to today’s topic. It is called ‘Health Over Aesthetics – How Rethinking The Industry Message Future Proofs Its Status, Drives Membership Growth & Increases Revenue’ and provides a deep dive into how a great focus on health will help future-proof businesses in the long run and ramp up profits in the short!

 

As we’ve explored today, health is going to be an ever more pressing issue for the fitness industry so do not miss the chance to hear industry experts talk about this and much more!

Member of a gym? Simply text "HELP" to 60777 and we'll help you.

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Member of a gym? Simply text "HELP" to 60777 and we'll help you.

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