New research explores over a decade of membership sales to uncover insights that can help operators attract and retain more members

Gym management software platform, Xplor Gym, has partnered with research company Active Insight and trade body UK Active to produce a research report designed to arm operators with a greater understanding of who joins gyms, what attracts them, and what turns them away.

The research is based on Xplor data from over 929,000+ gym members starting their first Direct Debit membership agreement with a UK health club between January 2013 and March 2024. This is enhanced with analysis from Active Insight and UK Active.

“Optimising the approach to sales and retention is vital if operators want to achieve growth,” says Xplor’s Dave Alstead. “This report has been designed with that in mind and we want to help operators find practical ways to be even more successful in building a healthy sales pipeline and loyal membership base.”

“The combined insight with Xplor’s extensive data presents a picture with tangible learnings that operators can apply to meet members where they are and maximise the opportunity to provide memberships effectively,” says Active Insight’s Julie Allen.

UK Active’s Hattie Jones adds: “Operators can use these insights to support how they attract, engage, and retain long-term members. They’ll be doing so with the intelligence and understanding of specific demographics, making for a more personalised and valued experience for the consumer.”

Focus area: Gen Z
One focus area within the report is Gen Z. Born between 1997 and 2012, the research shows that these gymgoers are making up a higher proportion of joiners. In Q1 2024, Gen Z made up 27 per cent of first time members.

The study shows that Millennial first time members reached a peak in 2016 and 2017 (making up 59 per cent of first time members). The youngest Millennials turned 20 and 21 in these years. By 2030, every member of Gen Z will be aged 18+. A similar peak is anticipated for Gen Z.

Gen Z presents a sizeable opportunity for operators targeting growth. Yet, the study also found that Gen Z quit sooner than any other generation. 14.8 per cent of Gen Z had a terminated their membership within 90 days of starting. That compares to the overall average of 9.7 per cent.

And of those Gen Z members who left in this period, 44 per cent cancelled indirectly either by missing a payment or cancelled a payment via their bank. At best, this creates a revenue risk for operators.

The report includes comprehensive insights and tactics to help operators win Gen Z. Other focus areas include strategies to maximise sales and ways to cut attrition risk early in the member journey.

Get your free copy at www.hcmmag.com/Xplorsales