The Gym Challenge

A major gym chain does very well for new memberships in January, with many new members signing up for monthly subscriptions, as well as pay as you go classes. Classes are over-subscribed throughout January and part of February, leading to grumbling from existing members, and the necessity to employ new instructors. All members, new and old, are prone to booking classes and then not showing up. While classes are oversubscribed, the gym itself still has capacity for people to use the equipment alone – (trainers are often unavailable because they have been drafted to run extra classes).

By the beginning of March demand has fallen away, and there are many cancellations of monthly subscriptions, including, unfortunately, many members who were existing members, not part of the ‘New Year’s Resolution’ cohort; these people have been frustrated by not being able to access their regular classes because of the increased demand.

There are now too many classes for the demand, and the wages bill for the increased number of instructors is causing cashflow issues. Instructors are let go, but this is causing relationship issues, especially when the gym needs to call on these people again for other times of increased demand

What are your suggestions for helping the gym to solve these issues, to even out demand, to maintain good relationships with instructors, to retain members beyond the New Year rush, and to keep those people using the gym facilities and classes – and achieving their own fitness goals?

1 Comment

  1. I posted about this challenge on LinkedIn and got a reply from Albertine Corre who had posted a blog about this (very nearly) same subject on the Octalysis site. Here is his comment.

    I like this concept! I wrote an article a while back on how gamification can improve user retention in gyms (not specifically related to new year resolutions though). I guess I could work some more on the topic, if I find time for it 🧐

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