Are You Spending Your Time on Loyal or New Customers?

"£0 joining fee"… "First 3 months free"… or something more valuable?

Every year around the New Year, the race begins: fitness centres up and down the country entice with discounts, free months, and zero joining fees. The goal? To attract as many new members as possible. But ask yourself – is this really the most sustainable path to growth?

Instead of chasing new members with short-term offers, you could consider investing time and energy in something that is often far more valuable: the loyal members you already have. Retaining existing members is not just cheaper than acquiring new ones – it is also an effective way of building a stable, engaged, and profitable membership base.

Start the year with a personal greeting

It does not take much to make a big difference. Imagine your members receiving a warm, personal email from you just after the New Year. A message where you wish them a happy new year and thank them for their support and engagement over the past year. This simple gesture can strengthen your relationship with members and remind them why they chose your centre in the first place.

Make the email even more relevant by sharing useful tips on how to get more out of their training, or by highlighting new features, classes, or offers that match their needs. You can also include a fun challenge or a small competition – perhaps a "New Year Challenge" with a prize for the most visits in January? It is about inspiring and involving people.

Retention with Booking Board

At Booking Board, we understand the importance of member loyalty. That is why we have developed an integrated retention system that makes it easy for you to stay in touch with your members. With just a few clicks, you can send targeted newsletters, schedule automated messages, and engage your members consistently throughout the year.

Instead of competing on price and perks for new members, you can create genuine value and long-lasting relationships with those who already believe in your centre. Make the most of the tools in Booking Board to enhance the member experience – and create loyal ambassadors who not only stay, but recommend you to others.

So the next time you see a "First 3 months free" offer from a competitor, remember: your strength lies in your relationships – not your discounts.