From boutique studios to big-box gyms and fitness apps, members today have endless choices. So, what makes them stay?
Feeling seen. Feeling valued. Feeling like their gym “gets” them.
This blog explores five specific, easy-to-execute ideas that gym owners can use to deliver a personalized wellness and fitness experience to their members. We’ll show you how to:
- Build custom onboarding flows so each new member gets a welcome journey tailored to their fitness level or health needs (like The Claremont Club does).
- Create meaningful reward systems based on behavior, goals, and milestones.
- Recommend classes and programs that fit your members’ actual goals and schedules using data you already have.
- Communicate in ways that feel personal and relevant like how Mesa Fitness creates personalized touchpoints and reminders through their branded app.
- And use real-time tools and in-club tech to make every visit feel personalized—from smart equipment that remembers settings to check-in greetings and class nudges.
Let’s dive in.
1. Custom Onboarding Flows Based on Member Type
A 23-year-old athlete recovering from an ACL injury needs a completely different experience from a 50-year-old returning to fitness after a long break.
Personalizing the onboarding process can make members feel like they belong from day one. This starts with tailoring the communication based on their fitness level, goals, age group, or membership type.
What Gym Owners Can Do:
- During sign-up, use a short survey to identify goals (e.g., weight loss, building strength, training for an event, etc.).
- Create 2-3 “onboarding tracks” that cover your main member types. Examples could include:
- Beginner Journey: For members starting from scratch.
- Comeback Program: For those returning after time off or recovering from injuries.
- Athlete Path: For members with specific performance goals.
- Tailor the experience. Send different emails. Recommend different classes. Pair them with trainers based on their track. Offer app tutorials that feel relevant—not overwhelming.
The Claremont Club in California, for instance, onboards members with different journeys based on their health profile, fitness experience, and goals. Seniors, for example, get introduced to low-impact programs, while members with chronic conditions or disabilities are offered adaptive fitness classes tailored to their needs. This type of personalized wellness experience not only improves outcomes but also builds lasting loyalty.
If you’re looking to build something similar, we’ve put together an Onboarding Kit to help you plan welcome journeys, intro sessions, and goal-tracking systems by member type.
[Download the Gym Member Onboarding Kit]
Why It Works: Members don’t get overwhelmed or feel like they’re lost in the crowd. When the gym says, “This is your plan,” they’re more likely to stick with it.
2. Hyper-Relevant Rewards & Recognition Programs
Getting a free smoothie after 10 visits is nice but what really keeps members coming back is when their specific progress is noticed and celebrated.
Recognition gets way more powerful when it aligns with the individual’s behavior, goals, or preferences.
For instance, a member finally makes it to their 10th class after weeks of building a routine or another surprises themselves by showing up for early morning workouts three times in a row. Small wins like these are huge for motivation and they deserve to be noticed.
What Gym Owners Can Do
- Give targeted rewards based on behavior: Consistent visits, trying a new class, bringing a friend, etc.
- Publicly recognize members who hit meaningful milestones (weight loss, consistency, comeback stories).
- Set up Bronze/Silver/Gold-style tiers or milestone markers that offer increasing rewards or access based on usage, tenure, or engagement. This boosts motivation and also helps members feel like they’re progressing through a journey with your club.
Anytime Fitness does this well. They regularly post transformation stories on their website and socials and reward members who reach key milestones with branded gear or exclusive access to events. They make recognition a part of the brand story.
Why It Works: Because it feels personal. It makes members feel seen, and turns progress into something celebrated. As a result, they’re more likely to keep going, stay loyal, and even bring others along.
3. Tailored Communication that Doesn’t Feel Like Spam
A member opens their inbox and sees your name. It’s not a newsletter or a promotion about next month’s challenge. Or it’s a message celebrating their 10th visit. Or a quick tip based on the strength class they attended last week. That kind of message lands and builds connection.
What gets through then? Communication that reflects who they are, what they’re working toward, and how they want to engage with your gym.
So, what you can do:
- Create segments based on goals (e.g., weight loss, muscle gain, injury rehab), activity level (new joiners vs. regulars), or demographics (e.g., students, seniors, parents).
- Celebrate their first month, their tenth check-in, their 100th class, or a completed challenge. A simple “Congrats on 10 visits!” message delivered via push notification or email can reinforce positive habits and make members feel accomplished.
- Ask members during onboarding or within your app preferences how they’d like to be contacted and tailor accordingly.
- Use gym software to automate. Gym management software like SHC let’s you automate marketing campaigns, but still speak to the individual.
Take Mesa Fitness, for example, a two-location club in Colorado, uses their SHC-branded app to create deeper touchpoints with members. From trainer tips to event updates, they use features like Feeds, Community, and Push Notifications to keep their members engaged across both locations. They also reduce scheduling friction by offering class bookings across web, mobile, and downloadable PDFs especially helpful for their senior population who prefer a desktop-friendly experience.
Why it works: It keeps members engaged without overwhelming them. No more “blast” emails that get ignored.
4. Personalized Class & Program Recommendations
You wouldn’t hand the same playlist to a marathon runner, a new mom trying postnatal Pilates, and someone recovering from an injury. Similarly, you should not recommend the same class lineup to everyone.
A 22-year-old looking to build strength and socialize doesn’t need the same class recommendations as a 55-year-old returning from a knee surgery. Instead, show them what actually fits their goals, schedule, and preferences.
When a gym takes the time to suggest classes that actually fit someone’s goals, preferences, and lifestyle, it creates something more meaningful—a supportive, personalized wellness experience.
What you can do:
- Use that data to curate suggestions. Instead of a generic list, your gym’s app or front desk staff can guide members to classes they’re more likely to enjoy and succeed in. It’s not just about what’s available, it’s about what’s right for them.
- Ask the right questions upfront. During sign-up or onboarding, include a short questionnaire to understand each member’s fitness goals, schedule preferences (mornings vs. evenings), interests (e.g., strength training, mobility, cardio dance), and any injuries or limitations.
- Leverage check-in and attendance trends. If a member consistently attends yoga on Mondays and strength training on Fridays, suggest complementary classes they haven’t tried yet—like Pilates or TRX on Wednesdays.
At Promedica ForeverFit, for example, the staff knows what their members might like. Using SHC’s gym management software, they track who’s attending which classes and match that with member demographics to design a Group Ex schedule that actually fits their audience.
As Sandi Denniss, Operations Manager, explains:
“We know who’s taking what class, and we know their demographic. That helps us organize our Group Ex schedule better. The data we get from the app is also helping us build stronger programming moving forward.”
Why it works: When members don’t have to scroll through 30 classes to find one they like, they’re more likely to attend and stay consistent.
5. Real-Time Personalization Using In-Club and App Tech
When a member walks in, everything should already feel familiar and tuned to them. Machines that remember their settings. Trainers who already know what they’re working on.
Today’s gym and fitness tech make this possible without putting pressure on your staff to remember every detail. Start with using your gym software to create a smoother, more customized in-club experience.
Here’s what you can do:
- Use smart, connected equipment. Brands like Technogym and EGYM allow members to log into machines, which then adjust to their saved settings—resistance, seat height, and even workout history. This removes guesswork and creates a consistent experience, especially for members with specific training plans or recovery needs.
- Add thoughtful touches across the gym. Use digital signage or screen displays to welcome members back or highlight today’s class suggestions based on who’s in the building. Even background music, lighting, or trainer rotations can be optimized based on the time of day and typical footfall.
- Make check-ins more personal. Equip your front desk staff with a system that pulls up member profiles instantly. A quick glance should show names, class bookings, preferred trainers, and even special notes.
- Leverage the gym app. The SHC Mobile App, for example, allows clubs to send instant push notifications when a spot opens in a waitlisted class or when a member arrives and their trainer is notified automatically.
At YMCA of the North, they’ve integrated EGYM’s smart strength equipment across multiple branches to personalize the workout experience for every member. Members log in once, and the machines adjust automatically to their unique training plan, creating a consistent and personalized wellness experience across all locations. It’s part of a broader strategy to create frictionless, member-first workouts across the entire Y network.
Why It Works: It brings digital personalization into the physical space, making every interaction feel thoughtful and tech-enhanced, not transactional.
Conclusion
Did you know that 71% of consumers expect a personalized experience from brands they interact with? That’s a huge number, and it’s no surprise that personalized wellness experiences are proven to boost member retention.
In fact, gyms and health clubs that personalize communication, programming, and rewards report up to a 33% higher member retention rate. A recent IHRSA report even found that gyms using member-focused tech saw 20% faster growth compared to those who didn’t.
When members feel like your gym understands their goals, remembers their wins, and actually helps them progress, they stay. And when they stay, your revenue compounds.
How SHC Helps You Deliver Personalization at Scale?
SHC’s gym management software is built around digital personalization—without adding complexity for your team. Here’s how:
- Segment your communication effortlessly using SHC’s dedicated Marketing Hub. Target members with push notifications and emails based on class history, location, goals, or program type.
- Spot trends early through Reporting dashboards that surface booking habits, class popularity, and attendance dips.
- Engage consistently using app feeds, waitlist alerts, and one-click reminders—across mobile and web.
- Customize first-touch experiences based on member goals, age group, or visit frequency.
Let’s say you’ve just launched a new Zumba class at your club. Instead of sending it out to everyone, you can now target the exact members who’ve shown interest in Zumba before. With SHC, it’s easy to build a focused campaign – send emails, create app posts, or push notifications—with a direct booking link built right in.
You can tailor your message to members based on:
- Their past class attendance (e.g., Zumba, yoga, strength training).
- Interest groups they’ve joined.
- Services or products they’ve purchased.
- Specific service providers they’ve booked with.
- Or simply message all members when needed.
SHC helps you reach the right people at the right time without the guesswork.
Want to see how SHC can help your team personalize every step of the member journey, without manual effort?
