How Group Exercise Programs Can Help Gym Membership Retention?

Group Exercise classes are more popular than ever before. From cycling to yoga, HIIT to dance, millions of people are choosing to work out in a group setting. According to the 2019 Les Mills Global Consumer Fitness Survey:

• 80% of gym-goers say they want to see more Group Exercise options offered.
• Millennials and Gen Z are the driving force behind this demand, making up 81% of all Group Exercise participants, whether it’s yoga, pilates, dance, or small group training.

The demand is undeniable, and it’s not hard to see why. 

After all, humans are social creatures, and we thrive in environments where we feel connected. When we feel like we belong to a group, we are much more likely to commit. This is called the “Tribe Effect”, and it’s a powerful motivator.

Psychological studies show that social interaction and support are key drivers of motivation. And motivation is the key driver when it comes to sticking with fitness goals, especially long-term. 

50% of gym members quit within the first six months. And it’s not because they don’t want to get in shape—it’s often because they lose motivation. Motivation is a strong force in fitness, but it’s also fragile, and it can easily fade when you’re working out alone without a strong support system.

The more motivated members feel, the less likely they are to quit. So says the studies:

• Group Exercise members stay twice as long as those who work out solo.
• 88% of Group Exercise participants consider themselves loyal gym members, compared to just 33% of solo gym users.
• People participating in group workouts push themselves 26% harder than when exercising alone.
• Group Exercise members attend the gym 4 times a week, compared to the IHRSA average of 1.9.

In fact, Group Exercise members are often the most valuable customers a gym can have. Why? These members also tend to pull in new clients through word of mouth. Their excitement and commitment inspire friends, family, and acquaintances to join, creating a cycle of growth for your gym.

In this blog, we’ll take a closer look at how Group Exercise programs can do more than just keep your members moving. We’ll talk about the benefits, dive into the psychology behind why group workouts are so effective, and share some simple ways you can use Group Exercise to build a stronger, more loyal gym community.

The Psychological & Social Impact of Group Exercise on Gym Member Retention

1. It’s More Fun & Motivating

For many, working out alone can feel tedious and repetitive over time, especially when results seem slow or hard to measure. 

However, in a group setting, there’s an infectious energy that makes you forget about the sweat and effort. The energy boost from others in the class helps distract from fatigue and makes the workout more enjoyable. 

In fact, studies show that Group Exercise increases endorphin levels by up to 26%. Endorphins, often referred to as the body’s natural “feel-good” chemicals, play a major role in improving mood and decreasing feelings of pain. When people enjoy their workouts, they’re far more likely to keep coming back. 

“The more reasons people have for visiting clubs, the more likely they are to be a club Promoter, especially if one of their main reasons for visiting involves Group Exercise.”

– Dr Hillsdon, Lead Researcher, Sport and Health Sciences at University of Exeter.

It’s simple—fun = engagement. And when they feel great after every class, they associate your gym with positive emotions, making it easier for them to stay on track with their fitness goals.

2. A Real Sense of Community

One of the biggest reasons people quit the gym is because they feel disconnected. If they don’t have friends or feel like they belong, it’s easy to walk away.

Research from Dr. Melvyn Hillsdon and The Retention People reveals that individuals who participate in Group Exercise are significantly more likely to be loyal club advocates, as measured by the Net Promoter Score® methodology, compared to those who primarily use the gym floor.

But group classes change that. They turn a gym into a social space where people build friendships, cheer each other on, and feel a sense of belonging.

• Fact: People who build friendships at the gym are 40% less likely to cancel their membership.
• Many long-term gym members say they keep coming back because of the friendships they’ve formed, not just the workouts.

This community effect is one of the strongest retention tools a gym can have. When people feel like they belong, they stay.

3. Built-In Accountability & Routine

One of the biggest challenges for gym owners is getting members to show up consistently. The reality is, that the more often someone attends, the less likely they are to cancel. 

Group Exercise creates built-in accountability because members are committing to a specific time and group – making a huge difference in gym attendance. 

Over half of Group Exercise members (57%) said they would consider canceling their gym membership if their favorite class was discontinued. 

That’s how deeply connected they are to their routine. The thing is – the structure of a scheduled class removes decision fatigue—members don’t have to plan their own workouts or figure out what to do when they arrive. Unlike solo gym regimes where workouts are self-directed, group classes require members to book a spot, making them 50% more likely to stay committed compared to those who work out alone.

4. Group Classes Deliver Better Results (Which Increases Loyalty)

Members stay at gyms where they see results. Group Exercise programs are one of the most effective ways to accelerate progress—not just because of expert-led programming, but because of the psychological effects of training in a group setting.

The Köhler Effect is a psychological principle that states people push themselves harder when working out in a group—especially when they feel challenged by those around them. This means higher intensity, better performance, and faster results compared to working out alone.

For gym owners, this translates to:
✅ More satisfied members who see real progress
✅ Fewer cancellations due to “lack of results”
✅ A higher percentage of members committing to long-term memberships

When members consistently attend structured, results-driven group classes, they stay longer, renew their memberships, and are more likely to invest in premium services like personal training or nutrition coaching.

 How does Group Exercise Programs Directly Impact Retention?

💡 A simple equation for gym success: More visits = More retention = More revenue.

If members don’t show up, they cancel. It’s that simple. The easiest way to keep members engaged and coming back? Group Exercise.

Higher Visit Frequency = Higher Retention. Group Exercisers don’t just work out more often—they stay longer. The numbers don’t lie:

🔹 Members who take 2+ group classes per week are 50% more likely to stay past a year.
🔹 Retention rate after 6 months:

• Gym-only members: 29% retention
• Group Exercisers: 60% retention

That’s double the retention rate. Why? Structured Group Exercise classes create habit, accountability, and community (everything we just discussed above)—all major drivers of long-term commitment. Even a small boost in gym membership retention leads to massive financial gains. To be precise, a 5% increase in retention can boost profits by 25-95%. 

On top of this, members who stay longer also spend more on:

• Personal training
• Membership upgrades
• Retail & supplements

It’s clear that gyms that prioritize Group Exercise classes see fewer cancellations, more secondary revenue, high gym membership retention, and stronger long-term growth.

What Makes a Group Exercise Program Great?

1. Variety is Key

The modern fitness audience is diverse, and different people want different workouts. Millennials and Gen Z—who now make up 81% of all Group Exercisers—aren’t looking for a one-size-fits-all approach. They want options that match their goals, energy levels, and workout styles.

A well-rounded Group Exercise class lineup should include:

High-Energy Classes (HIIT, Les Mills Grit, Bootcamps)

Perfect for adrenaline seekers who thrive on short, intense bursts of movement. These workouts burn more calories in less time and appeal to younger members looking for fast results.

Mind-Body Workouts (Yoga, Pilates, Tai Chi)

For members focused on stress relief, flexibility, and mental wellness. The demand for mind-body workouts has grown by 25% in the past decade, as people seek holistic fitness approaches.

Dance-Based Classes (Zumba, Barre, Dance Cardio) 

Great for members who enjoy music-driven, fun, and social workouts. These Group Exercise classes don’t just burn calories—they also create a party-like atmosphere that keeps members engaged.

Strength Training (BodyPump, CrossFit, Kettlebell Training)

Strength-based workouts attract members who want to build muscle, improve endurance, and boost metabolism. With more women joining the strength movement, these classes are key for retention.

Gyms that can make their group exercise program design a balanced mix of these options appeal to a broader audience, preventing workout boredom and reducing dropout rates.

2. The Right Schedule for Your Members

A great program works best when Group Exercise classes are scheduled at times that align with your members’ routines. Having a strategic schedule makes it easy for members to attend—and the more often they come, the less likely they are to cancel their membership.

Here’s how different time slots serve different member needs:

🌅 Morning (6-9 AM) – The Pre-Work Crowd

• Attracts professionals who prefer to work out before their workday starts.
• Classes should be efficient, high-energy, and time-sensitive (e.g., HIIT, Strength Training, and Spin).
• Data shows that morning exercisers are more consistent because it becomes a part of their daily routine.

🕛 Lunchtime (12-1 PM) – Quick Workouts for Busy Schedules

• Ideal for professionals looking for a midday energy boost.
• Classes should be short (30-45 minutes) and effective (e.g., Express Workouts, Yoga, or Circuit Training).
• Many corporate wellness programs encourage employees to work out at lunch, making this a great opportunity for partnerships with local businesses.

🌆 Evening (5-8 PM) – The Peak Time Slot

• This is when the majority of members have free time after work.
• Classes should offer variety and social appeal, catering to different fitness preferences (Strength, Dance, Mind-Body, and HIIT).
• These sessions often have the highest energy and best retention rates, as members see them as a social and fitness commitment.

Ensuring a balance of morning, lunchtime, and evening classes makes it easier for members to stay consistent—helping them form a habit, and ultimately, stick with your gym longer.

3. Great Instructors Make ALL the Difference

A great instructor is the #1 reason why Millennials and Gen Z choose a class, with 37% ranking it as their top motivator. After all, a well-designed Group Exercise program is only as good as the instructors leading it.

Members care more about how well an instructor teaches rather than just their energy or charisma. In fact, 40% of participants say that knowledgeable coaching is the most important quality in an instructor. This is even more critical for indoor cycling classes, where 79% of riders consider the instructor’s quality “extremely important” in deciding which class to attend. Studies further show:

💡 Members are 2x more likely to return if they feel connected to their instructor.
💡 An energetic, motivating coach turns a one-time visit into a weekly habit.

A gym with engaging, well-trained instructors builds a loyal community—one that sticks around for the long run.

How Tech Can Improve Group Exercise Program Engagement?

For Gen Active, technology is a standard they expect from workout experiences. The numbers speak for themselves: Gen Active makes up 65% of virtual fitness participants, and 85% of all gym members also work out at home. They expect a seamless, connected fitness experience that integrates effortlessly into their lifestyle, letting them work out on their own terms.

From a Group Exercise standpoint, this means offering a fully integrated solution that blends live, virtual, and at-home classes—so your club’s reach extends beyond the gym walls, becoming an integral part of their entire fitness journey. This means meeting members where they are—in the gym, at home, and online.

1. Seamless Integration: In-Gym, Virtual, and At-Home Workouts

The most successful fitness clubs connect the in-gym experience with virtual and at-home options. A member who love their group HIIT class should be able to do a quick 20-minute version at home when they’re busy—keeping them engaged with your gym even when they can’t visit in person.

2. On-Demand & Live Streaming Classes

Group Exercise isn’t just about a scheduled time slot anymore. Providing members with on-demand and live-streamed group classes gives them the flexibility to stay engaged no matter where they are. This increases class participation and long-term retention.

3. Goal Setting and Progress Tracking

For Gen Active, fitness is all about progress. They want to set clear goals and track their achievements along the way. Tracking their progress—whether through fitness apps, wearables, or in-class performance stats—gives them tangible results to strive for.:

• Real-time feedback on calories burned, reps completed, or distance covered.
• Visible progress that boosts confidence and drives consistency in workouts.
• Post-class data insights to help members track progress over time.

4. Creating an OmniFitness Community

Clubs that blend physical and digital fitness experiences create stronger member loyalty. When members feel connected—whether through in-person classes, virtual sessions, or app-based tracking—they’re more likely to stay.

5. The Role of Fitness Software

As more gyms blend in-person and virtual experiences, technology becomes essential to keeping everything running smoothly. Whether it’s class bookings, virtual sessions, or member engagement, the right software streamlines it all. 

With fitness software like SHC, your club can seamlessly integrate both in-person and online fitness offerings. This means less hassle for your team and a more connected, engaging experience for your members—ensuring they stay motivated and loyal, no matter where they choose to work out. 

Final Words

As you know very well, Group Exercise has always been super important and is not going anywhere anytime soon. A strong Group Exercise program is a key driver in this process. It creates accountability, enhances motivation, and fosters social connections, all of which have been proven to keep members engaged and committed to their fitness journey.Ready to elevate your Group Exercise programming? Book a discovery call with SHC today to see how our gym management software can help.

FAQs About Group Exercise and Gym Membership Retention