How to Win Back High-Risk Gym Members?

Most gym membership cancellations don’t happen overnight. Members first disengage gradually—skipping a session, canceling a class, ignoring an email—until one day, they’re gone for good. 

This slow disengagement is a costly problem as acquiring a new member is five times more expensive than keeping an existing one. Good thing that high-risk gym members—those who haven’t checked in for weeks, show declining engagement, or are close to canceling—can still be saved.

From our years of experience working with gyms and health clubs—and deep dives into industry research, including IHRSA’s Member Retention Report—we know this for a fact: Small, intentional actions can make all the difference. In fact, every two positive interactions between staff and a member result in one extra visit the next month. And just one additional visit reduces the risk of cancellation by 33%.

So, what can you do to bring them back? We’ll break down exactly how to spot high-risk gym members early, reconnect with them effectively, and fix the underlying issues that drive churn. Let’s get into it.

Who Are Your High-Risk Gym Members? (And Why Are They Leaving?)

Not all gym members are equally at risk of canceling. Some disappear quietly, while others slowly disengage before finally quitting. So, how do you know who to focus on before it’s too late?

The biggest red flag is when someone was recently active but suddenly stops showing up for over a week. According to IHRSA, this group is one of the most vulnerable to dropout. 

Why? Because they were engaged, something disrupted their routine, and now they’re slipping away.

Then there are the gym members who only use gym equipment and never join group activities. They’re 56% more likely to cancel than those who have some kind of social connection at the gym. If there’s no sense of belonging, it’s easy to walk away. Longtime gym members aren’t safe either. It’s easy to assume they’ll stick around, but they’re actually the most likely to disengage if they start feeling overlooked. And then there are the ones who just stop responding to anything—no replies to emails, no small talk with staff. That’s a clear sign they’ve mentally checked out.

These people aren’t gone yet though. If you catch these signs early and take action, you can pull them back in before they disappear for good. Here’s how. ⬇️

Step 1: Reach Out

If you’re worried about bugging a member with a call or email—don’t be. In fact, research shows that reaching out (in any way) more than doubles the chance that a member will feel positive about your gym rather than slipping into “detractor” mode. 

“Results show that any type of interaction with a member at risk of canceling can reduce the likelihood of dropping out by nearly 10%.”

– Jay Ablondi, IHRSA’s EVP of Global Products.

What works best? Email. Research from IHRSA shows that email is the most effective way to reconnect with gym  members across all groups. It’s non-intrusive, easy to personalize, and gives them a chance to respond when they’re ready. If they don’t respond, try another channel. For instance, a follow-up call or text can further reinforce the message.

Make it personal and non-transactional. Tailor outreach based on why a member disengaged.

Instead of:

🚫 “We haven’t seen you in a while! Come back soon!”

👉 Try this:

• ✅ “Hey Alex, you were crushing your strength training last month—what happened? Need help getting back on track?”
• ✅ “Hi Sarah, your Tuesday yoga class isn’t the same without you! Want us to save you a spot next week?”
• ✅ “Hey Jake, we just launched a new strength program, and I immediately thought of you. Want to check it out?”

Check out our free gym member retention email templates that can help you re-engage high-risk gym members proactively.

A no-pressure, friendly email like this can be the nudge someone needs.

90% of club gym members say they appreciate clear and consistent communication from staff.

– IHRSA’s & TRP’s Member Retention Report, (Volume 3, Issue 3)

Use their preferred communication method. If a member usually books classes through an app, sending a push notification might be more effective than an email. If they engage with your gym’s social media, a DM could work better than a text. Meet them where they already are.

The goal is to remind them they belong.

Step 2: Offer a “Comeback Incentive”

Just reminding someone to come back isn’t enough—they need a why. A well-structured comeback incentive can reignite motivation, break inertia, and remind them why they joined in the first place.

A member who’s lost motivation, for instance, won’t suddenly become consistent just because they got a free discount. What they need is a fresh connection to their fitness journey—something that makes the gym feel exciting again. That could mean making workouts social, introducing a new challenge, or giving them a chance to reset with expert guidance.

One of the simplest ways to re-engage a member? Let them bring a friend. Research shows that gym members who work out with a friend attend more frequently, stay committed longer, and feel more accountable. A limited-time guest pass or a small referral perk can create just enough momentum to get them back in the habit.

For gym members who feel lost in their routine, a personal reset can be a game-changer. Sometimes, members stop showing up because they feel lost. Maybe their routine isn’t working, or they’re unsure how to move forward. A one-on-one session with a trainer can be the push they need. It’s a chance to reassess goals, get expert support, and walk away with a plan that feels achievable.

Another way to reignite interest? Make workouts feel fresh again. Routine kills motivation, and if someone has been doing the same thing for months, it’s no surprise they’ve checked out. 

Giving disengaged gym members access to a new class, an exclusive event, or a gym-wide challenge introduces novelty. It breaks them out of their slump and can get them excited about fitness again.

At the core of it all, the best incentives aren’t bribes—they’re motivators.

Step 3: Encourage Group Activities

Gym members who participate in group activities visit the gym 56% more often than those who exercise solo. Even more telling? 70% of members who form friendships at the gym stick around long-term.

Simply put: the more socially connected a member feels, the less likely they are to leave. That means you need to create a socially engaging gym environment where gym members feel comfortable to connect with each other. 

You don’t need to force friendships, but you do need to set the stage for them to form naturally. A little encouragement in the right direction can make all the difference:

• Encourage members to try at least one group class per week. A single class can change how they feel about the gym, making workouts more enjoyable and giving them a reason to keep coming back. If someone is hesitant, recommend a class that aligns with their fitness goals—whether it’s strength training, yoga, or HIIT. 
• Introduce a buddy system for new gym members. Pairing them with a workout partner or a small group helps them feel comfortable and gives them a built-in support network from day one.

• Hold monthly gym fitness challenges that require team participation. Whether it’s a step-count contest, a lifting challenge, or a circuit race, friendly competition keeps gym members engaged and excited to show up.

• Start interest-based groups. Creating a community like this within your gym’s app gives members a space to share progress, swap workout tips, and stay engaged even when they’re not training.

Step 4: Make Fitness Feel Personal

If gym members stop seeing progress, disengagement isn’t really far behind.

So, check in before they check out. A drop in visits is your sign to act. Maybe they hit a plateau, got bored, or feel lost. At this point, a quick message from a trainer can pull them back. 

• “Noticed you haven’t been in for a bit, [Name]. If you’re feeling stuck, let’s tweak your plan—what’s been the hardest part lately?”
• “Hey [Name], last time we talked, you were working toward [goal]. Still feeling good about it, or want to try a different approach?”

Next, make progress obvious. ⬇️

• A weightlifter plateauing? Introduce mobility work. 
• A beginner struggling? Set up a trainer session.
• A runner losing motivation? Add strength training. 

A clear next step would keep them engaged.

If your gym has fitness software, use the gym membership data to spot attendance trends before they become problems. An automated check-in message when attendance drops can remind gym members you’re paying attention. Bonus if they can track progress in an app—seeing real-time improvements keeps them engaged. 

Step 5: Create a Welcoming Environment

Gym intimidation is very real. Beginners who don’t know how to use the equipment, older adults who feel surrounded by a younger crowd, or even long-time gym members returning after a break—all of them are at risk of quitting if they feel like they don’t belong.

Fitness coach Jeff Spires explains that gymtimidation is a complex form of anxiety. Rather than simply lacking motivation or enthusiasm for working out, this feeling stems from a genuine fear of the gym’s social atmosphere and concerns about being judged by others, Spires shared with Pop Sugar.

If a new member walks in and doesn’t know where to start, they’ll either figure it out—or feel so out of place that they would skip a few days. Some will hesitate near the free weights, unsure if they’re “allowed” in that space. Others might stick to the treadmill, not because they love running, but because it feels like the safest option. However:

• If a trainer casually walks them through the equipment, suddenly, they feel like they belong.  
• If another member shares how they once felt the same way, that intimidation fades. 
• Even something as simple as a front desk staffer remembering their name can change how they see your gym.

You need to create an environment where no one feels like an outsider.

• Label classes clearly—let gym members know which ones are beginner-friendly. 
• Train staff to proactively step in when they see someone looking lost. 
• Celebrate all kinds of progress—consistency, mental health improvements, even just showing up after a tough week.

If your gym feels like a place where everyone belongs, fewer people will leave.

Step 6: Make Your Staff the Face of Your Gym

Your staff should be the face of your gym—not just the front desk team but every trainer, instructor, and fitness professional on the floor. A gym filled with friendly, approachable, and highly visible staff members fosters a sense of belonging, significantly reducing membership churn.

“Your best salespeople are your fitness staff.” 

 – TRP Study

Think about your most engaged members. Chances are, they have a favorite instructor, a go-to trainer, or even a front desk staffer who knows their name. That’s not a coincidence. Members who feel personally recognized by instructors visit 2-3x more often than those who don’t.

Clearly, your trainers and instructors are the reason many people come back to your gym. In fact, your fitness staff interactions alone can generate 600% more income per member than sales teams alone. A trainer who remembers a member’s goals can easily turn a casual gym-goer into a lifelong client.

So how do you make your staff the heart of your gym? 

Train them to recognize gym members, check in on them, and create small communities within classes. If someone misses a session, have the instructor follow up with a quick message. Feature your best trainers on social media and in email newsletters, so members feel connected to them outside the gym. 

Make it impossible for someone to feel like just another membership number.

Step 7: Use Technology for Engagement

Engagement shouldn’t stop at the gym doors—use technology to keep gym members plugged in wherever they are

The right tech makes it easier for members to stay consistent, feel connected, and keep coming back. Instead of waiting for them to walk through the doors, use digital touchpoints to keep engagement high, no matter where they are.

• Gym apps make engagement effortless. Booking classes, tracking workouts, and syncing progress with wearables like Apple Watch or Fitbit gives members a sense of progress and accountability.
• Push notifications nudge high-risk gym members. A simple “Haven’t seen you in a while! Join us for your favorite class this week?” can be the reminder that gets them back on track.

• Automated emails personalize outreach. Instead of generic promotions, send messages based on actual behavior—like a trainer checking in after a missed session or a reminder about unused personal training credits.

• Live-streamed classes and virtual coaching keep members engaged. If someone can’t make it in regularly, offering digital options ensures they stay connected to your gym instead of looking elsewhere.

The goal is to keep members engaged even when they’re not in the gym, so when they do show up, they already feel invested in their progress. Fitness software like SHC helps your gym do just that — automate outreach, send personalized nudges, and keep gym members engaged through a single platform. 

“Thanks to SHC, we now have valuable data to better organize schedules and create more targeted programming,” says Sandi Denniss, Operations Manager at ProMedica ForeverFit.

Want to explore more effective gym membership retention strategies? Discover actionable ways to keep members engaged and improve long-term retention here.

Final Words

Whether it’s through personal outreach, fresh workout experiences, or smart technology, the goal is to remind them why they started their fitness journey in the first place. The key is consistency. Small, proactive efforts—like a well-timed check-in, a workout challenge, or a personal invitation to a class—can be the difference between a member slipping away and one who re-commits for the long haul.

But keeping up with this level of engagement at scale is tough—unless you have the right tools.

This is where member-facing fitness software like SHC makes all the difference. With SHC, your staff gets real-time insights into member activity, allowing them to step in before disengagement turns into cancellation. Your gym members can book classes, track progress, and stay connected with trainers—all from one gym app—keeping fitness top of mind.

FAQs