Stronger Together: Why Regular Communication with Your Gym Members is the Key to Long-Term Success
As a consultant working with gym owners one thing often stands out to me, no matter how cutting-edge your equipment is or how stylish your facility looks, your most valuable asset is your relationship with your members. The foundation of that relationship is regular, thoughtful communication.
Whether you own a boutique studio or a full-service gym, how often and how well you communicate with your members directly impacts retention, satisfaction, and ultimately, your bottom line.
Why Communication Matters
Communication is the glue that keeps your members connected - not just to their workouts, but to your brand, your culture, and your mission.
Without regular touchpoints:
Members can feel overlooked or unmotivated.
They may forget about the value of their membership.
You miss out on valuable feedback and engagement.
But with consistent and intentional communication, your gym becomes more than just a place to work-out, it becomes a community.
Types of Communication That Work
The following is a breakdown and guide to the the kinds of communication you should be engaging in, and how often you should be doing it.
1. Welcome & Onboarding Messages (One-time + 1st Month Check-ins)
New members are most vulnerable to dropping off within the first 90 days. Combat that with a strong welcome email or text series:
Day 1: Welcome email with class schedules, app download links, and staff contact info.
Day 3-7: Personal check-in from a coach or front desk team.
Week 2-4: Invite to a community event or intro workshop.
2. Weekly or Biweekly Updates
Send regular updates to keep members informed and inspired:
New classes or schedule changes
Trainer spotlights
Member success stories
Seasonal fitness tips or health content
Format: Email newsletter, blog post shared on social, or in-app message.
Frequency: Weekly or every other week
3. Monthly Progress Check-ins
Even a short text or app notification like “How’s your training going this month?” goes a long way. Better yet, offer a complimentary monthly goal-setting session or assessment.
Format: Text, email, or app message
Frequency: Monthly
4. Event & Promotion Announcements
Have a challenge coming up? Launching a new class series? Promoting a referral program?
Announce it in advance and send reminders:
Email blast 2-3 weeks prior
Follow-up text or social post a few days before
On-site signage to reinforce
5. Surveys & Feedback Requests
Show you care by actively seeking member feedback. This can help you adjust services, catch issues early, and deepen trust.
Frequency: Quarterly or post-event/class.
Modes of Communication: Meet Them Where They Are
Not every member checks their email, and not everyone likes texts. A multichannel approach is key:
Email: Great for detailed info and newsletters
Text/SMS: Perfect for quick reminders, schedule changes, or check-ins
Social Media: Public community-building and real-time updates
In-app Notifications: Best for members using your gym’s app
Face-to-face: Still the gold standard and trainers and front desk staff should be part of your communication plan
The Impact: What Happens When You Do It Right
Here’s what gyms see when they commit to consistent member communication:
- Higher retention rates
- Increased member engagement and attendance
- More referrals through improved member satisfaction
- Better class and event participation
- Greater community loyalty and brand reputation
In Conclusion
Running a gym is about more than reps and revenue, rather it’s about relationships. Regular communication is your most powerful, low-cost tool to create lasting member connections. Start small, be consistent, and always lead with value.
When your members feel seen, heard, and supported, they’ll stick with you for the long haul, and tell their friends, too.
Stronger communication = stronger community = stronger business.
Article Posted, 29th May 2025.