The fitness industry has undergone significant transformations in recent years, driven by evolving consumer expectations, behavioural shifts, and the lasting impacts of the COVID-19 pandemic. To remain competitive and foster member loyalty, fitness facilities must adapt their offerings and strategies to meet these new demands.
“The old adage of a member joining for life has gone away,” says Dr. Paul Bedford, the Retention Guru, inarguably the world’s leading retention and attrition specialist for the fitness industry. “If that doesn’t apply to you, I am absolutely delighted for you. But it is certainly the case for a large proportion of operators we have spoken to and worked with.”
Consumer preferences have changed, and why consumers are in your facilities has changed. Dr Bedford gives us a sneak peak: