As technology continues to move forward, more and more industries are seeing massive changes come from adoption of the latest technology. One such industry that has been almost completed transformed is that of fitness clubs and gyms. Now that everything from your heart rate to your calorie intake can be tracked with an app, gym members have everything they need at their fingertips.

And yet, even with these technological advances, gyms and fitness clubs are still having a hard time trying to reduce churn rate and keep their customers. The question then becomes, “where is the disconnect?”

Simply put, technology in and of itself is not the answer. If you are wondering how to increase gym memberships by using technology, the first thing to understand is that it is how you use technology, not just the fact that you are using it. With this in mind, let’s explore this question further and find out together.

how to increase gym membership

What is the benefit of using new technologies?

Every time a new technology comes on the market, it seems that everyone tries to adopt it into their business plan. Although this can be beneficial to some, it often ends up costing more than it’s worth and leads the gym owner to believe technology doesn’t work. This is obviously not the case, but unless you invest your money wisely, technology can seem overpriced and not worth the time.

But what about the companies that get it right? According to Emmet Williams, president and co-founder of MYZONE, “Adopting technology is important for gyms looking to keep customers coming back and increase lifetime value.” He continued, “Technology is a great motivator, whether it’s motivation to change effort levels or motivation to meet a goal.”

You see, most gym owners believe that by simply having the latest tech in their establishment will drive the customer growth they are looking for. In reality, there is more to it than that.

Using technology to engage customers

One of the largest struggles for most gyms is hammering down a customer retention strategy that keeps their members engaged and coming back month after month. Instead of spending money on technology that tries to drive in more members, the real problem gym owners should be trying to solve is how to keep members around.

With the growth of social media and online advertising, gyms now have to provide excellent service and performance. Otherwise, as soon as a better offer comes along, your members will jump ship. By angling your technology toward engagement, not only will you have more satisfied members, but you might also crack the question of how to increase gym membership.

Here are a few ways in which you can do that.

App for members

There are many different ways in which gym owners can increase engagement from their members. Creating a custom app for your gym is one of the best ways to do this. However, just like adding new technology to the gym on its own won’t increase engagement, same goes for developing an app.

The app that you create for members should allow them to plan out their workout schedule, receive updates on pertinent information to them, and track their progress. Along with this, by monitoring user engagement metrics you can get a better understanding of your members. With this valuable information you will be able to make much smarter decisions when it comes to how to increase gym membership.

Fitness tracking technology

As we mentioned, your members are likely using some sort of fitness tracking technology for their own personal goals. What better way to engage with your customers than to work with them on achieving their goals?

By either pairing your custom app with their fitness tracker or purchasing gym equipment that can track everything for them, use the technology at your disposal to help members in any way that you can.


One of the most common fitness tracking technologies is wearables. Wearables make it simple and easy for members to track their progress throughout the day and see where they are vs. where they need to be. Even though this technology is still being perfected, now is the time to take advantage of this hot trend.

Consider pairing your app with wearable technology. This will allow your users to see all of their progress right within your app, leading to more customer engagement while also increasing your customer lifetime value.

Additionally, branded messaging and marketing campaigns letting the general public know that you can help them meet their fitness goals while tracking everything can be a huge boost when trying to figure out how to increase gym memberships.  

Trainer education

The last way in which you can use technology to increase customer engagement and membership levels is through trainer education. With the steady growth of the fitness industry it has become harder and harder to find good trainers who can handle the volume of classes now demanded by the market.

By using technology to create training courses, you can make it easy to keep your trainers up-to-date on the latest fitness trends while also offering valuable insight into how they run their classes. Use mobile app analytics to learn the trends of your members and then educate your staff on how to best meet these members where they are in their fitness journey.

how to increase gym memberships

How to increase gym membership

Now that you have gotten to this point, you might be wondering, but how do I increase gym membership? After all, most of these methods are about keeping and engaging the customers you currently have.

Well, that is the irony of the situation gym owners find themselves in. It is far costlier to pursue new members than it is to focus marketing efforts on keeping your current members around. By perfecting customer retention techniques and engaging members, you are able to save money that can then be used for campaigns aiming to generate new members.

Additionally, once members begin to engage with your gym and understand the value that they offer, they are likely to tell their friends. You can even make this easy for them by asking for reviews from dedicated members to share the wealth. Although this might not seem like the most obvious answer to “how to increase gym membership,” it is where the industry and your members are headed. The question is, are you going with or getting left behind?