The average person is a member for 12-15 months. I pulled this statistic from our EVP Hossein Noshirvani who has very deep knowledge on the industry. Let me remind you that we are a gym management software company so dealing with member retention and all the statistical jargon that floats around the industry is like second nature to us.
Hope this helps,
Hello Dustin Buttars,
The studies say that getting past the first six weeks is the hardest.
January sees an influx of gym members, February drops off, and by March the regulars are left.
I don’t know if gym members cancel; I believe they just do not renew.
I hope this answers your questions to your liking.
I have a gym that is located in Las Vegas, NV. I can tell you that average retention rate in Las Vegas is significantly shorter (6 months) than other industry stats that I have read up on. I am sure that is because Las Vegas is a transient city with an ever growing population that is always sponsoring new construction of gyms throughout the valley. My point in this is that location will matter when calculating or finding out your anticipated retention rate.
To answer your question on member usage, I have personally found out that the first 30 days of member usage is vital to anticipate how they will and if they will continue to use the facilities. So engagement and interaction during this period is important.
I too am interested in these stats. In fact I think that a constant measurement on these stats in your own health business is vital to obtain your own business goals. My software keeps a close track and a daily email reminder on my gym stats including the following areas:
Member Length (Months)
Average Member Dues (Monthly)
Average Member Dues (Overall)
New Monthly Dues
Cancelled Monthly Dues
Net Monthly Dues,
I hope this information helps.
With Gym Insight, Gym Management Software
The average person may be a member for 12 months but this is because they are likely locked into a 12 month contract, so they have no choice but to be a member for that time. A better question may be to ask for how long do new members continue attending for? The answer would be quite different. Studies show this to be less than 6 weeks on avarage (even if they’re signed up to an annual contract),