Cancellation starts when they stop coming
Hardly anyone cancels their gym membership out of the blue. First they come less, then they stop coming and, in the end, they cancel the fee. If you spot the drop in time, you have a real chance to win them back. That’s why in a sports centre the most useful part of a loyalty card isn’t the reward, but knowing who’s coming and who isn’t.
Record every visit
If members show their phone card on entry, every visit is recorded. You immediately see who used to come three times a week and hasn’t appeared for ten days.
A message to those who stop coming
A friendly, timely message works: «We haven’t seen you for a few days. Shall we save you a spot in Thursday’s class?». No reproach, with a specific invitation. It can be scheduled to go out automatically after a certain number of days without a visit.
Reward consistency, not just payment
The member who comes often is the one who doesn’t leave. Rewarding visits (for example, a sports drink or a session with a trainer every so many workouts) reinforces exactly the habit you want.
Passes for drop-in classes
For Pilates, yoga, spinning or personal training, session passes on the phone work very well: the client pays upfront, sees how many sessions they have left and you deduct one each class.
Bring a friend
Training with someone is more addictive. A free week for the friend and a perk for the one who brings them is one of the best ways to win members who stay.
Birthdays and anniversaries
Birthday greetings and celebrating the first year as a member («you’ve been with us a year, your shake is free this month») are cheap touches that make members feel part of the place.
Where to start
A phone card to record visits, an automatic message to anyone who’s been away for days and a reward for consistency. The recipe is in loyalty cards for gyms.
Frequently asked questions
How do I know which members are about to cancel?
By looking at who has stopped coming. If you record every visit, those who haven’t appeared for days show up automatically in your list.
Does it work for drop-in classes?
Yes, with session passes that are deducted each class.