The Real Reason Gym Members Stay (Hint: It’s Not the Showers)

Gyms often compete by showcasing shiny equipment, luxurious amenities, and top-notch facilities. But what truly keeps members coming back—and spending more—is not just what’s in the building, but who’s leading inside it. Group fitness classes offer something deeply personal: community, connection, and accountability. When instructors are trained to engage, build trust, and make every class feel like it’s just for you, retention skyrockets. But many gyms don’t invest enough in this part of their business.

The numbers back this up. According to Les Mills/Retention People data, members who take group classes two or more times per week stay significantly longer—gyms offering frequent group fitness see membership lengths increase by 50% compared to members who don’t attend classes. Moreover, group exercisers are still about 26% less likely to cancel than “gym-only” members. Studies also show that average gyms lose about 40% of members annually, but those who attend group classes are far more likely to stick around. What’s notable here is that Les Mills is one of the few format creators that actually invests in training instructors not only on demonstration but also on how to foster connection and build community—a skill set that directly impacts retention.

So what causes the gap? It usually comes down to two things: lack of connection and lack of skill/training. If instructors aren’t given the tools to motivate beyond the standard cue, to build community inside class, or to personalize group fitness for different students, the classes feel generic. Members begin to see group fitness as interchangeable or even optional. Whereas when instructors consistently connect, make people feel seen, and foster peer relationships, group fitness becomes a powerful retention engine.

When gyms invest in instructor education—not just on technique or demonstration, but on empathy, how to read the room, and how to lead with trust—they aren’t just training staff. They’re building member loyalty. Trust is what makes someone keep paying, skip fewer classes, invite friends, and become a promoter of the gym itself. According to multiple sources, even boosting retention rates by 5% can lead to profit increases of 25-95%. (smarthealthclubs.com)

The bottom line is this: facilities and equipment may attract members, but it’s relationships that retain them. Gyms that prioritize training instructors to lead with intention, empathy, and connection will see their communities thrive and their bottom line grow. As a fitness consultant and client experience specialist, I help fitness businesses build this capability—educating instructors to connect, motivate, and retain. With the right tools, your group classes can shift from a nice-to-have on the schedule to your strongest growth engine.