Smart email automation can help you stay one step ahead of cancellations by nudging members back into action before they decide to leave.
The right message at the right time can re-engage a member, remind them of their goals, or even prompt a conversation that saves their membership.
It works, too. According to Campaign Monitor, automated emails generate 320% more revenue than non-automated ones. This translates to better retention, stronger relationships, and more predictable recurring income.
If you’re struggling with where to start, here are five high-impact automated email flows that any gym can set up using their club management software.
New Member Onboarding Series
Having a dedicated automated email flow for new members helps them feel welcomed, supported, and confident from the moment they join. Members who feel lost or unsupported in the early stages are far more likely to cancel. A structured welcome series builds confidence, trust, and a sense of community.
Here’s an example of a New Member Onboarding Email Flow:
Day 1 – Welcome email: Introduce your gym, Include opening hours, how to book classes, and who to contact with questions.
Day 3 – Digital induction & tips: Run through the equipment, beginner-friendly classes, and trainer recommendations.
Day 7 – Progress check-in: Ask how their health journey is going and offer a quick fitness assessment.
Day 14 – Meet the team: Introduce some of the instructors or PTs so that they can get familiar with the team.
Day 30 – Feedback request & referral incentive: Gather feedback and start asking for referrals.
Missed Visit Follow-Up
One tried and tested method of preventing cancellations is to catch disengaged members early before they disappear entirely. Your gym software will automatically flag at-risk members, so all you need to do is automate the process of contacting them and reminding them to get back to the club.
A gentle nudge shows you’ve noticed their absence and you have a personal stake in their fitness journey.
At-Risk Member Example Email Workflow
After 7 days of no visits: Friendly “we missed you” message, offer to help get back on track.
After 14 days: Encourage goal reflection; “Still on track with your fitness goals?”
After 21 days: Share a special offer on 1:1 catch-up with a personal trainer or invite them to a class.
Health Goal Check-In
As mentioned, showing members that your gym has a personal stake in their well-being is key to keeping them motivated. Progress isn’t always visible in the mirror and members often forget how far they’ve come. Checking in shows you care and helps members reconnect with their “why.”
Example Email Workflow for a Fitness Check-In
Every 6 weeks: Send a check-in email asking how they’re feeling about their progress.
- Include a quick survey or link to book a free mini-health assessment with a trainer.
- Share tips to beat an exercise slump or remind them of lesser-used services that you offer (e.g., nutrition advice, recovery sessions, tracking tools).
- Encourage a small “next goal” they can aim for in the next few weeks.
Getting Members to Unfreeze Their Memberships
While most members often freeze intending to come back, “a few weeks off” can quietly turn into “I never went back.” A warm, supportive series of automated emails makes the return less intimidating and more inviting.
Example Email Workflow to Get Frozen Members Back in the Gym
A few days before the freeze ends: Send a friendly “We’re looking forward to seeing you again!” email with details on how to restart or adjust the freeze if needed.
1 week after scheduled return: If they haven’t checked in, follow up: “Need help getting back into the swing of things?”
2 weeks after return: Celebrate their comeback with a motivational message, offer a free pass for a friend or spotlight a new class that might interest them.
Exit Survey & Win-Back Campaign
Unfortunately, some cancellations just can’t be avoided and sometimes members will leave due to reasons beyond your control. It’s important to learn what those reasons are and have a plan in place to win them back when the time is right.
Understanding why a member cancels helps improve your services, and a thoughtful exit email workflow can turn a “goodbye” into a “see you soon.”
Example Membership Cancellation Email Workflow
Immediately after cancellation: Thank them for being a member and share your feedback survey.
30 days after cancellation: Send a special rejoin offer or a free class invite.
60-90 days after: Share updates at the gym (new equipment, new classes, community stories).
Tips for Writing Member Communications
- Most people skim-read their emails, so keep it short and to the point. Aim for 3-5 short paragraphs per email as a maximum.
- Write like you speak. Use a friendly, conversational tone and avoid jargon or overly formal language.
- Make the message about them, not you. Focus on their goals, challenges, and progress.
- Always include one clear call to action (CTA). Whether it’s “Book your class,” “Reply to this email,” or “Choose your plan.” Make it obvious what they should do next.
- Use subject lines that are simple and honest. For example, “We haven’t seen you in a while” will likely get more opens than “Notification of membership inactivity.”
Most modern gym software platforms make it easy to build these workflows using simple “if/then” rules based on member behaviour. Once they’re set up, they run in the background to save you time while protecting your revenue.
Want to get started with automated messaging? ClubRight makes it easy to automate smart, personalised emails that keep your members coming back – plus loads more. Book a free no-obligation online demo and we’ll walk you through it, or see why we’re trusted by more than 1,000 fitness businesses across the UK.
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