When someone joins a gym, they’re often stepping out of their comfort zone. Many new members feel nervous or unsure of how to navigate the environment, which can hinder their progress and even lead to cancellations.
As a gym owner or manager, fostering an inclusive, supportive atmosphere can transform these first experiences into a strong, lasting relationship with your facility.
Why does this matter? Because new member retention directly impacts your bottom line. High retention rates mean a more predictable income, better member referrals, and more positive reviews. When members feel comfortable and confident, they’re more likely to stick with their fitness journey – and with your gym. Making new members feel at home isn’t just good customer service; it’s a smart business strategy.
Here are three essential strategies to help your new members feel at ease in those first few weeks and ensure they remain long-term members of your gym.
Create a Warm and Welcoming Onboarding Experience
Many people are intimidated by the idea of joining a gym, especially if they’re new to fitness in general. A structured onboarding process will reduce their anxiety, help them understand the environment, and build trust with your team.
Once they’ve joined, send them a welcome pack that has all of the information they need to know before they visit. Opening hours, house rules, class timetables, amenities and even parking information are all helpful for new members. You can even add a personal note encouraging them to reach out if they have any questions.
Then, make sure new members have a proper induction. While you’re walking them around the gym and showing them how to use their equipment, ask them what they want to get out of their membership and make a note of their goals in their member profile. That way, you’ll know exactly how to help them (and stop them leaving because they haven’t seen results in the mirror within the first few weeks!)
The onboarding process doesn’t stop after the induction. Schedule follow-ups a week, two weeks and a month after their first visit to see how they’re getting on and whether there’s anything you can do to support them in their fitness journey. This will help you address any concerns or doubts from new members straight away.
Provide Beginner-Friendly Resources
Navigating gym equipment and fitness routines can be overwhelming for newcomers. Without guidance, new members may feel lost or self-conscious, which can lead to frustration and eventually a cancelled membership. Providing resources ensures they start their journey with knowledge and confidence.
Make sure equipment is clearly labelled and offer instructions on how to use it. A great way to execute this is to have QR codes placed around the gym floor so that new members can scan them and watch a video tutorial on how to use the machines with the correct form. For a new member, this can be much less daunting than asking someone for help!
You could even offer a free personal training session when new members join to boost their confidence in navigating a gym environment and building a fitness programme that works for their goals.
Foster a Supportive Community
A strong sense of community can turn your gym from a transactional experience into a valued part of a member’s lifestyle. Feeling a sense of belonging reduces anxiety and builds emotional connection. When members feel they’re part of a community, they’re more likely to stay.
Invite new members to events, take part in challenges, or attend workshops that encourage connection and community building. Encourage group fitness instructors and trainers to learn names and build rapport with their attendees.
“Clubs that truly embrace community thrive – not just in retention, but in everything from sales to staff engagement. A strong community keeps members connected and excited and even reduces staff turnover because everyone feels part of something special,” says Fitness Business Consultant, Ryan Charlesworth. “Building that doesn’t happen by chance; it requires effort from the top down. It’s not just about hosting events but fostering meaningful interactions daily. Greeting members by name, engaging with them on the gym floor, and making them feel valued. When members love your gym, they stay longer, spend more, and become your biggest advocates. That’s the power of community.”
Making new members feel comfortable and confident in your gym isn’t just about excellent customer service, it’s about creating a culture where everyone feels valued and supported. By implementing these strategies, you’ll not only improve member retention but also build a thriving community that members are proud to be part of. Start small, measure the impact, and refine your approach over time. The results will show in happier members, positive reviews, and a stronger, more successful gym.
ClubRight is the go-to management software for independent gyms, taking care of everything from membership management and billing to class bookings and online joining—plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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