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Member retention
Keep members longer. Grow without the churn.
Onboarding journeys, engagement systems and data-led retention strategies that keep members coming back and paying for longer.
50%
Cut in monthly attrition for one partner (5% to 2.5%)
£80k
Retained revenue from that change
+500
Members added after a full reset (1,700 to 2,200)
£250k+
Annual revenue growth for one partner
Why it matters
You can't market your way out of a leaky bucket
Every member who quietly drops off costs you the revenue and the marketing spend it took to win them. The first 90 days are critical. We help you build the onboarding, community and service habits that turn new joiners into loyal, long-term members.
Structured onboarding for every new member
At-risk member alerts and save plays
Community, challenges and engagement ideas
Retention KPIs your team owns
What's included
Retention systems that actually work
👋
The 90-Day Member journey
A proven onboarding pathway that builds habits, results and relationships early.
📲
Automated touchpoints
CRM messages and reminders that keep members engaged between visits.
🚨
At-risk tracking
Spot members who are drifting and intervene before they cancel.
🏆
Community & challenges
Events, challenges and programming that make members feel part of something.
🧑🏫
Team service training
Front-of-house and coaching habits that make every visit count.
📉
Churn & LTV reporting
Clear retention metrics, cohort tracking and member lifetime value.
How it works
Plug the leaks, grow the base
01
Diagnose churn
We analyse cancellations, attendance and feedback to find the real reasons people leave.
02
Design the journey
We map the ideal member journey, starting with the critical first 90 days.
03
Automate & train
We set up the systems and train the team to deliver them.
04
Measure & improve
Monthly retention reporting and continuous improvement.
Partner stories
“
Working with Ryan was one of the best things for my business. Hitting a brick wall, Ryan immediately identified where we can change things to see improvements. By implementing fresh, new ideas from Ryan we started to see traction.
Shireen Walker
HubFiit
“
His expertise in the fitness industry is evident through his targeted approach to identifying and addressing our specific challenges. With his help, we've achieved a stronger market presence and a more robust business model.
Andrew Charalambous
Director, Ignite Fitness
“
I've known Ryan for a number of years and had the pleasure of working with him and also recommended him to my clients. He has a great depth of knowledge in the fitness industry and can be a great help and asset to any business or individual.
Carl Fanning
Konsileo
FAQ
Member retention FAQs
What is a good retention rate for a gym?
It varies by model and price point, but every percentage point of churn you save compounds over time. We help you benchmark your current rate and set realistic targets.
Why do gym members cancel?
Common reasons include not seeing results, not feeling welcome, poor habits in the first few weeks and a lack of connection with staff or other members. Most are fixable with the right systems.
Can you set up retention automations in our CRM?
Yes. We build onboarding sequences, check-ins and at-risk alerts in your CRM.
Do you have a free retention guide?
Yes. Download The 90-Day Member from our free resources page.
Let's talk growth
Let's keep your members for longer
Share your current member numbers and churn and we'll show you where the biggest retention wins are.
Free, no-obligation Growth Call
Advice from people who have run and grown gyms
A clear next step within one working day
Talk to a growth partner
Takes 60 seconds. We reply within one working day.
Pull more levers
More ways we grow gyms
📈
Gym Growth Consultancy
Strategy, audits and a clear 90-day plan.
🎯
Gym Marketing & Lead Gen
Campaigns that fill your diary.
🤝
Gym Sales Training
Teams that convert and retain.
🚀
Gym Launch & Presale
Open with members on day one.
🌍
Fitness Franchise Growth
Scale the model, protect the brand.
⚡
FitLeads Digital Marketing
Ads, social, CRM and automation.
The growth briefing
Growth plays for gym owners. Straight to your inbox.
Monthly ideas on marketing, sales, retention and leadership from the Black Raccoon team, plus new guides, podcast episodes and Education Series dates. Unsubscribe any time.
Growth partners to gyms, health clubs, leisure operators and fitness franchises since 2014. We plug into your business and drive members, revenue and retention.
Company
07929 369658
[email protected]
Silsden, West Yorkshire, UK
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