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3 Tactics to grow your gym with data-driven decisions

Data-Driven Fitness Decisions
Discover how to harness the power of data to transform your gym into a high-performing business.

What is data in fitness?

Data in digital fitness refers to information collected about an individual’s exercise routine, physical activity levels, nutrition, and other relevant factors that can be used to track progress and improve overall health and fitness outcomes.

For gym operators, data is relevant because it can help them understand their client’s needs and preferences, track their progress, and offer personalized recommendations and guidance.

Benefits of data to drive gym growth

Staying ahead of the curve is essential in today’s highly competitive fitness industry. That’s why savvy gym owners are embracing the power of data. 

You can leverage data to make informed decisions on workout types, seasonality, classes, and clubs. With the right data, you could answer questions like:

  • What workouts would our members like in the app? 
  • What workouts do our members want per season?
  • What group classes are not so popular?  

Let’s dive into a few tactics you can leverage to optimize your member journey.

Tactic # 1. Track your best-performing workouts

Are you a gym owner looking to boost your business and make it thrive? If so, which classes do my customers love the most? 

By gathering class attendance and frequency data, you can pinpoint which classes are the real stars. And not only that – but you can also figure out which classes are bringing in the most revenue. 

Take a look at the dashboard above. It reveals that gym members at one of Funxtion‘s partners were clamouring for ab workouts, yet the gym had way more leg workouts on offer.

This information lets you adjust your class schedule to meet demand and keep your customers engaged.

Tactic # 2. Compare the start-to-finish time

Measuring the popularity of your classes is about more than just attendance. Booking numbers and attending figures tell part of the story. To understand the effectiveness and appeal of your classes, you need to track how many people are starting and finishing their workouts. 

This provides critical insights into retention rates, allowing you to make informed decisions about your class offerings.

After all, you don’t want to be one of those gyms that only focuses on class attendance – that’s a surefire way to turn off your members.

You can gauge how engaging and effective your classes are by tracking the number of completed workouts. If too many people start a particular workout but don’t get to finish the exercise, that’s a red flag that the class might be too challenging. 

You can adjust the level of difficulty and offer a more personalized experience.

On the other hand, a high percentage of completed workouts indicates that the class is a hit – and that means more repeat customers for you.

But it’s not just about completion rates. Measuring the length of each workout can help you identify any barriers to participation.

If people are dropping out early, that could be a sign that the class is too long or that the equipment is hard to use. With this knowledge, you can make adjustments to improve the class and boost its popularity.

So there you have it – one of the secrets behind identifying the classes your clients will love. By tracking how many people start and finish their workouts, you’ll fine-tune your offerings and keep your members coming back for more.

Tactic # 3. Uncover seasonal trends

The key to understanding attendance and participation trends over time is to look at your data over an extended period. Break it down by month or quarter, and compare attendance rates and class participation levels between those periods. 

By doing this, you can identify any patterns or trends that emerge.

Take a look at the dashboard below, for example. You’ll notice that “Ab” workouts are a popular search term, along with the most popular classes.

But it’s not just about popular classes – it’s also about understanding how attendance and participation vary throughout the year. For example, you might find that ab workouts are more popular after the summer.

With this knowledge, you can adjust your offerings and allocate resources accordingly, ensuring that you’re always providing fresh, relevant programs that align with your members’ interests and preferences.

What is the best way to collect data for your gym?

It’s essential that you collect accurate data and information that enables you to achieve your business goals. 

The best way to collect data for your gym will depend on your specific goals and the resources you have available. Here are some methods that you may consider:

1. Smart equipment

In today’s digital fitness world, smart equipment is crucial to engage members 24/7. By smart fitness, we refer to fitness machines and devices that use technology to provide advanced data tracking, personalized training, and interactive features to improve the user’s workout experience. 

This can include features like virtual coaching, gamification, real-time performance tracking, automated adjustments to resistance levels, and the ability to customize workouts based on the user’s goals and fitness level.

For example, EGYM, the global leader in smart training technology, specializes in creating smart equipment that provides personalized data to end-users. Their equipment includes connected strength machines, cardio equipment, and a digital platform that allows users to track their progress, set goals, and access personalized training plans. 

Like EGYM, the fitness industry is getting ahead in everything related to data and personalization. But how is smart equipment scalable? That will depend on several factors, including the quality and customization of your digital fitness content.

2. Digital fitness content

Smart fitness content refers to any fitness-related content delivered through digital channels such as fitness platforms. This can include workout videos, training plans, nutrition tips, motivational content, and educational resources.

By creating and sharing high-quality, engaging digital content, gym operators can establish themselves as thought leaders in the fitness industry and build a loyal following of potential clients. This can also help to increase client retention rates, as clients who engage with digital content are more likely to remain engaged with your gym’s services.

For example, with Funxtion’s digital content platform, you can fully customize white-label fitness content, workout and training plans. This way, you can create different content packages and offer several types of memberships to your clients.

Here to help

Ready to harness the power of data? Funxtion‘s fitness content platform makes it easy for gym operators who want to deliver personalized fitness content to their members for maximum retention. Get in touch with us and receive a free demo.

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Funxtion x Benefit system partnership

Funxtion partners with Zdrofit – a brand of Benefit Systems S.A.

Funxtion teams up with Benefit Systems to revolutionize its digital fitness experience. This collaboration signals an industry step-change in how gym operators embrace fitness technology, positioning Zdrofit fitness clubs at the forefront of digital innovation.