Funxtion Logo Wordmark

5 ways to increase gym member retention with content

ways a digital fitness content platform help member retention
How can fitness content help you retain gym members? Learn about digital fitness content platforms and lower membership churn rates.

In this article, we explain how a digital fitness content platform can help multi-site gym operators to engage and retain their members at scale. Discover the benefits of plugging a digital fitness content platform into your business. Revolutionize the member experience at scale.

What is a digital fitness content platform?

A digital fitness platform is a cloud-based solution in the form of a mobile app, 360-degree member management systems or on-demand content distribution platform. They benefit businesses and end-users, such as gym operators and gym members. 

While digital fitness platforms allow businesses to host live or on-demand fitness classes, they can also include a space to see interesting links to articles and even online shops. The scope of your platform and the scale of its impact on your business will change based on your service provider. 

Tips for helping your gym members

People no longer consider fitness an activity that’s only done on the gym floor. According to the annual report on the digital maturity of the fitness and leisure sector (UK Active), consumer demand for hybrid solutions exploded during the pandemic.

And it proved to stay post-pandemic with many people getting in-home gym equipment and more functional training on the go (EuropeActive Consumer Survey Report 2023). Here we provide some tips for helping members achieve their fitness goals in the gym and on the go.

1. Improve gym satisfaction

Member retention is largely influenced by a combination of satisfaction levels, expectations, and well-being.  Ask yourself what millennials and Gen Z expect from your gym to over-deliver and defy their expectations across a number of variables, from fitness to mental health.

But it can be difficult for multi-site gym operators to address their individual wants and needs and calculate an accurate return over investment. 

If you want to help your members achieve greater levels of satisfaction, you will need to implement new technologies that show them real results. For example, an open digital fitness platform can be one of the most cost-effective, efficient, and scalable ways to diversify your offering in and outside the gym while making data-driven decisions. In return, you will see increasing levels of satisfaction when members achieve greater results.

However, you should know that not all digital fitness platforms are created equal. Choosing the right one that meets your business needs and member demands requires the right content, management software, and integration technology.

2. Up your game with omnichannel fitness content

One way to engage your members is via a member app through an omnichannel fitness journey. As you know, most member apps are mostly used for QR code check-ins and class bookings. But why would you miss the chance to use the mobile app to deliver digital fitness content? Don’t underestimate the power of an omnichannel journey to increase member retention

Delivering fitness content and services outside your gym can solve the most significant barriers to member retention. If you are using a member app, then make sure you choose a digital fitness content platform that can fully integrate with any gym member app.

3. Grow member loyalty with personalized fitness content

If you were wondering why you need personalized content, remember that in 2023 members expect meaningful and valuable training offers (EuropeActive Report 2023). This translates into personalized content that will keep your member engaged on the gym floor, at home, or on the go.

Funxtion CEO Ernst de Neef says: “Now that people are returning to the gym and Corona safety measures are met, operators need to think on how to future-proof their business.” Offering personalized fitness content in the gym and on the go is a scalable way to enhance your customer experience. 


It’s not about replacing the in-club visits but allowing for more flexibility to your customers and also expanding your range of influence beyond the four walls of your gym. In return, you’ll keep your customers engaged and motivated to reach their fitness goals both on the gym floor and in their own place.  

4. Use customizable workouts and training plans in the gym and at home

Workout Creators and Training Planners enable businesses across multiple facilities to customize individual or group workouts and training programs. With a Workout Creator, your staff can design unlimited compelling fitness experiences to meet different member interests and goals.

In addition, it creates new revenue streams. For example,1Rebel Hammersmith is considered one of the leading boutique studios innovating the workout experience with Funxtion’s Platform and MultiScreen Solution.This boutique created its own 1Rebel RIG concept, a 45-minute functional, high-intensity workout that comprises four endurance-testing zones: the assault bike, rower, bench, and rig. 

Thanks to this omnichannel delivery approach, members remain engaged 24/7 and gym operators find innovative channels to grow revenue at scale.

5. Stay top of mind with white label virtual classes

When your members think of exercising, you want them to think of you first and directly associate their fitness success with your gym – not with another brand. Branded digital fitness content is a great way to promote your gym and connect your brand with your members, but the time, expertise and cost of producing your own can be too much for most operators.

In fact, producing high-quality, ready-made and tested white label virtual classes is a challenge. Find a platform that offers you at least covers a variety of disciplines to target the full gamut of your gym member preferences. 

It’s important that you partner with a platform that allows you to share and sell the content as your own, so your members can start using it immediately. 


Gym member attrition seriously threatens the viability of long-term financial health. To fit into your members’ portfolio of fitness habits, gyms normally plan for customizable hybrid and omnichannel services.

With the average cost of one video production per minute ranging between $1000 and $10000 and the cost of developing and managing a software platform running in the potential millions, gyms should consider ways to partner with providers of complimentary services.

Why would you wait? Find the right digital fitness content partner and offer the variety of fitness content your members ask for. Include in-gym interactive workouts, offer guidance 24/7 and help your members achieve their fitness and health goals.

Here to help

Funxtion is the world’s most intelligent digital fitness content platform. It allows operators to quickly launch world-class branded digital fitness content with the right personalisation tools and delivery in place for maximum member retention and profit. So far, Funxtion has supported leading gyms in increasing their group class member attendance by 220%. Book a demo now and take your gym to the next level.

Book a Free Demo

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.