Higher member retention as the foundation for growth 

The members who stay are coming more often. That may be the best takeaway from two major reports on the fitness industry for 2026. 

ABC Fitness looked at more than 13,000 fitness businesses with a combined 35.5 million members. The HFA report mapped the European market. Both reports share the same message: growth doesn’t come from recruiting harder, but from taking better care of the members you already have. 

Your core gets stronger 

In the first five months of 2026, gyms saw 9 percent fewer new members and 8 percent more cancellations. Yet the number of visits stayed the same. So the members who stay are working out more often than before. 

That makes every member more valuable. It also makes it more important than ever to know what’s going on with your members. The HFA report shows this too. The best performing clubs keep 31 cents in profit for every euro of revenue, compared to an average of 22 cents. Not because they grow the fastest, but because they get more out of the members they already have. 

Members stay for each other 

Members join for the club, but they stay for the people. According to ABC Fitness, 67 percent of members say a sense of community is their biggest driver for staying motivated and keeping it up. That’s a full 12 percent more than last year. The HFA report confirms it: nearly 3 out of 4 people who work out say a group helps them stick with it. 

You can see this especially clearly in boutique studios. They gained 5 percent fewer new members, but visits rose by no less than 27 percent. Members know the trainer and the people next to them. They’re missed when they don’t show up. That’s striking, because studio members often pay the highest price. What matters is whether members feel it’s worth their money. 

You only know when you ask 

Does a member feel at home? Do they think your club is worth the money? And what does a member need to keep coming back with pleasure? Visit numbers can’t answer that. Your members can. 

We help you ask how things are going at set moments in the member journey. That way you always know what your members value and what could be better. You follow up with members personally and make targeted improvements, before they drop out. 

That’s how we help you build a loyal core that stays and a stable foundation for your club. 

Strong member retention starts with listening. Curious what your members really think? Schedule a no-obligation introduction or give us a call.