The First 90 Days: How to Keep New Gym Members

The moment someone joins your gym, the clock starts ticking.

Within the first 90 days, they’ll either build habits, make connections, and feel supported or they’ll disappear quietly, never to return. And while most fitness pros focus their energy on getting the sale, retention is what sustains the business.

The secret? A strategic onboarding experience that’s more than just a handshake and a tour.

Why the First 90 Days Matter

Data across the industry is clear: if you don’t engage members early, they’re likely to churn. This isn’t just about showing them how to use a treadmill. It’s about creating a path that helps them feel seen, successful, and connected fast.

Think of onboarding like dating. The early days set the tone. Are you checking in? Listening? Celebrating their wins? Or ghosting them after they sign the waiver?

1. Start Before They Walk Through the Door

Onboarding begins the moment someone clicks “Join Now.” That confirmation email? That’s your first impression. Set expectations. Offer a welcome video. Share a clear next step, such as scheduling a success session or completing a brief questionnaire about their goals.

Use this phase to segment your members. Someone training for their first 5K needs different messaging than someone returning after an injury. Personalization builds trust.

2. Make Orientation Personal, Not Just Informational

Yes, they need to know where the locker rooms are. But a powerful orientation goes beyond logistics. It introduces them to your culture, your team, and their place in it.

Build in time for a mini goal-setting session or movement screen. Introduce them to a staff member who will be their point of contact for the first month. If they’re joining a group fitness class, give them a “starter pack” of beginner-friendly classes to try.

Pro tip: Don’t treat orientation as a one-and-done. Break it into phases over the first few weeks to avoid overwhelming them.

3. Use a Touchpoint Calendar to Stay Connected

Set up a 90-day touchpoint system with a mix of automation and human follow-up:

• Day 1: Welcome email with orientation info
  
  
• Day 3: Check-in text from their assigned staff contact
  
  
• Week 2: Survey on how things are going
  
  
• Week 4: Invite to a community event or workshop
  
  
• Week 6: Quick phone call to celebrate progress or troubleshoot
  
  
• Day 90: Invite to join a referral program or loyalty tier
  
  

The goal is to keep members from slipping through the cracks. Automation can help—but real relationships seal the deal.

4. Track Engagement, Not Just Attendance

Don’t just count how often someone swipes in. Track what they do. Are they attending classes? Using the app? Engaging with staff?

Use this data to trigger interventions. If someone drops off after two weeks, send a re-engagement email. If they consistently hit their goals, celebrate them publicly (with permission, of course). Recognition and support keep motivation high.

5. Build Belonging Fast

Members stay when they feel like they matter.

Introduce new members to other members. Create “welcome squads” of veteran members who act as gym ambassadors. Host low-pressure events that help people connect outside of structured workouts.

Belonging isn’t accidental; it’s engineered. And it’s a major predictor of retention.

Final Reps

The first 90 days set the tone for a member’s entire fitness journey. A strong onboarding system turns a one-time joiner into a long-term loyalist. Don’t leave it to chance.

Instead, design it with the same care you give to your facility’s layout, programs, and team. Because when your members win, so does your business.