A decoy tier makes one plan the obvious pick. Twenty-two experiments in Management Science say it does nothing to what anyone will pay, and the reason is that your gym pricing tiers differ on things a prospect can price at the gym down the road.
A 2026 study indicates that a consistent Instagram feed significantly enhances engagement, while varying content in stories keeps viewers interested. Visual cohesion aids brand recognition, whereas fresh narratives in stories draw attention. A successful strategy combines a fixed aesthetic for posts with dynamic storytelling to optimise overall engagement.
A forthcoming study in the Journal of Consumer Research, eleven experiments with more than 9,000 people, points to a reason even a clean, single-offer ad can lose the sale: hard-to-read ads change how people decide, not just how much they like the look of you. Shahryar Mohsenin and Kurt Munz tested what a hard-to-read font…
Your keenest new members often quit first. A 2026 overconfidence study points to why: when results are slow, the most confident members are quickest to decide the goal isn’t reachable for them. What that means for retention, and the week-six conversation that helps
A 2026 study tracked real attendance before and after a gym challenge. Why members quit once it ends, and the retention move that keeps them training.
You bundle things. The membership comes with an intro PT session, the 10-class pack throws in a nutrition consult, the upgrade tier includes a programme review you’d otherwise charge for. One of the most important decisions you make is how to approach gym bundle pricing. At some point you decided how to write that second…
Auto-renewal makes your retention look healthy, but a renewal only tells you a member hasn’t cancelled. Here’s what behavioural research says actually turns an auto-renewing member into a loyal one, and the two onboarding mistakes that cost you both.
Tykocinski, Pittman, and Tuttle’s research on inaction inertia shows that individuals often reject slightly less attractive offers due to the regret of missing a better deal. Their findings suggest that gym marketing strategies should reframe offers from loss-focused to gain-oriented messaging, enhancing conversion rates by alleviating regret about past missed opportunities.
Peloton’s S-1 filing highlighted that engagement is key to retention, with a 95% twelve-month retention rate influenced by early member engagement. Gyms typically fail by neglecting early onboarding, with retention strategies kicking in too late. New members are most receptive in their first 30-60 days, making effective onboarding crucial for long-term commitment.
Research indicates that traditional gym marketing emails, often using urgent and capitalised subject lines, actually result in lower open rates than simpler, straightforward approaches. Notably, Apple’s minimalistic emails outperform loud ones, as consumers develop a mental filter for typical marketing language, leading to higher rates of ignored emails when they follow common patterns.