Optimizing Member Acquisition: Insights from Global Fitness Industry Studies

Our recent studies across the UK, North America, and Australia revealed that significant gaps in the timeliness of response, quality of response and the availability of information on gym websites is hindering operators' ability to convert prospects into members.

In this article, we dive into the findings and explore how embracing AI co-pilots, like Keepme Agent, can help fitness operators streamline their member acquisition strategies.

First Impressions Matter: The Top of the Funnel

The top of the funnel is where potential members first engage with your gym, researching membership plans, class schedules, and facility offerings. This stage is critical, as a seamless and informative discovery experience can make or break their decision to move forward. Not only does speed matter here, but so does the quality of your engagement - providing precise, relevant answers builds trust and encourages prospects to take the next step.

Despite significant investments in digital marketing and fitness lead generation, many gyms struggle to convert prospects due to inefficient top-of-the-funnel processes. High customer acquisition costs (CAC) and wasted marketing spend are direct consequences of neglecting this crucial stage. For example, prospects contacted within five minutes are 21 times more likely to convert, but this is only effective if the response they receive is thorough and directly addresses their needs. Generic or incomplete answers can lead to frustration and drive prospects away, wasting valuable marketing resources.

To truly maximize conversion rates and drive business growth, it’s essential to not only optimize response times but also ensure the quality of your communication. Providing clear, accessible information in a professional and personable manner sets your gym apart and fosters a positive first impression that resonates with potential members.

The Role of FAQs: Reducing Friction and Building Trust

FAQs are a powerful tool for reducing friction in the customer journey. When potential members visit your website, they often seek answers to common questions such as membership pricing, class schedules, or cancellation policies. Without a comprehensive FAQ section, they may become frustrated and abandon their inquiries in search of clearer information from competitors.

Our study found that two-thirds of gyms globally lack an FAQ section, and those that do often provide insufficient information. This lack of accessible details hinders gyms’ ability to engage prospects, limiting conversions from website visits to bookings for tours or trials. Including detailed FAQs can alleviate staff workload, build trust, and help prospects move confidently to the next stage.

% of Organizations Displaying FAQs on their Website

The Impact of Slow Response Times

Delayed responses can have a severe impact on conversion rates. Prospective members often contact multiple gyms simultaneously, and those that respond quickly are more likely to secure the lead.

In the UK and Australia, where response times often exceed 10 hours, gyms risk losing prospects to more responsive competitors. Even in North America, where the average response time is better, the standard is still far from the ideal of under one hour, or better yet, five minutes.

Certainty of Reply - A Core Prospect Expectation Not Being Met

The ‘Time to Reply’ studies reveal that many gyms are underperforming in responding promptly to inquiries. While Australia leads in response rate, its average response time is concerning, often exceeding 24 hours, with some gyms not responding at all.

In the UK, the average response time is over 10 hours, with many taking more than 24 hours. North America fares slightly better, averaging 5-6 hours, but a substantial number still take more than a day to reply.

These delays can lead to missed opportunities, as slow responses frustrate prospects and drive them to more responsive competitors.

Certainty of Reply? % of Inquiries Receiving Replies

Why the Quality of Your Engagement is Absolutely Critical

When a prospect reaches out with a question, they’re seeking specific information to help them decide whether your gym is the right fit. Responding to their query by redirecting them back to your website or asking them to call or email another department is not only frustrating, it signals a lack of attention and care. This type of engagement can turn a potentially interested prospect into a lost opportunity.

Prospects expect clear and direct answers, not a runaround. Redirecting them creates additional hurdles and makes them feel undervalued, which can lead to abandonment. Each interaction is an opportunity to build trust and demonstrate your gym’s commitment to excellent service. Providing precise, relevant information not only satisfies their immediate needs but also sets the tone for a positive ongoing relationship.

When you address a prospect’s question fully and directly, you show that you respect their time and are eager to help them make an informed decision. This level of engagement builds confidence and positions your gym as professional and attentive. On the other hand, vague or evasive responses, such as directing them to the website or another communication channel, create friction, erode trust, and increase the likelihood that they will turn to a competitor who offers a more helpful and streamlined experience.

In a competitive fitness market, delivering high-quality engagement from the very first interaction is crucial. Each touchpoint should aim to reduce friction, build rapport, and move the prospect closer to conversion. Anything less than direct, helpful communication is a missed opportunity to make a strong first impression and drive membership growth.

Regional Findings: Where Gyms Are Falling Short

North America

North American gyms lead in FAQ availability, with nearly half providing this feature. However, the speed of responses remains a challenge, as 43% of gyms fail to reply to inquiries, and many take over 24 hours to respond. Multi-site independents are the best performers, responding to email inquiries within just over an hour. Nonetheless, response times on social media remain unacceptably long, with some independent clubs taking over 4,000 minutes to respond on Instagram.

UK

The UK lags behind, with only 32% of gyms offering FAQs. Many inquiries take over 10 hours to receive a response, which significantly reduces conversion opportunities. Public Leisure facilities are more focused on Facebook responses, yet they still struggle with speed, averaging over 600 minutes per response.

Australia

Australia’s gyms show the highest certainty of reply but mixed results on response times. Independent Multi-Site facilities excelled in email responses, averaging 271 minutes - far below the national average. However, their performance on Facebook and Instagram is sluggish, with response times often exceeding 2,500 minutes, highlighting a clear need for improvement.

Keepme Sales Agents for Unbeatable Top-of-the-Funnel Performance

Keepme Sales Agents leverage AI to optimize the top-of-the-funnel experience by providing instant, accurate responses to inquiries across multiple channels - email, social media, and website chat. Powered by your gym’s FAQ data, the AI ensures that no lead goes unattended, delivering the information prospects need to make informed decisions quickly.

This seamless experience reduces friction, boosts engagement, and increases conversion rates. By handling routine inquiries, Keepme Sales Agents free up your staff to focus on high-value interactions, such as gym tours and personalized consultations, enhancing both efficiency and customer experience.

Sales Co-Pilots: Human and AI Collaboration

Keepme Sales Agents are not meant to replace human staff but to augment and enhance their capabilities. By automating the routine, repetitive tasks of answering inquiries and scheduling tours, the AI enables your team to focus on more high-value tasks that require a human touch, such as face-to-face interactions, personalized follow-ups, and member engagement. This combination of AI and human effort ensures that no lead is lost while maintaining a high level of customer service.

The AI Sales Agents handle the time-sensitive tasks that would otherwise overwhelm your staff, such as responding to inquiries in real time or booking trial appointments. By taking on these responsibilities, Keepme allows your team to spend their time on activities that create stronger connections with prospects, like conducting gym tours or offering one-on-one consultations. This partnership between AI and your staff not only improves operational efficiency but also creates a more personalized and tailored experience for each prospective member, resulting in a higher likelihood of conversion.

Next Steps: Elevate Your Member Acquisition Strategy

Optimizing the top of the funnel is essential for turning prospects into loyal members. By offering comprehensive FAQ sections and responding promptly to inquiries, gyms can create a seamless and professional first impression that builds trust and increases the likelihood of conversion.

While the gap between where most gyms are and where they need to be might seem daunting, Keepme’s AI-powered agents can help bridge that gap quickly and effectively. With Keepme, your gym could be up and running with a fully optimized top-of-the-funnel strategy within just a few weeks.