New GymNation Study Shows How Digital Progress Reports Boost Retention
Krissy Vann | Host, All Things Fitness and Wellness
GymNation has released the results of a six-month research study that demonstrates the positive effect of digital member engagement on retention and lifetime value. The study, which focused on the introduction of their GymNation Round-Ups—a digital progress-tracking initiative—found significant improvements in member behavior and value.
Karl Foster, GymNation’s Chief Technology Officer, explained on LinkedIn that the company sought to understand the deeper drivers of member engagement. “In the fitness sector, we often make assumptions about what influences member behavior and lifetime value. Our goal was to test whether engaging with members through progress tracking would have a measurable impact on retention and engagement.”
The GymNation Round-Ups, inspired by the format of Spotify’s Wrapped, were designed to celebrate member achievements by providing periodic updates in a digital, competitive, and rewarding manner. The initiative quickly gained traction, with many members sharing their updates on social media, signaling strong personal resonance.
GymNation sought to move beyond the initial social buzz generated by the round-ups and investigate whether they had a lasting impact on member behavior. To achieve this, they conducted an A/B test, selecting a random sample of 3,500 members who received the round-ups (Group A) and a comparable group of 3,500 members who did not receive them (Group B). The findings were significant: Group A exhibited a 10.5% higher lifetime value compared to Group B. Additionally, Group A’s visit frequency remained stable, with only a 0.4% drop, while Group B saw a notable decline of 16.8% over the same period.
Foster highlighted the significance of these findings, noting that engaging with members in a celebratory and personalized way stabilized visit frequency and increased overall lifetime value. “The results show that when members are engaged with their progress in the right context, it drives tangible business outcomes,” Foster said.
The broader implications for the fitness industry are clear. As competition intensifies, operators are increasingly looking for ways to retain members and boost lifetime value. This study suggests that digital engagement strategies, particularly those that provide personalized and rewarding experiences, can be a key driver of member loyalty and retention.
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Credit: GymNation