Gym Membership Cancellations Primarily Due to Cost, YouGov Study Shows

Krissy Vann | Host, All Things Fitness and Wellness

According to a recent survey conducted by YouGov in the United States, the primary reason for cancelling gym memberships is high cost. The study, which involved continuously collected data and rolling surveys representative of the online population, sheds light on the various factors influencing individuals' decisions to terminate their gym contracts.

The survey revealed that 41% of respondents cited cost as the main reason for cancelling their gym memberships. This was followed by 25% of participants who pointed to changes in their personal circumstances, such as new jobs or family commitments, as a significant factor. Additionally, 23% of those surveyed mentioned a lack of time as a reason for discontinuing their memberships.

Other notable reasons for cancellation included moving to a new location, with 19% of respondents indicating this as a factor. Another 19% said they could achieve their desired fitness results independently, without the need for a gym. Dissatisfaction with the gym experience was reported by 14% of participants, while 10% believed they could find better options elsewhere.

Further down the list, 9% of respondents said their gym or studio had closed, and 8% found the available times no longer convenient. The influence of friends no longer attending the gym was a reason for 5% of those surveyed, and another 5% did not achieve the results they wanted from their membership. Additionally, 2% of participants were unsure of their reasons, and 10% cited other unspecified reasons.

While the YouGov survey offers insights into why people cancel their gym memberships, it also highlights some gaps in the information provided. For instance, the survey does not dive deeply into the specific aspects of the gym experience that led to dissatisfaction, nor does it explore in detail what alternatives members pursued after leaving their gym. Understanding these nuances could provide fitness business executives with more actionable data to improve member retention and satisfaction.

Additionally, the survey does not take into account the vast variety of fitness facilities available, from traditional gyms to boutique studios and specialized fitness centers. This variety can significantly impact the reasons for joining or leaving a fitness facility. The fact that only 5% of US consumers left because they weren’t getting the results they wanted is good news for the industry. This indicates that, for the most part, fitness facilities are effective in helping members achieve their goals.

However, the fitness industry is constantly looking to reach the other 80% of the population that currently does not attend a health club. By addressing the concerns highlighted in this survey and offering diverse, affordable, and convenient options, fitness businesses can work towards attracting a broader audience and retaining their current members.

Overall, the survey underscores the importance of addressing cost concerns and providing flexible, high-quality services to retain gym members in an increasingly competitive fitness market.

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