If you run a gym and still don’t have a loyalty program, you’re leaving serious money and members on the table. Big fitness brands didn’t slap together loyalty programs just for fun; they did it because they work. And you don’t need a million-dollar budget to pull it off. Building a gym loyalty program that actually keeps people coming back is totally doable, but it’s not about handing out free towels or cheesy discounts. It’s about understanding what your members really value and creating rewards that genuinely motivate them. If you get the setup right, a loyalty program can be one of the most powerful (and low-cost) growth tools in your gym’s arsenal.
Benefits of a Loyalty Program for Gyms
Here’s why a gym loyalty program is a smart investment:
1. Higher Member Retention
Keeping a member is way cheaper than finding a new one. According to a study, a 5% increase in customer retention can boost profits by 25% to 95%. In an industry where people notoriously fall off after a few months, anything that keeps them engaged is gold. A loyalty program gives members a reason to stick around longer, and that’s money in the bank.
2. Increased Member Spending
Data shows that customers who join loyalty programs spend 20% more than those who don’t. That’s a big deal when you think about upsells like personal training packages, branded merchandise, nutrition plans, and premium classes. A well-designed loyalty program nudges members to invest more in their fitness journey and in your business, without you having to resort to pushy sales tactics.
3. Stronger Word-of-Mouth and Referrals
Happy, loyal members talk. Statistics show that 92% of consumers trust recommendations from friends and family more than any other form of advertising. Many loyalty programs boost referrals by rewarding members for bringing in friends. That means your program isn’t just keeping people loyal, it’s actively recruiting new business.
How to Start a Gym Loyalty Program
Building a loyalty program that actually works comes down to doing three things right: planning, implementation, and promotion effectively. Let’s break it down properly.
Planning Gym Loyalty Program
First things first: you need a plan.
Jumping in without a clear idea of what you’re trying to achieve will just confuse everyone… Your staff, your members, and yourself.
What Are the Goals?
Before you pick a rewards system or start handing out points, get clear on what you want the program to achieve.
Some common gym loyalty program goals include:
- Encouraging more member visits
- Increasing the number of memberships sold
- Boosting online reviews and social proof
- Upselling services like personal training or exclusive classes
You can absolutely combine goals, but it’s smart to prioritize one main goal to keep the program focused.
Example:
If your primary goal is upselling, give more points for purchasing personal training sessions and moderate points just for attending a workout. That way, you encourage upsells but still reward consistent attendance.
Be Realistic About Your Goals
Set goals that make sense for real people, not fantasy customers.
- Referrals: Not everyone has a Rolodex of friends ready to join a gym. Referrals should be a high-point action to reflect the effort it takes.
- Reviews: Members won’t leave ten reviews. Set it up as a quick win… Leave one piece of feedback, get points instantly.
Also, remember: You can’t legally bribe for positive reviews. Frame it neutrally: “We’d love your honest feedback.”
Forget About Traditional Target Audience
Most businesses split customers into new leads, existing customers, and past customers.
Forget that here.
If someone has already quit your gym, no loyalty program will lure them back. And if someone is still just considering joining, the loyalty program is a nice bonus, but not a deal-closer.
Focus on your existing members… They’re already bought in.
But don’t treat them as one big blob. Existing members break down into smaller, more strategic groups:
- Highly engaged regulars (they visit often, easy to motivate for more upsells)
- At-risk members (haven’t been coming lately, loyalty rewards could reignite the habit)
- New members (help them build the habit early with quick wins)
- High spenders (people who already buy add-ons like merch, training, etc.)
Example:
If your biggest opportunity is selling more personal training, build your program around highly engaged regulars and high spenders, not people who barely show up.
Gym Loyalty Rewards Program
Now comes the fun part: what are people actually earning?
Here are smart reward ideas for gyms:
- Discounted membership (e.g., $10 off next month’s fee)
- Free personal training session trial (show the value, don’t just talk about it)
- Free exclusive class (premium yoga, boxing, HIIT session)
- Free merch (shirts, water bottles, gym bags)
- Access to VIP-only events (fitness challenges, workshops)
- Priority booking for high-demand classes
- Free nutrition consultation
- Free guest pass to bring a friend
Important:
If the rewards are too cheap or boring, no one will care.
People aren’t going to grind for a free plastic keychain.
At the same time, don’t tank your budget.
If you want to throw in a crazy reward (like a free 3-month membership), make it a prize for the top 3 members each month. This not only protects your costs but also creates friendly competition.
Points Tracking
Tracking points is where most DIY loyalty programs fall apart.
You have two main options:
- Manual Tracking: Staff updates points at the front desk or in a spreadsheet. Simple, but gets messy fast as your gym grows.
- Automatic Tracking: Best option. Integrate your CRM and check-in system with loyalty software. Every visit, every purchase, and every review can be recorded automatically.
Some actions need a hybrid approach.
Example: Checking in can be automatic, but a referral might require manual approval.
Rule of thumb: Automate everything you can.
Why?
- Saves your team a ton of time
- Cuts down human error
- Makes the program seamless for members
Set up Gym Loyalty Program
Once you’ve mapped out your goals, picked the right rewards, and figured out your tracking system, it’s time to actually set the whole thing in motion.
This is where software comes in.
Trying to manage a loyalty program manually is asking for burnout. It’s messy, it’s slow, and it leaves way too much room for human error. Instead, use a dedicated loyalty platform built for businesses like yours.
One great option is Referrizer. Our platform specializes in helping gym and fitness brands to maximize their marketing efforts, including a loyalty program.
You set the rules (how members earn points, what rewards they get, how referrals are tracked), and the system handles the heavy lifting automatically.
Promotions
The third and final step is promotion.
Even the best-designed loyalty program will fail if people don’t know it exists.
You can’t expect members to magically find it buried on your website or hear about it through gym gossip. You have to push it. Hard.
Here’s how to promote your gym loyalty program properly:
- Announce It via Email Blast: Send a dedicated email to all current members explaining the new loyalty program, how it works, and what they can earn.
- Put Up Posters Around the Gym: Front desk, locker rooms, bathroom doors… Anywhere people will actually look.
- Train Your Staff to Promote It: Your team should mention the program during check-ins, tours, consultations, and casual conversations.
- Promote It During Classes: Have instructors remind participants about earning points every time they show up or complete challenges.
- Add it to Your Website Homepage: Create a bold banner or pop-up so new visitors and current members can’t miss it.
- Leverage Your Social Media: Post teasers, behind-the-scenes setups, reward highlights, and success stories. Stories, reels, and posts all work. Don’t just post once and forget.
- Use SMS Marketing: Send a quick text blast to let members know they can start earning rewards immediately.
- Feature It in Your Newsletter: If you have a regular gym newsletter, make the loyalty program a standing section for updates and top point earners.
- Gamify with Leaderboards: Post a leaderboard at the gym showing the top loyalty program participants. Friendly competition = more engagement.
- Offer a Launch Bonus: Give bonus points to everyone who signs up within the first month. Urgency drives action.
- Reward Early Actions: Offer double points for first actions like their first check-in, first referral, or first review after joining the program.
- Create a Short Explainer Video: Nothing fancy. Just you or a trainer quickly explaining how the program works. Post it everywhere.
Track Your Gym Loyalty Program Metrics
Launching your loyalty program isn’t the finish line… It’s just the start.
If you want your program to actually drive growth and loyalty, you need to track how it’s performing and make smart adjustments along the way.
Here’s the reality:
- What you set up on day one won’t stay perfect forever.
- Member behavior changes. Motivation fades. If you’re not paying attention, your loyalty program will slowly die off without you even noticing.
So what should you monitor?
Sign-up rate
How many members actually joined the loyalty program?
Low sign-up? Your promotion might be weak, or the rewards aren’t tempting enough.
Engagement rate
How often are members earning points?
Low engagement? Maybe the actions you’re rewarding aren’t appealing. Maybe it’s too complicated to participate.
Reward redemption rate
Are people actually claiming rewards, or are points just sitting there unused?
Low redemption? Rewards might not be exciting enough, or the number of points needed could feel impossible to reach.
Churn rate
Is your loyalty program helping keep members longer?
No impact on churn? You may need to offer more meaningful rewards or build stronger emotional engagement (like celebrating milestones).
Referral numbers
How many new members are coming in because of loyalty incentives?
Low referrals? Referrals might need to be rewarded more generously or made easier (clear referral links, QR codes, etc.).
Final Thoughts
A gym loyalty program isn’t just a marketing gimmick. It’s a serious tool for boosting retention, increasing revenue, and building a stronger fitness community. But it only works if you approach it the right way: plan it carefully, set it up smartly, promote it like crazy, and keep tracking your results.
The real key? Keep it simple, rewarding, and fun. Focus on what your members actually value, not just what’s easy for you to offer. And don’t be afraid to tweak and improve as you go.
