Our Blogs
The Human – AI Retention Loop: How Gyms Can Keep Members Longer
Most gym retention strategies start too late. They wait until a member has stopped attending, become disengaged, or is already close to cancelling. At that point, the relationship may already be weak. The member may feel embarrassed about not coming in, unsure how to...
Fitness Staff + AI: The Smartest Way to Retain Members
Much of the current debate around AI in fitness focuses on whether technology can generate exercise programmes, answer training questions or provide automated advice. It can do all of these things, with varying degrees of quality. But this is not where AI is likely to...
More Than Swimming: Why Access to Lessons Matters More Than Ever
Over the 2026 May Bank Holiday weekend, tragic water-related incidents were reported across the UK, with seven children and two adults losing their lives amid record-breaking temperatures. These were not isolated to one location or circumstance. They happened across...
Influencers Get Attention. Great Fitness Coaches Keep Members.
The fitness industry is facing a quiet but serious challenge. More gym users are turning to YouTube influencers, social media personalities and AI-generated fitness advice for guidance on how to train, eat and transform their bodies. This is happening at a time when...
How Leisure Operators Can Use AI to Improve Member Retention and Reduce Attrition
Practical lessons for leisure centres, leisure trusts and gyms looking to keep members longer. There is a lot of noise around AI right now. New tools. Big promises. Endless headlines. But for many leisure centres, leisure trusts, gyms, health clubs and wellbeing...
Attendance Drops Before Cancellation
Gym member cancellations rarely happen suddenly. They build gradually. In one of our recent TRP webinars with Melvyn Hillsdon and Dave Ling, we researched why members disengage, what attendance patterns reveal about retention risk, and how operators can intervene...