How to Reduce Membership Cancellations in Fitness Apps
Published
December 12, 2024
10
min read
Fitness apps lose most users within six months. But improving retention by just 5% can boost profits by 25–95%. The key? Focus on engagement, usability, and personalization. Here's a quick breakdown:
| Strategy | Benefits | Example Implementation |
|---|---|---|
| Personalized Workouts | Keeps users engaged | AI-tailored routines (e.g., Peloton) |
| Community Features | Builds connections, reduces churn | Group challenges, social feeds |
| Technical Reliability | Prevents frustration | Faster load times, crash prevention |
| Flexible Plans | Matches user needs, reduces cancellations | Monthly/annual options (e.g., Fitbod) |
Most new members stop using the service within the first six months, making early action crucial .
Several key factors contribute to why members cancel their subscriptions:
Low Engagement and Usage
Technical and Experience Issues
A poor user experience often drives members away. Common technical problems include:
| Issue | Impact |
|---|---|
| Complex Data Entry | Too much manual input leads to frustration and drop-off. |
| Poor Device Integration | Unreliable connections make the app difficult to use. |
| Notification Overload | Too many alerts overwhelm and annoy users. |
Social and Motivational Factors
Users engaging alone are more likely to cancel than those participating in groups. In fact, group participants are 56% less likely to quit .
These challenges highlight the importance of identifying and addressing problems early to reduce cancellations.
Catching these issues early allows for timely solutions. SocialWOD's findings offer useful strategies for identifying at-risk members:
1. Declining Engagement Patterns
In 2012, SocialWOD found that customers who eventually canceled had half as many members claiming profiles compared to those who stayed . By acting on this insight, they reduced cancellations by 87.5%.
2. Feature Usage Monitoring
Key areas to track include:
"Increasing member retention by just 5% can increase profits between 25% and 95%." - IHRSA
Warning Signs to Watch For: Fewer logins, less feature usage, skipped workouts, limited social interaction, and incomplete profiles.
Proactive monitoring and quick action are essential for keeping members engaged. Apps with strong tracking systems can spot users at risk of canceling and take steps to keep them on board.
To prevent early cancellations, it's essential to focus on keeping members engaged. Personalized approaches and active participation play a key role in reducing dropout rates.
Tailored workout plans help members stay committed to their fitness goals. AI-driven customization ensures that routines align with individual objectives, fitness levels, and preferences. Here's how it works:
| Feature | Benefit | Implementation |
|---|---|---|
| Goal-Based Programs | Aligns with user objectives | Creates routines for various goals |
| Equipment Flexibility | Fits all users' needs | Works for both gym and home setups |
| Difficulty Adaptation | Avoids frustration | Adjusts based on performance |
| Form Guidance | Promotes safety | Provides video demos and instructions |
Turning goals into challenges can encourage consistent use. Features like visual progress charts, milestone rewards, customized goal-setting tools, and performance tracking metrics make the experience more engaging. These tools not only motivate users but also create opportunities for connection through shared achievements.
Social connections are a powerful motivator. Research highlights that 90% of CrossFit participants continue because of the sense of community . Additionally, those who exercise with others are 32% more likely to stay active compared to those who work out alone .
Here are some ways to build community:
A smooth and hassle-free experience keeps users focused on their fitness goals rather than struggling with technical problems.
Did you know that 70% of new health app users quit before finishing registration? A streamlined onboarding process is crucial to keeping users engaged.
Take Zova, for example. Their interactive, video-based onboarding sets a high standard by personalizing the experience and showcasing app benefits before asking for a subscription . Here's what they do right:
Technical issues are a major turn-off. To keep users happy, focus on these critical areas:
| Feature | Why It Matters | How to Achieve It |
|---|---|---|
| Loading Speed | Prevents users from leaving early | Optimize media and cache frequently used data |
| Crash Prevention | Builds trust with users | Test regularly on various devices and systems |
| Memory Usage | Keeps devices running smoothly | Manage resources efficiently in the background |
| Update Management | Ensures reliability | Use staged rollouts and beta testing |
Strong technical performance lays the foundation for a reliable and enjoyable app experience.
Fitness apps today need to integrate effortlessly with the tech users already own. Studio Bloom's app is a great example of this . They’ve nailed device integration with features like:
The key? Focus on devices your audience actually uses, instead of trying to connect with every gadget on the market.
Quick Tips for Implementation:
Flexible subscription plans and member perks play a big role in keeping cancellations low and engagement high.
Offering different plans ensures you cater to a variety of user needs:
| App | Monthly Plan | Annual Plan |
|---|---|---|
| Fitbod | $12.99 | $79.99 |
| SHRED | $19.99 | $119.99 |
These options make it easier for users to find a plan that works for them while opening the door for re-engagement opportunities.
Easalytics' Win-Back Scoring has shown how identifying and re-engaging lost members can be a game-changer. For instance, one fitness club discovered 1,626 former members generating 43% above-average revenue, with the top 10% bringing in $2,600 annually - 210% higher than the average .
"We remind people of the benefits they lose when they don't have a membership anymore and...creating a sense of urgency around that to say you've got seven days left with this particular filter." - Alice Muir, Senior Growth Consultant at Phiture
Some effective win-back tactics include:
But keeping members engaged isn’t just about bringing them back - it’s also about rewarding loyalty.
Loyalty programs are a proven way to retain users - 84% of customers stick with brands that reward them .
| Reward Type | Goal | Implementation |
|---|---|---|
| Achievement Milestones | Celebrate progress | Points for hitting workout streaks |
| Referral Bonuses | Expand the community | Free months for successful invites |
| Premium Features | Improve experience | Early access to new content |
| Partner Perks | Add extra value | Discounts on fitness gear |
"A robust loyalty programme doesn't just reward individuals; it fosters a sense of belonging that keeps members coming back to a thriving community." - Mark Camp, CEO & Founder at PropelloCloud.com
Referral programs, in particular, can be a major growth driver - businesses using them see revenue grow 86% faster . When rewards align with a user’s fitness goals, they not only keep members around but also strengthen long-term commitment.
Custom app development goes beyond just offering engagement strategies or subscription options - it plays a key role in reducing cancellations. Providers like 2V Modules help create tailored app experiences that keep users engaged and loyal.
Custom apps allow fitness businesses to include tools designed specifically for their audience. For example, Peloton's 2024 rollout of personalized workout plans shows how customized features can enhance engagement. Their system uses workout history to recommend favorite instructors, music preferences, and class schedules, creating a weekly plan tailored to each user’s needs .
| Feature Type | Retention Impact | Example Implementation |
|---|---|---|
| Personalized Workouts | Boosts engagement | Gymstreak AI's custom routine generator |
| Progress Tracking | Increases motivation | WHOOP's 30-day baseline goals |
| Social Integration | Builds community | Any Distance's 100-friend Active Clubs |
| Device Integration | Ensures convenience | Adidas Running's 25+ app ecosystem |
"By investing in your community through consistent engagement, you have the ability to build the relationship with your members while encouraging them to build relationships with each other. We've seen this impact retention in very positive ways for our customers because communities are one-of-a-kind and people don't want to leave their friends!" - Adaire Smithwick, Community Manager at Uscreen
Custom apps also benefit from ongoing technical support, which is critical for maintaining functionality and user satisfaction. Reliable performance reduces frustration and, in turn, cancellations. Custom development partners provide continuous support to ensure apps stay functional and evolve over time. Fitbit’s approach, which includes monitoring feature usage, engagement metrics, and user experience pain points, is a great example of this .
Key technical advantages include:
According to Uscreen, businesses with well-maintained custom membership apps generate 10x more subscription revenue compared to those without . Reliable performance and regular updates make custom app development a powerful tool for improving retention and overall user satisfaction.
Reducing membership cancellations in fitness apps requires a focused, data-driven strategy. Many fitness apps struggle with retention, showing only a 7.88% 30-day retention rate, while just six out of ten users engage daily . Below is a breakdown of key strategies to tackle this challenge, covering personalization, community engagement, technical performance, and flexible plans.
| Strategy | Result | Example Implementation |
|---|---|---|
| Personalized Experience | Boosts user engagement | Gentler Streak sends tailored workout reminders based on user readiness . |
| Community Building | Strengthens retention | Any Distance connects users with 90+ activity-sharing options . |
| Technical Reliability | Reduces user frustration | Ladder refines training programs based on user feedback . |
| Flexible Plans | Lowers churn rates | ClassPass offers diverse fitness class partnerships . |
Engaging users effectively is non-negotiable. For instance, Fitbuddy adjusts workouts to match individual fitness levels , while Google Fit encourages activity through its Heart Points system .
Did you know? Retaining a current customer is 5–25 times cheaper than acquiring a new one . Delivering ongoing value - like Sweatcoin's rewards for walking - is a proven way to keep users coming back.
To improve retention, fitness apps should focus on:
A winning retention strategy blends technical precision with meaningful user connections. For example, Fitbit creates engaging fitness journeys by combining user feedback, wearable data, and external integrations . These strategies highlight the importance of keeping users engaged, simplifying usability, and committing to ongoing improvements to minimize cancellations.